Traveler is a travel concierge app for tourists visiting San Francisco, helping them discover exciting things to do during their trip. Our objective was to improve the Traveler mobile prototype by using evaluative research methods. We conducted remote and in-person user tests and modeled metrics to determine what changes needed to be made, ultimately redesigning the mobile interface.
User testing, Metric modelling
We conducted two rounds of testing. In the first round we ran five remote usability tests through usertesting.com. We requested video feedback from users, asking them to think out loud as they completed each task. We did two phases of testing, each with different demographics.
In the second round we interviewed four users in person. An important lesson we learned was to allow the user to struggle at times as they figured out how to accomplish a task. This gave us valuable feedback on what the real pain points were.
SYNTHESIS AND REDESIGN
We synthesized our observations into insights and then used the metrics below to categorize them. We were then able to put them into a 2x2 matrix, helping us prioritize which tasks to focus on first.
- HIGH - Blocks the user from achieving task
- MEDIUM - Creates a delay and increases frustration
- LOW - Does not affect task flow
- COSMETIC - Changes in visual design
- USABILITY - Changes in function
- POSITIVE FINDING - User specified liking this
- NEW FEATURE - User suggested this idea
- HIGH - Cannot be implemented by May 4th, 2017
- MEDIUM - Takes less than 4 hours
- LOW - Takes less than 20 mins
2x2 MATRIX MODELLING
KEY LEARNING #1
If you have more information than what can be comprehended on a single glance, a search option is absolutely necessary. Users appreciate the flexibility and control it brings.
KEY LEARNING #2
Information must always have meaning. Otherwise, it can make users feel annoyed at the lack of clarity or frustrated bytheir inability to understand the meaning.
KEY LEARNING #3
Defining your primary audience and focusing on their specific needs instead of designing for a general audience can help you create the secret sauce that makes your product truly memorable.
LEARNINGS AND NEXT STEPS
This project helped us understand how to explore user testing methods, and how to synthesize a large amount of user feedback into tangible changes that we could implement. We were pushed to be critical of our design decisions and have in-depth discussions about user feedback and what its implications could be. We challenged ourselves to trust our gut with design choices, and now know how to get quick and comprehensive feedback from users.