User Centred Design - Designing Better Experiences - General Assembly - April 2015
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This document summarizes the user-centered design process undertaken to redesign the customer portal experience for a debt recovery company. The design team conducted stakeholder interviews, user research including personas and analytics, cross-channel responsive design, testing, and iterative prototyping. The result was a 72.5% increase in online transactions, 66% increase in revenue, and 40 hours of agent time saved per month in the first 7 months since launch. The document emphasizes the importance of understanding user needs through research in order to create positive experiences.
User Centred Design - Designing Better Experiences - General Assembly - April 2015
- 4. USER CENTRED DESIGN? SO, WHAT IS
- 5. The best designed products and services result from understanding the needs of the people who will use them.
- 7. CREATING MYDLC, A CROSS-CHANNEL END-TO-END CUSTOMER PORTAL EXPERIENCE
- 8. DESIGNING A POSITIVE USER EXPERIENCE FOR A DEBT RECOVERY COMPANY. THE CHALLENGE
- 9. OUR OBJECTIVES INCREASE USER-FRIENDLINESS EMPOWER CUSTOMERS STREAMLINE BUSINESS PROCESS
- 10. OUR PROCESS
- 11. RESEARCH
- 12. STAKEHOLDER INTERVIEWS ONE ON ONE ANONYMOUS BROAD CROSS-SECTION LEARNT A LOT ABOUT THEIR CUSTOMERS AND HOW THEY COMMUNICATE
- 13. The turning point in many interviews is when the interviewee gets up and closes the office door and lowers their voice. PAUL BOAG Photo credit: Andreas Øverland: http://www.flickr.com/photos/andreasoverland/4954194732/ Source: http://boagworld.com/business-strategy/how-to-improve-your-site-using-stakeholder-interviews/
- 14. USER RESEARCH
- 16. There is a direct correlation between this exposure and the improvements we see in the designs that team produces. JARED SPOOL Photo credit: Jeffrey Zeldman: http://www.flickr.com/photos/zeldman/8614173005/ http://www.uie.com/articles/user_exposure_hours/
- 17. PERSONAS BASED ON RESEARCH CREATE A PICTURE OF WHO WE’RE DESIGNING FOR USED THROUGHOUT DESIGN ENCOURAGE EMPATHY!
- 18. SEMIOTIC ANALYSIS THE STUDY OF SIGNS AND SYMBOLS AND SOCIETY’S INTERPRETATION OF THEM WE LOOKED AT MEANING CODED INTO DLC’S EXISTING DESIGNS
- 19. ANALYTICS ON DLC, GOOGLE ANALYTICS WAS LARGELY UNHELPFUL AND CREATED A FALSE PICTURE OF OUR USERS INSTEAD WE USED BUSINESS DATA TO HELP INFORM OUR PERSONA RESEARCH
- 21. ACTIVELY AVOIDING MISINTERPRETATION FORK HANDLES OR FOUR CANDLES? Image credit: BBC. (The Two Ronnies, 1976)
- 22. PRESENTING DESIGNS RATHER THAN EMAILING THEM Image credit: Dreamworks SKG, Universal Pictures, Scott Free Productions, Mill Film, C&L, Dawliz and Red Wagon Entertainment (Gladiator, 2000)
- 23. DESIGNS WON’T SELL THEMSELVES Image credit: Gracie Films and 20th Century Fox Television (The Simpsons, 1997)
- 24. “WHAT DO YOU THINK?” IS THE ENEMY OF CONSTRUCTIVE FEEDBACK Image credit: Warner Bros, Hawk Films, Peregrine and The Producer Circle Company (The Shining, 1980)
- 25. The client didn’t hire you to make something they liked, and something they like may not be the thing that leads to their success. MIKE MONTEIRO Photo credit: Amber Gregory: https://www.flickr.com/photos/fontshop/7091584773/ RECOMMENDED READING: http://www.abookapart.com/products/design-is-a-job Source: https://medium.com/@monteiro/13-ways-designers-screw-up-client-presentations-51aaee11e28c
- 26. DEFINE A NARRATIVE USER STORIES TO DEFINE A NATURAL FLOW TO THE UX. KEEPING POSSIBLE DECISIONS PER STEP TO A MINIMUM.
- 27. HICK’S LAW TIME TAKEN TO RESPOND NUMBER OF OPTIONS
- 28. MOBILE FIRST WE STARTED ALL PROTOTYPES LOOKING AT THE SMALL SCREEN FIRST. IT’S EASIER TO SCALE UP A DESIGN THAN TO SQUEEZE A DESKTOP SITE ON MOBILE.
- 30. SKETCH
- 33. TONE OF VOICE 90% OF INTERFACE DESIGN IS TONE OF VOICE. GETTING THIS RIGHT ON MYDLC WAS CRITICAL TO THE SUCCESS OF THE DESIGN.
- 34. TONE OF VOICE It was actually really nicely put. I’ve obviously had letters like this before. I’ve never seen anywhere, you know ‘please call us and we will take your circumstances into account’. I really liked that on that letter. You are more willing to actually deal with it, than shoving it in the bin and saying you never received the letter.
- 35. TEST, TEST, AND TEST SOME MORE Image credit: The Ladd Company, Shaw Brothers and Warner Bros. (Blade Runner, 1982)
- 37. ▲ 72.5% TRANSACTIONS INCREASE IN ONLINE TRANSACTIONS IN FIRST 7 MONTHS SINCE LAUNCH ▲ 66% REVENUE INCREASE IN REVENUE IN FIRST 7 MONTHS SINCE LAUNCH 40 HOURS SAVED AGENT TIME SAVED A HUGE AMOUNT OF AGENT TIME PER MONTH
- 38. Businesses cannot treat their customers as passive “consumers” any longer; every company is in the user experience business. KAREN MCGRANE Source: http://alistapart.com/column/explaining-water-to-fish Photo credit: Eirik Helland Urke: http://www.flickr.com/photos/webdagene/6149954950/