Role: Lead designer.
Methods: In-depth qualitative interviews, customer journey mapping, brainstorming, information architecture, service blueprint, usability test, heuristic analysis.
Skills: Interviewing, synthesizing, facilitating, design critique, mental model mapping.
Deliverables: Customer journey map, personas, research summaries, prototypes, design system.
Research shows us a pattern of how users work. When looking for information, they always considered how much they could depend on reliable sources. Estudio Rinci is boosting its SEO strategy, creating a Vlog, strengthening its social media presence. The goal for 2023 is to be seen as the place to get new and innovative ideas, erasing the thick line that separates employees from content creators.
The problem space
We started with a discovery phase, where we analyzed the problem space, framing the problem(s) to be solved and gathering sufficient evidence and guidance.
Finding the right problems is the first step to designing a proper solution. Therefore our plan consisted in:
Understanding our users: Determine who they are, how they are affected by a particular problem, and what they need, desire, and value from a solution (and why).
The problem space: Learn how and why the problem(s) arise and how they affect users and the organization.
Shared vision: Engage stakeholders in discussing business objectives and desired outcomes and answer questions such as ‘What do we hope to accomplish?’ or ‘What does success look like?’
We provided specific documentation aimed at helping them promote coherence and consistency across their teams. We also gave them the freedom and flexibility to create specialised content without bureaucratic hurdles.
We want to keep people moving on the desired path. It’s all about helping people understand the next step and giving them the context they need.
The goal was to organize, structure, and label content in a sustainable and effective way to help users find information and accomplish tasks. To accomplish this, we needed to understand how all the pieces work together within the system and how they relate to each other.
For the creation of systems of information, I analyzed the interdependant nature of users (audiences, tasks, information-seeking behavior, experience), content (objectives, data types, volume, governance) and context (business goals, culture, technology, constraints).
Using representative users we seek to identify usability issues, collect qualitative and quantitative data, and assess participants’ satisfaction overall.
- Success rates
- Task time
- Error rates
- Satisfaction questionnaire ratings
- Observations about pathways participants took
- Problems experienced
- Answers to open-ended questions
Once we implemented the solution proposed, and had a website up and running, we wanted to notice how people were using it in a certain way,
Establishing a cause-and-effect relationship can be tricky.
Causal research often includes analytics and multivariate testing. This means reviewing site traffic to see how visitors are entering and moving around the site and what words they might search for, as well as trying design and language variations to see which ones are more effective.
Every project has constraints. It’s a good thing we love a challenge.
📌 Lack of resource
📌 We’re the first in the industry to understand users’ behavior
📌 There was no monetisation model in place
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As designers, we have an enormous responsibility to shape the world. We identify patterns and develop empathy to build products or services with a high frequency of use and a high perceived value. But how can we create experiences capable of solving a problem when there’s an infinite combination of people and contexts?
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