Video Platform | Real Vision

Client: Real Vision

Team: Saatchi & Saatchi

Project: Video Platform UX Consultation 

What I did: Stakeholder Interviews, Site Audit, User Testing, User Survey, User Interviews, Card Sorting

Real Vision is a video-on-demand platform for finance where investors can learn about macro-level trends and develop actionable trade ideas. Real Vision came to us for a recommendation on how to improve their platform, as their internal team was in the process of redesigning their website and developing a mobile app.

Audit and User Testing

We started off with a site audit and user testing of the existing platform to establish an objective, shared knowledge of what the was working and what wasn’t.

Screen Shot 2016-04-18 at 1.42.43 PM

 

Comparative Analysis

Real Vision’s competition is primarily traditional newsletters and research publications. Without direct competition in the same space, we looked at other video experiences like Hulu and Netflix to see what inspiration we could draw from their platforms.

Survey 

We surveyed Real Vision’s existing users to uncover demographic and behavioral information. Surprisingly, we found that the majority of users were using Real Vision to help shape their personal investing strategy, not for business.

Personas

After analyzing the survey results, I began interviewing users from a sample that was representative of the various occupations, ages and behaviors of our users. The deeper I got into interviewing, my assumption to segment users based off how frequently they used the platform was confirmed. We provided Real Vision with two personas that were representative of the needs and behaviors their users. RV-Persona-JamesRV-Persona-Nicholas

Card Sort

Users found it challenging to navigate the existing IA of the website, so we started exploring the navigation structure of the video content with a card sorting exercise.

This grid shows the distribution of cards across the categories defined by users. Each table cell shows the number of times a card was sorted into the corresponding standardized category. Users categorized videos into a variety of different “buckets”. Some approached the task thinking about the content (i.e. China) some the speaker, some the delivery (i.e. Investing Psychology).

RV-Card-Sort

We found that users thought about categorizing videos in many different ways. Some organized videos by topic, some by delivery, some by speaker. We recommended a new design that included filtering options on different levels, as well as tagging, to aid in content navigation. 

* * *

Real Vision’s design team was able to take the insights and recommendations we delivered and apply them to the redesign, which is currently in development.

E-Commerce Microsite

One of my first projects while a student at General Assembly was creating an e-commerce holiday microsite. I was given a local sporting goods shop as a brand to design for, and created a digital experience that enables holiday shoppers to quickly view a selection of products based off their relationship with the person they are buying for. 

Privately owned since 1908, Paragon Sports has been the benchmark of quality for all types of sporting equipment and gear. They take pride in showcasing products from brands you know and love as well as unique brands that you may not be familiar with yet. Their mission is to provide a unique and fulfilling shopping experience to every customer, every time, by setting the standard in customer service and quality product.

With a curated gifting experience featuring a collection of 100 hand-selected products, Paragon can bring its in-store personality to a broader audience. I focused on adapting the unique in-store experience of shopping at Paragon in this microsite. Shoppers will be guided through the site as if they were shopping with an expert from Paragon’s staff.

Competitive Analysis 

This year 43% of holiday gift spending will happen online. Smaller retailers like Paragon need creative digital strategies to compete against large e-commerce companies during the holidays.

Without any differentiating factors, Paragon’s existing site doesn’t stand out from the competition, and my goal was to create a unique shopping experience to leverage the competitive edge that Paragon has (but fails to communicate digitally).

Screen Shot 2015-04-08 at 2.51.45 PM

Screen Shot 2015-04-08 at 2.52.06 PM

User Flow

For this project, we were given three personas to design for. I chose “John” as my primary user, and worked through flows and scenarios in which he was shopping for his young daughter.

Screen Shot 2015-04-08 at 2.59.14 PM

Wireframes and User Testing

Starting with sketching and low-fidelity wireframes, I tested and refined the initial designs based off user feedback from testing sessions with classmates.

Screen Shot 2015-04-08 at 2.59.04 PM

Prototype

I created a low-fidelity protoype with Omnigraffle + Invision. View it here!

Screen Shot 2015-04-08 at 3.33.10 PM

The deliverable for the project was the low-fidelity mockup, but since then I’ve been playing with a responsive design using Hype. I’m familiar with Axure and InVision, but Hype is new to me and it’s been fun to play around with the beta version.

responsive

Client Management Dashboard | Health & Wellness Client

screen-shot-2015-04-03-at-3-01-43-pm

Client is a health and wellness service provider that works with massage therapists to deliver on-demand massage services to clients around the country. 

Currently, concierges are booking massages for their clients without a good way to manage payment options or clients’ personal details. We designed an easy-to-use dashboard that streamlines the process for concierges, making booking and paying for clients’ appointments easy and intuitive.

Timeline: 10 Days

Team: Alivia Duran, Marga Javier & Colin Allen

What I Did: Project Manager, Comparative Analysis, User Interviews, Persona Creation, Wireframes, User Testing, Interactive Prototype

User Interviews

We started by reaching out to concierges in our client’s network who were already using the serivce, as well as concierges who had never used the service before, to gather data from a variety of perspectives. Through extensive interviews we identified trends in the behavior and needs of our users, and found two main types of concierges, Personal and Hotel. Our research showed us that the primary user of this booking feature would be the Personal Concierge.

Screen Shot 2015-04-03 at 3.07.16 PM

Key Findings

We found two main types of concierges, and our research showed us that the primary user of this booking feature would be the Personal Concierge.

Hotel Concierge

  • Books one-off appointments
  • Has existing, established preferred partners in local area
  • Works off commission

Personal Concierge

  • Books recurring appointments
  • Has many service providers to serve client’s needs
  • Doesn’t take commissions

Personas and User Flows

From our interviews with distilled the trends we saw into personas that represented our concierges, and started working thorough flows and scenarios to get a better understanding of how they would use the product.

Screen Shot 2015-04-06 at 3.22.58 PM

Design Studio

To maximize unique perspectives of our stakeholders, we presented the team with a user flow and had them sketch key screens of how they imagined the system. 

Screen Shot 2015-04-03 at 3.56.54 PM

Interactive Prototype 

We started by sketching our initial ideas, we did a first round of wireframes and tested them with users. After refining our designs through several rounds of testing, we came up with a final interactive prototypes for our client.

Screen Shot 2015-04-06 at 3.20.57 PM

see full case study here (password protected, please email me for access)

Om Finder | Fitness App

Busy professionals have trouble finding and signing up for quality fitness classes that are near their home or work, and need information about classes and payment all in one place. Om Finder 2.0 helps users find, book and pay for fitness classes nearby, discover new instructors, and get rewarded for all the hard work.

Timeline: 10 Days

Team:  Alivia Duran & Melanie Wider

What I Did: User Research, Competitive Analysis, User Flows, High-Fidelity Wireframes, User Testing, Invision Prototype 

GALogo Student Project at General Assembly


Survey

Our initial survey was designed to explore workout habits, class attendance, incentives to exercise and general needs when trying to stay active.

Screen Shot 2015-04-03 at 2.19.47 PM

Key Findings

  • Users like variety in their workouts and book classes ahead of time
  • Users need extensive but concise information especially relating to class size and instructors
  • iPhone was the platform of choice to book classes and check schedules
Interviews and Affinity Mapping

By hearing real life experiences about users’ workout habits we identified behavioral trends and current issues that users face when scheduling workouts on-the-go.

Screen Shot 2015-04-03 at 2.25.49 PM

Personas

Screen Shot 2015-04-03 at 2.46.52 PM Screen Shot 2015-04-03 at 2.22.00 PM

Existing Om Finder App

Om Finder is a free app is designed to help iOS users locate yoga studios, classes, and instructors in Canada, the U.S., and around the world. Data is sourced through an API provided by Mindbody, but class and instructor information isn’t up to date.

Issues with current app:

  • No incentive to reserve through Om Finder
  • No curation of classes. Dependent on breadth of listings
  • Users can can reserve a spot, but not pay ahead of time
  • Only offers yoga classes
  • Find a friend function doesn’t work

Screen Shot 2015-04-03 at 2.30.03 PM

Competitive Research 

We also looked at other similar products, what they did well, and what we wanted to improve on.

Screen Shot 2015-04-03 at 2.30.22 PM We found extensive but overwhelming class offerings which make quality class discovery difficult, and a lack of incentive to actually use the site/app to discover or book classes.

Prioritizing Features

With the three personas we developed after our interviews, we started identifying features. We ranked them from essential to “nice to have” for the user, and then from low to high design and technical effort.

Screen Shot 2015-04-03 at 2.31.39 PM

Using the prioritized list of features and insights from interviews we refined the core functions needed for our minimum viable product.

MVP Key Features

  • Discover new classes
  • Book and pay for classes
  • Feature trusted instructors
  • Incentivize workouts

Screen Shot 2015-04-03 at 2.31.45 PM

Sketching UI

To rapidly explore ideas for initial designs, my favorite tools are a Sharpie and my notebook! Before starting digital wireframes, we explored what the screens could look like on paper.

Screen Shot 2015-04-03 at 2.33.34 PM

User Testing 

After sketching flows and exploring our initial ideas, we created wireframes and tested them with users to validate our designs.

Screen Shot 2015-04-03 at 2.34.41 PM

Wireframes

Annotated screen flow for sign in and checkout flow.

Screen Shot 2015-04-03 at 2.35.33 PM

5 User Testing Best Practises

1. Keep Your User Comfy

Introduce yourself and the task. Keep the user comfortable so they are at ease sharing their experience. Remind them that they aren’t the ones being tested, that they are doing the testing.

2. Give Context

Start with a scenario to give the user context for when and where they would be using the product.

3. Encourage Your User to Think Out Loud

Ask them to verbalize everything. You’re not getting any insights in a user testing session from someone thinking to their self, “Where is that button?”. Ask questions to draw them out. i.e.,”Can you tell me what you expect to see/do/etc?”

4. Don’t Lead the User

Walking someone step-by-step through your UI isn’t going to give you any information on where the pain points are. Make sure your questions don’t answer themselves. Also, when your user thinks they are done with a task, they are done. Not completing the task is also a finding!

5. Eliminate Variables 

Repeat the task verbatim. Don’t distract your user with emotions that could influence their actions, making yourself a variable.