Human Powered Translations. Growing and evolving. Building for the future.
The role of a product (UX/UI) designer, and specifically the user-centered design process, is to help guide and shape the development of products and services based on what the user understands and requires. To do this, the consultant needs to be a facilitator and communicator, ensuring that the right user information is uncovered and conveyed to the project stakeholders.
Whenever I hear someone ask why the user experience is so important, I think of that saying we all heard as kids: You can lead a horse to water, but you can’t make it drink.
Getting the horse to drink in this example, would be a conversion. You can’t force the horse to drink the water any more than you can force a user to take a desired action.
Let’s look at this from the horse’s perspective. Imagine you’re a horse, and there’s a big trough of water nearby. What would drive your decision to go check it out? What would convince you there was something better two farms down the road? You’d probably consider a few things, like:
Am I thirsty?
Does the water look drinkable?
Am I safe?
Have my friends tried this water?
What did they think?
Is the water conveniently located?
Is there another trough closer to me?
Just the existence of the trough of water isn’t enough to win you over. Your environment needs to be just right before you’ll start heading in that direction. But just because you’ve started trotting to the trough, that doesn’t mean you’ll go all the way. A lot of things can deter you along the way.
In other words, there’s a lot standing between your user and a conversion. And that’s where a fantastic user experience can make your — and your user’s — life a lot easier.
This is where user experience and conversion become tightly intertwined. If we don’t pay enough attention to the entire experience a user has when interacting with a company, we can’t motivate them to the action we want.
Day Translations Project Plan
Day Translations knew the target users wanted action: centered and focused on requesting a quote. Increase the number of quotes from 15 to 100 per day. The first step then was to define the project map in order to achieve the main business goal week by week.
Each phase of the Product (UX/UI) Design Project Plan was perfectly executed, resulting in a living styleguide. As Day Translations grows and evolves, it’s important that the design patterns and visual style are upheld to deliver a defined and cohesive experience.
In order to achieve this, we need to have a single point of reference for all the patterns we use, so that everyone internally can refer to them. We also need a shared vocabulary of User Interface elements, to allow teams to communicate with each other in the most efficient way. We created this pattern library with several benefits in mind:
-to document the patterns we use
-to ensure a consistent use of patterns and UI elements
-to provide guidance on correct usage of the patterns
-to encourage re-use of code, reducing redundancy to a minimum
-influenced and enhanced based on user research
-provide our users with an experience that’s as consistent as possible, and to promote rapid, efficient development through reuse of modular interface components
Maintaining product consistency will not only reduce the learning effort for users to navigate within the application, but also benefit the whole product development cycle, from design, engineering, to QA testing and documentation.
A component library isn’t about limiting innovation. Instead, it empowers teams to reuse solutions to problems that have already been solved so they can focus more on the problems that don’t have solutions.
Over +500 pages make the Day Translations digital presence. With the help of the Day Translations Styleguide, and Invision, product consistency was well achieved. As written by Mr. Nielsen, there are 10 Usability Heuristics for User Interface Design, this is said about the importance of consistency:
Consistency and standards: Users should not have to wonder whether different words, situations, or actions mean the same thing. Follow platform conventions.
User Research, which included storyboarding, user journeys, personas worksheets, click heatmaps, and user recordings help us draw design conclusions. For example we can say that after analyzing the following heatmaps, the form position, font, and color contrast increase the number of users clicking the form in order to request a quote:
In conjunction with the marketing team, a strategy to reach our target users was developed. User Research as well helps other teams to came up with ideas. For example the personas section helped the Content team to came up with catchy headers for the site, as well the creation of strategic topics on our blog.
Google Analytics was also implemented to measure, for example, the quote funnel success with a thank you page. This means that a user will follow from the homepage, to the quote page, finally to the thank you page.
Successful product (UX/UI) design requires to have a toolbelt full of methodologies. Personally i have founded that the following three adapt to any project:
Discovery, vision, product development, launch, and grow levitate through a continuos spiral. I firmly believe product (UX/UI) design requires management and knowledge in order to spark off the tools of the future that will drive social, technological and economic innovation. These tools will emerge with the aim of solving complex social paradigms through interdisciplinary collaboration, which is the reason why the modern designer must be capable of influencing and inspiring teams of people under one same idea overseen by research and the design process.