UX design & redesign


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UX design & redesign

  1. 1. UX Design & Redesign<br />ShanshanMa<br />@shanshanma<br />8/9/2011<br />
  2. 2. Two Types of Design Situations<br />Redesign/optimize existing products – criticize things<br />Design new products – invent things <br />
  3. 3. Redesign/optimize Existing Products: The Situation<br />Challenge:<br />The product is experiencing low customer adoption rate /decreased sales number<br />The product is getting customer complaints from customer communication channels (market research, social media, open forum, neutral review sites, power user feedback)<br />The product is experiencing higher than usual cost in customer support, not because of functionality malperformance, but because of “user errors”<br />The product is losing market share to competitor product<br />The product requires longer training than other products<br />Goal:<br />Increase customer adoption rate and thus better sales<br />Reduce customer complaints<br />Lower customer support cost<br />Regain market share<br />Decrease training cost<br />Approach & Process: Discover, Dissemble, Redesign, and Tracking<br />
  4. 4. Redesign/optimize Existing Products: The Approach<br />2. Dissemble the problem & prioritization<br />Mismatch between user workflow and existing workflow<br />Gap between user mental model and designer mental model<br />Find usability pitfalls and mistakes<br />
  5. 5. Redesign/optimize Existing Products: The Approach<br />3. Redesign<br />Pinpoint areas for improvements<br />Focus on areas that make the biggest impact on the user experience<br />Focus on areas that have the highest ROI<br />Focus on THE BIG PICTURE<br />
  6. 6. Redesign/optimize Existing Products: The Approach<br />4. Tracking<br />Launch and effectively track optimization results (before vs. after)<br />A/B testing (existing vs. new)<br />
  7. 7. Design New Products: The Situation<br />Challenge:<br />Know the market, not knowing the users/consumers/customers<br />Know the market, know the users, have an idea, need to realize the idea and make the product come to life<br />Goal:<br />Leverage user knowledge to effectively drive product strategy<br />Put users in the center of the design process to maximize the opportunities with the next generation of products. <br />Develop winning products<br />Approach & Process: User Centered Design<br />
  8. 8. The Design Process:<br />Stakeholder workshop<br />user research (survey & interview)<br />Persona development<br />Content inventory and Information architecture<br />Sketch & wireframe<br />Wireframe testing<br />Visual design and design testing<br />Development and pre-launch testing<br />Post-launch testing<br />
  9. 9. Design New Product: The Approach<br />1. Foundational user research to understand target audience<br />Persona development (quantitative and qualitative user research)<br />Task/workflow analysis; Use cases; Stories<br />Stakeholder/team alignment exercise<br />
  10. 10. Design New Product: The Approach<br />2. Prototyping & UI design<br />Sketch & low-fi UI (wireframe)– to communicate ideas among designers<br />High-fi UI (html, psd)– to communicate design to engineers<br />Interactive & multimedia UI (html, flash)– to communicate product to stakeholders<br />
  11. 11. Design New Product: The Approach<br />3. Early testing & Iterative testing<br />Cognitive walkthrough<br />Informal, quick & dirty testing <br />Discount usability testing<br />Face-to-face testing, remote and online testing <br />
  12. 12. Design New Product: The Approach<br />4. Pre-launch testing; post-launch testing; ongoing optimization<br />User acceptance testing<br />A/B testing<br />Ongoing new feature release and site updates<br />
  13. 13. In Summary<br />For successful UX redesign, use the right method to pinpoint the problem and come up with the optimized redesign solution.<br />For successful UX design, use the user centered design methodology and seamlessly integrate the UX process into the product development process.<br />
  14. 14. About Me<br />@ShanshanMa: User Experience Designer<br />
  15. 15. Thank you!<br />