ux design & redesign

UX Design & Redesign

Shanshan Ma

@shanshanma

8/9/2011

Two Types of Design Situations1. Redesign/optimize existing products –

criticize things2. Design new products – invent things

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

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


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


4. Tracking Launch and effectively track optimization results

(before vs. after) A/B testing (existing vs. new)

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

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

Design New Product: The Approach1. Foundational user research to

understand target audience Persona development (quantitative and

qualitative user research) Task/workflow analysis; Use cases; Stories Stakeholder/team alignment exercise

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

Design New Product: The Approach3. Early testing & Iterative testing Cognitive walkthrough Informal, quick & dirty testing Discount usability testing Face-to-face testing, remote and online testing

Design New Product: The Approach4. Pre-launch testing; post-launch testing;

ongoing optimization User acceptance testing A/B testing Ongoing new feature release and site updates

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.

About Me @ShanshanMa: User Experience Designer

Thank you!