Finding out a user’s priorities and giving them a customized experience.
At my prior internship, I collaborated with three colleagues - two software developers and one UX designer - to design and prototype the redesign of a vehicle-related application. The project was pitched to the executive members of my company, and there is currently discussion regarding the project's implementation into the existing app.
Upon starting the internship, our team was confronted with a problem that we would spend the next ten weeks trying to solve: how do we increase user engagement within The App (name replaced for confidentiality)? Currently, The App's users only use it when an issue arises with their vehicle. Besides this occasional situation, The App remains unused. Thus, our team was tasked to find a way to attract users to The App at a daily to weekly rate rather than its current weekly to monthly rate.
Other full-time employees in the internal design team proposed increasing personalization to solve the engagement problem. Since our team (comprised of four interns including myself) had little to no prior experience with the product, we figured this was a good place to start.
Our first step was to research The App and its users in order to make informed choices. We looked into The App holistically, figuring out what it is, what it offers and who its users are. Afterwards, we researched the users themselves and analyzed what they thought about The App. A week of individual research passed, and we reconvened to discuss what we had learned. By the end of the first week, we discovered areas of improvement for The App.
Once we equipped ourselves with knowledge regarding the product we're redesigning and the users whom we are designing for, we hosted a design sprint to brainstorm ideas. Each member wrote down their ideas for possible solutions on sticky notes, and we grouped the ideas afterwards. By the end of our session, we had 30 feasible ideas that we could present to our mentors for feedback.
We ultimately went with a two-fold solution. One of which was this "personality quiz" concept where we discover the user's priorities and give them a customized feature set accordingly. Through this solution, we create a tailored app experience to the user and provide them relevant, curated content when they need it.
With the help of one of our project leads, we created a Lean UX Canvas to help flush out our two ideas. This method allowed us to solidify on our ideas, think about what concrete problems we’re trying to solve, and what business outcomes we’re expecting to produce.
User Empathy Research
Before we began the design work, we wanted to have a clear understanding of who our users are. In order to do this, we conducted additional research on The App’s user base. Afterwards, we used the AEIOU method to establish seven user roles and identify initial features that they would prioritize over the current dashboard’s features.
From this point forward, our team split in two. The two developers began setting up the development environment for the project while myself and our other UI/UX designer conducted the concept research and wireframing. Mentions of "we" will mean myself and my designer colleague.
After finalizing the content, we proceeded to sketch out what the interface for the personality quiz would look like and where the content would fall. This allowed us to finalize on the ordering of the questions and overall aesthetic of the product.
When we finished the low-fidelity wireframes, we created a digital version using Sketch that we could use for design validation testing. With the help of another UX research intern, we applied data science techniques (clustering, statistical hypothesis testing, descriptive statistics) to conduct 2 general population surveys (~100 users each) on potential feature use and user role clusters.
➔ First round: “yes/no” binary responses resulted in messy data, which prompted a second survey.
➔ Second round: Likert scales (1-5: “how likely are you to use this feature) resulted in cleaner data.
By the end of testing, we solidified on three user role clusters and their respective feature sets. We iterated on the content of our designs appropriately, which lead to our final design.
The final product that we created were high-fidelity wireframes via Sketch and a clickable prototype via Invision. This quiz is a series of five questions that determines users’ top priorities, and gives them a customized feature set that’s most relevant to them. Due to confidentiality, I couldn't acquire most of the high-fidelity wireframes, but all content-related questions were similarly laid out to the color question. For the current version of The App, the quiz will provide 6 features and will allow users to reorder the content however they please. For the dynamic dashboard, the quiz will take the user’s prioritized features and initially populate the user’s feed using this content.
Interested in the other half of this personalization project? Check out this link to see the dynamic dashboard concept!