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UX design & redesign
 

UX design & redesign

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    UX design & redesign UX design & redesign Presentation Transcript

    • UX Design & Redesign
      ShanshanMa
      @shanshanma
      8/9/2011
    • Two Types of Design Situations
      Redesign/optimize existing products – criticize things
      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
    • 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
    • Redesign/optimize Existing Products: The Approach
      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 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
    • 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 Approach
      3. 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 Approach
      4. 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!