DISCOVERY • USER RESEARCH • UX DESIGN • UI DESIGN • USABILITY TESTING
This location-based app helps retired travelers discover and visit local artisans on their travels to Morocco. It uses a mobile phone's built-in GPS module to identify the users location and generate search results of nearby artisans.
iOS Mobile App
2019 – 2020
Artisanal goods will be appreciated as an expression of culture and for the traditional making techniques that have been inherited from generations passed. Getting these artisans and products the exposure and appreciation they deserve will allow the craft to thrive once again.
Artisans as small business owners or often solopreneurs tend to take on many tasks. To succeed as a business they must focus their attention on a single step at a time, starting with awareness. Which in turn will lead to acquisition and activation. Closing the loop with revenue, retention and referral.
AWARENESS • AQUISITION • ACTIVATION • REVENUE • RETENTION • REFERRAL
In order to get a better understanding of the market, the artisans and their needs I used the following techniques to gain qualitative and quantitative data, which informed the next step of ideation.
My research started with talking to several artisans, in doing so I was able to get a better understanding of how customers interact with artisans and what sort of information they seek.
During this process an opportunity revealed itself. One that led me to shift from the artisan as the user to the buyer as the user.
Just like Uber first focused on the rider, not the driver or Airbnb focused on the renter. I too needed to focus on the buyer to help artisans get the awareness they so desperately need.
Understanding the user
A shift to the buyer as the potential user at the center of the design thinking process.
I am about to retire and begin working on my bucket list starting with Morocco!
As a retired traveler with no time constraints I want to slow down and take my time exploring
I want to immerse myself in the culture and meet local craftspeople on my travels. I am particularly fond of handicrafts rich in cultural heritage.
I want to have an authentic cultural experience so whatever I decide to bring home will be a reminder; a memento that will bring me back to that cherished moment on my travels.
I really hate getting stuck in tourist traps while traveling. I do not just want to buy something. I want to learn about the crafts and the people.
Bonnie as a traveler over 50 often fears getting stuck in tourist traps rather than having the authentic traditional experiences that she craves. Our mission was to help travelers like Bonnie find and visit local artisans on their travels.
As a cultural enthusiast and immersive traveler Bonnie wants to find local crafts people & markets. So that she can connect with crafts people who make authentic traditional goods.
I worked through two rounds of sketching, using the initial round to design and visualize all ideas, keeping the users needs at the center of the process. In the second round I took the best concepts from the first and designed a cohesive user experience. What you see below are sketches from the second round which I used to guerrilla test for usability and concept validation.
Planning and Prototyping
I proceed to create wireframes of the sketches implementing the feedback which was gained during the guerrilla tests. The primary areas of friction were:
USERS WANTED MORE FILTER OPTIONS ON THE MAP SCREEN.
• TYPE OF BUSINESS
• TYPE OF PRODUCT
MAKE SURE SECTION HEADERS ARE COHERENT AND RELEVANT.
The artisans section on the home screen is titled Artisans but is divided by region, users did not know what to expect.
MATCH THE TERMINOLOGY TO USERS' MENTAL MODEL.
• FAVORITES VS SAVED
• MAPS VS NEARBY
• STUDIO VS WORKSHOP
The ADD TO LIST function needs a complete rethink.
• Add the ability to bulk add items from favorites to lists.
• Make lists editable: ability to rearrange, delete and move items.
User TestinG • round one
The purpose of this usability test was to assess whether the functionality matched the target audience’s mental models or understanding of mobile functions. More specifically I was testing to evaluate the ease of navigation and clarity of buttons, icons, labels etc. Additionally I evaluated the users’ overall understanding of the application’s purpose and the response to visual design. Below you can see the insights which were uncovered and the design iterations that were implemented to address these areas of friction.
Insight #1 • The "about morocco" section Distracted the user
Insight #2 • The "Discover Artisans by Region" section confused the user
Insight #3 • Users wanted a way to map directions to artisans
Adding less relevant information causes cognitive overload. Eliminating these distractions will keep the user focused and increase the probability of reaching the goal, which is to discover artisans.
USER TESTING • ROUND TWO
The purpose of this second round of user tests was to assess if issues and concerns discovered in the first round were fully addressed and resolved or if they still cause some friction. Additionally I wanted to discover any new areas of concern or friction with a new set of five users.
Insight #1 • Users Were reluctant to Complete the activation Process
Artisan Profile Activation Funnel
Screens from second iteration
Insight #2 • Users were most interested in Visiting Markets
Discover local markets
Screens from second iteration
Insight #3 • Users focused on markets where they could discover many artisans
WHAt I learned
During this project I encountered many aha moments, the most significant of these have to be first the pivot to the buyer as the user and second discovering that markets provided users with the value they desired. Both these moment came from listening to users and taking into account their specific wants and needs.
I realized the great importance of trying to place yourself in the users’ shoes and adapting to whatever maybe uncovered even if it happens to negate the original plan.