ux vision - tal florentin - 2014 ux awards - the story of maveze
DESCRIPTION
UXVision is a leading Israeli UX service provider. In the last few years we have performed more than 100 UX design projects for local Fortune 500 companies. We celebrated our 100th project with a unique challenge – the complete redesign of the leading Tel-Avivian blog called maVeze. Starting with the basic steps of the discovery stage, we found out that this time, we would have to deal with every designer’s worst nightmare – the target audience of generation Y. Generation-Y, also known as millenials, are regarded as those born after the 1980’s. Trying to figure out their characteristics reveals a puzzle, as Gen-Y are full of conflicts. They are tech-savvy, yet highly creative. They are environmentally conscious yet highly mobile, they think about the long-term, yet expect instant rewards. Millenials are also entrepreneurs, yet they value relationships over money, and most of all, they are impatient yet also curious and obsessed with getting information… so basically, it all seemed like one big paradox – to design a blog for people don’t really have the time or patience to read… In order to keep things interesting and engaging, we provided the site editors with a set of 16 different content blocks, and created a management system that allows them to dynamically define the order of the content, leaving a minimal amount of constant elements. This helps them keep a consistent structure. Knowing that the website will ultimately contain much content, we were required to delicately balance the amount of content and the ease of use. We defined a precise set of grids enabling the website’s content to consistently move along a unified set of foundations. One of the major challenges we faced was breaking the ice between the bloggers and readers. We equipped the bloggers with tools that gave them the ability to share the atmosphere “behind the scenes” and tell the readers when they wrote the post, where they were located, what the time was, what was the temperature and most important of all – what was their mood like. Furthermore, in order to make the ice break even more, we allowed the bloggers to define which soundtrack they would like the reader to hear while reading. During the creativity brainstorming session, we realized that even though we created something unique, we still had to take it one step further and change the rules of the blogging game 180 degrees. We decided to allow the bloggers to record themselves, leaving the reader with the ability to hear the actual blogger instead of reading it themselves, which completely reduced ones need to read. Who ever said a blog post needs to be textual? But Let’s Talk Business! We allowed the presence of banners that fit the general structure of the site and embed into the boulevards. The linear structure of the site, alongside the horizontal navigation, caused the banner blindness to disappear.TRANSCRIPT
2014 UX AWARDSWINNING
UXVISION
UXVISION
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