UXVision - MaVeZe UX Redesign Case Study 2014





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Published on Jun 25, 2014


Visit UXVision at http://www.uxvision.net
Visit Maveze at http://www.maveze.co.il

UXVision is a leading Israeli UX service provider. In the last few years we have performed more than 100 UX design projects for local Fortune 500 companies.

We celebrated our 100th project with a unique challenge -- the complete redesign of the leading Tel-Avivian blog called maVeze. Starting with the basic steps of the discovery stage, we found out that this time, we would have to deal with every designer's worst nightmare -- the target audience of generation Y.

Generation-Y, also known as millenials, are regarded as those born after the 1980's. Trying to figure out their characteristics reveals a puzzle, as Gen-Y are full of conflicts. They are tech-savvy, yet highly creative. They are environmentally conscious yet highly mobile, they think about the long-term, yet expect instant rewards. Millenials are also entrepreneurs, yet they value relationships over money, and most of all, they are impatient yet also curious and obsessed with getting information... so basically, it all seemed like one big paradox -- to design a blog for people don't really have the time or patience to read...

The longer you try to understand, the less you actually will. The bottom line is that nobody actually gets them. You've got to be one to get one. Fortunately for us, the design team wasn't that far away, although getting to know them wasn't an easy task. We had to go to clubs and parties, drink alcohol, stay up late and familiarize ourselves with the night life scene in Tel Aviv.

In order to find our way into their lives, we engaged two main ideas. We wanted to show information in the most visual, "in-your-face" way, while remaining appealing and engaging, and at the same time we sought to present content in such a way that will require minimal cognitive effort.

In order to make things easier for our millenials, we decided to use "one direction". No, not "these" guys. What we actually did was design our content in a single horizontal navigation model, using linear exposure for the content. We planned the whole as a boulevard of unexpected engaging blocks of content, including everything a Gen-Y needs and expects -- visuals, videos and lots of faces.

In order to accommodate those who had never heard of the site, we decided to bring back the cover page, and start with a welcome note from the bloggers community.

In order to keep things interesting and engaging, we provided the site editors with a set of 16 different content blocks, and created a management system that allows them to dynamically define the order of the content, leaving a minimal amount of constant elements. This helps them keep a consistent structure.

Knowing that the website will ultimately contain much content, we were required to delicately balance the amount of content and the ease of use. We defined a precise set of grids enabling the website's content to consistently move along a unified set of foundations.

In order to help our users with the decision of which blog post to read, we formed a rating measurement tool, based on each of the individual posts in the blog, where people can "like", comment and leave their feedback, allowing users to easily identify the most popular posts.

One of the major challenges we faced was breaking the ice between the bloggers and readers. We equipped the bloggers with tools that gave them the ability to share the atmosphere "behind the scenes" and tell the readers when they wrote the post, where they were located, what the time was, what was the temperature and most important of all -- what was their mood like.
Furthermore, in order to make the ice break even more, we allowed the bloggers to define which soundtrack they would like the reader to hear while reading.

Up until now we only focused on the blogger, but what about the reader? In order to make the relations even warmer, we set each post with a unique feedback system, allowing the reader to share his feelings towards the post, giving the blogger a much more personal and intimate feedback, rather than just a simple "Like".

But Let's Talk Business!
We couldn't ignore the fact that the maVeze blog operators have to make a living. We allowed the presence of banners that fit the general structure of the site and embed into the boulevards, just like street ads can be found between the shops on Champs Elysees in Paris. The linear structure of the site, alongside the horizontal navigation, caused the banner blindness to disappear, leaving the user with no cognitive way of avoiding commercial spots on the strip.
The fact that the website's operators chose to keep the commercial content relevant to the target audience, made advertisements in the redesigned maVeze site extremely effective.

UXVision. Changing the world pixel by pixel.


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