My role

As a PM and UX designer, my job requires constant communication with the client to understand their needs and feedback accurately. This communication is vital for refining our UX designs and ensuring that they align with the client's expectations and requirements. My role involves a delicate balance of guiding my team, maintaining the quality of our design deliverables, and integrating customer feedback into our UX design process effectively.

Challenges

1. We are very unfamiliar with this industry and need to understand some of the professional terminology.
2. Due to the existence of a pre-existing system, subsequent modifications are subject to certain technical constraints.
3. It is necessary to understand the actual operational context and objectives within a limited timeframeIn this project, we need to redesign the existing chip identification system, optimizing it based on its current functionalities

Targets

1. Ensure smooth operation processes to reduce the time cost associated with operational errors
2. Ensure the interface is clear and easy to understand, reducing the barrier to entry
3. Ensure the interface's visual design aligns with McKinsey's brand tone.

Current
Situation Analysis

Discover

Clarify Product Featuress
Situation Analysis

The main reason for redesigning the product

After launching the product, although there were established partner vendors, sales were disappointing. Additionally, some users stopped using the product after a while. Upon investigating the reasons, it was found that the main issues were the overly lengthy operational steps and low usability. Furthermore, the need to introduce new features prompted a decision to redesign the system.

What happen?

By understanding the current state of the product and its stakeholders, we can comprehend the existing operational methods and challenges. Analyzing each pain point allows us to identify the key design opportunities for improvement.

McKinsey

The current product's subpar user experience limits revenue potential and diminishes brand trust.

Customer support

Frequent user errors necessitate higher labor costs for McKinsey's customer support.

Product Buyers

The non-intuitive system interface reduces operational efficiency and increases error rates.

Employee

Low employee efficiency results in increased labor costs.

Primary audience

Interview finding

To understand the feedback from real users of the product, we persuaded McKinsey to help us find five actual operators who use the system. Initially, this step was not included in the project due to time and budget constraints. However, to better reflect the product's current state, we convinced McKinsey to implement this approach.

- Significant effort is needed to use the system, even after reading the manual.
- The system is overcrowded with information, making navigation difficult.Prolonged use causes eye fatigue, hindering the ability to find small components.
- Certain functions operate differently than expected, frustrating users.New users struggle with unclear technical terms.
- Specific functions or buttons are hard to find, even after days of use.

We also used two methods to identify problems

To understand the current state of the product and make sure we can achieve our goal, we analyze it from Subjective and objective.

01. Subjective

User Experience Analysis

Jack is a chip testing engineer. His main job involves analyzing the components on each chip to perform data recognition and debugging tasks...

User-centered testing methods, with a single objective in mind, evaluate whether it is truly possible to achieve this execution goal efficiently and smoothly.

Entry Point Confusion

Too many unclear entry points prevent users from operating accurately.

Data Complexity

Unclassified and complex data lead to accidental touches and require significant effort to identify.

Efficiency Issues

Lengthy processes and excessive operational uncertainty reduce usage efficiency.

Interaction Consistency

Different interaction forms with the same operational logic, and inability to distinguish between functions at a glance, lead to user errors and delay operations.

02. Objective

Usability heuristics Review

By reviewing the elements in the interface through the ten usability heuristics, the aim is to help developers identify usability issues on the interface.

‍In the design principles for B2B products, four key principles are particularly important. The primary users are employees working in businesses. Therefore, rather than solely focusing on providing a good user experience, there's a greater emphasis on enhancing usage efficiency and minimizing operational errors.