UX Guardians we're awesome. we know it.

Introducing 'The Guardians'

Usability Architect

(aka. Lord Commander)

  • User/Usability Research
  • User-centered, product-oriented chart flows
  • Content strategy
  • Usability definitions

Interaction Designer

(aka. Usability Rockstar)

  • Define visual languages
  • Create emotional connections between the brand and the user
  • Define behavior of the product
  • Give visual illusion of FRIENDLY

Usability Test Strategist

(aka. Ninjair)

  • Definition of user and usability-testing best practices.
  • Test design and execution.
  • Data gathering and analysis.
  • Definition of ulterior iterations.

UX Youngling

  • He learns
  • He does our bidding
  • He makes us coffee

UX Manager

  • Makes the rest of us look good.
  • Have a global perspective of all projects.
  • Manage resources
  • Does effective planning

Lean UX

  • Lean lets us iterate fast
  • It lets us do research, user analysis and rapid design in short sprints
  • These short sprints end up in a usability-test validation where we check what we've done
  • These proper process lead to better results

The 'User Journeys' Project

With the goal of improving the product's user experience, we embarked on an User Journeys project to determine the exact aspects where the product could do better.

The first step was...

User Personas

Based on research and stakeholder interviews we developed actual Personas relevant to Bizagi. Actual people with lives, backgrounds and potential interest in using the product.

Making Personas was groundbreaking because Bizagi has never really focused on the actual user. Instead, the Marketing department handle market-centered 'roles':

  • The one who buys
  • The one who develops
  • The one who uses

Having Personas instead of 'roles' is critical to understanding why is the product failing in being usable.

Experience maps

An Experience Map is a visual representation of a User Journey, depicting important touchpoints and whether or not, the experience is being satisfactory.

We found more than a few...

Problematic touchpoints

Linkedin

Review sites

And, of course...

The website

The website is very problematic because is not up to date with basic usability standards. It has a sloppy messaging that's overly confusing, complex and overwhelming. In addition...

Bad Architecture

Information is not properly prioritized, hence people not finding what they're looking for, and not understanding what they see. A perfect example of this is the fact that...

... people find what they need in the footer.

Bad interaction design

People click on images that seem clickable but aren't.

Forms are badly constructed and buttons have poor interaction

Overwhelming visual design

Inconsistent icons
Overwhelming textures that slow down load times
Consistent icons for Bizagi Studio

Long load times

A good, UX-compliant website nowadays

looks and behaves like this:

  • Clean spaces, NO textures
  • Video storytelling
  • Clear messaging and even clearer CTAs
  • Bold colors and typography
  • Clean, outlined and/or minimal iconography
  • Cards and parallax scrolling
  • Great interaction design (control behaviors through animation)
Bizagi products are up to date with UX trends and techniques. Why isn't the website?

A better website will allow us to...

  • Cater to all kinds of users, even the ones who don't know the product or don't understand what's it for (good SEO will help with more traffic, but in a quantitative way; we're aiming for a more qualitative number of users)
  • Better understanding of what Bizagi does and offers, which in turn will increase the number of downloads and/or purchases
  • More fidelity from our current users, as Contact forms and Live chats will work the way they should. Good support = happier users.
  • Stop looking like separate entities. The website should be embracing the same usability patterns as the product.
  • Better interactions in terms of buttons, forms, and general performance; interaction design principles to enhance the experience. Better experience = better perception of Bizagi as an organization.

Marketing wants to 'improve' the current website, but for us, the best solution in the long run is...

... creating a new one.

Created By
UX Team
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