ππΌββοΈ Intro
I worked on this case study during the Memorisely UX/UI Design immersive program. The goal of this case study was to improve the Anyone app to create a seamless user experience where users feel comfortable seeking advice.
Role
User Research
Product Strategy
UX Design
UI Design
Prototyping
Usability Testing
Tools
Figma
Miro
Typeform
Timeline
5 weeks
The Problem
During this case study, Anyone was in the pilot phase of production. The focus of the case study was to determine if new features could be added to the app to make it more user friendly.
Hypothesis
I believe that the Anyone app needs to create filters based on both the users and advisors personal interest. These enhancements would make users more comfortable when seeking advice from advisors making users more inclined to utilize Anyone's services.
π Questions & Observations
To help better frame problems with the product, I began by formulating questions and observations about the product. To easily document these I followed the structure [situation], [response], [problem to business or experience] to ensure I'm aware of user and business needs.
When [something happens], users [response], which causes [problem]
When users review the profiles of unknown advisors [situation], they may be timid to seek advice [response], which limits the number of consumers [problem to business experience]
π UX Research
To confirm my observations and begin forming a hypothesis, I created a user survey to uncover the core problems with the product and to prioritize user and business needs.
π Synthesis
Having shared my survey with users of the product, the next stage of my case study was focused on synthesizing the data to recognize trends and form the hypothesis. During the synthesis user responses where segmented and an affinity map was developed to prioritize the problems of users inline with business needs.
Have you ever paid someone for advice? | (If yes to the above) How much would you pay? | How long would you like to talk to a potential advisor for advice support? | How often do you seek advice from others? | What kind of advice do you seek? | What's your age group? | What's your industry? | Why is it important for you to seek advice? | Would you ever pay money for advice? | Name |
---|---|---|---|---|---|---|---|---|---|
Less than 5$ CAD | 10 - 20 mins | A couple times a year | Career | 20 - 29 | Finance | It is good to get a second input for alternate views before making decisions | 2021/04/18 7:40:10 PM AST | ||
5-20$ CAD | 30 - 45 mins | Weekly | Personal | 20 - 29 | Charity | Because I know that I don't know a lot | 2021/04/19 3:52:52 PM AST | ||
Less than 5$ CAD | 10 - 20 mins | A couple times a year | Relationships | 30 - 39 | Technology | Decision making | 2021/04/19 8:40:58 AM AST | ||
5-20$ CAD | 10 - 20 mins | Daily | Technical | 30 - 39 | Design | To remove an obstacle, and have a better understanding of a subject | 2021/04/19 2:48:26 AM AST | ||
More than 50$ | 1 hour | Weekly | Career | 20 - 29 | Business | No advice means no personal growth and development. | 2021/04/18 8:03:58 PM AST | ||
More than 50$ | 45-1hr and depending on what the issue is, possibly ongoing, like a couple times a month | as needed | all (but not all from professionals) | 40 - 49 | Health | I don't know everything, sometimes I need support from an expert | 2021/04/19 11:42:02 AM AST | ||
Less than 5$ CAD | Dependent upon the issue at hand but as briefly as possible | Daily | All of the above | 20 - 29 | Advertising | To gain different perspectives on things | 2021/04/19 11:42:40 AM AST | ||
Less than 5$ CAD | 5 mins | Weekly | Personal | 30 - 39 | Education | To hear another person's perspective | 2021/04/20 9:04:41 PM AST | ||
Less than 5$ CAD | 30 - 45 mins | Maybe once a year | Career | 30 - 39 | Design | If I canβt find the answers myself or itβs beyond my ability | 2021/04/18 11:24:50 PM AST | ||
5-20$ CAD | 10 - 20 mins | Weekly | Financial | 20 - 29 | Education | That's the shortcut to knowladge | 2021/04/19 11:30:12 AM AST | ||
Less than 5$ CAD | 10 - 20 mins | A couple times a year | Career | 20 - 29 | Design | have opinions and advice on the subject that interests me from people who have experience | 2021/04/19 9:26:04 AM AST | ||
Less than 5$ CAD | It depends on the advice type. I have paid for professional support from a therapist, but I wouldn't subscribe to an app that offers advice on a broad spectrum of topics. | I will generally spend my time self-researching, then reach out to the appropriate people. | All the above | 30 - 39 | Design | I typically seek advice from books and it's important to me to look up anything that peaks my curiosity or want more information in. | 2021/04/19 12:59:20 PM AST | ||
More than 50$ | 1 hour | Weekly | All the above | 20 - 29 | Law | Because i think itβs important to have another personβs view to your own so you can look at an issue from multiple standpoints. | 2021/04/18 10:27:17 PM AST | ||
Less than 5$ CAD | 5 mins | Monthly | Career | 30 - 39 | Design | I am lost and cannot find a track to get in | 2021/04/19 3:02:14 AM AST | ||
5-20$ CAD | 30 - 45 mins | Monthly | Career | 30 - 39 | Design | To improve my career prospects and get accurate advice | 2021/04/19 9:52:25 AM AST | ||
Less than 5$ CAD | Depends on the topic: how much necessary | Monthly | Various | 30 - 39 | Business | Get other opinion | 2021/04/19 8:48:07 AM AST | ||
Less than 5$ CAD | I think it is hard to say since some advices makes sense after 10 seconds and othe occasions it takes 4 hours | Weekly | Career | 30 - 39 | Design | To get good tips hacks for doing my job | 2021/04/19 9:30:16 AM AST | ||
More than 50$ | I had a career coach whom I worked with weekly for several months. I usually talked with her for an hour. For me, her skills and credentials made it worth the investment in speaking with her. She had a lot of professional experience and was an active listener. | Daily | All of the above, lol! | 30 - 39 | Design | I always try to be conscious that I don't know what I don't know. | 2021/04/18 8:04:48 PM AST | ||
5-20$ CAD | 30 - 45 mins | Daily | Career | 20 - 29 | Entrepreneurship | Sometimes, we're not sure if we're on the right track. I seek advice to tell me that I'm not lost. | 2021/04/20 4:26:36 AM AST | ||
More than 20$ CAD | 30 - 45 mins | A couple times a year | Career | 40 - 49 | Design | N/A | 2021/04/20 12:32:09 AM AST | ||
More than 50$ | 1 hour | Weekly | All the above | 20 - 29 | Law | Because i think itβs important to have another personβs view to your own so you can look at an issue from multiple standpoints. | 2021/04/18 7:36:50 PM AST | ||
More than 50$ | 30 - 45 mins | Weekly | Personal | 20 - 29 | software | so I know I'm not crazy | 2021/04/18 8:21:59 PM AST | ||
5-20$ CAD | 5 mins | Weekly | Career | 20 - 29 | Design | I am changing my career and I need to know the steps that I need to follow | 2021/04/19 1:24:23 PM AST | ||
5-20$ CAD | 10 - 20 mins | Weekly | Career | 20 - 29 | Design | Take more informed decisions | 2021/04/20 11:52:37 AM AST | ||
5-20$ CAD | 1 hour | Monthly | Career | 20 - 29 | Design | To understand how to grow in my career | 2021/04/21 4:37:51 PM AST | ||
More than 20$ CAD | 30 - 45 mins | Weekly | Personal | 20 - 29 | Business | To help make the best possible decision or to see something from another personβs viewpoint | 2021/04/18 7:42:44 PM AST | ||
5-20$ CAD | 30 - 45 mins | Monthly | Career | 30 - 39 | Design | To advance in career | 2021/04/19 8:50:37 AM AST | ||
5-20$ CAD | 10 - 20 mins | Monthly | Personal | 30 - 39 | Law | To understand and to perform better | 2021/04/19 10:26:18 AM AST | ||
5-20$ CAD | 30 - 45 mins | A couple times a year | Career | 20 - 29 | Design | To hear different perspectives, get knowledge and tips from experienced people in that matter. | 2021/04/20 8:10:39 AM AST | ||
More than 20$ CAD | 30 - 45 mins | Monthly | Career | 20 - 29 | Design | To not be stuck on my own perspective | 2021/04/21 4:14:05 PM AST |
Affinity Map
Validated Observations
I narrowed down my findings to two major frustrations. I decided to make the primary frustration the focus of my case study; make the app as welcoming to users as possible and support business goals.
Primary Frustration
When [users enter the advisors page], users [may stray away from using the Anyone application as little to no information is given about the advisor], which results in [users being less inclined to pay for Anyone's service].
Secondary Frustrations
When [users are given categories of topics they can talk to advisors about], users [might be overwhelmed with the number of suggestions the app provides], which results in [users being confused by how this section of the app is organized].
βοΈ How Might We
With a picture of the problem at hand, I jumped into the ideation phase and worked through the solution design model, identifying users' actual and optimal behaviours. This allowed me to formulate a how might we statement in support of a solution.
Ideation
To push my ideas to the next level I conducted a series of ideation techniques. This allowed me to consider an array of solutions. I mapped what could be improved, added, and crazy ideas. I prioritized them based on user value, business value, effort and time.
βοΈ Hypothesis
Having prioritized ideas based on what can be improved, added, or crazy ideas, I wrote a hypothesis that helps me frame the problem for user and business goals.
Users goal Business goal
I believe that the the Anyone app needs to create filters based on both the users' and advisors' personal interests to make users feel more comfortable selecting an advisor making users more inclined to use Anyone's services.
Wireframes
I used a neutral colour palette to avoid any decision bias and would use this wireframe to get feedback internally. I used Autoflow in Figma to help me easily map the user flow between each page prior to converting into a prototype.
Styles & Components
The lo fi prototype helped me recognize frustrations with user experience which were addressed at the hi fi stage. To create the high fidelity prototype I inspected the products style and followed the 8pt rule to effectively and easily create a prototype that was consistent with the products styling. Before creating the prototype I defined styles and components to easily and quickly to support design consistency.
High Fidelity Prototype
Below is the final version of the prototype that I created. I included interactions and transitions from Figma to match the product's flow.