How to sneak in a little human-centered design into „low-cost“ website redesign? 3 min UX pitch at Experience Conference, Bratislava, 9. 3. 2017

1. Making grannies love
their lovebrand's website
KupeleDudince.sk redesign

2. How to sneak in a little
human-centered design
into „low-cost“ website redesign
Or:

3. In the beginning
We worked 4 years with this:

4. In the beginning

5. Challenges
• Corporate template for group of hotels
• Not a design-oriented team
• Good online marketing performance
• Demands: quick & cheap

6. Client’s project plan
1. Heuristic evaluation by Pizza SEO
2. Black box
3. New website!

7. Final project plan
1. Heuristic evaluation
2. New Information Architecture
3. Wireframes
4. MVP
5. User testing (Users! Finally!)
6. Iteration
7. New website

8. Interviews & testing
• 6 seniors (3 still working, 3 pensioners)
• 4 chapters
• motivation for visit (18 questions)
• navigation to the website (Google Search)
• testing: usual website tasks
• debriefing

9. Testing with seniors
• They are sweet (sometimes too sweet)
• They are honest
• When seniors make mistakes they try to explain
why
• They bring cakes :)

10. Testing outcomes
• Seniors get stuck in step 2 (invisible „Next“ button)
• Uncertainty after booking sent
• Seniors can't find info about parking
• They really like the new design

11. Results
3 months from launch year-on-year change

12. Value for money
6-digit revenue increase in one quarter
(year-on-year comparison)

13. Results
• Happy users
• Happy client
• More iterations coming soon
• More respect for UX design processes

14. User research is a strong
medicine.
Too big a dose at the start could
kill your project.

15. And this is it

16. Thank you!
Patrik Barták, 2017