If it ain't broke, don't fix it

@lenalekkou
“If it ain’t broke, don’t fix it” | 9th Thessaloniki UX Meetup
;

@lenalekkou
I started from Interior Design
& experienced with Set
Design so that I move on to
Graphic Design and continue
to Web Design so that I find
the beauty in UX Design and
Interaction Design and
implement it to Instructional
Design.
Hi!
I am

@lenalekkou
I started from Interior Design
& experienced with Set
Design so that I move on to
Graphic Design and continue
to Web Design so that I find
the beauty in UX Design and
Interaction Design and
implement it to Instructional
Design.
Hi!
I am
I just Design all kinds of
Designs.

@lenalekkou
SO WHEN A PROJECT IS FINISHED?
Well……

@lenalekkou
WHEN A PROJECT IS FINISHED?
Yeap! We are working
in an infinity loop.

@lenalekkou
DON’T FORGET THE DESING THINKING PROCESS
Iterate, Iterate,
Iterate, Iterate

@lenalekkou
REDESIGN vs PROJECT
DEVELOPMENT

@lenalekkou
REDESIGN VS PROJECT DEVELOPMENT
Project Development is when we have new
additions to the original product / website /
app (new features, new pages, new content etc.)
that follow the principles and design guidelines of
an existing Design Strategy
Redesign is going back to existing features,
pages, content, products, evaluate them
and create new solutions.

@lenalekkou
THE DEFINITION OF REDESIGN

@lenalekkou
Make changes or improvements to an existing
product / website / app/ etc. VS
Create a new strategy from scratch
“A redesign is in order if a new solution will
have a positive impact on the brand, service,
or product.” Sean Adams

@lenalekkou
YES, BUT DO YOU <REALY>
KNOW WHAT TO KEEP AND
WHAT TO CHANGE?

@lenalekkou
This is a tricky question I know, you don’t
know what to keep and what to change.
You can only understand the reality
through Research and User Evaluations.

@lenalekkou
GET OUT THERE AND BE WITH
THE PEOPLE YOU ARE
DESIGNING FOR!

@lenalekkou
THE UNDERSTANDING PHASE
▪ Business needs
▪ User Observation & Evaluation
▪ Analyzing Existing Data
▪ Designing User Scenarios
▪ Prioritize the Design Needs
▪ Model the Users’ Behavior
This is the time to think with your brain
and with your heart.

@lenalekkou
YOU ARE NOT YOUR USER
The most important rule!

@lenalekkou
REDESIGN DELIVERABLES
▪ New Branding. New design guidelines,
logo design etc.
▪ Changes on an existing website or app
▪ UX Copy
▪ Navigation , new User Paths
▪ Better Information Architecture
and the list is endless…

@lenalekkou
THE FEAR OF CHANGE

@lenalekkou
THE FEAR OF CHANGE
“Emotional harm is the most common….
There is a multitude of ways design can cause pain… the
most familiar pain is frustration.…
Research tells us that people are more impacted by a bad
experience than a good once. Therefore, if we want happy,
paying customers, we are better off spending our time
avoiding and fixing bad experiences…. Emotional harm
should be taken very seriously…. Make sure your design is
polite…” (from the book Tragic Design )

@lenalekkou
FRESH VS FAMILIAR
“Users hate change, so it's usually best to stay with a familiar
design and evolve it gradually. In the long run, however,
incrementalism eventually destroys cohesiveness, calling for
a new UI architecture”
“Typically, a fresh design will be a worse design simply
because it's new and thus breaks user expectations. A better
strategy is to play up familiarity and build on users' existing
knowledge of how a system works.”
https://www.nngroup.com/articles/fresh-vs-familiar-aggressive-redesign/

@lenalekkou
USERS DON’T CARE ABOUT DESIGN
FOR ITS OWN SAKE; THEY JUST
WANT TO GET THINGS DONE AND
GET OUT

@lenalekkou
CASE#1:
Microsoft Windows

@lenalekkou
CASE#1:
Do you remember the frustration in Windows 8?

@lenalekkou
CASE#1:
Microsoft Windows 8 – True Story
True <personal> story. When Windows 8 was
released with that “app” feeling. I had to buy
my mom a book for learning how to use the
new interface. In a small time period she really
love the new interface and knew more about
me the more “experienced” user. Why is that?
Why my mom was a “better” user than I was?

@lenalekkou
CASE#1:
Microsoft Windows 8 – First Frustrations
My mom:
“Am I so stupid? Why can’t I use this Computer?”
Me:
“I Hate it! How can you turn this s&%@t off?”

@lenalekkou
USERS ARE NOT DUMB THEY ARE
JUST FAMILIAR WITH A DIFFERENT
EXPERIENCE

@lenalekkou
THE FEAR OF CHANGE
Should Microsoft Windows stay in the previous version
because it was working? Think of Windows 10 that your are
using right now, is it better from previous versions?
Even a very well coded website, might break or needs
improvement when users are starting to using it.
Don’t forget users tend to be more “experienced” than before
and demands more from the website / app / product they
are using.

@lenalekkou
WHEN A PROJECT HAS TO BE
REDESIGNED

@lenalekkou
WHEN TO REDESIGN
“Before you throw out the old and bring in the new, make
sure you have solid evidence that doing so is necessary to
achieve user-centered goals.”
https://www.nngroup.com/articles/radical-incremental-redesign/

@lenalekkou
WHY A PROJECT HAS TO BE
REDESIGNED

@lenalekkou
REASONS TO REDESIGN
▪ Expand Regionally
▪ Increase Market Share
▪ Attract new Target Group
▪ Launch a new business or product
▪ Fix something that is not working
▪ Help Users find what they need

@lenalekkou
REASONS TO REDESIGN
Clients usually don’t know why. (if the client is too
close to the subject, they may not see the reality)
We have to understand why, based on the user
research, analytics and anything else we might have
available.
Yes, I know what you are thinking… the Clients….

@lenalekkou
DON’T GIVE CLIENTS OPTIONS,
GIVE THEM SOLUTIONS

@lenalekkou
MOST COMMON FRUSTRATIONS
Did users find what they want?
Are you sure the navigation of your
website / app / software is correct?
Did you cover the Information Need
the user has?

@lenalekkou
Completion Rates or Bounce Rates
Why users abandon a process? What stopped
them?
Did they find something more
Useful somewhere else?
Did they run out of time?

@lenalekkou
▪ Informative Product Pages
▪ Product Differentiation and Comparisons (the user
fears about buying the wrong product)
▪ Simplified (and personalized) Text
▪ Search
https://www.nngroup.com/articles/10-high-profit-redesign-priorities/

@lenalekkou
That old-fashioned look...
Yes, that’s a very good reason. Products, websites,
apps etc. must evolve as we evolve through the years.
Think about them as a living thing that grow.
But don’t be so quick to throw away the existing
design….

@lenalekkou
OLD DESIGNS ARE THE BEST
PROTOTYPE FOR YOUR NEW
DESIGNS

@lenalekkou
THE LAUNCH MOMENT

@lenalekkou
THE LAUNCH MOMENT
Sometimes it’s best to make little steps or
go wild.
Other solution is to launch the most visible
touchpoints, then let the old system slowly
disappear as items need to be replaced or
updated.

@lenalekkou
CASE#2:
Realtimeboard → Miro

@lenalekkou
WHEN WE INVOLVE USERS IN A
REDESIGN

@lenalekkou
USERS, USERS, USERS
First of all…

@lenalekkou
USERS, USERS, USERS
Involve users from the Day 0.
Don’t spend time, talk with them
Involve them in the process, test
Every little detail.

@lenalekkou
USERS ARE YOUR SINGLE
SOURCE OF TRUTH

@lenalekkou
WHAT ABOUT DATA

@lenalekkou
TIME FOR DATA
So you have metrics, and google analytics and you
track your users.
What next? What you do with these data?
Data should point you to the right way of
taking action.

@lenalekkou
226,776 visits entered the website through 1,158 pages
Bounces 75,869% of Site Total
Bounce Rate 33,46% Site Avg 33,46%
CASE#3:
LET’S SAY WE SELL SUGAR SUBSTITUES AND WE SEE
THESE GOOGLE ANALYTICS RESULTS

@lenalekkou
The story was someone is in the middle of preparing a recipe and
they want to know how many packets of this sugar substitute will
equate to the same amount of sugar as called for in the recipe.
CASE#3:
NOW THE USERS’ PERSPECTIVE

@lenalekkou
▪ In progress of baking a cake
▪ Has already the sugar substitute
▪ In a hurry
▪ Using voice search because the users’ hands are dirty
▪ Not sitting down, in the kitchen room
You can find this example on “Learning Web Analytics by Matt Bailey”
https://www.lynda.com/Google-Analytics-tutorials/Learning-Web-Analytics/685038-2.html
CASE#3:
USERS’ INTENT

@lenalekkou
TIME FOR DATA
Put Data into Action
The answer isn’t in the numbers but will only indicate
the problem
The answer is in the User Experience

@lenalekkou
LAST BUT NOT LEAST,
DEDICATED TO MY FELLOW
DESIGNERS

@lenalekkou
Is this true?
Have you asked your users / customers?
Will the logo redesign solve the problem?
CASE#4:
“I want to change the logo of my company because
it’s old and nobody likes it”

@lenalekkou
CASE#4:
Brooklyn Public Library Branding Redesign

@lenalekkou
“If you dare a change, you might lose your faithful customers”
“I’m not usually the correct-English-police but there is
something odd about the library using the slang-ish
abbreviation of the borough. It’s far more readable at smaller
sizes, that’s for sure.”
CASE#4:

@lenalekkou
“Gone is the sad little black box that for so long meekly
defined our presence in the digital realm. There’s something
invigorating about the facelift that comes with rebranding —
it seems to signify a fresh start, a new direction.”
“…making it fun and relevant for the ebook-reading
generation.”
CASE#4:

@lenalekkou
Is the purpose of your
project suitable for
something like this?
CASE#5:
“We want something different and playful!”

@lenalekkou
Are you trying to annoy your users?
CASE#6:
“75% of the users don’t click the BUY button let’s
make it bigger, change it to red color and add a
pop-up message”

@lenalekkou
When done right, everyone can learn new paths and
introduce new design patterns.
CASE#7:
“You can't teach an old dog new tricks ”

@lenalekkou
EMBRACE CHANGES
Intake #1

@lenalekkou
IT’S A NEVER ENDING (BUT
INTERESTING) PROCESS
Intake #2

@lenalekkou
AS LONG AS THE PRODUCT /
WEBSITE/ APP IS OUT THERE, WE
MUST ALSO BE THERE
Intake #3

@lenalekkou
THE TRUTH LIES WITHIN YOUR
USERS
Intake #5

@lenalekkou
SO IS THIS MYTH
BUSTED OR NOT?
Intake #6

@lenalekkou
THANK YOU!
@lenalekkou

If it ain't broke, don't fix it

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If it ain't broke, don't fix it