Project 2: Proposal Memo UX Re-Design Project Requirements: 2-3 pages, using at least 3 sources, APA bibliography (not part of the 2-3 pages)* Grading: 15% Due Dates: See Syllabus for details *The Bibliography should be after the memo, as this is for myself and wouldn’t normally be included in a memo to the head of an organization. This assignment asks you use your research and conclusions from Project 2 and propose a re-design of your organization's website. You may decide to re-design the entire website or just a portion of it. Be creative but also be realistic. You will not do the actual re-design; rather, you will write a short proposal explaining the problem, purpose, and product of your redesign. The format of your proposal will be in a memo to the head of your organization. So, you’ll get the experience of communicating your re-design in memo format. Your deliverable should be a 2-3 page proposal that includes the following parts (not need to be in this order): Briefly describe the website (or portion of it) you are proposing to re-design as it exists now. Identify the problem(s) with the product. (Hint: you may have done some of this work in Project 1. If you repurpose that information, make sure to rewrite it to communicate in memo format). Provide a clear exigence for your re-design. What are you trying to solve? (note: this should be either a re-design for a specific user group or a re-design to enhance user experience). Cite research about the user group, the website, the organization, or the current context, and the rhetorical situation that helps you explain the problem and/or back up specifics in your re-design. Provide in detail either: A user profile (e.g., Fortune 500 business executives who are frequent fliers and expect nothing but the best service while traveling, etc.) A user persona (e.g., "Steve" is a 52-year-old CEO from Chicago, IL, who regularly flies around the world (first class) with a cocker spaniel...); your goal here is to carefully consider the unique requirements of t September 7, 2018 English 302: Business Writing Stevenson Arizona State University Tempe, Arizona 85281 Dear Southwest Airlines Executive, I would first like to applaud Southwest and your team for your ability to provide efficient services, while maintaining high quality standards, for a wide range of users. Your ability to connect with busy travelers and provide them with a comprehensive travel experience sets you apart from other airlines. However, today I would like to offer a way of re-designing the homepage of your website in the hopes of appealing to the wide variety of users while maintaining simplicity. The homepage of a website is essential in creating a professional and likeable impression on potential customers. In the airline industry, customers are searching for an experience that is user-friendly and does not overcomplicate an already stressful process, planning and arranging travel. Therefore, airline websites must focus on utilizing bright images and graphics and only using lengthy text when absolutely necessary (Francis, 2015). What I see as a problem for your current homepage is the order in which the widgets and promotional information are provided. While providing users with the current promotion is definitely essential, the wide range of information included in this section creates a cluttered appearance upon initially visiting the homepage. Southwest is well-known for exclusive promotions and deals, however, providing this information below the flight search widget would support a less cluttered experience, aimed to retain the customers attention to the website. For example, by moving the promotional section of the homepage below the flight search tool, you could create room for an eye-catching header, in addition to allowing for additional tools for quick access near the flight search tool. Airline customers frequently access websites to check for delays to their travel schedule and various information about planned flights. It’s important to note that many customer Michael Gough VP of Design, Uber HQ 1455 Market Street San Francisco, CA 94103 September 07, 2018 Mr. Michael Gough, Uber is a company built on a smooth and efficient user experience. It is what has brought customers to the service since its inception and what sets it apart from the competitors. However, there is always room to improve this experience. In an effort to do so, Uber should consider reworking the way that riders communicate with drivers, specifically during the process of initially requesting a ride. One of the most frequent complaints from both riders and drivers is that they have trouble finding each other once both parties arrive at the designated pickup location. To make this process easier for both parties, the Design Team should redesign the screen that riders use to order rides on the mobile application to include an option to provide additional pickup information. In the mobile app’s current form, riders have the ability to contact their driver after requesting the ride via text or phone call. However, riders mainly use this feature when they encounter a problem; they rarely utilize it to proactively communicate with their driver to make their pickup instructions clearer. If users were presented with an option to provide additional details about their pickup as a part of the process of ordering their ride, they would be more likely to give drivers little tips that would make it easier for them to meet up. This feature could be something as simple as an optional text field that appears above the “Confirm Ride” button, where users would have the opportunity to input details that would help their driver pick them out of a crowd (i.e. if the rider is carrying a personal item like a briefcase or backpack, or what clothes the rider is wearing) or that gives the driver extra directions to a hard-to-find pickup spot. The concept is already present within the Uber app, as riders are given the driver’s car model and color when waiting for their ride so it is easy to spot their driver
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