Treatise on Designing a Great Experience.
Creating a great user experience is liaison between technology, business,design and a good UX professional should be well versed with all three which results in a usable and workable solution. Knowing the business and providing the solution also clears the internal frictions within teams and helps achieve common goals. I do strongly believe that the days are numbered for those UX professionals well-versed in theory, but lack the supporting skills to execute the desired end result or some greater portion of it through their own means. One needs to be smart enough to adopt to Lean UX and produce a viable product in minimal time.
Recently I was working on re-refining landing page for“magicbricks.com” and it’s always difficult and challenging to modify/refine a solution which is already working and has 12 million visits a month. Moreover there is lot that goes behind the scene to shape and make the beast look gorgeous..:-)
The challenge was to meet business goals as it’s all about negotiating technology and design, and knowing how to accommodate the priorities of each in relation to the user driven goal.
The goal was to achieve frictionless solution which is accepted by user and works flawless. Some of the exercises we did:
- Cut down landing page clutter by prioritising and removing unwanted content and links, this is still work in progress and an ongoing exercise.
- Task oriented actions and options to explore more.
- Improving the design and interaction to uplift the design standards and being in-sync with existing web standards.
The exercise went for more than a month and started with user research of our existing solution, re-assessing and confirming what works best and what needs improvement. The final output was result of improved Behavioural Science, Brand Equity, Cognitive Science, improved Information Architecture, Multivariate Testing and Usability.
The tools used during the process:
Consistency improves predictability, which increases learnability
Compositional flow determines how the eye is led through a design: where it looks first, where it looks next, where the eye pauses, and how long it stays.
Great UX work is going to be hidden by poor documentation so it’s imperative that UX Documentation gets equal important for present and future reference.
Most importantly User experience is about being on the outside of the product looking in.
PS. While writing this post-refinement work is still in progress…