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

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the Double-diamond approach(1)

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the Lean UX approach(2)

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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)

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UX/UI design

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

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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

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