UX design & redesign

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  • 1. UX Design & Redesign
    ShanshanMa
    @shanshanma
    8/9/2011

2. Two Types of Design Situations
Redesign/optimize existing products criticize things
Design new products invent things
3. Redesign/optimize Existing Products: The Situation
Challenge:
The product is experiencing low customer adoption rate /decreased sales number
The product is getting customer complaints from customer communication channels (market research, social media, open forum, neutral review sites, power user feedback)
The product is experiencing higher than usual cost in customer support, not because of functionality malperformance, but because of user errors
The product is losing market share to competitor product
The product requires longer training than other products
Goal:
Increase customer adoption rate and thus better sales
Reduce customer complaints
Lower customer support cost
Regain market share
Decrease training cost
Approach & Process: Discover, Dissemble, Redesign, and Tracking
4. Redesign/optimize Existing Products: The Approach
2. Dissemble the problem & prioritization
Mismatch between user workflow and existing workflow
Gap between user mental model and designer mental model
Find usability pitfalls and mistakes
5. Redesign/optimize Existing Products: The Approach
3. Redesign
Pinpoint areas for improvements
Focus on areas that make the biggest impact on the user experience
Focus on areas that have the highest ROI
Focus on THE BIG PICTURE
6. Redesign/optimize Existing Products: The Approach
4. Tracking
Launch and effectively track optimization results (before vs. after)
A/B testing (existing vs. new)
7. Design New Products: The Situation
Challenge:
Know the market, not knowing the users/consumers/customers
Know the market, know the users, have an idea, need to realize the idea and make the product come to life
Goal:
Leverage user knowledge to effectively drive product strategy
Put users in the center of the design process to maximize the opportunities with the next generation of products.
Develop winning products
Approach & Process: User Centered Design
8. The Design Process:
Stakeholder workshop
user research (survey & interview)
Persona development
Content inventory and Information architecture
Sketch & wireframe
Wireframe testing
Visual design and design testing
Development and pre-launch testing
Post-launch testing
9. Design New Product: The Approach
1. Foundational user research to understand target audience
Persona development (quantitative and qualitative user research)
Task/workflow analysis; Use cases; Stories
Stakeholder/team alignment exercise
10. Design New Product: The Approach
2. Prototyping & UI design
Sketch & low-fi UI (wireframe) to communicate ideas among designers
High-fi UI (html, psd) to communicate design to engineers
Interactive & multimedia UI (html, flash) to communicate product to stakeholders
11. Design New Product: The Approach
3. Early testing & Iterative testing
Cognitive walkthrough
Informal, quick & dirty testing
Discount usability testing
Face-to-face testing, remote and online testing
12. Design New Product: The Approach
4. Pre-launch testing; post-launch testing; ongoing optimization
User acceptance testing
A/B testing
Ongoing new feature release and site updates
13. In Summary
For successful UX redesign, use the right method to pinpoint the problem and come up with the optimized redesign solution.
For successful UX design, use the user centered design methodology and seamlessly integrate the UX process into the product development process.
14. About Me
@ShanshanMa: User Experience Designer
15. Thank you!