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Nicky Guan

How to contact
Email: [email protected] / Cell: 415-770-3469
Tools: Sketch, InVision, Axure, Adobe Creative Suite
What I do    
I'm a full stack-designer and digital artist who uses agile user-centered methodologies in all things I do. I specialize in user experiences, visual design, content marketing, and strategies.

Western Union Responsive Web Design

Western Union is a global leader in cross-border, cross-currency money movement. The business helps millions of people and businesses transfer money. As of 2017, Western Union generated a $5.6 billion annual revenue

As of June 2018, Western Union completed over 350 million C2C transactions worldwide, generated 56 billion dollars of revenue.

Overview
My Role: Design, Research, User Testing
Duration: Ongoing 
Team: 5 Designers, Multiple PMs, 50+ Developers
Software Tools: Sketch, InVision, Axure
The Goal: to optimize the existing user experience based on research and user testing insights. Come up with new design solutions that better serves user's needs meanwhile balancing the business goals.

The Challenge: design user experience/flow for multi-platforms including responsive web, mobile web, and kiosk machines while maintaining a certain level of consistency.
Research & Discovery 

User Research & Persona

User research and insights gathering have focused on the C2C segment to align with the company’s business vision. Direct customer interviews were conducted to collect information regarding the demographics, transfer behaviors, and digital engagement.

The target audience is comprised of bank-centric and tech-savvy payers.

Bank-centric customers value security and simplicity when sending. They prefer account based send methods, whether online or retail.

Tech-savvy customers value speed, convenience, and competitive Fx rate of online methods. They prefer online and mobile wallet send methods (e.g. Xoom, PayPal, etc.)
   
Personas are created based on user data which makes sure the hypothesis is effective and metrics-driven.

  • Funding Method: the majority via bank account
  • Pay-out Method: the majority send to a bank account
  • User Gender: the majority are male
  • Ethnicity: Hispanics, Asian, and White/Caucasian
  • Region: North America, Asia, and Western Europe.

Usability Testing - Evaluation On The Existing Design

We parsed customer insights, personas, and current user journeys into a design framework so that key stakeholders can structure, critique, and prioritize opportunities that create real customer impact.

Videos are recorded for references and discovering insights when participants were doing the test.
Define & Analyze 

Key Insights & Opportunities

Key insights gathered from user research are categorized into 10 groups before breaking down into stories.

Trusted Brand | Cash Pick-up | Need-based Economy | Service Fee & FX Rate | Habitual Behaviors | Error Precaution | Underutilized SMS | Payout Limitations | Lack of Guidance | Emotional & Financial Stress

Stories & Action Items

Action items are created based on the stories that are generated from the key insights in order to better define the areas where need improvements on.

Prioritization is determined based on the product goal and the business goal by UX team and stakeholders. 
Ideate & Create 

User Flow (Holistic Approach)

In order to improve the user experience holistically, user flow chart is created to help better understand the user experience. Because the improvements have to be made across platforms (responsive web, mobile web, and mobile app), I fully utilized the Mobile First Approach to design mobile end (more restrictions) first before expanding features to create the desktop version. This way enables progressive advancement that helps strengthen the product step by step.

Competitive Analysis

Before jumping into brainstorming sessions for solutions, the team conducted a series of comparative analysis of similar products in the market to get inspiration from. The list of products includes PayPal, Venmo, Xoom, TransferWise, and Zelle.

Brainstorming & Sketches

The team gathered and performed a series of brainstorming sessions and workshops to share thoughts and feedback.

We broke down the entire experience multiple tracks. Then sketched out our ideas on paper and the whiteboard to tackle each one separately to make sure the task is well-planning and scoped.
Wireframes & Prototype 

Low-fi Mockups

Based on the research findings and team brainstorming results, wireframes are created for stakeholders to review to gather further feedback which gives flexibility for the team to iterate on the design at the early stage and avoid any wastes during the development process.

Hi-fi Mockups

Since the visual style of the product machine has already been established, the team moved forward with hi-fi mockups for mobile.
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After the mobile version got approved, we worked the way up for responsive web to enhance the design on bigger screen.
     Test & Validate

Usability Testing

Usability testing is involved in every key stage of the development process to help the team looking for design flaws and pain points to reduce user friction and improve the experience of the product. 

Check out the interactive prototype (created in Axure): https://py8b2s.axshare.com/#g=1

The primary tool we use at Western Union for user testing is usertesting.com which allows us to get direct feedback from users in a timely manner.

A/B Testing

A/B testing is also used by the team when it comes to comparing two versions of the design to see which one performs better among users. Create apple-to-apple test by clearly defining fixed elements and variables is the key to a fair and constructive result.