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Sticking to UI/UX trends is a losing strategy

<p><a href="http://ift.tt/2oBXmov">Muzli -Design Inspiration &mdash; Medium</a> | Casper Sermsuksan <img alt="" src="http://ift.tt/2ofmRwa"></p>
<p>It all began one night at the Press Club in San Francisco, where I was attending my first company event. As the youngest guy in the company, I was the least knowledgeable when it came to alcohol (debatable) and wine. When I was asked which wine I preferred, the only two things that came to my mind were <em>red</em> and <em>white</em>.</p>
<p>Let’s be honest, we’ve all experienced a similar situation, and it didn’t help that Press Club has a 17-page long wine list. I waited until everyone ordered, and kindly said “I will get that one too.” After that night, it’s been my goal to better understand wine. I found Vivino, an app for wine lovers and it has been my best drinking companion ever since.</p>
<p><img alt="" src="http://ift.tt/2nA6EhT"><img alt="" src="http://ift.tt/2ofAyLG"><img alt="" src="http://ift.tt/2nzXOAw">A few pages of endless wine list at Press Club</p>
<h3>So What’s Vivino?</h3>
<p>Vivino is a mobile app that allows users to photograph any wine, and instantly see ratings, price, and reviews. While my experience with the label scanning feature has been amazing, I have always struggled with the search (explorer) feature. Trying to find a bottle that suits both my taste and my wallet is difficult. Putting on my UX designer hat, I conducted usability tests to discover pain points and redesigned this feature of my beloved Vivino.</p>
<h3>What I Accomplished from This Study</h3>
<p><img alt="" src="http://ift.tt/2ofCCmQ"></p>
<h3>How I did it</h3>
<p><img alt="" src="http://ift.tt/2nA2CWO"></p>
<p>I used guerrilla usability testing, affinity mapping, and persona creation for my initial user research. During the redesign process, I discovered two pain points that I wanted to focus on, then created task flows and wireframes for the changes I wanted to make. Through building an interactive prototype, I was able to validate my assumptions. To better emulate a real-world startup time frame, I gave myself only a week for this case study. Now let’s go deeper into each step.</p>
<h3>User Research</h3>
<h4>Guerrilla Usability Testing</h4>
<p>To eliminate any personal bias, I carried a bottle of wine to Yerba Buena Gardens. I then asked <a href="http://ift.tt/1k9B8DI">five people</a> who had never used Vivino to complete the following tasks, <strong>“Imagine it’s Thursday’s evening, and you are looking for a bottle of cheap, good wine to bring to a housewarming party. How would you go about it?”</strong> I filmed their interaction with the app (with permission), so I could analyze their interactions later.</p>
<h4>Affinity Mapping</h4>
<p>To organize my findings from the conversations, I watched the user interactions with the app, and I jotted down insights on a pile of sticky notes. I then categorized similar insights into an affinity map<strong> </strong>and<strong> </strong>weighed<strong> </strong>them against the Importance to User vs. Importance to Business on a 2&#215;2 metric.</p>
<p><img alt="" src="http://ift.tt/2nzXPV6"></p>
<p>Users need to be able to find the list of wine quickly and accurately to help them make their purchasing decision. Since I don’t have access to Vivino’s business goals, I made the assumptions that user engagement and satisfaction are the most important things to the company.</p>
<h4>Persona Creation</h4>
<p>From the usability tests, I learned the following:</p>
<p><img alt="" src="http://ift.tt/2ofz97w"></p>
<p>To better understand the typical user, I collected the information above, and created a persona that reflects the characteristics of those I had interviewed.</p>
<p><img alt="" src="http://ift.tt/2nzTVMj"></p>
<p>I also created a scenario that my persona might go through.</p>
<p><img alt="" src="http://ift.tt/2ofmp10">Images by Katie Chen!</p>
<h3>Redesign</h3>
<h4>Define &amp; Analyze</h4>
<p>While none of users had a problem finding a wine, most of their interactions showed that they were either confused or frustrated with the inability to complete a certain action. I mapped these interactions out using the task flow below.</p>
<p><img alt="" src="http://ift.tt/2nA4oqU">Original Task Flow</p>
<p>With this task flow, I was able to discover the two pain points that users were having. Below are my proposed solutions based on each of the pain points.</p>
<h4>Pain Point 1</h4>
<p><strong>Users struggled to move the <em>minimum rating</em> slider</strong></p>
<p><img alt="" src="http://ift.tt/2ofuimX"><img alt="" src="http://ift.tt/2nA18ff"></p>
<h4>Pain Point 2</h4>
<p><strong>Users expressed frustration when they couldn’t sort the result and list of wine by price</strong></p>
<p><img alt="" src="http://ift.tt/2ofywuX"><img alt="" src="http://ift.tt/2nzPeSt"></p>
<h4>Bringing It All Together</h4>
<p>In order to make sure that my changes are reflected well in the overall user experience, I revisited the task flow created earlier, and made an update to it.</p>
<p><img alt="" src="http://ift.tt/2ofsJph">New Task Flow</p>
<h3>Validation Testing</h3>
<p>After a week of user research, analysis and redesign, I was able to validate the assumptions and changes I had made. I did this by testing my interactive prototype with five new users. The results are:</p>
<ul>
<li>The average time taken on using and reusing the filter was reduced from 11.4 seconds to 3.7 seconds</li>
</ul>
<p><img alt="" src="http://ift.tt/2nA6DdP"></p>
<ul>
<li>All users were confident and happy in selecting the wines that fit their price range</li>
</ul>
<p><img alt="" src="http://ift.tt/2ofvlmS"></p>
<h3>Conclusion</h3>
<p>This UX case study has been a challenging and rewarding experience for me. Not only did I get to exercise my UX skills, I was also able to make a positive impact with the proposed changes for my wine buddy, Vivino. With these changes, I hope that people will be able to search for their perfect wine with ease and become a wine connoisseur at their company events and business meetings! For now we all need…</p>
<p><img alt="" src="http://ift.tt/2nzWUUH"></p>
<p><strong>I’m currently consulting startups on growth, product and UX strategy. If you’d like to chat about growth, product, UX or startups, please reach me at casper.sermsuksan@gmail.com, </strong><a href="https://twitter.com/casperisto"><strong>Twitter</strong></a><strong> or </strong><a href="http://ift.tt/2nqz0Nz"><strong>LinkedIn</strong></a><strong> =)</strong></p>
<p><iframe src="http://ift.tt/2nJgkWu" width="800" height="400" frameborder="0"><a href="http://ift.tt/2oCavhh">http://ift.tt/2oCavhh</a></iframe><img src="http://ift.tt/2nzYW7k" width="1" height="1" alt="stat?event=post.clientViewed&amp;referrerSou"></p>
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<p><a href="http://ift.tt/2oC6VDK">UX Study: The Search for Wine</a> was originally published in <a href="https://medium.muz.li">Muzli -Design Inspiration</a> on Medium, where people are continuing the conversation by highlighting and responding to this story.</p>


UX Study: The Search for Wine

UX Study: The Search for Wine

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