A/B TEST
A/B TEST
A/B TEST
A/B TEST
A/B TEST
A/B TEST
A/B TEST
A/B TEST
A/B TEST
A/B TEST
A/B TEST
A/B TEST
A/B TEST
A/B TEST
PROJECT NAME
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CHAPTER NAME
One-line value prop
For [target users] in [context], this product [solves core problem] by [key value/differentiator].
Goal
Streamline the homepage by guiding users through a structured plan → shop → cook sequence.
Research Process
Pretest - Identify flow conflicts→ Iteration 1 - Clarify the flow→ Iteration 2 - Let users lead
Outcomes/ Validation
Iteration 1.Clarify the Flow 5/5 users completed the flow with color-coded visual guidance without an overlay warning. ✘ 4/5 still felt boxed in by the rigid sequence Iteration 2. Let Users Lead 5/5 completed the task 4/5 chose alternative starting points and reported a stronger sense of autonomy.
Status
Prototype
Platforms
iOS / Android / APP
Timeline
12.2024-4.2025
Role
Research-led Product/UX Designer
Scope
Research · IA · UI · Prototyping
Team
Solo
One-line value prop
For target users in [context], this stage IDENTIFY the FLOW CONFLICTS by Usability Test.
Goal
Pre-test: Identify routine conflicts
Outcomes/ Validation
5/5 skipped the “Set your mission” step and jumped straight to browsing or logging.
Summary
The rigid, linear structure didn’t reflect how users actually engage with meal planning.
Next Stage
Guide target users with TWO variants: Variant 1-Color Cue Variant 2-Overlay Reminder
Status
Prototype
Platforms
iOS / Android / APP
Timeline
12.2024-4.2025
Research Question
Can clearer visual guidance encourage users to follow a structured plan?
Prototype
Control- Original Prototype (P0) Test- Prototype with Variant 1 Design (P1)
Variant 1 Design
Interactive color for active buttons Greyed-out styling for unavailable ones High visual contrast
Outcomes/ Validation
5/5 users understood available options 0/5 frustration recorded 2/5 hesitation for questioning the value of Grocery list 4/5 users followed the intended flow smoothly, but wanted more options to start the journey on their own terms.
Insight
Smooth execution isn’t enough. Users value autonomy in how they initiate their journey.
Status
Lo-fi Prototype A/B Test
Platforms
iOS / Android / APP
Timeline
12.2024-4.2025
I don't use a Grocery list while grocery shoppoing.
-- Amy, 29, Visual Designer
Research Question
Can clearer visual guidance encourage users to follow a structured plan?
Prototype
Control- Prototype with Visual Cue Design (P1) Test- Prototype with Overlay Design (P2)
Variant 2 Design
An overlay was triggered when users tapped on unavailable features.
Outcomes/ Validation
0/5 users triggered the overlay — because they already understood what was available The overlay became redundant, and the linear flow still felt unnatural
Insight
The overlay was removed — visual cue design alone was sufficient to guide behavior. The real problem was misalignment with real-life routines, not comprehension.
Status
Lo-fi Prototype A/B Test
Platforms
iOS / Android / APP
Timeline
12.2024-4.2025
Design Decision After Iteration 1
Based on both variants, I realized that improving guidance wasn’t enough — users needed more agency to start where it made sense for them. This led to the next iteration: introducing flexible entry points.
Research Question
What happens when users are free to start where they feel ready?
Goal
To test if adding more ways to start a task would improve user flexibility without distracting from the main flow.
Prototype
Control- Prototype with Variant 1 Design (I2P0) Test- Prototype with Multiple Entries (I2P1)
Design
Increase Entry Points 1. Add “Discover” button 2. Introduced a “New Seasonal Recipes” section
Outcomes/ Validation
5/5 users still used Meal Planner first 4/5 chose alternative entry points and felt more in control “New Seasonal Recipes” section was ignored. While “Meal Planner” remained the dominant entry point, users appreciated having alternatives. Even when they didn’t choose them, knowing they could created a sense of freedom.
Insight
Behavior followed the intended flow, but perception shifted — flexibility increased autonomy without disrupting structure.
Status
Lo-fi Prototype A/B Test
Platforms
iOS / Android / APP
Timeline
12.2024-4.2025
Takeaway
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Challenge Solved
By offering flexible entry points, I preserved a 100% task completion rate while 4/5 users reported feeling more in control. → This redesign wasn’t about removing structure — it was about creating space for self-direction.
Learning
When users feel like they’re choosing — not being directed — their experience changes, even if the actions stay the same.
What's Next
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CASE STUDY 1
From Supplements to Habits
Pivoted the product focus from supplements to sustainable health habits.
CASE STUDY 3
Motivating with Visual Goals
Explore how visual cues and goal-setting tools foster emotional connection and habit formation— beyond number tracking.
©2025 Ya-Ning Chang. All Rights Reserved.