End to end practical UX experiences

UX Thailand 2017

This year, Wongnai started adopting user-centered design. We went through eye opening moments which led to major changes in term of UX/UI. For instance, in our website and app we designed a logically structured navigation for restaurant categories. But as it turned out, many users skip that section entirely because it lacks appealing visual. Also the user may not be thinking logically when they use our product.

This talk will cover end to end practical UX experience. From research to design and then validation.

Chusek Phientharntham
UX Engineer at wongnai.com

Transcript

1. End to end practical UX
2. Chuuu UX @ Wongnai
4. Background
5. Weekly Retention Ex. ~40% 400 Users 1,000 Users 600 Users
6. Focus on • App, Web = mostly link from social • New User current user = bias
7. UX Research Toolkit • Persona • Usability Testing • Analytics • User Journey • Card Sorting
8. Persona
9. Wongnai Elite
10. Personas Jan, 24 Non-active User Freelance Actor B.A. Performing Arts Mod, 35 Heavy User Business Consultant MBA
11. Usability Testing
12. Analytics Tracking
13. Tracking Segments
14. Tracking Segments Install Week 2 Week 1
15. Tracking
16. Factor คนกลุมเขียวใชเยอะกวากลุมแดงกี่เทา Volume Factor จํานวนครั้ง ดูรูป 3 10000 บันทึกราน 5 500
17. Case Study 1. Research : Problem - Insight, Hypothesis 2. Design Solution 3. Validation - Result
18. Case 1 Restaurant Info
19. Home Search Suggestion Restaurant info Restaurant info scrolled Insight: Analytics
20. Restaurant Info Home Insight: Usability Test
21. Design
22. Validation • Analytics • A/B Test • Usability Test
23. Validate Conversion = Unique Click / Unique Impression New user only **
24. Mini Review
26. Sticky ???
27. Bottom Bar
28. View Menu +20% click
29. Case 2 Grid Search Result
30. Insight: User Interview
31. Insight: Usability Test Old
32. Design: Search Result Old New Grid View
33. List , Grid A/B Test
34. List , Grid A/B Test result
35. Songkran Grid Result Released New Landing Released
36. A B A/B Test Peek B +16% click
37. Case 3 Home Screen
38. Insight: Usability Test
39. “I only see photos”
40. ~+4% Higher Weekly Retention Seen Search Result
41. Old New
42. Old New
43. Guerilla Test
44. Result - Validation
45. Validation
46. ~23% Higher Engagement Start scroll ~+11%
47. ~+4% Higher Weekly Retention Seen Search Result
48. Case 4 Suggestion Icon
49. Search Suggestion +20% click Before After
50. Case 5 Filter - > Quick filter
51. Filter Quick filter 5x More usage
52. Case 6 Bookmark icon
53. A/B Test Android
54. Recap 1. Research : Problem - Insight, Hypothesis 2. Design Solution 3. Validation - Result
55. Q&A