UX CASE STUDY SHORT CASE STUDY Pranali Patil
Pranali Patil
+91 7506112515
UX Designer
pranalipatil@outlook.com
Summary Pranali currently works as a User experience designer having 4 years of relevant experience. Her role involved her in working on a broad range of projects from Identity, Branding, Interaction Design, IA, Conceptualising and Visual Design. She graduated from MIT Institute of Design as a Graphic Designer. She has experience working on print media design as well. A self starter who isn’t afraid to look beyond conventional means of learning. Working with and exploring different mediums has always remained her area of interest.
Qualification Graduate Diploma, Graphic Design-MIT Institute Of Design, Pune, India June. 2009–April 2014 Bachelors of Art, University of Pune, Pune, India June. 2010–February 2013 Certificate course in 2D & 3D Animation- SNDT, Mumbai, India June. 2007– February 2008
Experimental Cook
Closer
Tools
Skills •
Wireframing
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Concept Design
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Photoshop
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Keynote
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Interaction Design
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Design thinking
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Illustrator
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Corel Draw (Basic)
•
Visual design
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Coordination
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Indesign
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After Effects (Basic)
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Sketching
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Usability Testing
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3DS Max (Basic)
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Microsoft office
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UX Audit
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User research &
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2D Flash
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Omnigraffle
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Information Architecture
interview
Key Responsibilities •
Worked on consumer facing domains like Insurance, FMCG, Security, Travel, Administration, E-commerce, Healthcare, and enterprise level domains like Media Journalism, Insurance, Security, I.T and Data Research.
•
Key responsibilities included requirement gathering, client interaction, project scoping, branding, creating visuals, app positioning, creating workflows, defining design, wire framing, QA, conducting user interviews and conducting UX audit.
INFORM (FORMERLY NDN)
INFORM - Phase I Role
UX Designer | Visual Designer | Strategy Designer Description
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Defined user journey map
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Defined visual design strategy for the platform & proposed future scenarios
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Designed visuals (Responsive Web)
PROJECT YEAR: OCT 2015
User Journey Map Stages
Research
Lows
Feeling
Highs
Thinking
Information & features evaluating the users needs & requirements @ various Touch points @ various stages of the product cycle
Drives
• • •
Check eligibility Maximum benefits Review based
Select
Become a Partner
Inservice
• •
• • • • • •
Features Benefits Revenue Model Partner/ Collaborators Testimonials Offerings
• • • • • • • •
What are the options to publish/find relevant news videos? What are the subscription prices? is it in my budget? What are the brand credentials? popularity? recognition? What do reviews say? is it genuine? What is the eligibility to enroll? What benefits are being offered? Does it meet my requirement? What is the revenue model?
• • • • • • • • •
Which one is more popular Which are the experiences of other people Who is offering maximum benefit? Free vs. paid subscription — benefits & features Which revenue model will benefit me better? Will the review on site be genuine? Ease of use? Out of the shortlisted which one will be more profitable I think i should ask my friends
• How do I sign-up • Will the sign-up process be hassle free • Will there be an approval to become a partner • How long will it take to get registered • Are there any hidden charges • How different is it to get registered as an individual or a group • Is there a different criteria to register a large scale company • What is the payment cycle
• • •
• •
Anxious to find a right platform Delighted to find existing opportunities
• •
Uncertain on whom to trust Delighted to find free subscription based platform
• Anxious to get started • worried about the registration criteria
• •
worried on getting started worried to get my team started on this
• • • •
Coming across opportunities Eligibility match Great earning opportunity Wide presence (trust)
• • • •
Positive testimonials Success stories Popular partners Free enrolment
•
Brand credibility
•
Ease of use
• •
Indecisive of what platform to choose lack of clarity to match requirement
• •
Negative testimonial Non- eligibility
• •
Enrolment via mail(ambiguity) Mail follow-up
• •
• •
Website 1. product features 2. offerings, benefits 3. case studies 4. credentials 5. quality of content 6. credible distributors
• •
E-Mail: sign-up Follow-up
• • • •
Google, Social media & offline presence Google/ bing, other search engine: Search generally around requirement Website: product overview, FAQ Advertisements(print/online), review blogs, online brochure Customer care: Questions around requirement Colleagues
• • • •
• • • • •
SEO online product manual testimonials crystal clear UI free subscription
• • • • •
Benefits contextual help Brand popularity Credibility Free subscription
•
None
• •
• •
Unbranded Robotic language
• • • • •
Trust issue(will i get paid) Poor copywriting, Poor design Unbranded How will i get paid
• •
Workshops: content building, trend analysis Talk session: content building, trend analysis, content management Micro-sites: content specific, target audience specific (dynamic content optimisation) social media: G+ helps optimises search on Google Fb, twitter, linked in, wiki: will act similarly to optimise search Instagram: with videos trending — short video competition can be hosted Marketing website: SEO can be improvised considering following: Category-wise content (eg:sports, fashion) Feature/ benefit wise Get started — role-wise Revenue model proof (How it works) Eligibility criteria Success stories Case study Upfront Sign-up (lead to quick enrolment)
•
Summary chart presented based on dynamic content optimisation
Blocks
•
Improvement opportunities
Shortlist
browse, search websites, fb research online: Blogs, Quora (reviews), live chats, Ads research offline: word of mouth, recommendation, Ads, Magazine Newsletter Business Pitches
• • • Doing
Compare
• • • • • • • • • • • •
Perception
•
Summarising of Benefits
• •
• Sign up • Enrolment form
•
Customer care 1. Questions around requirement
• • •
Customer care? Payment process unfriendly site
Device: Mobile, tablet, desktop Process: Capture-ManagePublish-share Place: Home, office, travel/ on the move
• • •
How do i get started Do i need to download any app Does it work across multiple devices Is there any product demo
• • • •
Exit
Billing follow-up Follow up on performance report Follow up on performance breakdown report for the large scale Knowing payment status
•
When will i get my payment Do i have to raise an invoice How can i improve my performance Will i get any revenue breakdown based on team performance for my distribution reference Can i subscribe to trend analysis report or forecasts?
• • • •
What happens to my videos that i uploaded Can i transfer my video rights Can i still receive payment for the remaining videos uploaded Can i transfer/sell account
• •
Worried about receiving payment in time Worried about employee performance (who’s helped generate revenue)
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Worried about the existing account
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In-time payment
•
easy transfer
•
Non- payment
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Non- payment
App: tools timely suggestion reports payments
• •
E-mails: payment, report follow-up Account Manager: tracking payment
• •
E-mails: payment, exit status follow-up Customer care: resolving transfer issues
mobile — on the go coach marks — guide
• •
one point of contact for account management sense of security
• • • •
product satisfaction In-time payment popularity quick resubscription
•
• •
• •
Unsubscribe (sorting rights of video transfer, money generation via uploaded video) transfer of rights feedback
• • •
Multiple hand offs status enquiry large team management in a self service system
• • • • •
too many clicks long forms confusing pre-service training connecting dots across all devices deployment doesn’t match preservice promise
• • • •
follow-up on billing Manual process (cheques) better option than DME No help centre
• • •
Exploitation Unpaid bills Product usage hassles
• • • • • • • • • •
Autocomplete Expert suggestion pre-service training hassle free sign-up Upfront sign-up form Few step to sign-up Online Guide/Chat Large team management system Welcome kit Subscription to message/email service for timely suggestion Walkthrough lead generation by asking them to refer product to other peers while filling up form
•
connecting dots across all devices
• • • • •
performance reports perfomance optimisers Billing system design lead generation by asking them to refer product to other peers for some perks
• • •
Feedback utilisation lead generation by asking them to refer product to other peers during exit
• •
Persuasion
•
Post Service
Product experience
Post product experience
Experience Design Strategy
Self Service Paradigm
Core & Secondary Needs
Mapping Core Use Cases
Visual Design
Successfully implemented phase I
INFORM — Phase II
INFORM - Phase I Role
UX Designer | Visual Designer | Strategy Designer Description
●
Defined ecosystem
●
Visualised user scenarios
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Defined high-level workflow
Ecosystem for Self Service Platform Publish Select
ng oa
Distributor
DISTRIBUTION PARTNER
rdi
New Agency / Freelancer
Embed
On b
Analyse Discover Audience
Video Request
Maximise
New Article DISTRIBUTION PARTNER
Ads
Partner Mgmt.
Products
Revenue
IT Support
Push Video
New Video
Maximise
CONTENT PARTNER
bo n O
in d r a
g
Upload
CONTENT PARTNER Analyse
New Agency / Freelancer Contributor
Enters Media Library INFORM
Different Platforms • Blogs • Newsletters
Proposed Workflow for Media
CREATION
NOTIFICATIONS
MEDIA LIBRARY
DISCOVER
EMBED
PUBLISH & SHARE
ANALYSIS
MAXIMISE
Analyse
Maximise
V i d e o s u g g e s t e d b y C o n t e n t P a r t n e r s / I N F O RM The New York Times
Search/Browse
(Distribution Partner)
Finds a video
Keywords Latest uploads
Triggers
Calender event
Distribution Partner’s Open Playlist
WRITE
Super Bowl starting 7th Feb’16
Addr
Trending video
ess r equ
Video suggestion from Content Partners or INFORM
Reque
National parks celebrate 100 years 5
sts to
/s t Partner Conten
Suggest
Self initiates a new story/subject
est
Title
Bridge project could dry up Niagara falls
Reque
Share article
Quick share Scheduled share
Bookmark video
Send targeted request Create open playlist
for a video
ion to D istributi
Performance Trends
o
Why we shouldn't panic about Zika 4
Publish article
Embed video
Thumbnail
e vid nd ’ t fi
Pope Francis and Russian Orthodox Patriarch Kyril to meet
3
Discards
Add video details
Playlists
Critical/Breaking news or events Paris attack
2
Select video
Doesn
1
Review appropriateness & relevance
INFORM’s Curated Playlists on Partn ers
r/s for a video ontent Partne sts to C
Request Video
Curation
Product
Suggest Video
Ads
Analyse
Product
Associated Press
(Content Partner)
Initiate upload
(Title, description, tags, thumbnail, etc.)
Triggers 1
Pope Francis and Russian Orthodox Patriarch Kyril to meet
Adds to playlist
Calender event
Distribution Partner’s open playlist
+
Parsing
Analyse Available in Library
Create within group companies Collaborate across ownership group
SHOOT
INFORM’s Open Playlists
INFORM’s open playlist
Super Bowl starting 7th Feb’16 3
Confirm upload
Push to Distribution Partner/s, respond to request/s
Critical/Breaking news or events Paris attack
2
User input validation
Completely fills metadata
Su
gg
es
Performance Reports tio
nt
oD ist rib
uti
on
Par
Purge
tne
rs
Maximise Edit metadata Add to playlist (open or collabrative) Suggest video to Distribution Partner/s
EDIT
Build on a old news/story Sanders attacks Clinton's relationship with Henry Kissinger
4
Resumes
Request from Distribution Partners or INFORM
Partially fills metadata Cancels
Bridge project could dry up Niagara falls 5
Discover a new story/subject National parks celebrate 100 years
CREATION
System Validation
Status Information
NOTIFICATIONS
UPLOAD
MEDIA LIBRARY
ANALYSIS
MAXIMISE
GE HEALTHCARE
To establish single brand presence through integrated messaging and go as an unified experience at the product exhibits.
Product Information
Capture lead interest
PHASE I — One App per event
PHASE II — One app across all events
- Platform - iPad app for GE Sales representative/Customers - Firebase Events - GE Mission Healthier India - GE IRIA
Interaction Design
Team Strength
Analytics
1 Designer
1 Developer
Email data to GE marketing team
WEB PORTAL FOR GE ADMIN iPad APP FOR GE SALES REPRESENTATIVE BACKEND/FIREBASE
Web App Visual Design
iPad App
Advanced Analytics
OVERVIEW Workflow
Product Definition
1
2
3
Firebase Analytics - Customer Information
Provision to send Analytics over email
Firebase Analytics - Purchase Intent
Visuals
Visuals
EH EARTH
A platform for sales folks to find potential prospects, evaluate company ratings and get contact details to convert prospects into customers.
●
Multi Screen - Desktop, Responsive tablet, Responsive Mobile
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Data gathering, Product redefinition, User Experience Design
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Technical Architecture, Development and Quality Engineering
●
Managing multiple vendor and partner relations
Company of:
UX Process to build map based prospecting tool
Discovery ● ● ● ● ● ●
Stakeholder Interview Business Understanding Competitive Analysis Synthesis Brainstorming Creative Direction
Design ● ● ● ●
User Persona Feature listing Workflow Wireframes
Production ● ● ●
Visual Design Development Technical Testing
Support ● ● ● ● ●
Marketo Integration Google API BVD Services CMS Integration Quality Analysis and fixes
Building a map based prospecting tool Helping build a concrete business vision
Stakeholder Interview
Feature Listing
Detail Design
User Persona
Workflow
Visual Design
SAFEDRIVE
A Car Insurance Application which can evaluate the driver’s performance on a per-trip basis and compute the insurance premium with an integration to a distributed AI system.
●
Native iOS App
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User Experience Design — Filled gaps, clear interaction flows and visuals
●
Technical Architecture and Development
Key Challenge — Trip Detection
Challenges SOLUTION 1:
➔
Should the app track the preferred device (Bluetooth)
Advantages
➔
What if bluetooth is not enabled
➔
Identifies the right car
➔
Detection of car’s Bluetooth
➔
It’s foolproof
➔
Detecting whether driver is driving his/her own car
Challenges
Advantages
SOLUTION 2:
➔
Should the app track the motion of the phone (Core Motion)
➔
Finding the right parameters (Automotive motion activity).
➔
User takes public transport
➔
Elimination of fake trips
➔
No dependency on bluetooth connectivity
OTHER CHALLENGES
User is performing other activities — cycling, running...
User takes Public transport
● ●
Core Motion will be responsible for Start Trip detection
Accelerometer, Gyroscope detects the right activity to qualify for a trip (Automotive-High Experience)
What if bluetooth is not enabled
●
Automotive motion detected — Trip starts
●
Non-Automotive motion detected — Trip ends
Triggers Bluetooth — User accepts/declines a new trip
Car stops at the gas station, a signal or is halted in the traffic
No inputs(on alerts) or movement in window of 120 seconds leads to end trip
User ends the ride in middle of the trip by disabling Bluetooth
● ●
Certain activities can’t be monitored — User is at risk of not being insured Core Motion will detect the ongoing trip and push an alert
Multiple Drivers of the same car
●
Two accounts for the same insurance app
●
Maintaining privacy of trip destinations To be considered in next phase
Strategy - Innovation for automatic trip detection & computation
Trip Detection using device
Score Computation
Detection Method 1 - Bluetooth
Detection Method 2 - Motion
Trip detection using Classic Bluetooth, LTE, External Accessories
Location and Motion sensors of iOS devices
External Sources
TomTom for traffic data
A distributed AI system computes score; learns from user’s habits
Cost Computation
Google Reverse Geolocation services
VIN Detection
SafeDrive backend computes the cost based on the score and keeps the data for the user
Performance based car insurance Identifying Gaps
Wireframes
Visual Design
Creative Routes Unfold gradually Transparency/Layers
Visual Design
SMART EVALUATION
●
Defined product philosophy, naming, personas, scenarios, use cases & app positioning
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Defined information architecture, interaction design & visual language for iOS & android platform (In-house product)
●
Designed visuals for entire platform
Information Architecture
0 LEVEL
LOGIN
MAIN NAVIGATION
NOTIFICATION
YOUR TEAM STATUS
•
View list of members (Picture+Name)
LOGOUT
MY RECEIVED EVALUATION
View detailed competency ratings + comments
View my information - Picture, Name & Designation
•
Edit Information
•
Logout
View topic ratings received from manager
•
View evaluation status
•
Search for member
•
View topic ratings received from team
•
Filter ‘Priority vs. All’
•
View detailed competency ratings + comments
•
Filter to view ‘Month-wise ratings’
EVALUATE MEMBER PAGE
•
Evaluate the member under different competency
•
Add comment (Optional)
•
View past evaluation
•
View other manager’s past evaluation for team members
•
View team’s past evaluation
•
Pop-ups/Alerts
MY PROFILE •
•
•
DETAILED PAGE
NOTIFICATION
Wireframes
Android
iOS
Visual Design
SEQRITE
To create an enterprise brand from Quick Heal stable which is perceived differently than mother brand
➔
Brand Positioning for Quick Heal’s enterprise vertical
➔
Naming for Quick Heal's enterprise vertical
➔
Identity & Branding
➔
Responsive UX Design — Desktop, responsive mobile
Brand Creation
Brand Definition
Competitor Analysis
UX
Moodboard
Information Architecture
Attribute derivation
Wireframes
Symantec | Trend Micro | McAfee
Target Audience Primary T.G
System Integrators
Identity & Construction Secondary T.G
System Admin
Brand Positioning
Tertiary T.G
CEO/CTO
Marketing Collaterals
Caring through innovation Visual Design Naming
Brand Guidelines
Successfully implemented across all Platforms!
TYCO — AUDIT TRAIL
TYCO wanted to build a solution which is fast and easy way to realize if an unwanted change is done on the database.
➔
Built a responsive web app — an interface to simulate hacking and another one to track the hacking activities.
➔
Implementation to provide audit trail & comparison between data in blockchain and tradition db
➔
Built using blockchain technology at backend
Auditor
Hacker
TYCO — AUDIT TRAIL
Hacker’s interface
Auditor — Only gets to see the tampered data
Visual Design
Successfully implemented to test blockchain technology!
TYCO — ACCESS MANAGEMENT
TYCO wanted to build a Visitor Management platform which manages visitors’ access to secured facilities by using blockchain.
➔
Developed an iOS app for tablet(landscape) and phone(portrait).
➔
Built using blockchain technology at backend
TYCO Phase I — Profile Approval
TYCO Phase II — Door Access
General Facility
Approves Profile
Host
Employee/Manager host grants access Guest
Secured Facility
Guest Arrives
Approves Profile
Employee Host
Guest Manager Host
ibeacon
UNILEVER FAIR AND LOVELY FOUNDATION
FAIR AND LOVELY FOUNDATION Customer Engagement Platform
To bring an attitudinal change among 10 million women across Asia & Africa by year 2020 to become self-reliant before marriage (Video)
➔
Multi Screen - Desktop, Responsive Mobile, Native Android App
➔
User Research, Product creation, User Experience Design
➔
Technical Architecture, Development and Quality Engineering
➔
Managing multiple vendor and partner relations
Approach: DISCOVER TO BUILD
Protocol
Research Analysis
Research Participants
Concept Evaluation
Evaluation Debrief
Concept By Users
Wireframes
Design & Dev Responsive Web & Native Mobile
www.fairandlovelyfoundation.in
Dflux — Database and Research Platform
To create an unified database & research platform for multiple production teams in-house for domains like Nano, Pharmacovigilance, trials, drugs(drug research and development)…
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Conducted contextual interviews & Direct observation method
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Created artifacts to translate findings
●
Created Information architecture
●
Envisioned a content creation tool for Nano domain
●
Prototyped the tool
●
Defined interaction design
●
Collaborated with the UI developers
●
Conducted Usability Testing
UX Process to build a database and research tool
Iterate
Evaluate
Discover
Connect & Define
Design
Contextual Enquiries
Stakeholder +team colocation
Use Cases
Hi-fi mockups
Taskflow
Usability testing
Domain Immersion
Discuss research findings
Requirement Gathering
Scope Definition
Information Architecture
Analysis
Prioritisation
Lo-fi Mockups
Deliver
Overview
Quick concept sketches
Affinity Mapping Prototype
Analysis & Artefacts
Evaluation
Outcomes
To-be workflow
KANTAR ➔
The challenge was to get more users to use their legacy tools and improve the usability of the same
➔
Conducted user interviews.
➔
Conducted a detailed heuristic evaluation at individual screen level
➔
Provided design recommendation on the existing design.
➔
Provided a high level concept for the new system design.
Crimes POC Role
Visual Designer Description •
Designed Visual design screens for Crimes project
•
POC done for an iOS App
PROJECT YEAR: SEP 2014
Quick Heal — Fonetastic App Role
Visual Designer Description •
Visual and Animation design for Quick heal App (Consumer mobile Security domain)
•
Created artefacts for the app screens
•
Designed state transitions
PROJECT YEAR: OCT 2014
Transition
BATTERY
DATA
SECURITY
PRIVACY
STORAGE
SPEED
Successfully implemented and available on Google Playstore
Cbazaar Website Design Role
Visual Designer Description •
Branding and visual design for Cbazaar
www.cbazaar.com PROJECT YEAR: DEC 2014
Web and print Successfully implemented Locally and Globally across Web and Print Platforms!
Autowale Role
Visual Designer Description •
POC for visual design approaches for Autowale
PROJECT YEAR: DEC 2014
Pamper Me Role
UX Designer | Visual Designer Description •
Self initiated project.
•
Idea was to explore android guidelines.
•
Choose an existing application, visualised the flow and revamped the look.
PROJECT YEAR: Jun 2015
Jiffy Role
UX Designer | Visual Designer Description •
Self initiated project.
•
Create a to-do list app which is engaging and approaches the concept in a unique manner
PROJECT YEAR: Jun 2015
Workflow
0.Splash Screen
1. Register/Log in • •
Create Account Log in
Success Message
2. Landing Screen • • • • •
Select Date View To-Do list Remove a task Set a reminder Share task with people (Collaborate)
2b. Add List • • • •
Type a task Select task Remove a task Switch between date
3.Menu • •
Settings Rate us on play store
Wireframes
Visuals
THANK YOU