ReWork App Prototype | Week 4
Week Overview:
User Interviews were initiated and two surveys were crafted and delivered to potential users. Utilizing Market Research, User Interview data, User Survey data, and contextual inquiry data, a fresh problem and vision statement were crafted. User Models development continued with user personas evolving into Primary, Secondary, and Tertiary personas based on user research. Based on fresh user data and new competitor resources, the product site map was revised. Card Sorting techniques were included in the User Interviews.
+ Survey 1
// Survey #1 //
The first survey questions were developed to reinforce previous market research and to develop a better understanding of the target users and their mindsets/motivations. The survey also implemented a few A/B aesthetic options for users to choose from, providing a foundation for app functionality and aesthetics.
In summary, the survey revealed that most target users prefer image-based content and prefer to do their shopping online. The survey also indicated that users would like to see a “Wishlist” feature within the app, as well as a customizable user account. The conclusion can be drawn that users do not envision using this app only one time, but will instead desire a responsive and customizable experience.
The data results of this survey can be found here: Survey #1 | Spreadsheet
+ Survey 2
The second survey was aimed at further developing user models and collecting contextual data. Participants were asked a series of questions regarding their motives, emotions, weekly activities, favorite apps, etc.
This survey helped to divide users into two key categories: users who are influenced by creativity and style, and users who are influenced by practicality and personal comfort.
The survey indicated that many younger participants, between the ages of 18-19, are heavily influenced by style and aesthetic, while older users are more likely to be driven by comfort and practicality. On average, these users work between 15-30 hours a week.
This survey also indicated that younger participants are more involved with social media apps, while older participants are more involved with professional, self-driven applications.
The survey also yielded that nearly 66% of participants consider themselves to be introverted, which may inform the social-interactive elements of the ReWork app.
The data results of this survey can be found here: Survey #2 | Spreadsheet
+ User Interview 1 | Tia Tuyet
Overview:
Tia Tuyet
3D Animation Major at the University of Colorado - Denver
Age: 21
Full time student
This interview reinforced the market need for ReWork, as the interviewee cited cost as a frequent concern when purchasing art supplies. The interviewee also indicated an appeal to altruism, noting that she would rather support smaller businesses than large corporations such as Amazon. Furthermore, the interviewee indicated quality assurance as one of her key points of concern. Photo evidence will help to prevent this issue. The interview yielded that a “reservation” feature would be beneficial to sellers, and that a “negotiation” capability will be beneficial for all users.
The interview also revealed a similar “thrift store” app called Depop, a London-based product whose services parallel those of ReWork with the key differentiator that Depop operates within the fashion world. The service allows users to buy and sell clothes, from one another, filtering options based on location, style, and cost. The app satisfies the Visual Design needs that I have established in User Surveys, and follows a layout similar to that of Instagram. These correlations with service and age group indicate that Depop will be a beneficial point of reference for further ReWork iterations.
User Surveys and Interviews eliminated my previous hypothesis that eBay will be a chief competitor for ReWork due to its availability of products. All surveys indicated that users are likely to approach Amazon and local stores over eBay. Furthermore, interviews eliminated craft stores like Hobby Lobby as a serious competitor, as most interviewees sited Guiry’s and Meininger’s to be their stores of choice. Consequently, I will be re-orienting future research to more closely align with the features of Amazon and Guiry’s.
Contextual Inquiries also revealed that most students are likely to browse for items while at school, but will most commonly wait until they get home to buy items. This correlates to Interview/Survey findings that Users are greatly in favor of a prominent “Wishlist” feature.
Weekly Goals:
Contextual Inquiry Outcomes & Analysis (due October 16)
Interactive Design Requirements (due October 16)
Design Production Schedule (due October 16)
User Models (Personas) & Usage Models (due October 16)
Weekly Outcomes:
Contextual Inquiry Outcomes
Subject was Conor McDonald, 26 years old, an illustration student at RMCAD. The user interacted with three apps: Amazon, eBay, and depop, performing the three aforementioned main tasks on each app. All screen interactions were recorded. Screen Recordings can be found here:
Amazon - Wishlist Process
The process revealed that, out of the three apps that the subject interacted with, eBay was the most generally intuitive, though it is not the app he most commonly uses (Amazon).
In the “buying” process, the subject indicated that eBay and depop provided a more intuitive and informative list of items, noting that Amazon’s products took up more screen space and required more scrolling. The viewer noted that depop had the most intuitive “buying” process, but eBay had a more intuitive “selling” process; rational being that eBay listed selling under a main interface tab literally labeled “sell”, whereas depop’s selling option was listed beneath a simple camera icon, with no label whatsoever. Amazon does not have a free individual selling option.
The “wishlist process” proved to be most challenging in the depop app, as the app offers multiple functions of “saving” an item (users can both bookmark an item and “like” it). The interviewee found this feature unintuitive and noted that they would prefer to have just one wishlist function.
Interviewee noted that the gallery layout and immediate shopping cart icon of depop made the “buying” process significantly easier.
A fresh user model was revised for the primary persona, the “workaholic” persona, described with the profile of Jordan Altergott in previous weeks. A user narrative and context scenario were developed for this persona, based on the travel styles and work schedule of target audience members including survey participants and Interview Participants (Tia Tuyet).