DAYLI

UI/UX + Product Management 2017

dayli summary.png

GOAL

  • Understand the fundamentals of product management like market analysis, user research, user testing, product backlog management, competitive analysis, risk analysis, and more.

  • Create & manage the lifecycle of an existing or new product.

CONTEXT

  • For Product Management course (IEOR 186).

  • Worked on this project with a team of 5. Other team members specialized in business plan, marketing, and dev, while I was primarily responsible for branding and product design.

  • Tools Used: Jira, User Interviews, Usability Tests, Sketch, Invision, KeyNote.

FINAL DELIVERABLE

  • High fidelity prototype of life-style tracking app called dayli that collects user data to create recommendations and to sell to 3rd party enterprises.


PRELIMINARY IDEAS

We initially decided to create a pair of smart glasses, “foor eyes,” that translated both auditory and visual inputs to help tourists abroad.

This was after a bit of competitive and market research.

An example of what a user would see using foor eyes after receiving an auditory input in one language.

A sample scenario in which a user could use foor eyes: to communicate with a waiter in a foreign language.

After conducting a bit more research, we realized that the space was already pretty dominated by existing products (i.e. Google Glass, illy). Moreover, our initial target demographic (solo travelers and techies) was too broad.

View the full report on our initial research & designs for foor eyes here >

So we pivoted. We decided to stick in the lifestyle/travel industry. After thinking about what didn’t exist in the market and doing a bit of competitive research, we came up with the underlying idea for dayli: something that would help people track their daily routines for recreational and documentation purposes.

View the full report on our research for dayli here >

PERSONAS, MARKET RESEARCH, & USER NEEDS

We focused our initial research on 2 specific target groups: international students and empty nesters.

We conducted 2 rounds of interviews with 3 candidates in each target group to gather user needs.

Target demographics: International Students & Empty Nesters

We also considered market size (TAM, SAM, SOM) when looking at each of the target groups.

Market research, looking at TAM, SAM, SOM for each target demographic.

From this research, we came up with an experience that would allow users to:

  1. Track their daily activities

  2. View their content (i.e. photos, notes) holistically

  3. Be recommended new places to explore based on previous activity

LOW-FIDELITY DESIGNS

To begin the ideation phase, I started with extremely low-fidelity sketches, then transformed those into wireframes.

Initial sketches outlining user flow and key screens.

Sketches translated to medium-fidelity designs.

HIGH-FIDELITY DESIGNS

I added visual styling to create our final designs.

Final user flow with final screens.

Interact with the final high-fidelity prototype below!

USABILITY TEST INSIGHTS

After preparing a working prototype, we conducted 6 user interviews.

We asked about users’ daily routines, how they explored new places, and how they recorded life experiences.

  • All users used 2 or more apps to track their daily routines and experiences but felt none that they used was comprehensive in the way dayli was.

  • All candidates admitted to using Google as a top source in finding new places to explore, but felt it was a bit impersonal and difficult to use when exploring less known areas. Cumulatively, all interviewees shared a common desire to have an app that could track both life’s greatest and mundane moments which they could go back to at any given time.

Then we asked them to explore our app to see if user flows and UI decisions made sense.

  • It was unclear to users what the app required them to do on their end.

  • Many interviewees did not know what to expect from the “History” feature.

  • Many interviewees enjoyed the “Map” representation of their routine.

  • There were a few privacy concerns from empty nesters, but not students.

View the entire usability study report here >

IF I COULD DO THIS OVER AGAIN...

  1. I would place a higher emphasis on exploratory user research. While we did conduct market research, I learned that this was vastly different from user research and validating the product from a user needs perspective.

  2. I would have switched the order of conducting user research and creating higher-fidelity designs. I think the lower-fidelity designs could have been improved on their second iteration had we conducted usability tests between lower- and higher-fidelity designs. Again, because of the course curriculum, this was something my team and I did not have a say in.

KEY TAKEAWAYS

  1. Justifying the need for a new product both from a business and design perspective is HARD and requires thorough market and user research.

  2. No matter how many iterations of the product there are, it will never be perfect. There is ALWAYS room for improvement.

My lovely team during the class design showcase!

OTHER WORK: Cisco / BuildZoom / Starbutter