Improve Usability
User feedback was telling us there were misconceptions and lack of understanding in our buy flow which could be impacting our conversion rate and increasing costs
Problem:
Performed in-depth moderated usability studies
Narrowed findings to verify the problem areas
Generated several concepts to address the problems
Performed comparative usability study to test the concepts and narrow the alternatives
Iterated the design based on findings
Built the challenger and A/B tested against the control
Action:
Built and implemented a new way of ordering - backed by qualitative and quantitative research.
Reduced flow steps from 5 to 3
Increased order conversion by 11%
Result:
Improve Experiences Ecosystem-Wide
Product owners of websites and apps were not following UX standards, guidelines, and best practices which can negatively impact usability, conversion, and increase costs.
Problem:
Performed digital ecosystem-wide analysis
Developed inventory of inconsistencies and opportunities to improve
Identified the problem
Generated several ideas to combat the problem
Settled on a way to use UX experts and users to identify and highlight areas of opportunity and levels of severity.
Implemented the process and documentation
Interviewed internal users, found areas to improve
Iterated 4x through a continuous improvement cycle
Action:
Conceptualized and brought to life an ongoing mechanism to measure usability and UX standards compliance throughout the digital ecosystem.
Improved usability in all experiences
Improved self service adoption and reduced call center calls by 25k calls per month or $1.8M annual cost reduction.
Result:
intentionally blurred
Design System
Problem:
We had no comprehensive online repository for brand guidelines, components, patterns, styles, and UX best practices which can decrease efficiency, usability, and brand perception.
Take inventory of all reusable components and patterns across all websites and apps
Evaluate and choose a design system tool
Define and document components’ and patterns’ guidelines in detail
Research needs of our users
Release and evangelize design system - beta version
Continue building out components and patterns
Build process and set measurable goals to ensure adoption and compliance
Continually research needs of users
Continually release new versions (with reusable code)
Action:
Created a highly valuable and useful tool for product owners, designers, and developers to self serve brand guidelines, reusable components and patterns, and standards.
Attained a 4+ star usefulness rating from users
Improved consistency across all digital properties
Reached a high level of adoption across the organization
Result:
Design Operations
There was no formal standardized design process, projects were not consistently approached with a design thinking methodology which can lead to solving the wrong problem, increased risk, and poor products
Problem:
Researched design team models
Analyzed what would work best for our business and customers
Put together draft process flow and documentation
Tested it on several projects
Learned it was over processed - too much burden on stakeholders and our team
Refined and optimized - fewer presentations, less documentation
Tested on medium to large scale projects
Rolled out new process organization wide
Action:
Created and implemented user-centered design thinking approach that consistently and efficiently produces research backed designs resulting in attaining business goals and improved usability scores, CES, and NPS.
Result:
To ensure we design the right thing... and design the thing right... we must empathize through discovery, define through synthesis, generate ideas through exploration, select and solve through testing. This ensures solutions are data driven, backed by research and design reasoning, not just subjective opinions.
