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Lattice Training
Design Brief
The First task was to digest the design brief given and extract all the important information from it to be able to build a timeline for the project so that the deadline could be satisfied.
Initial Thoughts
Without making this a purely UI endeavour what can be achieved has to be outlined within the remit of the project. This project can only speculate the potential directions this product could go in as most decisions will be based on current assumptions, competitor examples and generic UX design principles.
What can be Achieved?
To gain value beyond the subjective opinions of the users in the focus groups regarding the differing UI arrangements and to better answer the questions, a wider user perspective needs to be gained. As such, three user personas that fall within the wider audience base for this new product will be created. They will have different user approaches and this will be used to create three different ways of satisfying the user needs/pain points.
This method has a lot of assumed information but will provide a better potential scope for the product.
Specified Deliverables
3 potential session pages for each persona.
3 user personas that represent different users across a new wider audience base.
3 potential landing pages for each persona.
(Potential) 3 successful competitor analysis.
(Potential) Information Architecture layout
Project Timeline
This project was a single day of paid work (8 hours) therefore use of my time had to be well spent, justified and contribute to the end deliverable.
I split my time up using the double diamond design methodology and chose relevant activities to benefit the end deliverable.
Understanding the Current Product
Without any prior market or product research to base design decisions on it was important to first understand the product. To do so, I conducted a heuristic evaluation of the current paid version of the application for premium members and built an information architecture map of the app to understand the general user flow.
Heuristic Evaluation
Conducting a heuristic analysis allowed me to identify what could be improved when developing the free version of the application, based on what was successful and unsuccessful in the current paid application from a design principle perspective.
Information Architecture
Building an information architecture map at this point in the project allowed me understand the layout and user flow of the current application as the two versions having a similar structure would benefit customer progression.
Competitor Analysis
Similar contexts competitors display methods of success at challenging similar user problems. Understanding how these platforms functioned gave an insight into how I could approach Lattice's app with minimal research.
When conducting competitor analysis it's important to look beyond the context of the current problem as similar user pain points might have been approached in interesting ways. The specific objective with this task was to investigate platforms that provide a narrow service for a broad audience with differing levels of experience (with the average experience level being low).
Modelling Potential Users
The initial target audience was quite broad, being climbers that may purchase a training plan from Lattice, as such the strategy was to form a 3 differing personas that could represent potential users. From this, ideas would be generated form solutions that would satisfy each users individual pain points giving Lattice a plethora of potential design directions to go in.
Final Wireframes
Possible Solutions for Jeremy
These designs look to satisfy the pain points and challenges Jeremy might have like feeling unknowledgeable, overwhelmed or confused.
Possible Solutions for Francis
These designs look to satisfy the pain points and challenges Francis might have like wanting specificity, a personalised experience and fast navigation.
Possible Solutions for Emily
These designs look to satisfy the pain points and challenges Emily might have like wanting specificity, a personalised experience and fast navigation.
Project Outcome
As this project was for a live client I am currently awaiting feedback on the successfulness of the focus groups. As soon as I have them they will be recorded here.
Key Learnings
Working Towards Research - Previous product design work I've done for clients has always involved a base of information, be it company knowledge or wider research. As this was the start of a new product I had neither, which presented new challenges. This project was about facilitating new research via prospective designs, this meant it was vitally important that the deliverables stayed within scope of the brief as if they didn't the results of the focus group would be futile. I found my design work posed as embodiments of solutions to users rather than solutions themselves, allowing the feedback of the focus group to fuel the continued direction of development which was a new way of design thinking for me.
Developing Design Strategy and Outcome - The client's expectation of the work was for me to be able to deliver on the brief with little assistance. This meant that I was in control of the design process and how the time was spent. I felt that the activities I chose to conduct and my approach to structing the project garnered a plethora of possible design directions that will be valuable to the company in later stages of development.
Working Within Time Restraints - Working within time restraints is no foreign concept in design, any work has to be feasible within parameters that resources will allow. Prior to this project I had not worked within a day's restraint before and it was stimulating to go through the evaluation process of working out which UX activities would be most valuable given the timeline.