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TinyTales: Design Sprint https://images.squarespace-cdn.com/content/v1/600899e395751d00768d70e0/1618013316100-H6OWTCVKMJ7JTMB7CYMY/full+timeframe.png Product Design - TinyTales: Design Sprint https://images.squarespace-cdn.com/content/v1/600899e395751d00768d70e0/1617228534032-U2U61V8PRU3K72RD647Y/progress1.png Product Design - TinyTales: Design Sprint https://images.squarespace-cdn.com/content/v1/600899e395751d00768d70e0/1617224107673-1VHVFBJ3YEJXT9T4LZH3/Frame+1.png Product Design - TinyTales: Design Sprint - Observe Industry Leaders Users need a simple and responsive filtering interface, to sort and connect with a wide range of content I explored e-commerce leaders in books and kids media and focused on how they sort and organize content: PBS Kids, Amazon Books Search, Netflix Kids Mode, and Barnes and Noble Observations and insights “Sort by Age” comes first Explore how gamification can drive user engagement, especially with younger users in reading achievements https://images.squarespace-cdn.com/content/v1/600899e395751d00768d70e0/1616795595188-M7HFZM52JTG7B55E9ODD/Persona.png Product Design - TinyTales: Design Sprint - Establish User Persona User needs effective search and keyword filter takes precedence over other miscellaneous features Quality Time: Jane values story time with her children and tries to read with them up to 3 times a week Meaningful Topics: Jane recognizes the importance of early age reading, so she encourages her children to find topics they’re interested in https://images.squarespace-cdn.com/content/v1/600899e395751d00768d70e0/1617228692555-6UVFBDMC96Y9Z9WRQYV1/progress2.png Product Design - TinyTales: Design Sprint https://images.squarespace-cdn.com/content/v1/600899e395751d00768d70e0/1616098845699-MBXBU9GD77TL7ZZ6DIZC/file+%285%29.png Product Design - TinyTales: Design Sprint - Sketch Solutions Sketching 8 solutions in 8 minutes to think quickly and stay focused on critical features I selected Homepage as my critical screen and envision how my user would proceed with the search function in different scenarios: “No time today, what’s the quickest way to find what I’m looking for?” “I may have a specific topic in mind, what’s the most effective way to narrow down my search?” https://images.squarespace-cdn.com/content/v1/600899e395751d00768d70e0/1617228715923-I4CZ3HWVRK63UC9NQHQK/progress3.png Product Design - TinyTales: Design Sprint https://images.squarespace-cdn.com/content/v1/600899e395751d00768d70e0/1618013518698-WARUMFR541IEIQCA6J1P/Storyboard.png Product Design - TinyTales: Design Sprint https://images.squarespace-cdn.com/content/v1/600899e395751d00768d70e0/1617228777818-4I10VVTBXPAENWORK86K/progress4.png Product Design - TinyTales: Design Sprint https://images.squarespace-cdn.com/content/v1/600899e395751d00768d70e0/1617233214011-Y9AG7HEG7YXEN36OE1KY/homepage+highlight.png Product Design - TinyTales: Design Sprint - Homepage Screen Showcases featured contents from TinyTales to quickly capture user’s attention Highlights pre-sorted categories for those users who are short on time and needs easy access to known favorites “Sort by Age” needs to be most accessible for all users https://images.squarespace-cdn.com/content/v1/600899e395751d00768d70e0/1617234530574-H7VOM54IUPOYSB21ZK6M/filtering+highlight.png Product Design - TinyTales: Design Sprint - Search and Filter Screen Button designs are great for quick selections, but will users seek a more precise method when using advanced search? Sorting by category may be more useful for teens, is this helpful for my user with children, aged 4 and 6? How can I highlight book-length in the Product Detail screen, this information could be helpful for my “short-on-time user”? https://images.squarespace-cdn.com/content/v1/600899e395751d00768d70e0/1617233777529-BKJGE2W84OKIXHN35OX6/book+detail+highlight.png Product Design - TinyTales: Design Sprint - Book Detail Screen Easy access to the Search and Filter function remains our user’s top priority “Save to Booklist” lets user create their personalized book collection User values reviews and recommendation from other parents https://images.squarespace-cdn.com/content/v1/600899e395751d00768d70e0/1617228829401-0BWF13XMZTXVALVE2R51/progress5.png Product Design - TinyTales: Design Sprint https://images.squarespace-cdn.com/content/v1/600899e395751d00768d70e0/1616718256018-6BAM230BB88KHQIVEZY7/Filtering+before+and+after.png Product Design - TinyTales: Design Sprint https://images.squarespace-cdn.com/content/v1/600899e395751d00768d70e0/1615691934248-DOX6HDG77JAC78NWM9CJ/Filter+Accent.png Product Design - TinyTales: Design Sprint - Search and Filter features are good starts, but users are looking for more autonomy Optimize filtering by giving users access to remove and add more easily, it will allow users to update results without having to refresh the page or start over How would the interface adapt to simultaneously show results as users apply filters? https://images.squarespace-cdn.com/content/v1/600899e395751d00768d70e0/1615585752117-MVQMXG4KRAKFJMGGN9TM/Homepage+Accent.png Product Design - TinyTales: Design Sprint - Users prioritize sorting by age before accessing Filters Users show preferences for Sorting by Age in several incidences, express it’s a good starting point if they don’t have a specific topic in mind Update and sort book listing results below simultaneously as users select/deselect age group https://www.christinachiang.com/case-studies/voicevoice monthly 0.5 2021-04-09 https://images.squarespace-cdn.com/content/v1/600899e395751d00768d70e0/1618012701086-A3OELI8KJUNGB0FYZ5ZS/VV+CS+header.png Product Design - VoiceVoice Internship https://images.squarespace-cdn.com/content/v1/600899e395751d00768d70e0/1618011057795-5LOOZF161DF21VL1XHOS/Full+phases.png Product Design - VoiceVoice Internship Project methodology and process in sequential order from project scope, redesign, and user testing (L to R) https://images.squarespace-cdn.com/content/v1/600899e395751d00768d70e0/1618011292740-2GCBRLVKR6NRVROH6D5O/phase+1.png Product Design - VoiceVoice Internship https://images.squarespace-cdn.com/content/v1/600899e395751d00768d70e0/1616625909534-P6ZPD6C31QTWWWY22PPJ/Brainstorm.gif Product Design - VoiceVoice Internship - How Might We increase conversion by making the participant’s on-ramp experience welcoming? I led my design team through a remote brainstorming workshop to solve the problem statement. We prioritized our solutions to address the most common user frustrations based on survey feedbacks: Redesign homepage to improve Voicevoice’s initial brand impression Offer a more informative onboarding experience Create a welcoming platform experience https://images.squarespace-cdn.com/content/v1/600899e395751d00768d70e0/1616787292016-3UZ7FDZDUYYF9AEB6P1B/Persona.png Product Design - VoiceVoice Internship - Target persona values connection and clarity As a team, we studied feedback and organized findings into three categories by Affinity Mapping: goals, needs, and frustrations We emphasized our target persona as someone with a managerial title and purchasing power within the department, our team envisioned a successful redesign would greatly increase the chance of converting from a first-time trial user to a potential subscribed client https://images.squarespace-cdn.com/content/v1/600899e395751d00768d70e0/1618011316666-52AMSY6OWMET48M6WY28/phase+2.png Product Design - VoiceVoice Internship https://images.squarespace-cdn.com/content/v1/600899e395751d00768d70e0/1617325399922-65GSTXTYFDPTNF20QYF4/FAQ.png Product Design - VoiceVoice Internship https://images.squarespace-cdn.com/content/v1/600899e395751d00768d70e0/1617325445685-14C7PHO035TZBTGZBDWS/RSVP.png Product Design - VoiceVoice Internship https://images.squarespace-cdn.com/content/v1/600899e395751d00768d70e0/1617325430966-9TIOXELNID1N62SJ73LE/Conversation.png Product Design - VoiceVoice Internship https://images.squarespace-cdn.com/content/v1/600899e395751d00768d70e0/1616355048432-2KZZ7J5SQTP9LH3M4MFQ/Competitors.png Product Design - VoiceVoice Internship - Outdated homepage and platform flawed when compared to direct and indirect competitors Direct competitors with niche market breakout-focused video conferencing products: Wonder Toasty Indirect competitors setting leading video conferencing industry standards: Zoom Google Hangout https://images.squarespace-cdn.com/content/v1/600899e395751d00768d70e0/1617914216794-VC7KHNAJNEYXBTD2XSOV/Voicevoice+Video+Platform+Virtual+Lobby Product Design - VoiceVoice Internship - Virtual lobby prepares attendees for a host-less experience Increase guest engagement and event visibility to create a more welcoming atmosphere and help warm up the conversation Test webcam and microphone and adjust settings in the virtual lobby prior to the event starting time https://images.squarespace-cdn.com/content/v1/600899e395751d00768d70e0/1617839751109-G2ITBN9PA09C8FPZVQAG/VV-tutorial.gif Product Design - VoiceVoice Internship - Low-effort onboarding slides walk through video platform basics in 3 simple steps A minimal, low-commitment tutorial that instantly makes attendees feel more comfortable Guides participants through the platform without being intrusive to their conversation experience https://images.squarespace-cdn.com/content/v1/600899e395751d00768d70e0/1617820570636-F4FH8QK25CT88BK40U14/VV-video-platform.gif Product Design - VoiceVoice Internship - Reducing visual clutter to help attendees focus on group discussion Keep user functions to bare essentials and reduce irrelevant information Minimize user functions to only audio/video settings and discussion navigations https://images.squarespace-cdn.com/content/v1/600899e395751d00768d70e0/1618011383575-14WZJJYBSB7FZNDTZBNK/phase+3.png Product Design - VoiceVoice Internship https://images.squarespace-cdn.com/content/v1/600899e395751d00768d70e0/1616632454187-YZF5P7CC7RPGHJC4PWE7/Rubric.png Product Design - VoiceVoice Internship - Standardized rubric helped us grade video recordings with a numeric value Establishing a controlled numeric value helped us evaluate past conversation recordings objectively and set design direction for future iterations. We assessed the recordings on audio & video settings, group navigation preparedness, and host-less awareness. https://images.squarespace-cdn.com/content/v1/600899e395751d00768d70e0/1616193419136-38DDE0HAA95PCTHUDM9Z/Conversation+Grading.png Product Design - VoiceVoice Internship - The previous platform scored an average of 62% in User Task Success Rate Analyzed conversation recordings to identify problems and transform them into opportunities The goal for our redesigned platform is to see a 15% overall increase https://images.squarespace-cdn.com/content/v1/600899e395751d00768d70e0/1616193439218-HL5RNRMHFMTITSKA88B8/User+Testing.png Product Design - VoiceVoice Internship - Redesign exceeded expectation and showed a significant 21% increase Conducted five moderated usability tests with new users, using predetermined tasks Redesigned wireframes scored 83% Exceeded our original 15% increase goal https://www.christinachiang.com/case-studies/arroyo monthly 0.5 2021-04-09 https://images.squarespace-cdn.com/content/v1/600899e395751d00768d70e0/1618004126788-9FYBLTE1G4SAEHKJ8DOH/Arroyo+CS+header.png Product Design - Arroyo Bikes and Gears https://images.squarespace-cdn.com/content/v1/600899e395751d00768d70e0/1618010847771-A1M37PMSHKB67PCCXCGW/phase+1.png Product Design - Arroyo Bikes and Gears https://images.squarespace-cdn.com/content/v1/600899e395751d00768d70e0/1617669421297-8S22D2SXS8AYA1TIP7Q1/Results+4.png Product Design - Arroyo Bikes and Gears - Enhance product comparison tool Data shows most users open an average of 7 item pages, then abandon the site without moving any product into the shopping cart. The guiding hypothesis is that the user is unable to determine which product is best when comparing bicycle features. The comparison tool will be a big focus when it comes to user testing. https://images.squarespace-cdn.com/content/v1/600899e395751d00768d70e0/1617669221385-7GUVIJI9YJYHZENZDKMZ/Results+3.png Product Design - Arroyo Bikes and Gears - Must create a guest checkout Data shows 70% of the users abandon their cart at the account registration page. Rather than having users sign up for an account before checkout, I designed a guest checkout solution that allows users to bypass the signup flow. https://images.squarespace-cdn.com/content/v1/600899e395751d00768d70e0/1616545298620-H1I01XYZ5R6675AIEUEQ/Persona.png Product Design - Arroyo Bikes and Gears - User Persona Building on Arroyo’s core demographic of a high-income earning, millennial male, I used discovery phase research to identify “Jason“ as the target persona. High Achiever: action-oriented, his desire to purchase a bike is driven by a strong personal ambition to adapt to a new lifestyle. Analytical: he gathers information at length, rather than making an on-the-whim decision. Quality of Life: he treats the purchase as an investment because he values the positive impact it has on his well-being. https://images.squarespace-cdn.com/content/v1/600899e395751d00768d70e0/1618850079567-B98KS5ZX7JLBQ6DSNJT0/Storyboard.png Product Design - Arroyo Bikes and Gears https://images.squarespace-cdn.com/content/v1/600899e395751d00768d70e0/1617660959746-HLEYGQHL26756KY08HAP/User+Flow.png Product Design - Arroyo Bikes and Gears User flow from browsing, product comparison tool, cart creation, and checkout. https://images.squarespace-cdn.com/content/v1/600899e395751d00768d70e0/1618010875258-U38MH4FJMYOIUSDE8JLS/phase+2.png Product Design - Arroyo Bikes and Gears https://images.squarespace-cdn.com/content/v1/600899e395751d00768d70e0/1616434559221-BLN2OWO0ZI912JUDTEI4/LF+Wireframes.png Product Design - Arroyo Bikes and Gears Screens from L to R: Browse Product, Add to Comparison, Comparison Tool, and Before Checkout https://images.squarespace-cdn.com/content/v1/600899e395751d00768d70e0/1616435213942-DRLJYYLOGAQA5JX5SC2L/LF+User+Insights+1.png Product Design - Arroyo Bikes and Gears - User Testing Insights Users expressed frustration over navigational gestures while using Comparison Tool Confusion over horizontal and vertical scrolling to view more product listings and specs Category listing of bicycle parts on the left column needs additional context or supporting images Provide call-to-action for each product listing to purchase https://images.squarespace-cdn.com/content/v1/600899e395751d00768d70e0/1616435348422-YIDANHS5VJVRJFX168KD/LF+User+Insights+2.png Product Design - Arroyo Bikes and Gears - Guest Checkout needs to be more prominent, offer an incentive to register new accounts when possible Users still under the impression logging in is a prerequisite for checkout “Where can I Sign Up?” Guest Checkout should be the easiest route for a user to complete a transaction, so why not move it to a more prominent location? https://images.squarespace-cdn.com/content/v1/600899e395751d00768d70e0/1616544473291-4X1BSDQ2ANCDDC3O8KP7/HF+Wireframes.png Product Design - Arroyo Bikes and Gears Screens from L to R: Browse Product, Add to Comparison, Comparison Tool, and Before Checkout https://images.squarespace-cdn.com/content/v1/600899e395751d00768d70e0/1616705621632-0EZAVFCOU18WGM6DYE3X/iterations1.png Product Design - Arroyo Bikes and Gears Applied user testing insights to Comparison Tool screen iteration https://images.squarespace-cdn.com/content/v1/600899e395751d00768d70e0/1618850822991-OOMGAH4N3PL1C43TWQIX/iterations2.png Product Design - Arroyo Bikes and Gears Applied user testing insights to Before Checkout screen iteration https://images.squarespace-cdn.com/content/v1/600899e395751d00768d70e0/1618010900992-M6302N3C3HM0QFWA1RN1/phase+3.png Product Design - Arroyo Bikes and Gears https://images.squarespace-cdn.com/content/v1/600899e395751d00768d70e0/1617658147241-BECILHGROPBZWJ91UJHR/Results+1.png Product Design - Arroyo Bikes and Gears - Users show preferences for guest checkout Users find guest checkout approachable with low commitment to complete transactions. 80% of test participants selected guest checkout, 20% intrigued by incentive and opt-in for account sign up during testing. https://images.squarespace-cdn.com/content/v1/600899e395751d00768d70e0/1617658646331-ZSA4AGROG2JL5HIMD2TO/Results+2.png Product Design - Arroyo Bikes and Gears - Testing results much lower than PM data PM states “50% of users open an average of 7 item pages abandons cart”, yet my testing shows users are only comfortable with comparing up to 4 products at once. Users may start their research with more products at hand, but their goal is to narrow them down to the best result. My testing indicates 4 is the optimal number for product comparison.