Redesigned a hypothetical screen to increase users participation at events
What's this project for?
- Crafted this project as part of LIDL SCRM Design Challenge, Barcelona, Spain.
Scenario
- Talk is a primarily messaging product but with the particularity of being able to explore and connect with people in your area. In addition, it also offers a portfolio of nearby events in your city and see if your contacts are attending.
Objective
1 - Find a graphic solution to the problems that arise or that you have been able to observe, obtaining intelligent and visual results. Decisions made as well as design changes will have to be documented and justified.
2 - Your redesign must be perfect from a technical perspective (use auto-layout, create components, use text and colored styles). Do what you consider it’s necessary to achieve this second objective.
Problem to solve
- The Events section is where you can view nearby activities in your area, but there is a problem: There isn’t enough participation. So the goal is to increase this participation.
Goal
- Increasing users participation at events.
- UX / Product Designer.
Desk Research, Qualitative Research, Paper wire-framing, Interface Design, Interaction Design, Low/High prototype fidelity and Usability Test.
Duration:
- 8h
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Analysing the interface with CSD Matrix
I started the project by doing a CSD Matrix to establish my knowledge from first impression about what I know about the product, my suppositions and doubts related to the product.
Answering the 5 W's questions
Who’s affected by the problem?
- The sponsors who have invested in the apps to publish their events.
- The sponsors who have invested in the apps to publish their events.
What’s the problem?
- There’s not many people attending the events. Very low participation.
- There’s not many people attending the events. Very low participation.
Where does the problem occur?
- In the app / events tab while users are interacting with.
- In the app / events tab while users are interacting with.
When does the problem occur?
- When users are seeking for events nearby them.
- When users are seeking for events nearby them.
Why’s the problem important?
- In case the sponsors don’t make the profit expected, it may impact their futures investment on the platform. It’s worth to noticed that, many users can miss the opportunity to attend a great experience or something their are seeking for while visiting a new place.
- In case the sponsors don’t make the profit expected, it may impact their futures investment on the platform. It’s worth to noticed that, many users can miss the opportunity to attend a great experience or something their are seeking for while visiting a new place.
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Understanding users by doing a quick Desk Research
Font: https://www.konfeo.com/en/
Time to understand what drives people to attend an event, and what they’re looking for. The data collect were indispensable to generate insight and assumptions.
Push factors include exclusion, escape, relaxation, prestige, social interaction, and quest for adventure, desire for entertainment, innovation seeking, family ties, gaining new experiences, hobbies, and developing human relationships.
- Sporting event participants;
- Participants of festivals and concerts;
- Participants of training courses, workshops and conferences.
Push factors include exclusion, escape, relaxation, prestige, social interaction, and quest for adventure, desire for entertainment, innovation seeking, family ties, gaining new experiences, hobbies, and developing human relationships.
- Sporting event participants;
- Participants of festivals and concerts;
- Participants of training courses, workshops and conferences.
Insights from Desk Research
- One of the most important motives of participants to attend events is the possibility of establishing interesting contacts (networking) and being among new people seeking similar knowledge (socialising).
- People often attend events motivated by their popularity or the social status they offer. They also identify with the ideas they may bring attending the events. Very low participation.
- They want to be a part of a large community, experience something new, have a feeling of participation in something special, meet new people.
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The first idea of the problem statement could be...
The lack of visual appealing in the app makes the navigation poor from the user’s perspective.
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Competitor Audit
At this stage, I conducted a competitor audit to analyse 2 interfaces design and features available in competitors' apps. I aimed to identify elements that might be implemented in alignment with the business goals and user needs.
Main findings from Competitor Audit
Save Button option
- It would give the opportunity for users to come back later, take a closer look and make their choices wisely.
- It would give the opportunity for users to come back later, take a closer look and make their choices wisely.
Highlights events
- This option could have a positively influence on users who are unsure of what they want.
- This option could have a positively influence on users who are unsure of what they want.
Adding a date and location in the card
- Users are more likely to participate when essential information is readily available.
- Users are more likely to participate when essential information is readily available.
Visible pricing
- Users don’t want to waste time searching for events that they can't afford. Visible pricing in the card make decision-making easier for them.
- Users don’t want to waste time searching for events that they can't afford. Visible pricing in the card make decision-making easier for them.
Implementing a feature to find an event easily and effortlessly
- An option to assist users in finding what they’re looking for would optimise their search on the app, making it easier for them to achieve their goal.
- An option to assist users in finding what they’re looking for would optimise their search on the app, making it easier for them to achieve their goal.
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Rephrasing the Problem Statement
The absence of some features and essential information related to the main objective might impact users' interest in the app.
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Brainstorming with ChatGPT
As I had no one to brainstorm with, I used ChatGPT to assist me in this case. During the session, I provided the scenario, the problem I was trying to solve, the goal and the last version of problem statement to ensure that the tool understood my objectives and to confirm that we were aligned.
Then, the tool brought some interesting results that I used during my validation in Qualitative Research. Find below the key findings from the brainstorm.
Insights from Brainstorming
Personalised Recommendations
- Utilise user data to offer personalised event recommendations. Consider factors like past event attendance, messaging history, and location to tailor suggestions.
- Utilise user data to offer personalised event recommendations. Consider factors like past event attendance, messaging history, and location to tailor suggestions.
Interactive Event Calendar
- Design an interactive calendar within the Events section, allowing users to visualise upcoming events and plan their schedule easily.
- Design an interactive calendar within the Events section, allowing users to visualise upcoming events and plan their schedule easily.
Event Countdowns and Reminders
- Implement countdown timers for upcoming events, creating a sense of urgency.
- Implement countdown timers for upcoming events, creating a sense of urgency.
Incentivised Participation
- Introduce a reward or incentive system for users who actively participate in events. This could include badges, discounts, or exclusive access to certain features.
- Introduce a reward or incentive system for users who actively participate in events. This could include badges, discounts, or exclusive access to certain features.
Enhanced Event Discoverability
- Implement an intelligent categorisation system for events, making it easier for users to discover activities based on their interests. Allow users to filter events by categories, themes, or tags to personalise their event recommendations.
- Implement an intelligent categorisation system for events, making it easier for users to discover activities based on their interests. Allow users to filter events by categories, themes, or tags to personalise their event recommendations.
Easy Sharing Options
- Simplify the process of sharing events with friends. Integrate easy-to-use sharing options within the app to promote word-of-mouth participation.
- Simplify the process of sharing events with friends. Integrate easy-to-use sharing options within the app to promote word-of-mouth participation.
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Gaining insights about users by doing Qualitative Research
Moving forward from the brainstorm session to research, I decided to conduct Unmoderated Qualitative Research with potential users to boost my database and validate the assumptions I made before, such as interface design decisions and features that might be interesting to implement.
ChatGPT helped me formulate questions for Qualitative Research based on my competitor’s audits analyses and brainstorm session. I already had my questions and ChatGPT gave me a hand to polish them exploring new alternatives.
Interview goals:
Target participant characteristics
- Ages 20-45
- Lives in metropolitan or suburban areas
- People who usually attending the an event
- Include participants of different genders
Objective
- What drives people to attend an event.
- What they’re interested the most.
- People’s behaviours on similar apps or platforms.
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Problem Resolution
Designing a categorisation feature to help users to discover easily different types of event in order to widen their possibilities. Information such as: date, location and price must be visible to avoid user’s frustrations of searching for events they can’t afford, and including an option to save and share with friends. We will measure effectiveness of the features implemented by tracking the numbers of tickets purchased.
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Solution
Drafting interactions on paper ensured that the elements that made it to a digital version would be well-suitable in addressing the user’s pain needs. Said that, I ended up with 2 wireframes and 2 low- fidelity prototype versions.
As I was running out of time and to land with a final solution, I did a quick A/B Testing with a 2 users to ensure the design decisions were aligned with their needs.
As I was running out of time and to land with a final solution, I did a quick A/B Testing with a 2 users to ensure the design decisions were aligned with their needs.
1 - Categorization menu
It was revealed in research that 75% of users are interested in a categorisation filter, and they had a positive experience in the past. Implementing a categorisation filter makes it easier for users to navigate and broadens the possibilities. Users can easily discover different types of events by browsing through categorized filters. The effectiveness of a categorisation filter is evident when users are unsure about what they’re searching for when it's compared to a search bar feature.
2 - Titles
I kept the title as the original as the main app's purpose is to show the events nearby.
3 - Share Button
It was designed a "Share Button" cause users highlighted it in the research in order to share/invite easier with friends.
4 - Event Location and date
Based on research, 100% of users agreed that adding location and date information on the card would have made it easier for them to attend an event. They also mentioned that navigating easily through options without the need to access the card for this information saves time and is more user-friendly. Making the location a clickable link enables users to easily access.
5 - Action Button (Buy)
I changed the button name cause I added a price in the card. (Buy) makes for more relation to financial transactions than (Join).
6 - Save Button
All the interviewees confirmed that a 'Save' button is very important to keep the event saved for later viewing. It provides the opportunity to come back later and take a closer look. Adding a 'Save' button close to the 'Buy' button makes the experience easier for saving the event. The micro-animation in the 'Save' button helps users understand that the requested action was accomplished.
7 - Pricing visible
Visualising the prices quickly would motivate users to buy or save the event. 25% of the users said that prices generally have a huge impact on their decisions. Users don't want to waste time searching for events they can't afford. I designed the buttons next to each other in order to make easier for users to click. These action can be triggered by the price located nearby as well.
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Wrapping up
What have I learned from this project?
- The user interviews revealed unexpected information and made it possible to design an application that fits the their needs.
- Using IA was helpful in sorting out an absence of colleagues during the project.
Future Roadmaps:
- Implementing Tags Events Indication (Free / Sold Out).
- The user interviews revealed unexpected information and made it possible to design an application that fits the their needs.
- Using IA was helpful in sorting out an absence of colleagues during the project.
Future Roadmaps:
- Implementing Tags Events Indication (Free / Sold Out).
