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Simplify
A useful design should facilitate
a user's task in the most efficient and easily understandable
manner. It does not need to be elegant, or beautiful,
or even noticeable. The benefits that a company
can realize from a useful interface design Should Be Measurable.
The goal of every project we do should be to create
the most simple, useful and usable experience for
our users. |
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For the last three years, I have been designing web applications
for Intelligent Results, a company that analyzes structured and unstructured
data for business analytics. Their products are used mostly by financial
and government institutions as well as telecommunications and pharmaceutical
companies.
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The three years prior I helped lead the design process for the industry-standard e-commerce platform, Amazon.com. Few companies utilize the concept of measurable results as completely and efficiently as Amazon does. No decision is made, no new product category chosen, no design is launched, without an concrete, measurable goal established to be met by that launch. Some of these projects were considered highly successful, and some have become industry standards.
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Detail Page Redesign
The Amazon.com Detail Page (product page) accounts for more than half of the page views that happen on Amazon in a given day,  (literally millions of clicks a day,) and fall somewhere in the pipeline of almost every sale that happens on Amazon.com. Redesigning such an important page took a year of development; including: collecting goals and standards from 30+ product groups and stakeholders, assembling a matrix of their needs and concerns, translating those needs into a flexible interface that could accommodate products as diverse as books, ladders, cars, gift certificates, computers, music, and even possible future products. Extensive champion challenger and usability studies were conducted to identify weaknesses in the designs. The result was a template that has become an industry standard and can be found today on product pages all over the web.
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How'd
we do?
Champion-challenger
tests showed different conversion
rate improvements in the different stores – ranging from
flat to up to 10% improvement!
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Consulting
Up & To the Right has designed the gamut of user experiences for all different screen sizes: improving marketing metrics for RealNetworks, designing video games for Paris Hilton's flip-top phone, or encouraging a telecommunications behemoth to take its first steps onto the web.
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For years, analysts have been using cumbersome, command-line-based tools to analyze financial data for banking and credit industries. IRAnalytics came to market with a technology that saved banks and credit and collections companies millions of dollars – due in large part to an interface that enabled analysts to accomplish in hours what had previously taken months.
and risk
managers to take the predictive models
produced by analysts with IRAnalytics
and develop higher yielding business
strategies with the help of IRStrategy's
data visualization tools. Previously,
risk managers consulted spreadsheets
to make these strategies. IRStrategy's
interface was designed to place pertinent
data visualizations at every critical
decision point so that managers could
make informed choices.
Intelligent Results
was a company with great technology, and
no identity. They needed a brand that let
software partners and investors know that
they were a technology company while at the
same time communicated to more conservative
companies in the financial markets that IR
was a legitimate player in the business of
financial analytics. 
When Greenlight signed a deal to partner with Amazon we were given the challenge to bring, in a very short time, their user experience up to the high level that Amazon customers had come to expect. We opted for a complete re-architecture of the Greenlight user experience. By adding a browse structure and redesigning the buy pipeline, we were able to re-launch a site that increased sales 200%.
as
much hand-holding as possible to get through
an internet purchase. In the new world of
e-commerce though, this long pipeline contributed
to high abandonment rates as experienced
users fell out of a process that was 6 steps
too long. Picking up at the tail-end of this
project that was originally architected by
Nida Zada, we wrapped a look and feel around
the many, many possible iteration of a single
page check-out for returning users. After
many tweaks and extensive champion challenger
testing, we launched and accounted for a
1.5% improvement in site-wide sales.
allowed any seller to
use the Amazon e-commerce platform to sell
goods from within their own store on Amazon's
site. Stores had their own customizable search
and browse capabilities, customizable look
and feel and a complete user-friendly back
end that helped even the least tech-savvy
sellers through the set-up and maintenance
process. Very similar to a feature that came out on Ebay almost exactly a year later.
the need arose
to develop a templated system for standard integration
into the Amazon e-commerce platform. We helped
to design the integration of such companies as
Target, Borders, Drugstore.com and Sothebys as
well as develop the specification for all future
partner integration at Amazon.com. the same templates
have been used since to integrate many other
partners, including Toys & Babies-R-Us and Office
Depot. 
improve
performance on advertising for their recently
acquired Rhapsody product. Peak felt that
replacing RealNetworks' static landing page
would improve conversion, but had little
experience designing sites for measured results.
Se we jumped into the process and provided
flexible templates in which the separate
elements could be moved around or replaced
in different iterations of champion challenger
tests. We also surfaced information from
the rhapsody database pertinent to the user
flow (e.g. a search for Coldplay would surface
coldplay album and song titles along with
the marketing message.)
Over the last year
we've been developing video games with the
Trileet game company for Danger's HipTop
flip-top phones on the T-Mobile wireless
platform. Trileet has been a pioneer in this
arena – developing the first networked games,
which allow players on different phones from
anywhere in the world play each other in
real-time.