Translating from Engineering for End Users

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Backyard Brains launches new products, but what does it mean for their new and power users?

 
 
 

Role

UX Designer

 
 
 

Overview

In the midst of a new product launch, Backyard Brains is upgrading their flagship product to a newer, more robust version that hopes to attract loyal customers and new ones, particularly educational institutions.  

As their sole designer and developer, I planned to bridge the unknown for these customers and portray user benefit and value proposition that is understood by all user segments, new and old.

One of the graphics I created to generate interest. A scheduled campaign of these were released during a researched peak time of Backyard Brain's current users and similar interest base on social media platforms like Twitter and Facebook.

One of the graphics I created to generate interest. A scheduled campaign of these were released during a researched peak time of Backyard Brain's current users and similar interest base on social media platforms like Twitter and Facebook.

 
 
 

Goals

  • Create a new product page that is user friendly and informational to users, new and old

  • Create an experience where the user is taken right into a journey to know the product intimately

  • Portray immediate benefits of the product, welcoming new users and enticing the upgrade to owners of the previous version

 
 
 

Methods & Techniques

To make sense of the new product, I requested several meetings with engineering to show me exactly what this product did,  and how it differed from previous version. What resulted from those meetings was a mind map using main features and user benefit as guidance.

 
 
 
 

The mind map turned out to be a success. It's even used throughout the company, especially for the production manager and customer service!

 
 
 

Limitations

Around this time I had an illness that prevented me from completing the project. Thankfully I had enough materials, documentation and resources to pass the project off to a contracted web development agency to complete and launch the new pages.

 
 
 

Results

In combination of my user experience design to appeal new and old users and the user interface and development of the contractors, the product launch turned out to be a success. This is the first time that Backyard Brains deviated from their original product pages, which were established back in 2012. 

Relaying benefits for the users required a visual hierarchy that is visibly clean, focused, and immediate to the eye.

 
 
 
 

There are segments on the pages for which current customers who have the original product can come to a conclusion for the question "What does this new product have that my old one doesn't?"

 
 
 
 

Takeaways

I could have done a more visual approach to display these differences, however in regards to optimization for the users, 40% of which use their mobile devices, the approach would only create barriers in regards to readability and ease of use for the mobile users. Thus, display of information was as simple as a table.