making grannies love their lovebrand's website (experience conference 2017)

Making grannies love their lovebrand's website

KupeleDudince.sk redesign

How to sneak in a littlehuman-centered design

into „low-cost“ website redesign

Or:

In the beginningWe worked 4 years with this:

In the beginning

Challenges• Corporate template for group of hotels

• Not a design-oriented team

• Good online marketing performance

• Demands: quick & cheap

Client’s project plan1. Heuristic evaluation by Pizza SEO

2. Black box

3. New website!

Final project plan1. Heuristic evaluation

2. New Information Architecture

3. Wireframes

4. MVP

5. User testing (Users! Finally!)

6. Iteration

7. New website

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

Testing with seniors• They are sweet (sometimes too sweet)

• They are honest

• When seniors make mistakes they try to explain why

• They bring cakes :)

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

Results3 months from launch year-on-year change

Value for money6-digit revenue increase in one quarter (year-on-year comparison)

Results• Happy users

• Happy client

• More iterations coming soon

• More respect for UX design processes

User research is a strong medicine.

Too big a dose at the start could kill your project.

And this is it

Thank you!Patrik Barták, 2017