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How UX facilitates redesigns

World Usability Day 13.11.2014

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GLOBUS

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  • Grocery retailer from Germany, operating in Russia and Czechia
  • In Czechia are 15 branches
  • Family-run business with over 180-years history
  • They have their own bakeries (where they really do their own dough) and butchers (where they process meat and meat products)

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  1. Hľadanie prieniku

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Analysis

Design Process

Strategy

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Analysis

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  1. Analysis

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  • Specification of the users and their needs
    • Demography
    • We asked online
    • We asked offline
    • We asked while grocery-shopping

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  1. Analysis

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User Testings

  • Starting with hypothesis for 5 different websites
  • Creating scenarios and focusing of different aspects (mapping ROPO)
  • Recruitment of the respondents
  • Analysing and comparison of attitudes towards these different websites

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  • Analysis

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Information architecture and prototyping of the corporate website

  • Collecting content
  • Card sorting with users
  • Structuring the content
  • Prototyp with detail interactions
  • User test of the prototype

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Strategy

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  • Stratégia

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  • Strategy

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  • Reporting of the research results to all stakeholders including other agencies
  • Facilitation of workshops with marketing department as well as butchers and bakery-bosses

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  • Strategy

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Workshop results

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Cross road for all services

We need to focus more on image as well

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  • Strategy

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  • Stratégia

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Globus as a modern farmers market

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Design

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  1. Design

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Learnings

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Learnings

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  • Mobile first is first!
  • Building interaction in prototype from the begining is a must
  • More time for final testing
  • Our preferred design language (“flat and more flat”) might not be the right choice