ux portfolio - jince kuruvilla
TRANSCRIPT
jince kuruvilla
Experience Designer
Client: Sportomato.comRole: UX Lead and Project Manager (team of three)Team: Ran Kassovitz, Haya OdehTimeline: 2 Weeks, May 2014
We held workshops internally and with the client to identify our area of focus for the MVP, project goals, and opportunity areas.
Once we identified our focus area, we began looking at direct and indirect competitors in the space to understand how they were approaching this challenge.
We interviewed ~20 people and surveyed ~60 people to understand the fitness & partner finding experiences. We then took that data and synthesized it into three personas.
We concepted core features and functionality that fell in line with our persona’s needs and mental models.
Scoping the Minimum Viable Product
Analyze direct and indirect competitors
Finding Our Target Users
Designing Interactions and Prioritizing Features
Key Activities & Deliverables:
Sportomato.com: Mobile UX Design
• Scoping/MVP• Competitive Analysis• Qualitative User Research• Persona Development
• User Flows• Sketching & Wireframing• Prototyping (Paper + Digi-
tal)• Usability Testing
Challenge
Process
ApproachSportomato built a beta desktop site but wasn’t sure which features to prioritize for their mobile app debut.
Identify, build and test MVP functionality for Sportomato’s target users
We went through three rounds of user testing in order to refine the partner matching and onboarding experiences. We listened to our users’ feedback and refined our MVP.
We listened to our users’ feedback through two rounds of user testing and refined our MVP’s partner-matching and onboarding experiences.
We had greater user conversion when we opened up the onboarding process with a partner query rather than requesting personal info right off the bat.
In order to streamline onboarding, we decided to encourage profile completion throughout the app so that the user stays engaged with the content.
Users conveyed anxiety in many onboarding processes when they weren’t given context for completion.
Our user tests proved that static, profile-based homescreens needed to be replaced by a homescreen that constantly answered the “I need a partner” request.
We learned from our research that the two most important qualifiers for a partner is a common activity and a close proximity.
By shining a light on shared traits with a potential match, users were more likely to look at the profile and/or request a match. This feature was led by insights from our user research.
User Testing Paper & Digital Prototypes
Final Prototype
Starting the app with a query
Encourage profile completion
Visual cues
Try the Prototype
Dynamic homescreen
Asking for the bare minimum
Surface the commonalities
Solution ChallengeSportomato built a beta desktop site but wasn’t sure which features to prioritize for their mobile app debut.
Prioritize the partner-finding feature and streamline the onboarding process.
Our scope was focused on perfecting the partner-finding functionality. Now that we’ve designed an effective solution for partner-finding, we’re ready to begin integrating the other features from Sportomato’s roadmap.
One of our biggest takeaways from the user research was the importance of venues/locations for fitness activities. We began identifying opportunity spaces for a fitness-partner social network tailored for specific venues and institutions.
Prioritize, validate, test and integrate remaining features from product vision
Look further into the concept of venue-based social networks
Next Steps
BusinessBroader Vision
GoalsOpportunity Area
The 2 week MVP
Venue FinderManaging Groups & Teams
peer-to-service
peer-to-peer
General Focus
Fitness Focus
Partner Finder Feature
Reservation SystemRecommendation EngineDeals & Offers
Brand
User
Client: internal, completed @ GA UXDIRole: UX DesignerTeam: NoneTimeline: 2 Weeks, April 2014
I analyzed the current user experience and identified areas for improvement by creating task analyses, analyzing site structure, and doing a full content audit of the site to identify barriers to navigation.
I surveyed the competition and identified direct and indirect competitors. Having this information, I analyzed the UX of the direct competitors to identify patterns in user engagement, features, etc.
I interviewed all levels of cyclists and a variety of real world shoppers/bike salesman to understand the mental models of bike shopping. I began to understand how people were approaching this task.
In analyzing the qualitative data, I began finding patterns, which transpired into clear personas, with clear use cases.
Using the personas, I created user journeys and ideated through several iterations of features. Using paper prototypes, I tested initial page designs and layouts on potential users.
Audit the Current Experience
Survey the competitive landscape
Understanding how people purchase bikes, online and off
Identifying the target users
Iterating and testing key flows and features
Key Activities & Deliverables:
BikesDirect.com: E-Commerce Redesign
• Competitive Analysis• Contextual Research• Personas
• User Flows• Sketching & Wireframing• Prototyping (Paper + Digital)
Challenge
Process
ApproachBikesDirect has had the same e-commerce experience since 2001, while their competitors continue to innovate.
Uncover users’ behaviors/needs and build features that innovate the e-commerce experience.
Home Page
All Bikes
Product Page
User feedback from the paper and digital prototypes helped drive the development of the final prototype, which introduces key features that users resonated with.
Based off observed user behaviors, I integrated a favorites page, which can be shared with the user’s friends. Bikes can be voted/commented on by friends to aid in the user’s purchase.
Utilizing several card-sorting exercises with users, I identified a navigational structure that aligns well with users’ mental models.
By using progress indicators and clear calls-to-action, I’ve created an experience where the user knows how far they are from completion.
Through the competitive analysis, I noted the effectiveness of suggested purchases during checkout. The system would be programmed to suggest items to users based on what’s in their cart.
Final Prototype
Version 2 of the prototype overwhelmed users with lots of deals, so I re-designed the homepage to ease the viewer in visually down the page.
Guide the user
Get advice from friends
Intuitive information architecture
Try the Prototype
Streamlined checkout process
Suggestive purchases
The most recent iteration of the prototype has an experience that has been refined and finessed, but still needs to be tested with a large user base in order to identify further improvements.
The prototype will be ready to be visually designed upon completion of another round of user tests. With such a focus on visual content, there is a lot of room to experiment with interaction design elements like mouse hovers and such.
My user research has shown that mobile is the growing area for bike purchasing, especially when “showrooming.” The next step is to take this prototype and further streamline it for mobile experiences.
More user testing for prototype 3.0
Visual design & finessing interactions
Going responsive
Next Steps
6 one-on-one interviews
3 store attendants, 4 shoppers “A lot of [bike-
purchasers] are clueless”
“It’s about the components, not just
the paint job”
“I like to find as much information as possible so I can make the best purchase.”
“The first question is ‘What will you use it for?’”
“I buy online because I don’t want to deal with salesmen.
“The best deals are online”“I’m not really a bike-person, but I still like to know what I’m getting into...”
“Most times I know more about the bikes than [the attendants] do.”
Driving quote
I KNOW I KINDA KNOW I HAVE NO IDEA
“...no, really. I know what I’m doing.”
Has cycled for 10 years, can disassemble and reassemble his bike in a half hour flat.
“...I don’t know everything, but I do know what I like.”
Biker for a couple of years, knows a thing or two about her ride, but can’t make repairs herself
She just moved to a bike-friendly city and wants a new ride, but doesn’t know where to start
“When I see all those bikes, I’m like a deer in headlights!”
Cycling experience
Use case
Nora the n00b
Pierre the Pro
Izzie the Intermediate
top navbikesdirect.com
Homepage
Bikes
Men Women Apparel About us/Contact
Assembly Instructions
Search Log in/register Cart (0)
Join Newsletter
FAQ’s
Shipping Info
Warranty
Parts
ToolsBike
Listings
Sort By:
Bike CategoryPriceBrandSizeColor
TerrainWeight
Sort By:
-Category-Price
Content:
- No Sales Tax- Satisfaction Guarantee- Customer Feedback
Accessories
About Usfooter
header
Contact facebook twitter
Our Guarantee Support
Solution ChallengeBikesDirect has had the same e-commerce experience since 2001, while their competitors continue to innovate.
An e-commerce experience that caters to the needs of BikesDirect.com’s three main user groups
Client: internal, completed @ GA UXDIRole: UX Lead & Project ManagerTeam: Marc Loresto, Yoon-Ji KimTimeline: 2 Weeks, April 2014
Our team surfaced our assumptions about potential solutions, target users, etc. in order to affinity map and validate them. We began our exploratory research by talking to users and examining the market.
We analyzed the user flows of 20 competing printing apps and identified ideal checkout processes. Simultaneously, we observed the natural user patterns of current Instagram users.
I interviewed all levels of cyclists and a variety of real world shoppers/bike salesman to understand the mental models of bike shopping. I began to understand how people were approaching this task.
We surveyed ~130 people and interviewed ~12 in order to craft five personas and identify the behaviors and scenarios that drive users to both use instagram and to print images.
Using the personas, we crafted key features and elements for the printing function. We used Lean UX methods to rapidly ideate, test, and learn through 3 functioning prototypes over 5 days.
Validating our assumptions
Analyzing the market & current user patterns
Identifying our MVP/scope
Talking to users
Iterating and testing the core feature
Key Activities & Deliverables:
Instagram Prints: Mobile Feature Introduction
• Rapid/Lean Testing• Competitive Analysis• Personas
• Sketching & Wireframing• Prototyping (Paper + Digital)
Challenge
Process
ApproachInstagram wants to introduce a new feature for users to purchase physical versions of their photos.
Iterate and test approaches in integrating the printing feature into current Instagram experience
Over 3 rapid rounds of testing both paper and digital wireframes led us to the final mockup-level prototype. We focused on minimizing onboarding and creating a streamlined e-commerce experience.
We made it easy for users to add photos to their print list by adding functionality to the current menu button below each image in the feed.
Users needed to know how many prints they were purchasing at every step of the process.
We found that users valued being able to print pictures from their friends’ feeds, while also being able to print photos that they hadn’t posted to Instagram.
The My Prints page gives users control not only over which photos to print, but allows users to change & edit photos as desired.
Our tests showed that users came to expect to find the printing service located within their profile page.
Final Prototype
Our initial user tests taught us that users needed an introduction to the printing service. We utilized full-screen imagery and minimal text to keep in line with the Instagram brand.
Onboarding the user
“Add to My Prints” functionality
Clear UI indicators
Print from friends’ feeds and your device
Holistic control
Prints, where you expect it
Try the Prototype
Users frequently mentioned issues relating to privacy, and our professional users were concerned about copyrights on photos. We’d like to take a deeper dive into this space and find ways to address user concerns.
Our MVP was a service for fixed-size prints with a fixed-shipping speed. Further iterations will explore customization of size of prints, paper type, gifting options, and potentially printing on products.
With the core iOS experience for the MVP being done, we’re ready to begin finessing the UI for the other major mobile platforms.
Further explore privacy issues & copyright restrictions
Explore the introduction of print customization
Designing Android and Windows Mobile experiences
Next Steps
SolutionA seamlessly integrated printing service for the Instagram mobile app
ChallengeInstagram wants to introduce a new feature for users to purchase physical versions of their photos.
Used by Few
Direct Messaging
Share to Facebook,
Tweet
Copy Share URL
Report Innappropriate Settings
Like, HomeUpload, News
Explore
Location
Red-Route Analysis
ProfileComments, Hashtags
Following, Tagged-In
Used Rarely
Used Occasionally
Used Frequently
Used Always
Used by Some
Used by Many
Used by Everyone
I love building products that inspire and empower people
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516.476.7012
I’m Jince.
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