Product
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Consumer help wizard
MY ROLES
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Sole UX Designer in charge of:
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Information architecture
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Interaction design
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DESIGN PRINCIPLES
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Progressive disclosure
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Alignment
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Chunking (cognitive load)
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Forgiveness
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80/20 (Pareto)
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Five hat racks
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Information architecture
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Flow
Project results
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We now had a way for customers to quickly gain education on how to choose the right product for them
Design problem
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From customer service calls, it became obvious that potential customers were having difficulty understanding the differences between our products.
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Some customers were buying for gifts and did not know the details of duck calls.
constraints
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We needed a way to solve the user's problem by using our website as the tool.
solution
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I developed a guided application within the website that gives a product suggestion and provides additional education about products that the user can access during that flow.
information architecture
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The project presented a fairly complex orginization problem. It took a while to decide on the best way to structure the data and engineer the user's flow through the app.+
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Using the five hat racks strategy or L.A.T.C.H (location, alphabet, time, category, hierarchy) I divided up all the possible selections a user could make. It resulted in five criteria that a user could define their choice by.

conceptual design
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The basic idea is that instead of forcing a customer to make a complex decision, we will ask them simple questions one at a time.
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This reduces cognitive load and eliminates decision paralysis.

Interaction design
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The matcher works like a wizard, in that it chunks the decisions that user have to make into manageable bites.
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It also shows progress and gives helpful advice along the way.


