This week, I expanded on the POV statements from last week’s project analyzing three different apps. Now that we have some basic information and background on what problems these apps are facing from their user base, I can begin to organize the thought structure behind the creative decisions and methodologies a UX designer, or a design team might use to continue pushing the project forward. For every problem statement I will choose two ideation methods that I believe would be best as a logical step forward in the design process.
App 1: Bank of America mobile
POV statements
- Users need the Bill Pay system to go back to the way it was before the latest update, because it was convenient for them as end users and they dislike the new system for that specific feature.
- Although convenient for many people, users need the app to function correctly without glitching because having crashes and glitches ruins the user experience no matter how well designed it may be.
From these comments we can see that the new update for the Bank of America app was not that popular, and that allowing for ease of use and older (yet popular) features would greatly benefit the UX and development teams in terms of app popularity and reception.
My Ideation solutions for Statement 1
User journey mapping
For the first POV Statement The two ideation techniques that I would use are Customer/user Journey mapping, and UX analysis. Based on the feedback of BOA’s newest system update, it is clear that users for the most part dislike the new Bill Pay system and would prefer if it was reverted to its previous functionality. I believe that going back to map the original function’s user journey as well as the latest update, might bring some clarity to the design and development teams. Somewhere along the way they will see the difference in the journey that has caused the backlash to that specific function.
Solution
Once they identify the specific distinction in functionality, they can begin to design a function similar to the original or update the new function while incorporating the user flow from the previous version that was more popular.
UX analysis
Through a UX analysis, the problem can be tackled from a different angle. What do users like and dislike about not only the product itself, but the functionality of the app. Thinking deeper about seemingly trivial functions as well as the app as a whole, and comparing that to what users are already saying about the app will help get a bigger picture of the design as well as generate empathy as a designer, and influencing the design choices made.
Solution
While both of these ideation methods force designers to think internally about the problem, they are guided by direct user feedback at this point, so their design choices are based on actual data and feedback received. UX Design should always be centered around what works best for the end user and if there was no data or feedback set from a variety of users, I would not recommend these two techniques but given that the data is already there, it’s enough for designers to make informed design decisions.
My Ideation solutions for Statement 2
Challenge Assumptions
“This UX ideation technique forces participants to take a step back from the ideation process and start questioning aspects about the product they are trying to create. Usually this task will be based around a pre-defined term in order to generate more innovative ideas”. (www.justinmind.com)
Solution
By challenging our assumptions on how the app is designed to function and digging down further into its structure by asking questions that challenge our assumptions, we can come up with answers that may help solve the issues related to app stability. We know that something is causing the app to crash or cause glitches for users and as part of the team that designed and developed this app, it would help expedite the process and create fixes once we ask questions that challenge us to understand our design better before going into more specific methods and fixes.
Brainstorming
Once the right challenge question is posed and the right answer thought of, or a technical solution is considered, brainstorming would be an ideal ideation method to move forward by coming up with a variety of solutions and listing or mapping them out.
Solution
When all options have been brainstormed and considered, then the most logical path forward can be chosen and the design and or development fix of the product can move forward.
App 2: Spotify
POV statements
- Users really love this app, but it needs to not be so limiting in certain functions such as options for playing songs and playlists.
- As great as the app is, Users need the app to work properly, and easier to use when on different plans or free plans because right now it is very confusing.
The popularity of the Spotify app is never one would consider in question. The app is however difficult to navigate and use for beginners and from the data gathered, it seems that a more simplified UI with additional options for playing music would be ideal for users.
My Ideation solutions for Statement 1
Design thinking
Modern design requires design methods that facilitate changing ideas and functions a product may have. It encourages the evolution of a design, instead of being a static product. Users really seem to love Spotify even when they see design shortfalls or functions that shouldn’t be so difficult to use. Keeping design evolving especially in an app like this would not only be beneficial, but crucial as well.
Solution
As the app continues to develop and evolve, design thinking can keep designers and developers ahead of the curve when it comes to the user experience of their product.
Sketching
Creating quick but varied ideas for a certain function is a great way to ideate. Sketching ideas as they come to you could lead to some creative design choices that would benefit users. If we narrow sketches down from the overall app to specific functions or visual design choices, it allows for deeper thought once narrowed to specifics. That allows for a larger variety of ideas focused on one thing.
Solution
If users feel that a certain function is limited in one way or another, then sketching is a great way to zone in on a certain function and come up with creative solutions to a design problem or evolving function.
My Ideation solutions for Statement 2
Brainstorming
Once the right challenge question is posed and the right answer thought of, or a technical solution is considered, brainstorming would be an ideal ideation method to move forward by coming up with a variety of solutions and listing or mapping them out.
Solution
When all options have been brainstormed and considered, then the most logical path forward can be chosen and the design and or development fix of the product can move forward.
Empathy Maps
Empathy maps can be seen as a set of raw data mapped out into different sections. Data such as thoughts and feelings, Sights, and influences, etc. are all mapped out into their own sections and help user experience designers, and even other teams in collaboration such as developers, product owners, and executives get a better understanding of not only why user experience designers will design a certain way, but also get valuable information as to what consumers are thinking and how they feel about a product and or service.
Solution
If users feel that the quality of the Spotify experience differs by paid and free subscription plans, then empathy mapping could lead to design changes that create a great base experience before the paid plans are even an option, creating more brand trust and popularity.
App 3: Uber Eats
POV statements
- Users expect customer service for an app that deals with food delivery because of the logistics involved and the errors that could be made.
- While the app is very popular and has many satisfied customers. Users need to understand that service may vary from restaurant to restaurant and driver to driver because while Uber Eats may have a strong service, it works with other services that may not have the same service standards.
Uber Eats is one of those hit and miss apps when it comes to user experience, but the most interesting idea from the data collected suggest that if customers/users understand that Uber Eats is not the only company at play here and that errors can and will happen, it will allow consumers to view the service differently as long as customer care is of the highest quality.
My Ideation solutions for Statement 1
How might we ideation statements
For designers as individuals or in teams, “How might we” statements, otherwise known as challenge mapping, create a different way to think about the problem or task at hand. It also allows for inclusion of differing perspectives creating greater teamwork among design teams. Asking “How might we improve or change” this this specific feature, visual, or function, allows for design ideas that improve on the current system.
Solution
If users expect app improvements especially in the logistics and food delivery aspect as well as customer service, “how might we” statements would get the ideation process started with the specific intent to improve a current function or system.
User Personas
Creating user personas based on actual feedback or data, and then combining the information together from different user personas is a great way for designers to empathize and better understand their users.
Solution
Since there are varied improvement requests from different users, user personas can generate a consensus as to what is most requested or important to users. It’s a great place to start to visualize the problems and solutions to the design of a product as well as understand who the user base is and what they are looking for when experiencing the product.
My Ideation solutions for Statement 2
Challenge Assumptions
“This UX ideation technique forces participants to take a step back from the ideation process and start questioning aspects about the product they are trying to create. Usually this task will be based around a pre-defined term in order to generate more innovative ideas”. (www.justinmind.com)
Solution
By challenging our assumptions on how the app is designed to function and digging down further into its structure by asking questions that challenge our assumptions, we can come up with answers that may help solve the issues related to shortfalls of customer understanding. If it not clear enough that service will vary from restaurant to restaurant and driver to driver, challenging our assumptions of their understanding will help us as designers come up with better ways to express this logistical issue and make it clearer to users that it is a part of the experience outside of our control but regulated as best we can because of business with third parties.
Brainstorming
Once the right challenge question is posed and the right answer thought of, or a technical solution is considered, brainstorming would be an ideal ideation method to move forward by coming up with a variety of solutions and listing or mapping them out.
Solution
When all options have been brainstormed and considered, then the most logical path forward can be chosen and the design and or development fix of the product can move forward.
Resources
Dam, Rikke Friis, and Yu Siang Teo. “Stage 2 in the Design Thinking Process: Define the Problem and Interpret the Results.” The Interaction Design Foundation, www.interaction-design.org/literature/article/stage-2-in-the-design-thinking-process-define-the-problem-and-interpret-the-results.
Apple App Store
“8 UX Ideation Techniques to Try Out.” Justinmind, http://www.justinmind.com/blog/8-ux-ideation-techniques-to-try-out/.
Design By Angel Vazquez 