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If it ain't broke, don't fix it

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My Talk for 9th Thessaloniki UX Meetup
Πότε τελειώνει ένα project; Πότε είναι η κατάλληλη στιγμή να κάνουμε redesign, και τι εννοούμε όταν μιλάμε για redesign; Πότε και γιατί κάνουμε User Evaluations; Τελικά ακούμε τη γνώμη των χρηστών μας ή κάνουμε του κεφαλιού μας; Τι μας λένε τα δεδομένα που συλλέγουμε από τα analytics και πως μπορούμε να τα χρησιμοποιήσουμε με δημιουργικό τρόπο; Ας καταρρεύσουμε όλους αυτούς τους μύθους που μας κυνηγάνε εδώ και χρόνια και ας συζητήσουμε πάνω σε συγκεκριμένα case studies ποιό θα ήταν το καλύτερο Design Strategy που θα μπορούσαμε να ακολουθήσουμε σε κάθε περίπτωση.
https://www.meetup.com/Thessaloniki-UX-Meetup/events/261387131/

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If it ain't broke, don't fix it

  1. 1. @lenalekkou “If it ain’t broke, don’t fix it” | 9th Thessaloniki UX Meetup ;
  2. 2. @lenalekkou “If it ain’t broke, don’t fix it” | 9th Thessaloniki UX Meetup I started from Interior Design & experienced with Set Design so that I move on to Graphic Design and continue to Web Design so that I find the beauty in UX Design and Interaction Design and implement it to Instructional Design. Hi! I am
  3. 3. @lenalekkou “If it ain’t broke, don’t fix it” | 9th Thessaloniki UX Meetup I started from Interior Design & experienced with Set Design so that I move on to Graphic Design and continue to Web Design so that I find the beauty in UX Design and Interaction Design and implement it to Instructional Design. Hi! I am I just Design all kinds of Designs.
  4. 4. @lenalekkou “If it ain’t broke, don’t fix it” | 9th Thessaloniki UX Meetup SO WHEN A PROJECT IS FINISHED? Well……
  5. 5. @lenalekkou “If it ain’t broke, don’t fix it” | 9th Thessaloniki UX Meetup WHEN A PROJECT IS FINISHED? Yeap! We are working in an infinity loop.
  6. 6. @lenalekkou “If it ain’t broke, don’t fix it” | 9th Thessaloniki UX Meetup DON’T FORGET THE DESING THINKING PROCESS Iterate, Iterate, Iterate, Iterate
  7. 7. @lenalekkou “If it ain’t broke, don’t fix it” | 9th Thessaloniki UX Meetup REDESIGN vs PROJECT DEVELOPMENT
  8. 8. @lenalekkou “If it ain’t broke, don’t fix it” | 9th Thessaloniki UX Meetup REDESIGN VS PROJECT DEVELOPMENT Project Development is when we have new additions to the original product / website / app (new features, new pages, new content etc.) that follow the principles and design guidelines of an existing Design Strategy Redesign is going back to existing features, pages, content, products, evaluate them and create new solutions.
  9. 9. @lenalekkou “If it ain’t broke, don’t fix it” | 9th Thessaloniki UX Meetup THE DEFINITION OF REDESIGN
  10. 10. @lenalekkou “If it ain’t broke, don’t fix it” | 9th Thessaloniki UX Meetup THE DEFINITION OF REDESIGN Make changes or improvements to an existing product / website / app/ etc. VS Create a new strategy from scratch “A redesign is in order if a new solution will have a positive impact on the brand, service, or product.” Sean Adams
  11. 11. @lenalekkou “If it ain’t broke, don’t fix it” | 9th Thessaloniki UX Meetup YES, BUT DO YOU <REALY> KNOW WHAT TO KEEP AND WHAT TO CHANGE?
  12. 12. @lenalekkou “If it ain’t broke, don’t fix it” | 9th Thessaloniki UX Meetup THE DEFINITION OF REDESIGN This is a tricky question I know, you don’t know what to keep and what to change. You can only understand the reality through Research and User Evaluations.
  13. 13. @lenalekkou “If it ain’t broke, don’t fix it” | 9th Thessaloniki UX Meetup GET OUT THERE AND BE WITH THE PEOPLE YOU ARE DESIGNING FOR!
  14. 14. @lenalekkou “If it ain’t broke, don’t fix it” | 9th Thessaloniki UX Meetup THE UNDERSTANDING PHASE ▪ Business needs ▪ User Observation & Evaluation ▪ Analyzing Existing Data ▪ Designing User Scenarios ▪ Prioritize the Design Needs ▪ Model the Users’ Behavior This is the time to think with your brain and with your heart.
  15. 15. @lenalekkou “If it ain’t broke, don’t fix it” | 9th Thessaloniki UX Meetup YOU ARE NOT YOUR USER The most important rule!
  16. 16. @lenalekkou “If it ain’t broke, don’t fix it” | 9th Thessaloniki UX Meetup REDESIGN DELIVERABLES ▪ New Branding. New design guidelines, logo design etc. ▪ Changes on an existing website or app ▪ UX Copy ▪ Navigation , new User Paths ▪ Better Information Architecture and the list is endless…
  17. 17. @lenalekkou “If it ain’t broke, don’t fix it” | 9th Thessaloniki UX Meetup THE FEAR OF CHANGE
  18. 18. @lenalekkou “If it ain’t broke, don’t fix it” | 9th Thessaloniki UX Meetup THE FEAR OF CHANGE “Emotional harm is the most common…. There is a multitude of ways design can cause pain… the most familiar pain is frustration.… Research tells us that people are more impacted by a bad experience than a good once. Therefore, if we want happy, paying customers, we are better off spending our time avoiding and fixing bad experiences…. Emotional harm should be taken very seriously…. Make sure your design is polite…” (from the book Tragic Design )
  19. 19. @lenalekkou “If it ain’t broke, don’t fix it” | 9th Thessaloniki UX Meetup FRESH VS FAMILIAR “Users hate change, so it's usually best to stay with a familiar design and evolve it gradually. In the long run, however, incrementalism eventually destroys cohesiveness, calling for a new UI architecture” “Typically, a fresh design will be a worse design simply because it's new and thus breaks user expectations. A better strategy is to play up familiarity and build on users' existing knowledge of how a system works.” https://www.nngroup.com/articles/fresh-vs-familiar-aggressive-redesign/
  20. 20. @lenalekkou “If it ain’t broke, don’t fix it” | 9th Thessaloniki UX Meetup USERS DON’T CARE ABOUT DESIGN FOR ITS OWN SAKE; THEY JUST WANT TO GET THINGS DONE AND GET OUT
  21. 21. @lenalekkou “If it ain’t broke, don’t fix it” | 9th Thessaloniki UX Meetup CASE#1: Microsoft Windows
  22. 22. @lenalekkou “If it ain’t broke, don’t fix it” | 9th Thessaloniki UX Meetup CASE#1: Do you remember the frustration in Windows 8?
  23. 23. @lenalekkou “If it ain’t broke, don’t fix it” | 9th Thessaloniki UX Meetup CASE#1: Microsoft Windows 8 – True Story True <personal> story. When Windows 8 was released with that “app” feeling. I had to buy my mom a book for learning how to use the new interface. In a small time period she really love the new interface and knew more about me the more “experienced” user. Why is that? Why my mom was a “better” user than I was?
  24. 24. @lenalekkou “If it ain’t broke, don’t fix it” | 9th Thessaloniki UX Meetup CASE#1: Microsoft Windows 8 – First Frustrations My mom: “Am I so stupid? Why can’t I use this Computer?” Me: “I Hate it! How can you turn this s&%@t off?”
  25. 25. @lenalekkou “If it ain’t broke, don’t fix it” | 9th Thessaloniki UX Meetup USERS ARE NOT DUMB THEY ARE JUST FAMILIAR WITH A DIFFERENT EXPERIENCE
  26. 26. @lenalekkou “If it ain’t broke, don’t fix it” | 9th Thessaloniki UX Meetup THE FEAR OF CHANGE
  27. 27. @lenalekkou “If it ain’t broke, don’t fix it” | 9th Thessaloniki UX Meetup THE FEAR OF CHANGE Should Microsoft Windows stay in the previous version because it was working? Think of Windows 10 that your are using right now, is it better from previous versions? Even a very well coded website, might break or needs improvement when users are starting to using it. Don’t forget users tend to be more “experienced” than before and demands more from the website / app / product they are using.
  28. 28. @lenalekkou “If it ain’t broke, don’t fix it” | 9th Thessaloniki UX Meetup WHEN A PROJECT HAS TO BE REDESIGNED
  29. 29. @lenalekkou “If it ain’t broke, don’t fix it” | 9th Thessaloniki UX Meetup WHEN TO REDESIGN “Before you throw out the old and bring in the new, make sure you have solid evidence that doing so is necessary to achieve user-centered goals.” https://www.nngroup.com/articles/radical-incremental-redesign/
  30. 30. @lenalekkou “If it ain’t broke, don’t fix it” | 9th Thessaloniki UX Meetup WHY A PROJECT HAS TO BE REDESIGNED
  31. 31. @lenalekkou “If it ain’t broke, don’t fix it” | 9th Thessaloniki UX Meetup REASONS TO REDESIGN ▪ Expand Regionally ▪ Increase Market Share ▪ Attract new Target Group ▪ Launch a new business or product ▪ Fix something that is not working ▪ Help Users find what they need
  32. 32. @lenalekkou “If it ain’t broke, don’t fix it” | 9th Thessaloniki UX Meetup REASONS TO REDESIGN Clients usually don’t know why. (if the client is too close to the subject, they may not see the reality) We have to understand why, based on the user research, analytics and anything else we might have available. Yes, I know what you are thinking… the Clients….
  33. 33. @lenalekkou “If it ain’t broke, don’t fix it” | 9th Thessaloniki UX Meetup DON’T GIVE CLIENTS OPTIONS, GIVE THEM SOLUTIONS
  34. 34. @lenalekkou “If it ain’t broke, don’t fix it” | 9th Thessaloniki UX Meetup MOST COMMON FRUSTRATIONS Did users find what they want? Are you sure the navigation of your website / app / software is correct? Did you cover the Information Need the user has?
  35. 35. @lenalekkou “If it ain’t broke, don’t fix it” | 9th Thessaloniki UX Meetup MOST COMMON FRUSTRATIONS Completion Rates or Bounce Rates Why users abandon a process? What stopped them? Did they find something more Useful somewhere else? Did they run out of time?
  36. 36. @lenalekkou “If it ain’t broke, don’t fix it” | 9th Thessaloniki UX Meetup MOST COMMON FRUSTRATIONS ▪ Informative Product Pages ▪ Product Differentiation and Comparisons (the user fears about buying the wrong product) ▪ Simplified (and personalized) Text ▪ Search https://www.nngroup.com/articles/10-high-profit-redesign-priorities/
  37. 37. @lenalekkou “If it ain’t broke, don’t fix it” | 9th Thessaloniki UX Meetup MOST COMMON FRUSTRATIONS That old-fashioned look... Yes, that’s a very good reason. Products, websites, apps etc. must evolve as we evolve through the years. Think about them as a living thing that grow. But don’t be so quick to throw away the existing design….
  38. 38. @lenalekkou “If it ain’t broke, don’t fix it” | 9th Thessaloniki UX Meetup OLD DESIGNS ARE THE BEST PROTOTYPE FOR YOUR NEW DESIGNS
  39. 39. @lenalekkou “If it ain’t broke, don’t fix it” | 9th Thessaloniki UX Meetup THE LAUNCH MOMENT
  40. 40. @lenalekkou “If it ain’t broke, don’t fix it” | 9th Thessaloniki UX Meetup THE LAUNCH MOMENT Sometimes it’s best to make little steps or go wild. Other solution is to launch the most visible touchpoints, then let the old system slowly disappear as items need to be replaced or updated.
  41. 41. @lenalekkou “If it ain’t broke, don’t fix it” | 9th Thessaloniki UX Meetup CASE#2: Realtimeboard → Miro
  42. 42. @lenalekkou “If it ain’t broke, don’t fix it” | 9th Thessaloniki UX Meetup CASE#2: Realtimeboard → Miro
  43. 43. @lenalekkou “If it ain’t broke, don’t fix it” | 9th Thessaloniki UX Meetup WHEN WE INVOLVE USERS IN A REDESIGN
  44. 44. @lenalekkou “If it ain’t broke, don’t fix it” | 9th Thessaloniki UX Meetup USERS, USERS, USERS First of all…
  45. 45. @lenalekkou “If it ain’t broke, don’t fix it” | 9th Thessaloniki UX Meetup USERS, USERS, USERS Involve users from the Day 0. Don’t spend time, talk with them Involve them in the process, test Every little detail.
  46. 46. @lenalekkou “If it ain’t broke, don’t fix it” | 9th Thessaloniki UX Meetup USERS ARE YOUR SINGLE SOURCE OF TRUTH
  47. 47. @lenalekkou “If it ain’t broke, don’t fix it” | 9th Thessaloniki UX Meetup WHAT ABOUT DATA
  48. 48. @lenalekkou “If it ain’t broke, don’t fix it” | 9th Thessaloniki UX Meetup TIME FOR DATA So you have metrics, and google analytics and you track your users. What next? What you do with these data? Data should point you to the right way of taking action.
  49. 49. @lenalekkou “If it ain’t broke, don’t fix it” | 9th Thessaloniki UX Meetup 226,776 visits entered the website through 1,158 pages Bounces 75,869% of Site Total Bounce Rate 33,46% Site Avg 33,46% CASE#3: LET’S SAY WE SELL SUGAR SUBSTITUES AND WE SEE THESE GOOGLE ANALYTICS RESULTS
  50. 50. @lenalekkou “If it ain’t broke, don’t fix it” | 9th Thessaloniki UX Meetup The story was someone is in the middle of preparing a recipe and they want to know how many packets of this sugar substitute will equate to the same amount of sugar as called for in the recipe. CASE#3: NOW THE USERS’ PERSPECTIVE
  51. 51. @lenalekkou “If it ain’t broke, don’t fix it” | 9th Thessaloniki UX Meetup ▪ In progress of baking a cake ▪ Has already the sugar substitute ▪ In a hurry ▪ Using voice search because the users’ hands are dirty ▪ Not sitting down, in the kitchen room You can find this example on “Learning Web Analytics by Matt Bailey” https://www.lynda.com/Google-Analytics-tutorials/Learning-Web-Analytics/685038-2.html CASE#3: USERS’ INTENT
  52. 52. @lenalekkou “If it ain’t broke, don’t fix it” | 9th Thessaloniki UX Meetup TIME FOR DATA Put Data into Action The answer isn’t in the numbers but will only indicate the problem The answer is in the User Experience
  53. 53. @lenalekkou “If it ain’t broke, don’t fix it” | 9th Thessaloniki UX Meetup LAST BUT NOT LEAST, DEDICATED TO MY FELLOW DESIGNERS
  54. 54. @lenalekkou “If it ain’t broke, don’t fix it” | 9th Thessaloniki UX Meetup Is this true? Have you asked your users / customers? Will the logo redesign solve the problem? CASE#4: “I want to change the logo of my company because it’s old and nobody likes it”
  55. 55. @lenalekkou “If it ain’t broke, don’t fix it” | 9th Thessaloniki UX Meetup CASE#4: Brooklyn Public Library Branding Redesign
  56. 56. @lenalekkou “If it ain’t broke, don’t fix it” | 9th Thessaloniki UX Meetup “If you dare a change, you might lose your faithful customers” “I’m not usually the correct-English-police but there is something odd about the library using the slang-ish abbreviation of the borough. It’s far more readable at smaller sizes, that’s for sure.” CASE#4: Brooklyn Public Library Branding Redesign
  57. 57. @lenalekkou “If it ain’t broke, don’t fix it” | 9th Thessaloniki UX Meetup “Gone is the sad little black box that for so long meekly defined our presence in the digital realm. There’s something invigorating about the facelift that comes with rebranding — it seems to signify a fresh start, a new direction.” “…making it fun and relevant for the ebook-reading generation.” CASE#4: Brooklyn Public Library Branding Redesign
  58. 58. @lenalekkou “If it ain’t broke, don’t fix it” | 9th Thessaloniki UX Meetup Is the purpose of your project suitable for something like this? CASE#5: “We want something different and playful!”
  59. 59. @lenalekkou “If it ain’t broke, don’t fix it” | 9th Thessaloniki UX Meetup Are you trying to annoy your users? CASE#6: “75% of the users don’t click the BUY button let’s make it bigger, change it to red color and add a pop-up message”
  60. 60. @lenalekkou “If it ain’t broke, don’t fix it” | 9th Thessaloniki UX Meetup When done right, everyone can learn new paths and introduce new design patterns. CASE#7: “You can't teach an old dog new tricks ”
  61. 61. @lenalekkou “If it ain’t broke, don’t fix it” | 9th Thessaloniki UX Meetup EMBRACE CHANGES Intake #1
  62. 62. @lenalekkou “If it ain’t broke, don’t fix it” | 9th Thessaloniki UX Meetup IT’S A NEVER ENDING (BUT INTERESTING) PROCESS Intake #2
  63. 63. @lenalekkou “If it ain’t broke, don’t fix it” | 9th Thessaloniki UX Meetup AS LONG AS THE PRODUCT / WEBSITE/ APP IS OUT THERE, WE MUST ALSO BE THERE Intake #3
  64. 64. @lenalekkou “If it ain’t broke, don’t fix it” | 9th Thessaloniki UX Meetup THE TRUTH LIES WITHIN YOUR USERS Intake #5
  65. 65. @lenalekkou “If it ain’t broke, don’t fix it” | 9th Thessaloniki UX Meetup SO IS THIS MYTH BUSTED OR NOT? Intake #6
  66. 66. @lenalekkou “If it ain’t broke, don’t fix it” | 9th Thessaloniki UX Meetup THANK YOU! @lenalekkou

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