Build a user-centric design

Disambiguate UX
Jul 10, 2017 · 3 min read

Mobile webform version

I actually hate this title of being UX designer, it sounds the future of UX at my company only lies in my hands. Nobody else is going to make it happen. It only falls to me, which is not entirely true!! As matter of fact, I’m designer with no power and no authority and I believe that I don’t need those things to bring about change. I just need determination, perseverance and the willings to step out of my comfort zone.

How it begins

In this project, I go beyond the edge of the screen and work as part of Customer Experience/Success department. On another day, my boss came over my desk, and he goes “we need to reform our webform design for a better customer experience.” “Roger!” Sounds easy! And I get start to sleep on it. Hold a sec! Where should I begin?

A UX working flow

In fact, I took a couple of months to define this working flow in my organization and this is not something that I will ever achieve alone. But I begin this process and in doing so adjust it consistently. I found it has impacted on my team and they somehow started to understand what it means to be user-centric.

My typical working flow

Get on board with stackholders — Business goals

Of course, to build a user-centric flow in organization, we cannot continue to be the lone wolf. For that, we need to unite the shareholders around a common goals and causes. At the same time, we need to make sure business goals meet customer needs.

The goal of this project aims at 3 aspects:

  1. By encouraging customers to “Sign In” our system, our agent would easily get a clear seller profile from a registered email.
  2. By recommending articles from help centre, customers would have chance to find solutions on their own without reaching us. On the other hand, it’s helping to reduce the contact rate.
  3. Locate the user path. I think this benefits most of agents, because oftentimes, they need to ask customers back and forth at several rounds until they know what they’re exactly dealing with. It literally costs time and money as it slows the service down.

Product design is not all about pixels

Interestingly, I quite often being asked ” can you do graphic design as well?” Most of time, UX role is considered as an interchangeable with the role of a UI designer. Yes! I design pixels as well, but I would go further. In UI stage, I provide the complex of visual presentation with step-by-step screen flow. Besides, I also animate UI elements as I want to enable the team to think over the logic of interaction, layout, and transitions and get that view of life-like interaction of screens.


Check out my works on Behance !

P.S. I’m anything but a professional writer. But, I would be happy if there’s any of piece of information that you could feel useful! Just lemme know what your feedback is. Thank you.

Follow me on twitter @bullfrogou

Disambiguate UX

Written by

Senior Visual UX Designer in IT software https://dribbble.com/bullfrogou

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