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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