What are the user experience goals? That needs to relate to data.

This article is from Any. do’s designer and shares some stories about UX design and product upgrade development. If product design improvements do not ultimately lead to data improvements, how will the product team look at this?


When we first looked at the background data after redesigning Any. do, the first thing we said was:

Is there anything wrong with the data?

Indeed, in many cases, the background data will have unexpected problems. This time, however, this is not the case.

In entrepreneurial enterprises, there is a saying that 90% of the attempts will fail. Fortunately, at Any. do, we’re much lower than that, but we still have problems and failures. But I still want to talk about these failures. Because of the time invested in design, iteration, development, and testing, this failure was memorable to me. For me, it was because of its prominence and excellence in UX design that “it’s such a delicate product” (quoting a design circle god) that this accidental failure caused me a great deal of trouble.

Let me briefly state the situation of this product. We redesigned Any. do Moment, which was first launched in 2013, to allow users to re-examine a day’s work and decide whether the unfinished tasks are handled now or scheduled to a specific time, thereby improving overall productivity, better management and life.

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After the 1.0 release, the initial feedback we received was quite positive, and we used a concise design language in Any. do, which solved many known problems.
We pushed the version to 2, and we found some problems in the survey.

Data show that our users only use Moment several times a month. The main goal of this product is to increase the number of users to several times a week.
When users postpone certain tasks, they don’t know how many things they’re going to schedule later.

Customers must arrange all their tasks and cannot skip tasks that they cannot solve or are not interested in.

The interface was designed for a 4-inch phone, not enough to carry 30 tasks on one screen, and not enough depth adaptation for a large-screen phone.
All animations and transitions are slow, and sometimes you have to wait for nearly three seconds for animations to load to interact with the next screen interface.

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Design Moment 2

Calendar tab of delta Any.do

Although any. do’s calendar functionality has been developed, and users can view daily tasks directly in the calendar, we decided to integrate this module into subsequent new versions and do it better with feedback from users.
Next is the advertisement of Moment 2:

When we used high-fidelity prototypes for user testing, we found that potential users (new users) loved Moment 2.0 very much, while our existing users wanted the new version to maintain the basic experience design of the original (version 1.0) product.

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We solved the main problems.

Users want to be able to quickly navigate through their backlog of tasks and be very free to drag and drop tasks in their daily routine, and they get pleasure from this sort of collation and control. In addition, they hope to be able to adjust the scope of the execution time of specific tasks.
Under this requirement, we tested and successfully released Moment 2.0, and then I felt like this:

The data show that Moment 2 failed. But this failure is not completely destroyed, it’s just that the 2.0 data isn’t much different from the previous 1.0 data. With the new calendar module, user participation has increased, but this is entirely logical and natural evolution. From a practical analysis point of view and product expectations, the entire 2.0 version does not. There is no obvious improvement in data.

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Where is the problem?

The most basic condition for building valuable products is that they should be useful to users and generate value. Moment 2 did this, but there is still one problem, which is how valuable this is. The vast majority of our users, in their daily work and life, do not have so much to do that they have to resort to such a management tool, even if they have a task, not just need a calendar for macro management.

Calendar management oriented user interface for APP, and APP interface for most ordinary users.

As a result, 70% of users have nothing to do with our new features, and dragging and dropping mobile tasks on a calendar is great, especially if the day is busy and there are a lot of things to manage. Many users are looking forward to such a sense of fullness and control. However, the vast majority of people can not touch such a situation.
Moment 2 certainly has some issues that affect the core experience, but we’ll only provide some appropriate fixes and adjustments, incremental upgrades and bug fixes on the current basis, before deciding on the next step.

In the field of digital product design, I have worked for 7 years. Fortunately, the vast majority of the products I’ve been involved in have done fairly well, and the rest have failed. No matter how these failures occur, I’m interested in their causes, even if they aren’t currently the main products. This is not only the professional spirit of products, but also the fun of making products.

It is important to gain experience from failure. Moment 2, which is still a product with tremendous potential and powerful functions, was launched when the mobile platform came into being. Now we will adjust a more reasonable version for today’s large-screen phones. I hope you will like it.

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