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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