User Experience / Interface Tiger Team

Understanding user’s wishes

When it comes to understanding users and their real issues, a classic dilemma is often faced: people may not know what they truly need. Henry Ford once said, ‘If I had asked people what they wanted, they would have said faster horses.’ This highlights a key point in user experience (UX) design: the need to look beyond users’ explicit requests to uncover their needs.

While using a form to collect feedback is essential, there might be issues related to unconscious desires and needs that people don’t realize (or simply don’t know how to express). Just like in Ford’s case...
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Gathering initial user feedback

In October 2023, user feedback began to be collected through a form made available on the main channels where community activity is prominent. Various comments received through this form guided ideas for improvements.

This means that for nearly half a year, everyone in the community has been free to suggest improvements to the platform’s usability, regardless of the method or timing of implementation. 

Many users were present and made sure to help in this collection of ideas, just as many users/companies/stakeholders chose to refrain from filling out this form.

The ...
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The planning of this project began with findings that sparked our interest in developing a new interface. Even with a visually appealing interface, if the usability and functionality don’t meet expectations, it significantly affects how users interact with the tool. While aesthetics are important, functionality has a greater impact on the user experience. 

The greatest difficulties for users of software arise in scenarios where they believe that to perform a certain action they need to follow a specific path, but they end up discovering that the actual path they needed is different to what they...
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Context

Why was this started?

At first, it was noticed that the interface was missing some modern features that are common in today’s brands and designs. This led to the realization that the platform wasn’t user-friendly enough, leading to considerations of embarking on a redesign in October 2023.

Next, outreach was made to the community to hear what marketing professionals, who use this tool daily, would like to see improved. Ideas and styles were shared, aiming to find what fits best for marketing pros. These are creative, tech-savvy adults who potentially appreciate a more friendly tool but al...
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