https://sookoh.com Soo Koh Tue, 06 Feb 2024 17:46:45 +0000 https://sookoh.com en https://sookoh.com/Homepage Sat, 21 Apr 2018 17:25:56 +0000 Soo Koh https://sookoh.com/Homepage Product (UX/UI) Design I solve problems by creating emotional connections between people and products utilizing Design Thinking, creative visual storytelling, and innovative technology. https://sookoh.com/Contact Sat, 21 Apr 2018 17:25:56 +0000 Soo Koh https://sookoh.com/Contact <img width="1512" height="1503" width_o="1512" height_o="1503" data-src="https://freight.cargo.site/t/original/i/610014594e377174d46d54834324c5efa72103cfca920709652bffdbc14d4050/SooPhoto01.png" data-mid="102534488" border="0" data-scale="49" src="https://freight.cargo.site/w/1000/i/610014594e377174d46d54834324c5efa72103cfca920709652bffdbc14d4050/SooPhoto01.png" /> Hello, I’m Soo Koh.I’m a Product (UX/UI) Designer. My passion lies in problem solving through the creation of emotional connections between people and products utilizing Design Thinking, creative visual storytelling, and innovative technology with a focus on prioritizing exceptional customer satisfaction. 862 591 7825sookohdesign@gmail.com ︎ https://sookoh.com/Twcbundling Tue, 06 Feb 2024 17:46:45 +0000 Soo Koh https://sookoh.com/Twcbundling <img width="1310" height="891" width_o="1310" height_o="891" data-src="https://freight.cargo.site/t/original/i/77bbf0b17d8aaa40491c3afa2be580173bf87e3988e8e071044213a6cf5c4afd/Group-1321316575.png" data-mid="205213285" border="0" data-scale="72" src="https://freight.cargo.site/w/1000/i/77bbf0b17d8aaa40491c3afa2be580173bf87e3988e8e071044213a6cf5c4afd/Group-1321316575.png" /> The Weather ChannelWeather.comWeather.com/Subscriptions. . . The Weather Channel Subscriptions &amp; bundles The Weather Channel aimed to introduce a new subscription bundling product, empowering users to bundle multiple partner subscriptions for greater savings and conveniences. MVP targeted $1 million in subscription revenue. . . . Design Lead MVP scope and timeline planning, design research, facilitated workshops, created design strategy, user personas, UX/ UI design, and usability testing. Discovery The project began by conducting user research and facilitating Design Thinking workshops to&nbsp;understand bundling subscribers' needs. By leveraging previous insights and data, we created two target personas that reflect users’ weather habits and hehaviors. <img width="4018" height="1176" width_o="4018" height_o="1176" data-src="https://freight.cargo.site/t/original/i/9b4014eb69fcde371f7eea3ae81e997aef0adc0b110504d5258b9df7926bfb56/Group-1321316580.png" data-mid="206957936" border="0" data-scale="86" src="https://freight.cargo.site/w/1000/i/9b4014eb69fcde371f7eea3ae81e997aef0adc0b110504d5258b9df7926bfb56/Group-1321316580.png" /> Workshops We invited cross-functional teams to empathize with each persona’s interest in building their own bundle subscriptions. Through empathy map and journey map workshops, we delved into what the personas might feel, think, and do to uncover subconscious emotions, given that decision-making is often driven by emotion. <img width="2174" height="1114" width_o="2174" height_o="1114" data-src="https://freight.cargo.site/t/original/i/64139ceac30f20e0f79e546f37840795b7f0c650a7226ffe9440b7807c3bc471/empathymap.png" data-mid="205988468" border="0" data-scale="53" src="https://freight.cargo.site/w/1000/i/64139ceac30f20e0f79e546f37840795b7f0c650a7226ffe9440b7807c3bc471/empathymap.png" /> Design Thinking empathy maps Findings From the workshops, we found that pricing significantly impacts their emotions and purchasing decision-making process. <img width="415" height="98" width_o="415" height_o="98" data-src="https://freight.cargo.site/t/original/i/561890336c148e2eeccaac4f4b4f66fa8c3f4c2ad8b85acb6e9f468b3becb2ea/Pricing12.png" data-mid="208938344" border="0" data-scale="54" src="https://freight.cargo.site/w/415/i/561890336c148e2eeccaac4f4b4f66fa8c3f4c2ad8b85acb6e9f468b3becb2ea/Pricing12.png" /> <img width="415" height="98" width_o="415" height_o="98" data-src="https://freight.cargo.site/t/original/i/b3f2555091efa822c940069fff6c2029a9dbec697a3e9eccd47c4cb3396a952a/p3b.png" data-mid="208938137" border="0" data-scale="54" src="https://freight.cargo.site/w/415/i/b3f2555091efa822c940069fff6c2029a9dbec697a3e9eccd47c4cb3396a952a/p3b.png" /><img width="416" height="98" width_o="416" height_o="98" data-src="https://freight.cargo.site/t/original/i/38d0d44e741a7cedcbfd8cee09bfd4484de90d60f2ce1f654c782621a1f35b76/P2b.png" data-mid="208938138" border="0" data-scale="54" src="https://freight.cargo.site/w/416/i/38d0d44e741a7cedcbfd8cee09bfd4484de90d60f2ce1f654c782621a1f35b76/P2b.png" /> How might we attract bargain hunters? Our "Buy more, Save more” pricing model, which varies depending on the quantity was a challenge. We focued on highlighting how-bundling-works and the economic advantage of the bundling. <img width="738" height="142" width_o="738" height_o="142" data-src="https://freight.cargo.site/t/original/i/54957c8afb0fb842aacbc9fb63e039f668a0bdd4b2f95094d5a4910198fdbc9f/bundlingsilutionjj.png" data-mid="209229425" border="0" data-scale="89" src="https://freight.cargo.site/w/738/i/54957c8afb0fb842aacbc9fb63e039f668a0bdd4b2f95094d5a4910198fdbc9f/bundlingsilutionjj.png" /> . . .Design Solution<img width="874" height="142" width_o="874" height_o="142" data-src="https://freight.cargo.site/t/original/i/3026a7a8ef21524759ecac5b9ded8f6c92fa205b99d8640295f901c0529b7989/bundlingsilutionjkk.png" data-mid="209229470" border="0" data-scale="88" src="https://freight.cargo.site/w/874/i/3026a7a8ef21524759ecac5b9ded8f6c92fa205b99d8640295f901c0529b7989/bundlingsilutionjkk.png" /> List price in gray represented non-current status, while “Our Price: See in cart” enticed users to add items. Upon adding to the cart, they instantly saw the actual amount they were paying and savings on the tray. With the purchase price lower than the list price and all pricing points transparent, they perceived a good deal and a deep discount, fostering satisfaction and trust in their decision-making process. &nbsp; <img width="944" height="654" width_o="944" height_o="654" data-src="https://freight.cargo.site/t/original/i/77154b8bf38507d3b60715542775685548b8acab094e568e43b0ea02117181bb/try.gif" data-mid="206421740" border="0" data-scale="81" src="https://freight.cargo.site/w/944/i/77154b8bf38507d3b60715542775685548b8acab094e568e43b0ea02117181bb/try.gif" /> Example of how the user sees how their price is being discounted . . . Pricing TestingWe used the RITE (Rapid Iterative Testing and Evaluation) method to refine the solution: Test A: Starting price <img width="750" height="481" width_o="750" height_o="481" data-src="https://freight.cargo.site/t/original/i/c972f54cbe93cad91c9d03cf627b2c2d58f5b72ff8764b15d3694e7b4a214487/Startingprice2.png" data-mid="207286410" border="0" data-scale="85" src="https://freight.cargo.site/w/750/i/c972f54cbe93cad91c9d03cf627b2c2d58f5b72ff8764b15d3694e7b4a214487/Startingprice2.png" /> From $49.99/year ‘Starting price’ to entice participants, but lower prices led to surprise at checkout when they saw the final price was higher, causing them to feel misled. Test B: Price range<img width="750" height="481" width_o="750" height_o="481" data-src="https://freight.cargo.site/t/original/i/5a2ae1ceffb69234ff296d8ec1bc0c35ce66cb3d45f5d7862de58a9825022644/Range2.png" data-mid="207286407" border="0" data-scale="85" src="https://freight.cargo.site/w/750/i/5a2ae1ceffb69234ff296d8ec1bc0c35ce66cb3d45f5d7862de58a9825022644/Range2.png" /> $49.99 – $99.99/year‘Prince range’ approach caused confusion due to the various subscription options available. They questioned why the lowest price wasn’t shown at checkout. Test C: No price <img width="750" height="481" width_o="750" height_o="481" data-src="https://freight.cargo.site/t/original/i/02b4e1b0c97fed2de22815a40836539bd306ab4989e2d1662d440b0ccb4ac199/nopricing2.png" data-mid="207286408" border="0" data-scale="85" src="https://freight.cargo.site/w/750/i/02b4e1b0c97fed2de22815a40836539bd306ab4989e2d1662d440b0ccb4ac199/nopricing2.png" /> Not displaying priceNot displaying price to reduce confusion, but participants expressed a desire to see the price before taking any action, especially to gauge the discount. Test D: List price<img width="750" height="481" width_o="750" height_o="481" data-src="https://freight.cargo.site/t/original/i/2dd2a0e6216377313fc5b3b9a04ea58075150532035e598176f466dc908ec6ec/seeincart2.png" data-mid="207286409" border="0" data-scale="85" src="https://freight.cargo.site/w/750/i/2dd2a0e6216377313fc5b3b9a04ea58075150532035e598176f466dc908ec6ec/seeincart2.png" /> List price: $99.95/year Our price: See in cartLower actual purchase prices created a perception of good discounts without false promises. Final design and learning Users don’t necessarily need to know the precise price of each item. Creating a perception and value and how they feel was crucial in driving their purchasing decision, feeling they’re getting a good deal and a deep discount. The perception that they’re paying less than what they see attracts them. <img width="1320" height="3518" width_o="1320" height_o="3518" data-src="https://freight.cargo.site/t/original/i/d755a4f89ff5651c83647a2d15de72d8fe8ac522dcc026e4f9200501a4a73a7b/fullpage.png" data-mid="206115233" border="0" data-scale="80" src="https://freight.cargo.site/w/1000/i/d755a4f89ff5651c83647a2d15de72d8fe8ac522dcc026e4f9200501a4a73a7b/fullpage.png" />The Weather Channel bundling subscriptions product list page . . . <img width="2277" height="1787" width_o="2277" height_o="1787" data-src="https://freight.cargo.site/t/original/i/a65c7e5ab8d4c67f906d06cfeb61a86627a61f3b1ab05671fc80f5a2a1726e87/Group-132131667876.png" data-mid="208712933" border="0" data-scale="76" src="https://freight.cargo.site/w/1000/i/a65c7e5ab8d4c67f906d06cfeb61a86627a61f3b1ab05671fc80f5a2a1726e87/Group-132131667876.png" />. . . Tray cart development <img width="1782" height="1588" width_o="1782" height_o="1588" data-src="https://freight.cargo.site/t/original/i/dbc9e6e2f6a48aeab19c3e25e188f7bb1144a5a91cf7e3461c51fbaf5404755d/Speccart.png" data-mid="209427741" border="0" data-scale="63" src="https://freight.cargo.site/w/1000/i/dbc9e6e2f6a48aeab19c3e25e188f7bb1144a5a91cf7e3461c51fbaf5404755d/Speccart.png" /> _______ https://sookoh.com/Guardianpet Sat, 12 Feb 2022 23:27:08 +0000 Soo Koh https://sookoh.com/Guardianpet Guardian Direct&nbsp;Pet Insurance <img width="1690" height="833" width_o="1690" height_o="833" data-src="https://freight.cargo.site/t/original/i/67d5d863d591f9eb3181e18c25a2adb5f7f82079e51bbf6ef1987f080ae42502/Gradff.png" data-mid="208843344" border="0" data-scale="79" src="https://freight.cargo.site/w/1000/i/67d5d863d591f9eb3181e18c25a2adb5f7f82079e51bbf6ef1987f080ae42502/Gradff.png" /> Guardian Direct was a Direct-to-Consumer Insurtech, startup incubation arm of Guardian Life. Individuals could purchase insurance and manage policies directly online.. . . Design LeadDesign roadmap, research, strategy, user personas, workshop facilitation, UX/UI design, usability testing. . . Discovery Guardian Direct introduced a new product, pet insurance. We created the entire shopping experience from awareness, acquisition to retention. We began by defining personas. We created two personas: Young Millennials were the most likely to own our Guaridan Direct products.Gen-Z was a fast-growing prospective segment for future opportunities. We focused on understanding how pet owners’ behaviors influence their decisions regarding pet insurance. <img width="2701" height="805" width_o="2701" height_o="805" data-src="https://freight.cargo.site/t/original/i/94144ac2eec76c697ea737e0d4ac19f911ecc54b01ddb9ef763ae76498c76b2d/Gro3515.png" data-mid="208790352" border="0" data-scale="68" src="https://freight.cargo.site/w/1000/i/94144ac2eec76c697ea737e0d4ac19f911ecc54b01ddb9ef763ae76498c76b2d/Gro3515.png" /> Workshops We facilitated workshops with cross-functional teams aimed at empathizing with the personas on what motivates them to purchase pet insurance.&nbsp;While price is a key for the decision making, we’ve also learned purchasing insurance is an emotionally driven decision, because customers are looking to prepare, plan and protect their lives, family, health, or finances. It is important for users to feel that they are being well-served during the purchasing decision process. They often seek advice, guidance, and reassurance. <img width="1326" height="793" width_o="1326" height_o="793" data-src="https://freight.cargo.site/t/original/i/705205859410328302ed218e8a05cb025f9358bde95f4a3f90a81d505e4a1e0b/Screen-Shot-2022-02-12-at-6.11.png" data-mid="207599238" border="0" src="https://freight.cargo.site/w/1000/i/705205859410328302ed218e8a05cb025f9358bde95f4a3f90a81d505e4a1e0b/Screen-Shot-2022-02-12-at-6.11.png" /> When it comes to pet insurance, people tend to be more optimistic when seeking coverage, as it offers the assurance of care for their pets and enhances their quality of life. Despite common anxiety, fears, and mistrust associated with insurance companies, pet insurance gives pet owners a sense of comfort and security. <img width="714" height="194" width_o="714" height_o="194" data-src="https://freight.cargo.site/t/original/i/1ef2bb95e922ababd90156608efa145a76c4cb2bf1b18f15d3923efef12a7550/petBluesshgj.png" data-mid="208942650" border="0" data-scale="91" src="https://freight.cargo.site/w/714/i/1ef2bb95e922ababd90156608efa145a76c4cb2bf1b18f15d3923efef12a7550/petBluesshgj.png" /> How might we create more human touch to the online pet insurance shopping experience? To meet the three-month timeframe, I created a high-level user journey and information architecture, breaking it down into small tasks for each sprint. Given that 75% of users engage with the ‘Get-a-Quote’ survey, it suggested that a higher quote rate correlates with increased enrollments, which suggest setting the priority of the project. <img width="1363" height="445" width_o="1363" height_o="445" data-src="https://freight.cargo.site/t/original/i/1925b2e0925a81e5741a1f15e1b38dcc316f85bf6d7faeef549d2f1991691ba4/Marzxczoup.png" data-mid="208841859" border="0" data-scale="69" src="https://freight.cargo.site/w/1000/i/1925b2e0925a81e5741a1f15e1b38dcc316f85bf6d7faeef549d2f1991691ba4/Marzxczoup.png" /> User journey &amp; information architecture <img width="1083" height="321" width_o="1083" height_o="321" data-src="https://freight.cargo.site/t/original/i/22cd3ffd8ea27aefc3baa083691c9d49c943f0e023e67360615177215663260c/Grosd.png" data-mid="208841543" border="0" data-scale="100" src="https://freight.cargo.site/w/1000/i/22cd3ffd8ea27aefc3baa083691c9d49c943f0e023e67360615177215663260c/Grosd.png" />Ideations for user testing Design approach Through rapid testing and iterative design, we found participants favored: A simple, easy, and straightforward experienceAn efficient, quick, and responsive interfaceA fun gamification approach Transparency in all provided information for decision-making I created Visual design: look &amp; feel &amp; color scheme, representing happiness, friendliness, playfulness, care, freshness, and urban appeals. It was crucial for users to feel confident, ensuring the utmost care for their pets and enhancing their quality of life. <img width="1838" height="716" width_o="1838" height_o="716" data-src="https://freight.cargo.site/t/original/i/b5d18e27972059c1c28aa870202f25966ae1399a0b8ab0dbac1ec4229b16a6d4/Screen-Shot-2022-03-02-at-11.37.13-PM.png" data-mid="135170555" border="0" data-scale="84" src="https://freight.cargo.site/w/1000/i/b5d18e27972059c1c28aa870202f25966ae1399a0b8ab0dbac1ec4229b16a6d4/Screen-Shot-2022-03-02-at-11.37.13-PM.png" /> Final design <img width="951" height="252" width_o="951" height_o="252" data-src="https://freight.cargo.site/t/original/i/b98b310bafd1e80ce4a7945a19ead8b2d3656f62887e0d7c04d9258b3e5dd70d/petrrweree.png" data-mid="208951286" border="0" data-scale="67" src="https://freight.cargo.site/w/951/i/b98b310bafd1e80ce4a7945a19ead8b2d3656f62887e0d7c04d9258b3e5dd70d/petrrweree.png" /> &nbsp;A Dog/Cat “agent” guides users through getting a perfect quote process, fostering emotional connections, instilling confidence, and emphasizing our commitment to both people and animals. <img width="2140" height="726" width_o="2140" height_o="726" data-src="https://freight.cargo.site/t/original/i/4e04f524062a929912e948dc1ab4d835fd8e6e7c18cf6db22f9e6f947a1d0d74/Group-5789sfsdfds.png" data-mid="208789606" border="0" data-scale="74" src="https://freight.cargo.site/w/1000/i/4e04f524062a929912e948dc1ab4d835fd8e6e7c18cf6db22f9e6f947a1d0d74/Group-5789sfsdfds.png" /> <img width="4962" height="2683" width_o="4962" height_o="2683" data-src="https://freight.cargo.site/t/original/i/adb0aa376e88982c9527c09cace1bb25745820b151de56f787b948a487a58d7c/GDfigmaboard.png" data-mid="206957111" border="0" src="https://freight.cargo.site/w/1000/i/adb0aa376e88982c9527c09cace1bb25745820b151de56f787b948a487a58d7c/GDfigmaboard.png" /> _______ https://sookoh.com/Chasebudget Fri, 19 Mar 2021 03:22:48 +0000 Soo Koh https://sookoh.com/Chasebudget JPMorgan Chase Financial Health <img width="1001" height="885" width_o="1001" height_o="885" data-src="https://freight.cargo.site/t/original/i/64d023eb551557ab156b18d236775a756db2b3afe23ba8d3c2ef255d0efd70f4/Chase.png" data-mid="140541968" border="0" data-scale="72" src="https://freight.cargo.site/w/1000/i/64d023eb551557ab156b18d236775a756db2b3afe23ba8d3c2ef255d0efd70f4/Chase.png" /> Chase Consumer Banking: Spending budget and autosave goals tools for mobile apps (iOS, Android) and Chase.com (RWD) Chase Spending Budget Chase Autosave Goals . . . Senior User Experience Designer Design strategy, UX/UI design, design system, user testing, ADA &amp; WCAG . . . Background Chase introduced new features, spending budget and saving goal tools to empower customers, providing them with enhanced clarity and confidence to make informed financial decisions. We aimed to grant them control over their money and foster their savings accounts. <img width="661" height="563" width_o="661" height_o="563" data-src="https://freight.cargo.site/t/original/i/136d46fb56400d5c83d1364056855da28371375b8a25415647f72cdae9dcabbf/Screen-Shot-2022-02-28-at-8.26.01-PM.png" data-mid="134936110" border="0" data-scale="55" src="https://freight.cargo.site/w/661/i/136d46fb56400d5c83d1364056855da28371375b8a25415647f72cdae9dcabbf/Screen-Shot-2022-02-28-at-8.26.01-PM.png" /> User needs Target customers were low and moderate income individuals who rely on their continued income to spend and maintain their lifestyle. During reseaching, we found that users preferred essential information, streamlined details, limited to topline information, minimized ambiguity, and a concentrated emphasis on “what matters” when it comes to financial management. <img width="1884" height="431" width_o="1884" height_o="431" data-src="https://freight.cargo.site/t/original/i/d1bc0be00df9f08a136129cb6f03d0a6a1c5de7e0cd3b1f6304e9cbb17f1b0e1/photos.jpg" data-mid="105645434" border="0" data-scale="100" src="https://freight.cargo.site/w/1000/i/d1bc0be00df9f08a136129cb6f03d0a6a1c5de7e0cd3b1f6304e9cbb17f1b0e1/photos.jpg" /> Research What we heard from the exsiting Chase customers were: <img width="622" height="142" width_o="622" height_o="142" data-src="https://freight.cargo.site/t/original/i/211be5cdd41a4a33659ef20cd5ddd44efac9e17fb92a8073ac3c8d2caeae6202/QuoteAAd.png" data-mid="208938251" border="0" data-scale="74" src="https://freight.cargo.site/w/622/i/211be5cdd41a4a33659ef20cd5ddd44efac9e17fb92a8073ac3c8d2caeae6202/QuoteAAd.png" /><img width="622" height="142" width_o="622" height_o="142" data-src="https://freight.cargo.site/t/original/i/9af8f0ec43bbe543b3e766ca9eafbafbcbe17fca4fb94edfce1c83ff22130dd2/QuoteBBd.png" data-mid="208938257" border="0" data-scale="74" src="https://freight.cargo.site/w/622/i/9af8f0ec43bbe543b3e766ca9eafbafbcbe17fca4fb94edfce1c83ff22130dd2/QuoteBBd.png" />They also expressed a strong need for a tool that not only displayed their remaining spendable funds but also facilitated swift decision-making and encouraged behavior changes conductive to saving money. <img width="1069" height="361" width_o="1069" height_o="361" data-src="https://freight.cargo.site/t/original/i/c30a7c63ccabb85d363c112e2409a38ae648ea1059548ea17652f8b4c3dc21db/Problem-stteme.png" data-mid="209226224" border="0" data-scale="84" src="https://freight.cargo.site/w/1000/i/c30a7c63ccabb85d363c112e2409a38ae648ea1059548ea17652f8b4c3dc21db/Problem-stteme.png" /> Daily pacing We developed a daily pacing feature. This feature showed how much they can spend each day to stay within their budget–the daily expenditure limit required to adhere to their budgetary allocations. <img width="666" height="142" width_o="666" height_o="142" data-src="https://freight.cargo.site/t/original/i/f41059a0bc111fe425c0efdc230d8a24d1176c2f6a9466c03d1fc1c7f940a666/Callout-Contai.png" data-mid="208886904" border="0" data-scale="75" src="https://freight.cargo.site/w/666/i/f41059a0bc111fe425c0efdc230d8a24d1176c2f6a9466c03d1fc1c7f940a666/Callout-Contai.png" /> <img width="1373" height="916" width_o="1373" height_o="916" data-src="https://freight.cargo.site/t/original/i/e129efb61a8f11e7ff9b9afafb9f4ab35930e010345d8973c4c714398f7118a4/Framscan.png" data-mid="208885228" border="0" src="https://freight.cargo.site/w/1000/i/e129efb61a8f11e7ff9b9afafb9f4ab35930e010345d8973c4c714398f7118a4/Framscan.png" /> The budget wheel visualizaton explorations The creation of a real-time visualization was challenges, as banking isn’t just numbers for them. It’s about the emotional relationship between them and their money. <img width="628" height="320" width_o="628" height_o="320" data-src="https://freight.cargo.site/t/original/i/ba318e50bff832eb3449087275132b3f572fbbc77875b9f75b5ab26cb3280f4b/KEI22B.png" data-mid="208887868" border="0" data-scale="75" src="https://freight.cargo.site/w/628/i/ba318e50bff832eb3449087275132b3f572fbbc77875b9f75b5ab26cb3280f4b/KEI22B.png" /> We ensure that the tool aligns with the Chase Design System, ADA &amp; WCAQ guidelines, as well as Chase tech constraints. <img width="1495" height="535" width_o="1495" height_o="535" data-src="https://freight.cargo.site/t/original/i/6ddf37ac248d80acea5f835814eb0def5b222cef0c65f3ed83718e3a1421cbff/wheels.png" data-mid="140464095" border="0" src="https://freight.cargo.site/w/1000/i/6ddf37ac248d80acea5f835814eb0def5b222cef0c65f3ed83718e3a1421cbff/wheels.png" /> Final design for budgetJPMorgan Chase Financial Health videos: Spending budget&nbsp; |&nbsp; Autosave goals <img width="462" height="906" width_o="462" height_o="906" data-src="https://freight.cargo.site/t/original/i/92586724baa2d36c4867739f6b17e2176154f4bc389da06254795d8da50e48e1/Screen-Shot-2021-04-18-at-2.00.11-PM.png" data-mid="105630458" border="0" data-scale="44" src="https://freight.cargo.site/w/462/i/92586724baa2d36c4867739f6b17e2176154f4bc389da06254795d8da50e48e1/Screen-Shot-2021-04-18-at-2.00.11-PM.png" /> _______ https://sookoh.com/Toysrus Sat, 21 Apr 2018 18:12:09 +0000 Soo Koh https://sookoh.com/Toysrus <img width="1587" height="995" width_o="1587" height_o="995" data-src="https://freight.cargo.site/t/original/i/59ee52bb02d1ee2f124bb5e9d822ddf85aeb1aba1622d71adfeb8612f8476e8b/Screenshot-2024-03-21-at-3.19.27PM.png" data-mid="207290821" border="0" src="https://freight.cargo.site/w/1000/i/59ee52bb02d1ee2f124bb5e9d822ddf85aeb1aba1622d71adfeb8612f8476e8b/Screenshot-2024-03-21-at-3.19.27PM.png" /> Toys R UsOnmichannel retail eCommerce, Toysrus.com ︎ My Account . . . User Experience Designer Research, information architecture, user flows, wireframes, UI design, design system, user testing. . . Background Toys"R"Us has introduced single sign-on (SSO) to address the issue of multiple accounts with distinct login credentials. SSO allows having the power of bringing all user data into one unified profile, including addresses, payments, purchase history, and preferences – All is in one place. My Account We redesigned ‘My Account’, customer profile account managment section with objectives:Enhance the display of all customer data in My Accout.Streamline checkout process for easier and faster to navigate through My Account touchpoint.&nbsp;Attract users signup and retain them to login by displaying relevant data.Establish a loyalty as a key customer touchpoint. How might we streamline displaying all customer data in one place, My Account? How might we redesign the account management section to efficiently display all of customer data? We began identifying user pain points through qualitative and quantitative data gatherings. This involved auditing the existing account pages, conducting usability tests, and analyzing feedback from OpinionLab. We also gathered behavioral metrics from Brooks Bell, informing our information architecture and taxonomy based on user engagement metrics such as click-through rates, page durations, visits, and navigation paths. The analysis revealed frustrations concerning order tracking, payments, and overall technical and behavioral user experiences. <img width="2326" height="596" width_o="2326" height_o="596" data-src="https://freight.cargo.site/t/original/i/3d7eae4220d515dd4ff0a0601704b76987d45e2b524b256ba6ffdd4e57a15f10/02_Design-Thinking.png" data-mid="109308131" border="0" src="https://freight.cargo.site/w/1000/i/3d7eae4220d515dd4ff0a0601704b76987d45e2b524b256ba6ffdd4e57a15f10/02_Design-Thinking.png" />We used the Design Thinking process <img width="1765" height="790" width_o="1765" height_o="790" data-src="https://freight.cargo.site/t/original/i/8f18e6db2f716d75d5c4dfdd46180ce86b0608583349e129ae67c5228001e372/Screenshot-2024-03-21-at-3.24.28PM.png" data-mid="207291016" border="0" data-scale="84" src="https://freight.cargo.site/w/1000/i/8f18e6db2f716d75d5c4dfdd46180ce86b0608583349e129ae67c5228001e372/Screenshot-2024-03-21-at-3.24.28PM.png" /> Visualized problems on OpinionLab &amp; prioritized on Trello We conducted&nbsp;competitor analysis and observed that the competitive players adopted similar category labels (Profile, Orders, Address, Payment Methods, Reward, My List) on their navigation menus. Notably, they featured ‘Order Status‘ and ‘History Information’ prominently on their My Account landing page. <img width="1649" height="972" width_o="1649" height_o="972" data-src="https://freight.cargo.site/t/original/i/4da67ff9201de9500e6e1a3cdf38a2b581adfba5fa3f7f940cb3a7442f1302e6/Screenshot-2024-03-21-at-3.24.38PM.png" data-mid="207291022" border="0" data-scale="100" src="https://freight.cargo.site/w/1000/i/4da67ff9201de9500e6e1a3cdf38a2b581adfba5fa3f7f940cb3a7442f1302e6/Screenshot-2024-03-21-at-3.24.38PM.png" />Competitor taxonomy analysis spreadsheet Findings Top findings were:Over 35% of click metrics were attributed to ‘Order History’.More than 32% of users sign-in primarily for tracking orders.Minimal engagement (less than 0.9%) with certain links and categories.Cluttered and overwhelming My Account landing page.Frustration with the complicated payment process. Solutions To address these issues, we formulated the following hypotheses: Refine taxonomy for clearer categorizations, labelings and hierarchy. Implement slide panel overlay patterns within the Design System to reduce conginitive overload. Display concise and relevant information while eliminating irrelevant data.Introduce a new Wallet section integrating payment options, centralizing all payment options, addresses, and order history in one place.We began by creating a hierarchy of categorization for navigation, delivering&nbsp;information architecture and flows to encompass all use cases, including any edge case. &nbsp;&nbsp; <img width="1773" height="773" width_o="1773" height_o="773" data-src="https://freight.cargo.site/t/original/i/8190a210c957521afbdf9a8f4fba397147280220806adc02ca414fa3a25fab61/Screenshot-2024-03-21-at-3.27.10PM.png" data-mid="207291298" border="0" data-scale="78" src="https://freight.cargo.site/w/1000/i/8190a210c957521afbdf9a8f4fba397147280220806adc02ca414fa3a25fab61/Screenshot-2024-03-21-at-3.27.10PM.png" /> <img width="1753" height="990" width_o="1753" height_o="990" data-src="https://freight.cargo.site/t/original/i/5c288f60cddb4d970aeeb450ec65ecd94bb06aeee1a3b03c1a11f0ec5ac253bb/Screenshot-2024-03-21-at-3.26.50PM.png" data-mid="207291302" border="0" src="https://freight.cargo.site/w/1000/i/5c288f60cddb4d970aeeb450ec65ecd94bb06aeee1a3b03c1a11f0ec5ac253bb/Screenshot-2024-03-21-at-3.26.50PM.png" /> Moving to high-fidelity phase, we collaborated closely with engineers to align with agile development timelines. UI Developers and I sat together daily after standup to design in the browser and implement a fully responsive Web Design. <img width="2104" height="1272" width_o="2104" height_o="1272" data-src="https://freight.cargo.site/t/original/i/e43b97deecf12b0c611ac7bf590b11efddb711f8dc1022e5b19675e5bdd39d64/Screen-Shot-2018-05-03-at-11.08.58-AM.png" data-mid="15801990" border="0" src="https://freight.cargo.site/w/1000/i/e43b97deecf12b0c611ac7bf590b11efddb711f8dc1022e5b19675e5bdd39d64/Screen-Shot-2018-05-03-at-11.08.58-AM.png" /> <img width="1202" height="879" width_o="1202" height_o="879" data-src="https://freight.cargo.site/t/original/i/ce1f0ee8a4f8b33f459c7b10c874988cf955c967fa9011635a3d87b77b715299/Screenshot-2024-03-21-at-3.26.38PM.png" data-mid="207291280" border="0" data-scale="84" src="https://freight.cargo.site/w/1000/i/ce1f0ee8a4f8b33f459c7b10c874988cf955c967fa9011635a3d87b77b715299/Screenshot-2024-03-21-at-3.26.38PM.png" /> <img width="6466" height="4528" width_o="6466" height_o="4528" data-src="https://freight.cargo.site/t/original/i/63de48777f37348485cc38e3cd4f81ed46a2d3dc582183fc4ed9fce71e1551b8/myaccount_artboards022x.png" data-mid="15802909" border="0" data-scale="93" src="https://freight.cargo.site/w/1000/i/63de48777f37348485cc38e3cd4f81ed46a2d3dc582183fc4ed9fce71e1551b8/myaccount_artboards022x.png" /> Final design <img width="680" height="1382" width_o="680" height_o="1382" data-src="https://freight.cargo.site/t/original/i/677b1e418fc39a9239c1d115ab4dbd3727cbf2ebc1c5388189c57a8719a9b686/2018-05-02-17.34.48.gif" data-mid="207291313" border="0" data-scale="53" src="https://freight.cargo.site/w/680/i/677b1e418fc39a9239c1d115ab4dbd3727cbf2ebc1c5388189c57a8719a9b686/2018-05-02-17.34.48.gif" /> ︎ View My Account My OrdersGiven than over 32% of users sign in to track orders, we prioritized active order information by highlighting order status, order number, order date, order items, and total price. We also introduced a filtered-by-year functionality to alleviate cognitive overload. WalletSSO allows having the power of bringing all data of each user. We introduced a Wallet feature, displaying all payment options: credit/debit cards, gift cards, coupons, loyalty points, shipping, and billing addresses in one place. This wallet becomes a touchpont to make the checkout experience easier and faster.Slide panel overlaySlide-panel overlay patterns were added to avoid information overwhelming issues, allowing for easy filtering orders, managing form fields, canceling orders, and accessing static help information. _______ https://sookoh.com/apis Tue, 06 Feb 2024 16:54:05 +0000 Soo Koh https://sookoh.com/apis JPMorgan Chase API Store An API Store website where people share APIs (application programming interfaces) for open banking.Developer.chase.com . . . Creating a new support section Chase aimed to enhance the support section to reduce the number of support tickets for operations admins. <img width="1250" height="274" width_o="1250" height_o="274" data-src="https://freight.cargo.site/t/original/i/adb55980afb2d9715d578793e155ccbb0e73c415c1290a246987eef055a72d88/apiresearch.png" data-mid="207119039" border="0" data-scale="100" src="https://freight.cargo.site/w/1000/i/adb55980afb2d9715d578793e155ccbb0e73c415c1290a246987eef055a72d88/apiresearch.png" /> A simple self-service support solution We began the project by understanding the users’ pain points and identifying their needs through interviews with developers, stakeholders, and operation admins. We learned that developers particularly prefer to find answers themselves quickly and diagnose issues themselves. They prefer self-solving and direct dialogue with knowledgeable experts. They expect self-service support options such as a Community blog and a simple ‘Contact Us’ feature. <img width="1682" height="828" width_o="1682" height_o="828" data-src="https://freight.cargo.site/t/original/i/56577534b847f95269e877a5652e29976a6a11ceab6a17b779bfc53a38205fcb/Screen-Shot-2021-05-23-at-9.55.00-PM.png" data-mid="204015205" border="0" data-scale="83" src="https://freight.cargo.site/w/1000/i/56577534b847f95269e877a5652e29976a6a11ceab6a17b779bfc53a38205fcb/Screen-Shot-2021-05-23-at-9.55.00-PM.png" /> <img width="1234" height="790" width_o="1234" height_o="790" data-src="https://freight.cargo.site/t/original/i/5eabaf5e0271727337a8e38d6e5c88d6754ba5287ecf794c680edbb69fecf9e0/Screen-Shot-2021-05-23-at-9.55.13-PM.png" data-mid="204015253" border="0" src="https://freight.cargo.site/w/1000/i/5eabaf5e0271727337a8e38d6e5c88d6754ba5287ecf794c680edbb69fecf9e0/Screen-Shot-2021-05-23-at-9.55.13-PM.png" /> Given the early stage of this website, we built a new initiative support section. We prioritized the scope of MVP works considering timeline constraints. Creating quick sketches, aligning the concept with stakeholders, and creating agnostic templates were key, considering that content would be inserted later. Final design<img width="1360" height="776" width_o="1360" height_o="776" data-src="https://freight.cargo.site/t/original/i/e16c53f4fc43d3496ec68817670e87fc4ed057a6ff2c118ae8dbfd7021615993/APIimage.png" data-mid="207118816" border="0" src="https://freight.cargo.site/w/1000/i/e16c53f4fc43d3496ec68817670e87fc4ed057a6ff2c118ae8dbfd7021615993/APIimage.png" /> We built a streamlined, easy and simple support, resulting 17% reduction in support tickets and an 18 hours decrease in the time to close a ticket. https://sookoh.com/Healthystate Sat, 21 Apr 2018 17:25:53 +0000 Soo Koh https://sookoh.com/Healthystate <img width="6033" height="2010" width_o="6033" height_o="2010" data-src="https://freight.cargo.site/t/original/i/ed887a3d2b15649913def52d2badea9283d1cab068195fd8f21d6b5bae1283ec/healthstate_main3x.png" data-mid="15501007" border="0" src="https://freight.cargo.site/w/1000/i/ed887a3d2b15649913def52d2badea9283d1cab068195fd8f21d6b5bae1283ec/healthstate_main3x.png" /> &nbsp; Healthy StateVerywell.com ︎ &nbsp;Healthy State. . . Interactive DesignDesign and coding HTML/CSS, Javascript, Adobe CC . . . Organic search is dropping because of Google’s updates, Dotdash (formerly About.com) redesigned its Health channel into a stand-alone vertical brand, verywell.com. Verywell is a health information website serving over 100 million users monthly, helps them find answers, solve problems, and get inspired. To promote this new brand website, I created an interactive map that shows the most asked health questions from 51 states. I created a fully responsive site using HTML, CSS, and Javascript. Created a fun, interactive map to show the most health questions. ︎ Healthy State <img width="1608" height="968" width_o="1608" height_o="968" data-src="https://freight.cargo.site/t/original/i/a7af4a8766077409a66dd5e9d1af055e31880ae62703afeb0d5cb249d676b3c6/2018-05-02-17.20.33.gif" data-mid="15756599" border="0" data-scale="59" src="https://freight.cargo.site/w/1000/i/a7af4a8766077409a66dd5e9d1af055e31880ae62703afeb0d5cb249d676b3c6/2018-05-02-17.20.33.gif" /> _______