Our client was a work-based social platform that operates via website and mobile app. Its information architecture and content structure did not match the mental model of its users and the content distribution on the platform did not work.
The scope of the project was to develop a new consistent product architecture that engaged users in a helpful and meaningful way. The team at USEEDS° was made by a senior UX strategist, another UX designer and me as a UX/UI designer.
The client brought an extended user reasearch material that has been analysed and summerized by us in 6 main insights.
These 6 insights have been presented to the client’s team as main issues for the users. An ideation workshop followed to consolidate the knowledge and start thinking of new directions.
Here are the most relevant aspects of the process we adopted:
The idea was based on unlocking the platform’s potential via multiple networks: people close to me, my company, my profession, my location, the different networks for my professional life. The focus was a network of networks (NoN).
The presence of relevant content increases and so does the potential of new connections, job-chances, sources of knowledge.
The users have a better control on the reach of their actions and therefore more transparency and security is perceived.
With enhanced pertinence the possibility of interacting with an object or with the related actor in the network is much higher.
In addition the new information architecture gives the user mutiples entry points for interaction.
The platform becomes not only a service provider but an author and a mentor.
As a curator it promotes relevant content to the users and as an ecosystem manager it creates and manages auto-generated networks that are based on pertinence.
We translated the product’s model into a new information architecture by defining 4 different scenarios of use.
We produced an iterative concept and visual designs and then built clickable prototypes (mobile first approach, proof of concept for desktop) that we then tested with users.
The visual design, as the concept, aimed to:
Here the main aspects of the UI we tested:
Testing has been a key factor in validating our concept. To verify our assumptions we made:
The insights were evaluated and delivered to the client together with the concept.
The client demanded daily deliveries to check the progress. This took a lot of effort that we could have spent to improve the outcome. I personally learned to say no to constant but not effective exchange of work and yes to trust and to planned meaningful deliveries.
We also had an internal challenge: the senior concept designer had no real experience on mobile first approach. Wrong staffing costed us also time and effort.
The internal struggle was not clarified immediatly by the project owner and this also affected us in terms of efficiency an quality. I confirmed my belief that team conflicts must be faced and solved asap, not ignored.