Forms Design for Advertising
My partner and I conducted 30+ user interviews and synthesized 300+ sticky notes. My design process used several UX research & design methods such as Heuristic Evaluation, Contextual Interviews, Card Sorting, Rapid Prototyping, and User Testing.
PM / Sales Rep / Sys Analyst
Contextual Interview / Affinity Diagram / Heuristic Evaluation
YP is a local marketing solutions provider that cooperates with small and medium-sized enterprises. YP offers solutions include online presence, local search, display advertising, direct marketing, and print directory advertising.
Content Collection Form helps people capture and work with information through web forms. For example, when a sales representative retires a contract, he submits an order request and sends it to order validation team for validation. Once passes, the fulfillment team would receive an order to fulfill the item and all content-relate information will be added to the Content Collection Form. The sales rep will receive a notice once the order is completed.PDF Presentation
What was my design process?
- Who are the users?
- What are the pain points?
- Review data
- Define research strategy and baseline metrics.
I discussed with stakeholders to reach a consensus on “what is the problem we are trying to solve?”
Utilized Nielsen's 10 general principles to uncovered several issues in the forms. I worked with another designer on the Heuristic Evaluation individually, we performed the evaluation at the same time and combining findings later. In order to analyze the findings, we grouped similar violations into the same group of problem. For each of the problems, we scored them from 1 to 10 by 2 aspects. The SEVERITY of each problem and the DIFFICULTY to resolve problem. The most serious but less difficult problems were our first priority. During this process numerous further problems were brought to light.
In order to understand users and their current work process, we conducted 30 interviews. Users were selected based on their involvement in different business processes and different products. For example, a high volume query who spends several hours every day dealing with order requests, or a user who tracks website fulfillment status once a week.
- What is the current experience?
- Understanding tasks, user journeys and flows.
- User scenarios, time studies and baseline tests.
- Confusing navigation
- Uncertainty in what should be filled in the fields
- Content is always wrong or missing
- Requirements aren't obvious
- Unclear error message and verbiage
- Order query rates are too high
I gained deep understanding and developed empathy of stakeholder and user needs through contextual interview, and shadowing in user research.
What are the problems?
I also examined the data gathered from System Analysts and summarized pain points as below:
These issues led to a serious consequence - Clients are unhappy with the content YP designed. I also got feedbacks from numerous users that they don't know what to do with the forms, and they see little or no value in it.
Define & Prioritizing Issues
- Focused on user roles in company, current behavior, and pain points on the work process.
- Generating user journey and user personas based on different roles such as Sales Rep, Producer, Designer, and Proofer.
- Identified opportunities for design exploration and quick fixes.
Synthesized 300+ interview notes into themes and insights through Affinity Diagram.
This encouraged us to focus on developing user-centered solutions rather than letting our own assumptions guide the design process.
User Journey & Persona
The user flow allowed us to view the details and specifics of individual interactions. In combination with the user journey and user personas, we were ready to ideate solutions.
Then I started to sketch lo-fi wireframes and made them into paper prototypes. Having my first series of lo-fi wireframes, I thought it’s a good time to present to the whole team, especially to systems admins. Over the course of my experience, I found this effective to present to developers and admins early in the process when the fidelity is still low because I can benefit a lot from their feedback related feasibility and performance.
- What could it be?
- How Might We…?
- Create conceptual wireframes and experiments.
- Refine selected designs.
Wireframes & Mockups
- Lo-fidelity to High-fidelity.
- Designed testing strategy to verify metrics.
- Provided prototype with the functional specification to illustrate the look & feel guidance for the developers.
I have used a wide range of tools. Axure is my specialty, but we’ve also used Balsamiq, Visio, PowerPoint, and HTML prototyping methods.
Hi-Fi Prototypes & Usability Testing
- Proved our concept with a prototype.
- Executed user testing and collected user feedback.
- Iterated and continuous improvement.
- Business requirements.
- Design specifications and wireframes.
- Functional specifications and technical requirements.
- New Jira work request ticket to developers.
We released the improvements by the end of Aug. The query rate of 3 products dramatically dropped within a month.
- Reduced Query Rate
- ypWebsite: 82%→33%
- ypClicks: 36%→12%
- ypVideo: 24%→16%
- Consistent forms across all the products
- Textfields validation
- Error messages
- Fill the form right at the first time
What challenges did I deal with?
- Requests ≠ What I’ve found from the research
- Cross-functional communication
- New business flow
- New user flow
- Remote UX research
- Slow Internet
- Lack of face to face interaction
- Security concerns
- Defensive participants
- Don’t know who I am, and the purpose of research
- Don't want to give negative feedback