Design Research Portfolio &
paula siu ka ying
selected completed projects 2019
about
paula siu ka ying
CONTACT Address: Diamond Hill, Kowloon, HK Email: skypaulas@gmail.com Website: https://paulasiu.com Cell: +852 6807 2294
WORK EXPERIENCE
AWARDS
2019/05 - present UX Researcher Hong Kong Economics Times (U Lifestyle) Conduct qualitative & quantitative research studies
2017 People’s Choice Award FUSICS Designboom Schott CeranŽDesign Award -showcased at London Design Fair
2018/09 - 2019/02 Exhibition Designer In-Concept Design & Production Design, produce drawing for booths and shops 2017/07 - 2017/09 Product Design Intern MisoSoup Design ( Taiwan ) Develop concepts, CAD, photo shooting
EDUCATION 2014 - 2018 Product Design BA ( Hons ) Scheme in Design The Hong Kong Polytechnic University 2017/02 - 2017/06 Man & Mobility Exchange Programme Bachelor of Design Design Academy Eindhoven
2016 Honorable Mention Prize Taiwan International Student Design Competition Second Runner-Up Team Disney ImagiNations Hong Kong 2016 Design Competition
04
Contents projects
a b
6-13
(a) USABILITY TEST Native app usability test for new features (b) FOCUS GROUP Gather ideas & users' needs for product niche
14- 21
05
e fg
(c) ATS Research and design for audience targeting system
22-29
6 / Usability Test
Native App
(a) Usability Test 2
BACKGROUND New version of U Lifestyle Native App is launched on apps store in May 2019. External usability test is conducted in order to
access the effectiveness of the features & touch commands evaluate the level of satisfaction of the overall browsing experience figure out user pain points for product improvement and modification
TEST PARAMETERS Project Duration: May 2019 Test Day: 23, 24, 27 May 2019 Nature: Usability Test Team Members: Paula Siu/ Phoebe Tse (UX Research) Brian Wong (Data Analytics) Participants: 20 U Lifestyle Members (8 absent) Gender (M:F) : 1:19 Device Operation System (iOS: android): 6:4 Role : Plan, Conduct and Carry Out the whole test
1
2
7
1
Membership & Setting profile_tap : 3.1k events 843 users
1
18.7 % users tapped on the button
2
Logo Menu menu tap : 2.1k events 943 users 20.9 % users clicks tap on the button
3
Category listing swipe vs tap the category bar
CURRENT ISSUE low taping rate of certain buttons 3
Tasks are set to examine the completion rate of specific functions which require user to tap the buttons. data generated from Firebase (May)
current issue new feature
8 / Usability Test
TASKS Seven tasks were set to examine the effectiveness of the new features. Participants were asked to think out loud during the tasks, to speak out their minds and what they can see. browse more articles : swipe down go to category 'offer' : swipe left / taping catedory bar try to personalize the order of category : click the logo and then edit browse the newest member activities : membership icon assume you are planning to travel, you want to find out the hottest travel topics : click the tag / tag gird on page three search for articles about Jun Ji-hyun: top search function / girl page register for membership.
9
TASKS FLOW Showing the expected task flows and modification according to the limitations of prototype.
01
Hand Gesture
browse more articles in the page 'newest'. go to category 'offer' page.
02
Current Issue
try to personalize the order of category. browse the newest member activities.
New Feature
assume you are planning to travel, you want to find out the hottest travel topics. how would you do? search for articles about Jun Ji-hyun. register for membership.
03
10 / Usability Test
BASELINE Phase I native app acts as a baseline for this usability test. Participants are given a few minutes to explore both phase I and phase II native app. After that, three open-ended questions are raised, which focus on the interface and functions of the apps. in what extent you like the updated interface? how do you think about the newly added features ( enhancing / downgrading your browsing experience ) ?
MEASUREMENT Post-Test perception question and open-ended question are rasied after the tasks. Hand gestures, phone screen and facial expression are recorded by cameras.
will you use the User - Genterated Content reaction button and comment function?
METRICS 1. task completion rate (%) 2. time spent to complete tasks (s) 3. classify and analyze errors
Effectiveness
1. avg score in perception questions 2. open-ended feedbacks
Satisfaction Level
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12 / Usability Test
USER PAIN POINTS We collected and analysed the user pain points from the task result. Task result includes task completion rate, average time spent and errors caused by each task.
membership and setting page 1 Setting & Edit 4 users: found this two buttons confusing.
2 1
Click on edit to switch on notification, change profile pic on setting
2 Profile Pic 3 users: directly click on the icon for changing.
3 Style 2 users: found this page too plain that doesn't match the content listing (front page).
BEFORE & AFTER Showing the modified UI of membership and setting page Design team worked on the membership section by considering the overall style, buttons locations and section name.
her
ro screen (content listing page)
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RECOMMENDATIONS Other than the membership page,
Suggestions for product enhancement and improvement are formulated. 1) adding tutorial screen scroll up for more articles, swipe left & right for a different category, tag for articles classification. 2) increase the number of articles shown after 1 or 2 hero screen. e.g. 2 columns layout/ show the tags listing earlier in the layout.
Information Efficiency 1 50% users: require much efforts to browse for the next article. 2 users: worry about internet access speed.
Clickability 2 5 users: thought the logo x click 4 users: miss/thought the tag x click
14 / Focus Group
Products Niche
(b) Focus Group
BACKGROUND
INTERVIEW PARAMETERS
This research aims to explore users browsing behaviours and UGC pattern. 38 users have been invited to participate in five separate focus groups and interviewed based on particular topics, covering user behaviour, sharing habit, reward program and product branding.
Project Duration: July - August 2019 Interview Day: 15, 17, 18, 22, 23 July 2019 Nature: External users Focus Group Team Members: Paula Siu/ Phoebe Tse (UX Research) Product Managers, Marketing Team
1) understand our user browsing behaviours 2) find out the incentive of UGC interaction and creation 3) find out the users practices on reward programs
Participants: 38 U Lifestyle Members (8 absent) Gender (M:F) : 15 : 23 Role : Plan the overall Focus Group Flow,Responsible for three focus groups (design and discuss questionnair and host). Other thwo grooups: note taking.
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Upper: Native App/ UBlog Focus Group Below: UTravel Focus Group
16 / Focus Group
TIMELINE
DEFINE PURPOSE The discussion was designed to gather information from our user in regards to the following outcomes : understand our user browsing behaviours, find out the incentive of UGC interaction and creation, find out the users practices on reward programs.
INVITING PARTICIPANTS Candidates were recruited based on audience demographic of each content channels, to obtain diversified participants and representatives of society at large. Shortlisted candidates were invited via email and confirmed through phone calls.
QUE
Numb quest discus
Each g and fo flow c introd and a sessio
PRE-SURVE
Survey is design genernal under users towards re
This helps us in basic concepts a programs on th draft more in-d
ESTIONNAIR
ber of open-ended tions are set to stimulate ssion.
group lasted for 1.5 hours ollowed a semi-structured consisting of a selfduction, interview session, video and native apps trial on.
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HOSTING FOCUS GROUPS Each focus group was led by a moderator, who was in charge of stimulating and guiding the discussion. Audio recordings were executed in all focus groups, to capture the data generated during the process.
EY
FOCUS GROUP FLOW
ned to gain a rstanding of the eward program.
1) web browsing question
n getting a about popular he market and depth questions.
3) product question
2) behaviour question
4) channels’ video programs
18 / Focus Group
FINDINGS
POST SURVEY
The discussion was designed to gather information of the following areas : user browsing behaviours, incentive of UGC interaction and reward programs, to generate content and product strategy.
Six surveys (five channels & App) was set to gain supporting data for the strategy formulated. Each survey is sent through EDM.
FORMULATE CONTENT & PRODUCT STRATEGY
GAINS SUPPORTING DATA
19
PRODUCT DIRECTION After the combination and analysis the results from both focus group and post survey, solid product direction and suggestion can be delivered for each U Lifestyle product.
20 / Focus Group
LESSON LEARNT
PROBLEMS 1 MATURE PARTICIPANTS The participants are slightly mature compared to our targeted audience. Members are recruited through the voluntary participation list from last survey.
2 FREE CHAT Some participants tended to spend more time on sharing their thoughts in detail, and went offtopic in group chat.
SOLUTIONS a IG RECRUITMENT We suggest to introduce instagram candidates recruitment method for gathering younger generation. b YOUNGERS WORKSHOP We designed to conduct a workshop targeted for youngers, focusing on their needs and values.
a FLOW CONTROL Appropriate interruption and flow control is recommended.
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YOUNGERS WORKSHOP Workshop is carried out for the intern and part-time. It aims to find out not only their preferences toward mobile apps, but also their values and beliefs. It gives us directions and suggestions for the futher development and insights for the native apps features, that target for the youngers generation.
22 / ATS
Audience Targeting System
(c) Research & Design Login Page
BACKGROUND This project aims to redesign the current Audience Selection Admin System of HKET (internal use). Existing product research, woreframe and prototype design is carried out. The system mainly consists of :
- Audience Creation - Audience Insight
PARAMETERS Project Duration: July 2019 Nature: Resign internal web system Team Members: Research Team / ITS / Back-End Team Role: Research & Design (audience insight) Software used: Sketch & AI
CURRENT
It requires users to 16 steps to finish c Futhermore, the au insight page canno immediately.
23
Audience Creation
SYSTEM
o go through creating. udience ot be generated
24 / ATS
COMPETITORS STUDY We studied four existing audience selection system in the market, studies include :
- User Flow of each system - Phase used - Required Information Setting Selection - Demographic
25
26 / ATS
WIREFRAME After gaining the understanding of the audience selection system, it is ready for designing the new version.
27
PROTOTYPING Different layout and combination of various graphs is tested to gain the best viusal aesthetics and clear understanding for the users.
28 / ATS
Audience Insight
29
RESPONSIVE To make the system responsive on differernt devices (needs of sales team), some modifications is made : the selected audience conditions is located at a new colunm, in case the selected interest is overwhelmed. The layout is having alignment vertically which allows the responsive function.
Login Page | Audience Creation