Hi friend,
I want to share a little story:
A longstanding client of mine struggled with their online sales: they saw a constant decline over a year. They updated and tweaked the website, but it didn't change much.
They set up a roadmap and collected a bunch of ideas on what to change over the next 12 months. Because they had so many initiatives, they were looking for external help - and reached out to me.
I was asked to help with the redesign of their mobile app, which was another sales channel. I got excited, pulled my sleeves up and started to digg into it.
Before I dive into a design project, I start with some basic investigation. That includes:
I learned that the app contributed just a small fraction of the overall revenue. My client had a well-working-responsive website and the app didn't offer much additional value in sales.
Going through previous research documentation gave me more insights on customer pain points. A lot of them didn't actually involve the design of the website or the app:
Looking at these pain points, there were a bunch of ideas for improvement that came to mind:
Instead of starting a complete redesign of a mobile application (that even from a business perspective wouldn't move the needle by much), we could start with smaller projects, make quick changes, test them, get feedback, and iterate.
But this is not what happened.
My client was so fixated on the roadmap (the C-Suite had approved it), that they didn't want to reconsider.
So we went on and redesigned the mobile app. We worked on this project for 6 months. Shortly after launch, the business got into bigger financial turmoil and the app disappeared completely.
Some lessons to take away from this story are:
This is one of the most common mistakes I see in product design. Most projects are driven by a business pain point. And I get it, these are urgent and also the most relevant ones for the executive league. But in order to solve a business problem, you need to connect it to your customer problems: you need to get down to the WHY.
Steps you can do in your next project:
A website, a mobile application, or any tool is just ONE touchpoint for your customers. But there are many more who make up for the overall experience. Your marketing messages, your brand perception, your customer service, your products and product information - all of these aspects are having an impact on your customer experience.
Steps you can do in your next project:
We need plans to structure our resources, communicate goals and organize collaboration with other teams. But plans can and should be allowed to change. We don't know what the future holds and we continuously learn and grow.
If you do build a roadmap, build it around the problems you want to solve, not just around a fancy feature list.
Steps you can do in your next project:
It's exciting to come up with new ideas. And we have the tendency to jump straight into solutions. There is a risk though to fall in love with an idea and keeping track of the impact we want to achieve.
Before you start to work on your solution, be clear about your objective and how to measure success.
Reviewing and measuring your progress regularly will also help you to stay more open to new ideas.
When you do have a list of ideas or see opportunities for improvements, change your big-picture lense to a narrow focus. Investigate each idea and see if you can break them down into smaller steps: what are some steps you can take that take less time but will take you in the right direction that you can experiment with?
If we take the example story I have shared: rather than starting a redesign project for a complete app or website, start by making some copy changes on specific sections of your website.
Steps you can do in your next project:
Want to learn more about how to improve your product design process? Take a look at my online course for Data-Driven Product Design.
Grow your UX knowledge. Get tips and insights on topics like collaborative design, user research and strategic thinking.
Live Webinar: Getting Buy-In for UX Research Are you frustrated by the constant pushback when it comes to getting buy-in for UX research? Join me for my free webinar: “Getting Buy-In for UX Research: How to Overcome Stakeholder Objections.” In this 60-minute session, we’ll dive into practical strategies to help you advocate for research effectively and secure the support you need to drive better design decisions. 🗓 Date: Wed, October 2, 2024 🕐 Time: 5:00 pm PST 📍 Location: Online (Zoom link...
How do I start a career in UX? One of the most common dilemmas I encounter in my coaching sessions is the struggle to kickstart a career in UX. In a job market that appears to be overflowing with talent, what if you're brimming with passion for UX Design but find yourself at a loss for where to begin? The UX industry is about to change, no question. It's not the big goldmine anymore, but I believe UX will always be an important component of any business. If you want to enter into this field...
Hello UX enthusiasts! When I started in UX Design, I was driven by the passion for creating simple solutions for the user. I thought everything should be truly "user-focused." And I am still driven by the goal of simplifying solutions. But something has changed. If we only focus on one specific area, we become experts. My clients turn to me for a quick "expert opinion" and "best practices". But: UX design is more than just “best practices”. The truth is, UX design is way more complex than...