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UX design & redesign


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  • 1. UX Design & Redesign
  • 2. Two Types of Design Situations
    Redesign/optimize existing products – criticize things
    Design new products – invent things
  • 3. Redesign/optimize Existing Products: The Situation
    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
    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
    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
    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!