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Challenge
Working on projects with tight deadlines I end up being stuck and overwhelmed more often then not. It is either because of a creative block, or a tool that I just can't figure out how to create what I want. I can improvise but I really wish I can have the highest quality results. This train of thought of mine made me start thinking about the possible solutions for this problem. I asked around a couple of friends in similar positions and found out that we have some of the same frustrations. For all of us, improvised, last minute, and "the good enough" solutions are never good enough. Finding that out, I was determined to conceptualize the solution.
For the beginning, I set the two main questions:
1. How might we help people that are stuck in a project but not experts with a tool?
2. How might we help people finish projects that are close to a deadline?
Research
In the research stage, I wanted to find which available products, both offline and online, might be a solution to a similar problem. Because the nature of this concept is that I am looking to create a solution from scratch, I also focused on what are the existing solutions lacking that I can use in my advantage. It was equally important to figure out user needs and wishes.
I divided the research into:
1. Analysis of available solutions and possible competitors.
2. User interviews.
Summary: The market analysis showed that there are a few possible solutions for solving the problem: Tool support, Hiring a freelancer, and Mentoring services.
The user interview showed user frustrations about not knowing a tool well enough, missing a project deadline, and having a mediocre end result. With this in mind I created User persona.
Define & Ideate
In this stage, I further explored the problem. Through the User journey, I defined the possible steps from the initial frustration and feeling stuck, to finding a perfect solution and feeling happy.
After a brainstorming session I defined a few rough ideas that I presented to the target group. Some of my questions were: Which features would you need and want? Which would be unnecessary? Would you like to use such service just once or multiple times? Do you want to learn how to do it yourself or you just need the end product?
I assessed the insights from the interview and took into account the features that were coming up often, e.g. having a live video support session instead of back and forth messaging. Another feature that seemed important to the majority of the group was an option to re-visit the sessions in order to not forget the solution process.
I excluded a few features that came up as not necessary, e.g. no mobile solution needed as the service would be used on bigger screens at work.
With this project being a concept, there was no budget or stakeholders from the business side involved. However, to make it more realistic, I decided to include the pricing perspective. As a firm believer in the "Good, Cheap, Fast" triangle (see the gif), I used this technique to define the product even more.
Good (professional helpers, high-quality results) and
Fast (working around the deadlines, immediate help) were already determined as the key values of this solution and neither should be sacrificed. That toggles out the Cheap option.
This set the topic for the next round of interviews.
" I wouldn't really care for the price as long as I can have my projects done well and on time" - one of the interviewees claimed.
"I am leading a team and my colleagues experience their own issues as well, if there is a team-wide solution that would be great!" - another interviewee stated.
The greater part of the group expressed concern about the guarantees they would have if they decide to pay the high price.
With sufficient new data from interviews, I had enough information to define the MVP. A web-based platform where users can hire a professional to help them with a tool or a project, and teach them how to think around the problem and how to solve it next time on their own. To guarantee high-quality results, this service would have vetted helpers in different fields, as well as a money-back guarantee. Instead of messaging back and forth, users can find who is online and get help immediately if e.g. a deadline is very close, or they can schedule a session in the near future. Enterprises can also buy this service for their employees who can use the help anytime.
The product was symbolically named Unstuck.
Get unstuck from any tool in your tool stack.
Below you can see the User story sketch and one of the iterated User Journey maps.
Summary: The User interviews showed a need for live video support instead of messaging and a log with previous sessions. The mobile solution was voted as unnecessary.
I included the "Good, Fast, Cheap" triangle technique to determine the priorities. Good quality and Fast support are the two main values, therefore the service will not be cheap. Users are willing to pay a high price for the guaranteed success.
The MVP is defined as a web platform where users will get help for their projects, from vetted professionals, guaranteeing instant help and high-quality results. The solution can be scaled up for teams or companies.
The product was symbolically named Unstuck.
Below you can see the User story sketch and one of the iterated User Journey maps
Prototype
After defining the problem and forming the MVP, sketching the website layouts could start. Two sketches were converted into wireframes and with the focus group, I conducted a round of tests, to determine which option is quicker and easier for users to reach their goals. I also learned that users prefer having all the assurances (that the service is legitimate, that helpers are certified, and that there is a money-back guarantee) very soon after landing on the homepage. When testing a search feature, I learned that users would rather have a questionnaire to narrow down to their exact needs, instead of typing in the search bar what they need.
Some of the wireframes used in tests:
With all this information in mind, the final design started. Before jumping into the visual design of the platform, I created 2 different lo-fi prototypes and tested them through Maze, in order to find out which layout is easier to digest and are users navigating through the website effortlessly. In the screenshot from the testing results, you can see that 50% of users took an unexpected path in Test 2, which took longer to achieve a goal. I naturally proceeded with option 1, which had a 100% success rate. You can see the lo-fi prototypes and testing results in the pictures below.
Lo-fi prototype option 1
Lo-fi prototype option 2
Prototype testing 1
Prototype testing 2
UI Design
After testing the usability of the lo-fi prototypes, the target group unanimously voted that the centered layout is the preferred one, so I continued with layout number 1. I went through another and final round of A/B testing to determine which style we should use, and the results were oriented towards the Illustration and bright colors, opposite of using stock images and a more monochromatic color palette. Down below you can see the final design screens.
Value proposition 1
Pricing
Value proposition 2
Future opportunities
Which features and functionalities we can add in the future?
-Cheaper option with non-vetted helpers, e.g. for students
-Page about vetting the helpers, explaining how rigorous the process is, therefore it's a guaranteed success
-Produce a video or a motion graphic explaining how the service works
-Floating widget for a desktop, instead of in-browser video call
-Feature for helpers to write a session summary
Retrospective
What were the challenges and takeaways?
Solving a hypothetical problem had its challenges. Making all the decisions by myself and without the stakeholders forced me to think from the business perspective as well. Although that was interesting, it was difficult to make a decision do I have an unlimited budget to create a perfect tool or to set some boundaries and sacrifice some features.
What I learned is that asking more specific questions in the interviews, rather than the general ones, helped me find information that users wouldn't mention otherwise. I discovered that sticking to the questions prepared helps with the time management and the direction of the interview, however, in the middle of the interview I would come up with more specific questions based on what are users telling me, and that would make interviews longer but it would bring to light some new valuable data.
What I liked and didn't like?
I liked interaction design better than the research phase. I didn't dislike the research phase per se, but I liked more converting the data into new ideas, brainstorming and testing. In a nutshell, I enjoyed Define and Ideate phases the most.
I definitely didn't like working all alone on this project, although interviewing users helped with feeling more like teamwork.
What can I improve?
The questions I am asking myself at the end of this project are:
Should I include another group of people for different tests? I selected 4 friends who are working in digital industries, but would some other profiles help with a different perspective?
I conducted many interviews and it became a go-to solution to get new data, but would for example a survey be more efficient in some situations?
I want to learn more about which UX techniques (deliverables) suit the situation and should I use a different approach depending on the stage.
I hope you enjoyed this project and if you would like to know more about it, or you want to give me your input and help me learn more, you can send me an email or contact me via the social channels here.
That's a wrap.
Thank you for your attention!
Feel free to check another project.
ChatPro is a concept company that provides communicational services, inspired by my previous workplace. I designed the website and branding for this company.
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