PLATFORMS: Desktop and mobile
CHALLENGE: Develop a credible and trustworthy web platform that offers reliable resources for users and generates business opportunities.
1. Defining goals and setting objectives
2. Stakeholder interviews
3. Identifying key audiences
4. Building personas
5. Creating scenarios
6. Creating site maps
7. Conducting competitive market research and analysis
8. Paper prototyping
10. High fidelity design & guidelines
11. Usability testing
DEFINING GOALS AND SETTING OBJECTIVES
Objectives are an important focusing lens to use throughout the project. They result from the client company’s overall business strategy, so that the project objectives are consistent with the strategic initiatives within the company.
SITE URL: http://imggolf.com
SITE OWNER: IMG World
Img golf is a market leader in the industry of golf. It showcases the business history, having over 50 years of experience in providing world-class talent management, information about premier events, golf PR and marketing, golf courses and brand licensing.
The product’s aim is to develop a credible and trustworthy web platform that offers reliable resources for users and generates business opportunities.
Who uses the site
Primary audience: Broadcasters and Sponsors
Secondary audience: Event Managers and Sales Managers
Stakeholders interviews represent a qualitative method of gathering evidence, existing data and information about the product I’m about to design. Qualitative research is valuable as it helps revealing the human part of a story.
IDENTIFYING KEY AUDIENCES
Talking to stakeholders has helped me establish the target audience for the product as well as identifying main characteristics of study participants. As with every product or service, the best solution comes from carefully defining the target audience, their needs and their wishes.
I create my personas based on observations, market research and stakeholder interviews. To create a comprehensive persona I usually include social and demographic characteristics, wants, desires, goals, habits, expertise, cultural background and motivations.
› Decision makers
› Age: 35+
› Gender: Mixed
› Family: Married, children
› Education: Strong media background, business orientated
Information channels and sources
› On desktop computers, laptops, tablets and Smart phones
› Forums for broadcasting trends, media magazines, media groups on social networks such as LinkedIn
› To find the right level of information quickly
› Trending, impactful & cost efficient content
› To be the first to know about media trends, news /latest in broadcasting world
› Hard to find relevant content for this industry
› The content found is not always up to date
› Hard to get the contacts for the right people
› Hard to distinguish the level of quality from the content presented
› Find new suitable content
› Discover new trends in the industry
› Access fresh & new content markets
› What is your best content about?
› Who represents the audience for that content?
› What is your latest TV content? – upcoming updates, trends?
› What are the trends in your industry?
› What can I buy – how much?
› Exhibitions – when, where, who?
› New content
› Who stars/presents your content?
› What is your distribution platform?
› Is this data up to date?
› How do you produce your content?
› How engaging is your content?
› Where can I find details about your shows? Do you offer any additional services? – local office / contact details
SOLUTION (CONTENT & FUNCTIONALITY)
› Improve accessibility through Lean UX, IA strategies
› Product search/filter
› News / media section – trends, exhibitions, Video – event show
› Contact details – global network
› Email newsletter
› (content analysis)
› Golf feature with most popular players
› (success) Facts/Stats
I use scenarios to describe the stories and context behind why a specific user or user group comes to the site. They define goals to be achieved and questions to be answered.
User journeys are useful in demonstrating potential ways users could interact with the website. In this particular case I illustrated the series of steps the user needs to follow in order to complete various tasks.
Once I’ve completed the personas and user journeys, I have move on to creating the sitemap. It compiles what I’ve have learnt about how users navigate on the site, what sort of content they will need to support them in their goals and what sort of language they use to identify things.
COMPETITIVE MARKET ANALYSIS
In order to be competitive, you need to know what the existing possibilities are, what is working well and what could be improved. Solid investigative market research is essential for building a successful product.
I use paper prototyping in order to achieve an early validation of the product. This allows me to save time and ensure I’m not producing wasteful design work. At this stage, it is a lot easier and more efficient to make changes based on users’ feedback.
I have created both low and high fidelity wireframes which I’ve used during the user tests. Here are some examples.
HIGH-FIDELITY DESIGN & GUIDELINES
During my collaboration with the visual designer who was assigned to this project, I have ensured that the final high-fidelity design has followed my UX recommendations and requirements.
CONDUCTING USER TESTS
I use this process to identify issues and find solutions to existing ones. Watching users trying to accomplish tasks on early prototypes is the most effective and efficient way to uncover usability problems.
Without metrics, success is impossible to quantify. Measurements are important as they confirm whether the UX strategy has worked or not.