How I Think
I start with the "Five-Whys"
- Who are the target audiences?
- What are the users' needs?
- How do I guide the users on what to do?
- Where do they go next and return?
- Why do they want to use it--"what is it in for me?"
I often combine the below common practices of
user-centric approaches:
the Design Thinking Approach
the Double-diamond approach(1)
the Lean UX approach(2)
Creating a new Search tool for
e-Commerce Search Ad Insight
TARGET AUDIENCES
A global leader provides media intelligence and data-decisions for online marketers to develop marketing strategies. (B2B)
Goals
To create a first-of-its-kind solution to allow online marketers to monitor sponsored ads at the keyword level in a defined environment.
Approach
UNDERSTANDING
—Start with a complicated POC
DEFINition
—Use workflow to define screen flow relations
ANALYZE
—Break down project requirements and multiple phrases
CONCEPTION
—Design a user-centered focus and digestible UI for the target audience (online marketers)
Creating wireframes and rapid prototype
TARGET AUDIENCES
Major Tax Filing Service to help the general public to file tax return online. (B2C)
Goals
—Redesign the payment process to:
- acquire 1MM new clients
- retain 60% of current clients
—Improve the existing Manage My Account
workflow
Approach
UNDERSTANDING/Challenges
—Payment process is restricted to a third-party development platform and cannot alter the existing process flow
ANALYZE
—Conduct a competitive analysis to understand user pain-points
DEFINING
—Create a clear user-flow to improve the process
—Create comprehensive wireframes in Axure
—Turn wires into a rapid prototype
CONCEPTION / DESIGN
—Start with an at-a-glance tax summary
—Use pop-ups and help texts to keep users
informed of the cost during the process in order
to achieve retention
—Employ a friendly tone-of-voice and progression
percentile to keep users engaged
Creating a start-up e-commerce site (responsive)
TARGET AUDIENCES
An emerging fashion online retail store to sell handmade garments & accessories to women of different age groups. (B2C)
Goals
—To create a brand new e-commerce site on both desktop & mobile platforms
Approach
DISCOVERY
—Create personas and conduct competitive analysis
DEFINING
—Use the mobile-first approach
CONCEPTION/DESIGN
—Create clean and modern static mock-ups
PROTOTYPING
—Use Axure to create a prototype to determine the design/site content
TESTING
—Run tests on both large and small glasses
DEVELOPMENT
—Deploy the site in iterations and push it to
the marketplace on time
