Ree Jiang
Ree Jiang
UX Design Stories
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E-commerce Web Re-design
This is an individual project to re-design the online shopping experience for LACMA Store.
Mobile App New Feature
This is a team project of three to design new revenue stream for Instagram. Primary role: responsible for persona, scenerio and user flow creation
Persuasive Web App Re-design
This is a team project of two to improve conversion rate of action pages.
Primary role: responsible for preliminary research, user testing, and user interview
Goals:
~ generate additional revenue for LACMA 
~ educate and engage the general public 
~ provide publishing and distribution platforms for local artists and designers.
Solutions:
~ Promote brand image
~ Simplify navigation system and check out process
~ E-commerce centric design 
The Design Story
 Competitive Comparative Analysis
To identify current weakness of the site, I compared LACMA online store with two other museum shops and one e-commerce specialist, Amazon.

Findings: 
Visual : doesn’t reflect beauty of art
Process : redundant and complex navigation system 
Content : doesn’t promote LACMA, special sales/events, or the products
Research
Obtained first hand LACMA demographic information by calling their marketing department
Persona & Scenario
Created persona that represents the common characteristics of the museum shoppers
Based on persona's need, created shopping scenario reflect real possibilities in users life
But wait!!
For the same Zen Drawing Pack,
Why do people shop in LACMA?
5 Why Analysis
People shop in LACMA because they love art or LACMA support their value or belief.
With this discovery, the question of how to meet the three business goals became how we can design to promote LACMA’s brand image and align its value with its target audience.
Design Solution 
~ Create a slogan 
~ New categories to reflect brand value 
~ Design to reflect beauty of art  
~ Easy navigation system to reduce confusion 
~ Simplify Check-out process and user flow process 
~ Efficient E-commerce system to promote and relate items to the customers
Site Map & User Flow
Reshuffled existing categories  and added new ones that help identifying LACMA's value.
Visualized user flow in the sitemap
Sketches
Design changes carried through all the pages.
Simple sketches then translated to mid-fi wireframes avoided reengineering time and cost.
Wireframes 
Prototype
Goals:
~ To diversify its revenue stream, Instagram would like to create a new feature for users to customize and purchase physical versions of their photos.
Solutions:
 ~ Identified business opportunities for printing physical photos 
 ~ Designed photo selecting and checkout flow by understanding how people choose photos printing tools

The Design Story

User Research 
Market Research
Persona
Based on the research, we realized printing option not only can connect individuals, but also a great tool for businesses to create connection with their customer. We created two different personas to present these two group of people.
Scenario
Two sides of one story.
Both the coffee shop owner and customer can benefit from Instagram printing service
In a late summer evening, after a beautiful trip from Bali, Lindsey relaxes herself in an exotic styled coffee shop near school and thinking about the friends she met in the trip

 While She was browsing her Instagram, she saw she was tagged by the coffees shop in a vintage style photo and was asked for permission to send her a postcard with the picture. She loved the timeless moment caught in the photo and the idea of being able to send photos as a physical gift.

She got a great idea to save and share the beautiful memories in Bali now!
Jason never misses chances to promote his business.  
With the printing service of Instagram, he now have a new way to engage his customers.

 In the beautiful sunset, he took pictures of his ideal customers and offered a physical photo as gift.

With the gift, of course, he added a coupon and recent promotions.

Hopefully, by Lindsey using the postcard and the coupon, he will get more business from the university.
Brain Storming 
Based on the research and persona's needs, we sketched out features and design elements,
which later on been sorted and feed into user flow.
User Flow
Draft out the basic functionality needed for printing options in Instagram.
User flow was designed for individual users to test the process.
Sketches
Overview
FWD.us was founded by leaders in the technology community to give their values a voice in American politics. FWD.us has designed an app site to empower users to directly contact the Congress representatives for support on immigration reform. However, Users are frequently leaving the site without completing any of the expected actions.
 With attention being focused on immigration reform in the upcoming 2016 presidential election, FWD.us wants to understand how to reach out to a national audience listening to the debate.
Goals:
~ Provide design suggestions to improve conversion rate of action page
 
Solutions:
 ~ Identified personas for target and potential audience and amplifiers for the website
 ~ Suggestions based on visual, process, and content analysis
The Design Story
Process Overview
Preliminary Research
Collected immigration demographic information to locate and identify target audience 
Survey
Conducted survey through Facebook Groups
(GALA, Reform Immigration for America), Reddit, and FWD.us mailing lists.  
Collected technology & social media touch points,
participation means, and other immigration related quantitive data.
User Interview
Interviewed 9 U.S. citizens who had positive attitude towards immigration reform.  
Based on motivation factors and attitude toward immigration reform,
categorized user base in three groups
Persona
Created three personas based on preliminary research, survey results, and user interview
Immigration Reform Advocator

“Everyday that I lived without knowing my immigration status was a day I lived in fear”
 Immigration Reform Supporter

“The foundation of the United States is immigrants”
Immigration Reform Learner

“This system is broken. It’s time to update the old legislations”
Competitive Comparative Analysis

Comparatively, FWD.us has very modern design.
The competitor sites reinforce the result of actions whereas FWD.us reinforces call-to-action.
The competitor's sites feeds introductory information to the users whereas FWD.us require users to actively searching the stories themselves

Task Analysis
User Testing
Tested 17 users to identify pain points of the site and find ways of improvement. 
Testing demographics is very similar to user demographics.
Design Suggestions

By combining findings from each analysis, we sorted them by pages and provided recommendation on each page.

Next Steps

Further researches need to be done on why and how people landed on the action pages.
Based on existing research, in the steps of taking actions, add reasons for actions to encourage participation and result from the actions to persuade taking actions.
On going refinement of persona and user's need on participating in action taking.

About me

I'm a bilingual UX designer with background in project management, strategic planning, and lean processes.
I have increased $100,000 company profit in 4-month period and also lived in three continents, Asia, Europe, North America. I want to live life the fullest and give my best to every endeavor.

       Visual CV

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