UX Design / Exercises and Final Project (all in one)

02.04.2022 - 09.12.2022 (Week 1 - Week 15)
Abigail Kartika Darmowinoto / 0350525 / Bachelor of Design in Creative Media
UX Design / Taylor's University
Exercises and Final Project (all in one)

LIST

OTHER POST:

LECTURES
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WEEK 1 (29/08/2022): "Introduction to UX"

What is UI? What is UX?
UI: More like the concept / tool
UX: The experience / feeling of the user -> how a person feels about interacting with or experiencing a product.

UI + UX = Interactive Excellence

fig 1.1, UI UX Usability, Week 1 (29/08/2022), source: UX/UI Design Process

“No product is an island. A product is more than the product. It is a cohesive, integrated set of experiences." - Don Norman

fig 1.2, Design Process, Week 1 (29/08/2022), source: lecture

Important points of UX:

Usable: design, structure, and purpose are clear and easy to use
Equitable: helpful to people with diverse ability and backgrounds
Enjoyable: the design delights the user
Useful: solve user problem

Experience mostly based on Emotion, AI - run by logic, Experience - run by emotion; which is not easy to decided. User Experience always comes before and after User Interface.

User Experience also come from ambience, like when buying games; the sense of colors, musics, character designs that blends into one and create satisfactory, or when buying Starbucks, and the smell of coffee, relaxing and cozy places which blends into one. So the main point of User Experience is satisfaction of users' feeling.

When finding a problem, analyze the problem by doing this:

WHO is affected by the problem?

WHAT is the problem?

WHERE does this problem occur?

WHEN does the problem occur?

WHY does the problem occur? WHY the problem is important enough to solve?

Sometimes people are clueless when there are no sign / instruction on doing something. Thus, the effective way is to make something "how, subconsciously it should be done".

fig 1.3, doors, Week 1 (29/08/2022), source: lecture

A Norman Door confused the user

fig 1.4, Norman doors, Week 1 (29/08/2022), source: lecture

A good door with UX is different:

fig 1.5, good UX door, Week 1 (29/08/2022), source: lecture

WEEK 2 (05/09/2022): Meet The Users

"It's not the customer job to know what they want" - Steve Jobs

STEPS IN USER EXPERIENCE:

fig 1.6, UX Steps, Week 2 (05/09/2022), source: lecture

fig 1.7, UX Steps 2, Week 2 (05/09/2022), source: lecture

VALUE METRIC

Signing up for it or paying for it
Using it more than once
Telling others about it

SEGMENATION

Demographic (age, gender, education, occupation, income)
Geographic (countries, region, city)
Behavior (behavioral pattern - buying behavior, and desired benefits)
Technology (level of user tech knowledge / skill)
Psychography

personality
gender / age
values
race
interest
location
lifestyle
employment status

USER RESEARCH / PERSONA

A Fictional ideas of your customer type, and as a content market tool. Make easy understanding on any needs and behaviors.

Examples:

fig 1.8, User Persona, Week 2 (05/09/2022), source: lecture

WEEK 3 (11/09/2022): Meet The Users

“You’ve got to start with the customer experience and work backward to the technology. - Steve Jobs

User Journey Map:

User Persona
Scenario
Goal

fig 1.9, Example of User Persona, Week 3 (11/09/2022), source: lecture

User Persona Goals:

Context
Humanizing Data
Data informed instead of driven
User focused experience
Return and Retention

Empathy map is all about the users: "what does the user ..."

fig 1.10, What to determine on Empathy Map, Week 3 (11/09/2022), source: lecture

Example:

fig 1.11, Example of Empathy Map, Week 3 (11/09/2022), source: lecture

WEEK 4 (19/09/2022): UX Design Audit

“If I had an hour to solve a problem I'd spend 55 minutes thinking about the problem and 5 minutes thinking about solutions.” - Albert Einstein

In this lecture session, Mr. Hafiz introduced us to User Audit.

Is it important? When we do testing, we might have some issues, which later be sent to the want who's in charge.

👇To identify first we need to find the problem, identify it and break it down.

PROBLEM STATEMENT (points)

AUDIT CHECKLIST

Not everyone is having graphic design knowledge, but you can see from the logo and the original design

examples:

any style guides or existing design systems
websites pages / presentation design
logo in all format and use cases
web presence / social media content
landing pages, marketing campaigns, their collateral
original design files vs what's on now

fig 1.12, Audit Checklist, Week 4 (19/09/2022), source: lecture

CONVERSION: TOFU MOFU BOFU

fig 1.13, TofuMofuBofu, Week 4 (19/09/2022), source: lecture

PROBLEM SOLVE:

See the brand guidelines (like the art direction, etc)

WEEK 5 AND 7 (26/09/2022 AND 10/10/2022): UX User Journey

“You’ve got to start with the customer experience and work backward to the technology. - Steve Jobs

fig 1.14, Week 5 (26/09/2022), source: https://youtu.be/vSx2wayTk0g

USER EXPERIENCE:

Brand Attributes
User Profiles
Goals
Site Audit
Review User Needs
Create User Stories
Site Map
Wireframes

fig 1.15, Users can be Anyone, Week 5 (26/09/2022), source: lecture

fig 1.16, Users can be Anyone, Week 5 (26/09/2022), source: lecture

User can be anyone, they aren't always designer, so they may have difference in experiencing something.

What's inside User Journey Map?

User Persona
Scenario
Goal

User Persona Goals:

Context
Humanizing Data
Data informed instead of driven
User focused experience
Return and Retention

Examples of User Journey Map:

fig 1.16, Examples of User Journey Map, Week 5 (26/09/2022), source: lecture

WEEK 9 (28/10/2022): "UI UX Documentation"

Documentation consist of these things:

1. Overview (define)

Project’s goals, objectives and vision

Project summary
Problem (HCW)
Solution (SWOT)
Definition (Role/Duration)

2. Discovery (empathize)

Essentially includes user personas, empathy maps, user journey maps, interviews, market research, and any other information that pertains to the customer.

Market Research
User Research
User Personas
Key Findings

3. Design (ideate)

Summary of initial concepts and sketches of how the product’s journey began + thought processes behind the product’s features. Also include sprints and brainstorming sessions reports

Sketch
Wireframe
Usability prototyping
Key Findings

4. Prototype

Consisted of 3 big phases; wireframe, mockup, prototype. Presented to stakeholders to explore the product and understand the context behind usability testing and design concepts.

Final Design
Prototype
Documentation

fig 1.17, Prototyping, Week 9 (28/10/2022), source: lecture

5. Handover

Summarize your UX documentation and include the project’s goals, objectives, and vision. Allows every stakeholder to read about the UX design process and how the product has evolved.

Engineer
Developer
Video Prototype

6. Improvements

References, giving context to the product’s lifespan from the initial concept to the current iteration.

Next steps
Long term Plan

WEEK 10 (31/10/2022): User Onboarding

Lecture source:

Chapin, B. (2018, November 1). First Impressions: A Guide to Onboarding UX. Toptal Design Blog. https://www.toptal.com/designers/product-design/guide-to-onboarding-ux

First Impressions: A Guide to Onboarding UX

(*all images source from the website)

User onboarding is basically a process in the start of the app screen that increase the likelihood of the user to use the app. The use of onboarding is very crucial and it helps to decide on whether the new user will use the app or not.

fig 1.18, Onboarding, Week 10 (31/10/2022), source: lecture

TYPES OF ONBOARDING:

The Nickel Tour

fig 1.19, Nickel Tour Onboarding, Week 10 (31/10/2022), source: lecture

Coach Marks, Tooltips, and Guidestones

fig 1.20, Coach Mark Onboarding, Week 10 (31/10/2022), source: lecture

Guided Task Completion

fig 1.21, Guided Task Onboarding, Week 10 (31/10/2022), source: lecture

WHEN TO ONBOARD?

Out of the Box Onboarding
Progressive Onboarding
New Feature Onboarding

PRO - TIPS:

Make It Quick and Painless
Make It Repeatable
Don’t Get Too Personal
Don’t Rely on Tutorials to Cover for Bad UX
Onboarding Services

WEEK 14 (02/12/2022): "5 Laws of UX Design"

There are 5 basic law that if we follow, can help us to create a design with great UX:

fig 1.22, Summary of 5 UX Design, Week 15 (08/12/2022)

INSTRUCTIONS
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fig 2.1, Module Information Booklet of User Experience

fig 2.2, Timeline of User Experience Module

Exercise 01: Inefficient Item
WEEK 1 (29/08/2022) : Norman Door
Look for things around you which you find problematic and put in the Miro Board.

Examples:

fig 2.3, Exercise 1

Exercise 02: User Persona
WEEK 2 (05/09/2022) : User Personas
USER PERSONAS
are researched and proposed representations of your target user. Each Persona would be framed from real user discovery by researching and observing their:

needs
goals
behavioural patterns

The aim of this exercise is to allow you to gain valuable insights on your users’:

requirements
wants
demands

You are to design 1 main user persona.

Exercise 03 & 04: Empathy Map and Project Definition

WEEK 3 (11/09/2022) : Empathy Map

Create an empathy map of the user.

The goal isn’t to correctly classify information, it’s to identify with the user. This exercise isn’t about logging every emotional and behavioral aspect of the user, but focusing on the target audience and understanding his or her world as it relates to your work. Going too broad will get things off track.

Change or streamline the categories to work with the session goal, persona or available data. For example, if the persona is a purchasing manager at a B2B company, feelings might not have been relevant or revealed by the research. Make whatever changes are needed to ensure the outcome is useful and the session is productive.

WEEK 4 (19/09/2022) : Project Definition

Fill up the project definition.

Exercise 05: Design Audit

WEEK 5 (26/09/2022)

(Brand & visual identity) INTERNAL → EXTERNAL (Channels & Touch points)

A design audit is basically a checkup to make sure that the company is expressing itself consistently across all channels and touch points.

Touchpoints:

What users are actually seeing and engaging with throughout their user journey, and remedy any inconsistencies
Touch-points are external (for the users), such as visuals, written, and verbal communications that range from the website to ads to social media marketing and advertising, events, workshops or webinars hosted to the actual product launch and the product itself.
There are dozens, if not hundreds, of touch points in their journey to and through the journey to your product.
Is their experience consistent and trustworthy, or erratic and unpredictable

WHY?
Building consistency is building trust

WHAT?
Any style guides or existing design systems
Website pages (screenshots)
Logo in all formats and use cases
Web ads / third party integration
Standalone landing pages, marketing campaigns, and all their collateral
Classes, workshops, presentations, promotional speaking engagements
Social media content
Original design files vs. what’s live right now

Exercise 06: User Journey Submission

WEEK 5 (26/09/2022) - posted in Task 2

Exercise 07: User Experience Survey
WEEK 8 (18/10/2022)

You are to create a User Experience Survey(Questionnaire) regarding the Product that you have chosen to redesign.

Asking for customer feedback before redeveloping/developing a product is ideal and would save the project a great deal of money and effort.

The exercise:
You are to come up with 10-15 survey questions to be applied to a selected user persona. You should survey at least 5 of these individuals.

Use: for survey forms
https://www.google.com/forms/

Work on compiling the following instructions on your current Miro board. Submission for your findings would be in a short presentation deck on Miro.

Use: template found as attachment below https://miro.com/app/board/uXjVPMtqrNA=/?share_link_id=579522559039

How to start?

First
Before coming up with the questionnaire, first you would need to establish what you expect to get out of the questionnaire, how will it help you improve the product, define pain points and even identify what to lose or to keep in the product. Thus you would need to detail the following:Deciding on what and how to measure.
Sampling from your user persona's
Analysing the data; finding trends.
Turn the data into information; storytelling

Second
Look into this
https://surveysparrow.com/blog/user-experience-survey-questions/
Provides 60 questions sample that you can use for your survey. You could use between 10-15 of these questions and customize it for you chosen product and user persona. The answers may be open ended (subjective), which would provide quite a number of opportunities. Or it could be objective and the participants would choose from a series of answers, this would allow you to create quantitative graphs, etc.

What to look for in the users feedback:

Usefulness. Usability. Enjoyability. Equitability.
What benefit did the product provide? Example, problem’s, challenges that the product solved; what was found useful by the users?
Pain Points: identify what’s Usable or what isn’t usable.
The user’s experiences and expectations of the product and whether it was Enjoyable.
Other than the target users, would the product benefit other users? How equitable would the product be rated?

Final
Provide the key findings by compiling it, into a comparable flow in presented in your MIRO board. This will be used to redesign the app. Which is the next Assignment where you will be building Wireframes.

Final Project:

We are divided into several group of 3-4 thus later will start to redesign our chosen app covering from the onboarding until the wireframes of certain feature.

EXERCISES

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Exercise 01: Inefficient Item
WEEK 1 (29/08/2022) : Norman Door
We were tasked on looking some items that are made inefficiently and confusing the users. The items can be anything existed in campus or just random things in home.

fig 3.1, Exercise 1, Week 1 (29/08/2022), source: lecture

First I looked on some items around me, if it's required to look for something with bad UX, it's hard to find, but whenever it isn't needed, I always find some :'). So after several look up on some items, I decided to go with the usb drive.

Why??

USB drives always equipped with male plug to connect with the computer ports. There are the void side and the filled side. Whenever we wanted to insert the plug, it's always difficult and inconvenient to use in fast-paced situation. It's kind of feel annoying even it's small thing, when we try to insert the dongle but missed the plug. So, this is what I came up with:

fig 3.2, Exercise 1 Final, Week 1 (04/09/2022)

Exercise 02: User Persona
WEEK 2 (05/09/2022) : User Personas

As for the UX Design exercise, I'm planning on using the same application I used on Application Design. Monny. To determine the user persona, first, I did the market segmentation:

fig 3.3, Market Segmentation, Week 2 (12/09/2022)

After that, I created the user persona following the format provided. I named my targeted users as Charlie and Celine.

fig 3.4, User Personas, Week 2 (12/09/2022)

Exercise 03 & 04: Empathy Map and Project Definition

WEEK 3 (11/09/2022) : Empathy Map

I'm trying to create empathy map, first, I learnt to be the user, Charlie. I empathize on how I would feel if I was her. I dive down to the applications' interface and workflow. Thus I found some pain points that I think can be discussed.

Other than that, I also try to learn from another similar user (real data) by reading the play store reviews to enhance the findings.

fig 3.5, Empathy Map, Week 3 (17/09/2022)

WEEK 4 (19/09/2022) : Project Definition

Following on that, I started to fill up the project definitions, the purpose, the objective of the project in the provided questions:

fig 3.6, Project Definition, Week 4 (25/09/2022)

Exercise 05: Design Audit

WEEK 5 (26/09/2022)

Moving forward to week 5, in the practical session, Mr. Hafiz tasked us to learn the design audit. These are some of the contents needed:

Web ads / third party integration + Social media content

fig 3.7, web ads, Week 5 (26/09/2022)

Any style guides or existing design systems

Standalone landing pages

Logo in all formats and use cases

Original design files vs. what’s live right now

fig 3.8, style guides, logo, original design, Week 5 (26/09/2022)

Painpoints

fig 3.9, pain points, Week 5 (26/09/2022)

Exercise 07: User Experience Survey
WEEK 8 (18/10/2022)

In order to improvise the UX Design we need to conduct a survey which later be asked on minimum 5 people.

First I breakdown on things that I need to do:

fig 3.10, to do, Week 8 (18/10/2022)

From that, first I created the survey outline:

(to note: his survey is combined with the survey I did for application design, thus, some questions may contain about the interface).

fig 3.11, survey breakdowns, Week 8 (18/10/2022)

From that I started to create the questions and make the Google Forms, and spread it and I got 56 respondents:

fig 3.12, surveys, Week 8 (18/10/2022)

Other than that, I also did some interviews, for the subjects, I chose it from my targeted persona:

The outline:

fig 3.13, interview breakdowns, Week 8 (18/10/2022)

Thus, the results;

fig 3.14, interview results, Week 8 (18/10/2022)

User Persona:

fig 3.15, user personas, Week 8 (18/10/2022)

From both survey and interviews, here are some key findings I got:

fig 3.16, key findings, Week 8 (18/10/2022)

Exercises Compilation:

Miro

fig 3.17, exercise compilations, Week 8 (18/10/2022)

PROGRESSION

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Week 9 (28/10/2022)

After being briefed by the Final Project, we were divided into several groups, which later we would decide on whose application is going to be used.

I was put into Group 1, which I am in a group with my other 2 colleague, Luisa Audrey and Syarafina. The day after class, we decided to go on a group meeting to decide whose application is chosen. Each of us started to present our work, Luisa with Elisi, Syarafina with her Apple TV app, and me with Monny, my finance tracker app.

fig 4.1, each of our presentation (Apple TV and Elisi), Week 9 (29/10/2022)

Syarafina and Luisa both agree on using my application, Monny. The reason is because Monny have less pages than other apps, and Monny has lots of potential to be used. The app is unique, it offers money tracking with various challenge and currencies, but at the same time it lacks in both the User Interface and User Experience.

After we decided, I introduced them more about Monny, all the (+)/(-) of the app, the interfaces, and others. I'm showing my Miro board:

fig 4.2, Miro Board of Monny, Week 9 (29/10/2022)

We targeted on creating the wireframe by next week. We divided on who's going to work which part, mine is "home" and "data center," Luisa is settings and My Monny, and Syarafina will go for Account and Quest, from my previous hamburger menu sketch. Thus, here're my part:

At the same pace with the Application Design project, I started to create the main screen, the home, I created based on my previous sketch. After I finish, I started to create the "data center" part. The original app put the choices in rows, which I felt that way isn't really efficient, thus I came up with the idea of making the choices into image icons.

fig 4.3, My Part, Week 10 (29/10/2022)

Week 10 (04/11/2022)

Sir Hafiz confirmed on what app each groups are using. After that, Sir Hafiz taught us about the onboarding part.

Week 11 (07/11/2022)

At the meeting time with Mr. Hafiz, we were asked on about the app. Since one of the member, Syara couldn't come, Luisa and me presented about the app, from how it works, what are the pain points and what's the challenge, as written in my Miro. Then, we were briefed on our next steps, finishing onboarding, and wireframes by next week.

We scheduled our next meeting,

Thus, we decided to do another Discord meeting to discuss about the project furthermore. We show each other the screen we did. This is Luisa's part:

fig 4.4, Luisa's part, Week 10 (04/11/2022)

Syarafina didn't do her part. But then after we discussed this, then we decided to see the MVP of the Monny's since if following this hamburger menu, it didn't cover up through all the screens. So after we broke down the MVP we came up with these:

fig 4.5, Monny's MVP, Week 11 (10/11/2022)

We decided to create new job to do;

Expense Tracker and Flexible Currency will be held by Syara
Challenges and Budget History will be held by me
Recurring Mode and Multiple Accounts will be held by Luisa

Syara volunteered on doing the onboarding, since she's experienced in that.

For the challenge part, I decided to reuse the feature that I used on Application Design:

fig 4.6, Challenge feature, Week 11 (10/11/2022)

For the budget history, I decided to go with something like this, because in the original app we can't know easily which one we have done, which one is for this month, thus I make something clearer. Also, in the fig 3.7(left) the original app has no (+) button. To add that, we need to access it from Home Screen, which is not efficient enough in my opinion, thus I add a (+) button:

fig 4.7, budget history feature, Week 11 (10/11/2022)

Week 12 (14/11/2022):

Today is the next consultation day with sir Hafiz. We haven't finish our onboarding which is Syara's part, thus, we just show our interface for the wireframe. She thought it's not due that day. So, we basically have nothing to show, except the wireframes.

Sir Hafiz recommended that if we came up to the home screen the first thing that we saw are the spending we did, so we need to recreate the interface because the style from my application is a bit different. So I came up with these:

fig 4.8, homepage, Week 12 (14/11/2022)

We continuing on doing each of our parts.

Week 13 (21/11/2022): no class - election

There's a reminder on Google Classroom about the submission. The notification said 28/11 is our submission. Thus we panicked, and asked sir, he clarified that the submission is due on 2/12, after the presentation. We are relieved. But still, we still have a lot to do.

First of all we need to finish up with the wireframes. Mine was already finished, and Luisa did some for her part. I haven't seen Syara's.

After that, me and Luisa discussed on the questions to ask, since Syara will focus on the onboarding. We came up with these questions:

fig 4.9, questions, Week 11 (21/12/2022)

I saw on the XD when I was checking on the works we did, she did her onboarding:

fig 4.10, onboarding, Week 14 (28/12/2022)

I feel it's neat and clean, it delivers the features of Monny. But I was expecting more... I imagine if it was like a guidance, using the Coach Marks, Tooltips, or Guidestones, but it's okay we don't have much time left, thus I add this since Monny can't could save, it only can backup to Google Drive:

fig 4.11, onboarding 2, Week 14 (28/12/2022)

I saw that Luisa did her part:

fig 4.12, Luisa's part, Week 14 (28/12/2022)

While waiting for Syara' part to be done, I tried to finish the Notion submission.

fig 4.13, Notion, Week 14 (30/14/2022)

After that I saw Syara finally finished her part also, because she thought I'm doing the home part.

fig 4.14, Syara's part, Week 14 (01/14/2022)

Finally I get to see the feature we have and the buttons that can work, thus, I suggested to Luisa that we made the specific version of the questions, and we came up with these:

fig 4.15, User Testing Question, Week 14 (01/14/2022)

After we finish each of our part, we crosschecked whether everything is fine. Everything is fine, except Syara's part because she forget to add the preview of the (+) button, thus she copied from Luisa's and made this:

fig 4.16, Syara's part 2, Week 14 (01/14/2022)

After everything is fine, we started to do the User Testing, which we divide into 1 each person and later we summarize together, and here's the result of my user testing:

fig 4.17, my user testing part, Week 14 (01/14/2022)

fig 4.18, Luisa's user testing part, Week 14 (02/14/2022)

fig 4.19, Syara's user testing part, Week 14 (02/14/2022)

From that we can conclude the findings:

From the user testing we conducted, we can conclude that the new design’s UX is way better than the original app, which doesn’t pay attention to small details like for example; the division of the income and expense sections button, the (+) buttons, etc. With the new design, it’s easier for users, especially if they are new user to understand the flow of the app. However, in the new design, minor pain points still need to be fixed in order to enhance the overall UX of the application.

So here are the things that need to be fixed:

fig 4.20, Things needed to be fix, Week 14 (02/14/2022)

After that, we started to fix each of our parts, and this is the outcomes:

Onboarding

fig 4.21, onboarding part, Week 14 (02/14/2022)

Finance Tracking

fig 4.22, expense tracker part, Week 14 (02/14/2022)

Budget History

fig 4.23, expense tracker part, Week 14 (02/14/2022)

I feel like since I have to add the preview of the budget we spent, if I switch the on progress to be on top, the hierarchy will be bit confusing, thus I remain the sequence, and I just add darker shade to make users' attention come straightly to the on progress one. I also add the Monny's ear as a symbol that this one is ongoing now. For the users to know whether they successfully add new budget, I add white rectangle beneath the new plan which later will disappear after 0.8s.

Recurring Mode

fig 4.24, recurring mode part, Week 14 (02/14/2022)

After getting Sir. Hafiz feedbacks on Week 14, there are several things we need to add, and we decided to divide our task:

Qualify statements with quotations - Luisa
Include the original app - Syara
UX design law - me
Presentation of the original app vs the new prototype - Luisa
Pain points -> pointing - me
Findings - Syara

So I decided to identify the 5 Law of UX that we use compared on the original app:

fig 4.25, 5 law of UX, Week 15 (08/12/2022)

Then I proceed on identifying the pain points of the original app, more detailed than the previous I made.

fig 4.26, Pain Points (detailed ver.), Week 15 (08/12/2022)

After everyone finalized their parts, I re-check everything before I submitted, and so, here're my final:

NOTION, Link here

fig 4.27, FINAL NOTION, Week 15 (09/12/2022)

PRESENTATION SLIDES

fig 4.28, Final Presentation Slides, Week 15 (09/12/2022)

FINAL PROTOTYPE (XD)

fig 4.29, FINAL PROTOTYPE, Week 15 (09/12/2022)

REFLECTION

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From all the exercises that have been given, I am increasingly interested in this topic of user experience. the challenge is where we can learn about being other people, but on the other hand, it is also interesting and quite challenging to learn. in carrying out the user experience what is most needed is empathy in positioning oneself above other people's shoes. To be a successful UX Designer, I need to grow my empathy and keep on analyzing people.

It's a fun project, I can experience in working on a team. But what I reflect is we didn't to things on our full capacity since we don't have much time, and maybe it's because me as the app owner / leader lacks in communication. But overall even in short period of time, we did good and I think it's should be fine.

FURTHER READING

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*all images sourced on articles

USER SEGMENTATION FOR UX DESIGN

(Nick Babich)

"Everyone" is not an answer that we can give when we were asked on "Who's the user," sometimes proper targeting is needed in this business, because only few companies in the world are large enough to supply the whole market.

USER SEGMENTATION

User segmentation is needed to do proper targeting - it's a process of dividing users into groups that share similar characteristic. By doing so, we can serve contents appropriately and effectively to certain targeted audience.

MARKETING AND EXPERIENCE SEGMENTATION

Two type of segmentation:

Marketing

Focused on creating effective marketing strategies for a product’s target audience. A market segment is a group of people that:

Have a common set of needs that they want to fulfill using your product.
Are distinct from other segments (different segments have different needs).
Respond similarly to a market stimulus.
Communicate with each other. Since they have a shared set of needs, they can form communities and share the message with their peers.

Goal: to create a message that resonates with a segment and make it circulate inside a segment

Experience

Series of interaction of users with the products.
Focused on knowing the needs of the user

USER CHARACTERISTICS

Required to know the segmentation, covers up: demographic, geographic, behavior, and technology aspects.

CREATING USER PERSONAS

Collect information about real people who interact with your product and start to find patterns; where the characteristics of users overlap, you can build an archetype, or persona, that represents those users collectively.

Few things that you want to focus on when working on personas:

Psychological aspects of a target audience (How do users spend their free time? What image do they want to project? What people/brands are they influenced by?)
User behavior (free vs paid users, new vs returning users)
Cultural segmentation (appropriate cultural references)

HOW TO CONDUCT USER SEGMENTATION

State the goal
Measure user engagement

consider:

Time users spend interacting with products.
Customer journey milestones.
Unhappy paths.

Tie user segment with business goals
Don't create narrow segments (too many narrow segments make it harder to adjust your design to different types of users and make it harder to analyze the results of the adjustments.)
Introduce changes in your product based on segments
Validate design decision

REFERENCE:
Adobe. (2020, July 29). User Segmentation for UX Design | Adobe XD. Ideas. Retrieved September 7, 2022, from https://xd.adobe.com/ideas/process/user-research/user-segmentation-for-ux-design/

UX / UI DESIGN PROCESS

(Fen)

Steps:

1. Research - Meet the user

Figure out the things needed to research
Use interview + observation, survey

2. Empathize - Be the user

Empathy map

Personas

Scenarios

Storyboard

3. Ideation - Concepting

Flowcharts
Paper Prototype

Digital Prototype (wireframe - actual design)

4. Testing - Seeing how it works

Prototype should be real enough to get an authentic response in order to validate or invalidate a hypothesis.
Think critically about what to build in prototype in order to get the feedback.
Test goal is to find out if the solution works as planned or provides.

5. Iteration - Feedback and develop further

Adjust based on client's feedbacks

REFERENCE:

Fen. (2021, February 5). UX/UI Design Process - NYC Design. Medium. Retrieved September 7, 2022, from https://medium.com/nyc-design/ux-ui-design-process-for-beginner-753952bb2241

PERSONAS

(usability.gov)

Purpose: to create reliable and realistic representations of your key audience segments for reference.
Should be based on qualitative and some quantitative user research and web analytics.
Effective personas (as written in the web):

Represent a major user group for your website
Express and focus on the major needs and expectations of the most important user groups
Give a clear picture of the user's expectations and how they're likely to use the site
Aid in uncovering universal features and functionality
Describe real people with backgrounds, goals, and values

Questions that can be asked during personas development:

Elements of persona:

Persona Group (i.e. web manager)
Fictional name
Job titles and major responsibilities
Demographics such as age, education, ethnicity, and family status
The goals and tasks they are trying to complete using the site
Their physical, social, and technological environment
A quote that sums up what matters most to the persona as it relates to your site
Casual pictures representing that user group

REFERENCES:

Assistant Secretary for Public Affairs. (n.d.). Personas | Usability.gov. Retrieved September 7, 2022, from https://www.usability.gov/how-to-and-tools/methods/personas.html

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Abigail Kartika Darmowinoto (0350525)

UX Design / Exercises and Final Project (all in one)

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