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.

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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).

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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.

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.

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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.

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Personas

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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

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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.

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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

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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.

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User Testing 

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

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Wireframes

Annotated screen flow for sign in and checkout flow.

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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.

Learning from IDEO: 7 Ways to Build Better Prototypes

This week has been full of new and exciting ideas. Learning about user research, sketching, participatory design, affordances, usability testing, CBPaPl, storyboarding, interfaces, learnability… and the list goes on.

On Thursday one of the topics we covered was prototyping, and we watched this video on a new shopping cart design from the team at IDEO.

IDEO is an amazing consulting firm with a history of innovative and inspiring work, and it was fascinating to see their approach and process in action. A few things that stood out about their prototyping process were…

There was no hierarchy.

Early on it was made clear that everyone’s input was equally valid, and seniority didn’t influence decision-making. There was no “I’m the boss, this is how we are doing it” mentality, and team members were encouraged to…

Share crazy ideas openly.

Creativity and out-there ideas were encouraged and welcomed, questioned and evaluated, but not criticized. One of the principles mentioned was “defer judgement”. Don’t shoot down an idea because you don’t agree, but instead see what you can learn from it.

Bring together diverse backgrounds.

As Bill Nye said, “Everyone you will ever meet knows something you don’t.” The team working on this project brought an eclectic range of experiences and insights to the table. Titles included: MBA graduate, linguist, biologist, marketing expert and psychologist.

Leverage existing research.

Your time is valuable. Don’t do unnecessary work. IDEO used existing research on safety and pain points around shopping carts to influence their design.

Solve your problem in 5 minutes. 

If you have one hour to solve a problem, use 55 minutes to do your research and 5 minutes to solve the problem. Thoroughly understanding the problem you are trying to solve is crucial to coming up with an effective solution.

Utilize rapid and resourceful prototyping. 

Physical shopping cart prototypes we built in a single day. The team worked quickly and efficiently, using basic tools to develop functional prototypes that could be tested. Which leads to…

Use time constraints to control output.

Having a finite amount of time can spark creativity and also keep projects from lagging.

One final quote from the video that summaries the approach perfectly was “Enlightened trial and error triumphs over the lone genius.”