knewq
Post on 07-Aug-2015
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AGENDAKnewQ AnalysisCompetitive AnalysisUser ResearchPersonas
Prototype
User TestingMeasures of SuccessAnnotated Wireframes
SitemapNext Steps
No search options appear to be available with regards to “my knews” and “trending” making it difficult to find the content you want
Icons are not instantly recognizable. May require onboarding phase for users to recognize icons.No category filtering options
for trending
Unclear what a “clue” is
Critical Analysis Positive Analysis
Users will confuse this icon for SearchContrast in
button colorcommunicates
user location well
App uses popular navigation which will be familiar and easy for users
How do you add your like to the total?
Use of one color makes it look like it is one bar
Graphics are not clear to the user
Does not indicate where “Back” button goes to
Global navigation disappears
Unclear icon
Uncommon UI hierarchy. Profile image is too small
Only shows one badge. How does user access other badges?
Critical Analysis Positive Analysis
Search function in global navigation
Segmented control provides filtering system for home
feed
Profile access in global navigation
Main core functionalityunder each category
Profile access in global navigation
Main edit function displayed at top
Global menu icon. Offers access to
multiple functions
Create icon is simple and clear
VOICE JELLY QUIZ UP
HOME SCREEN
Segmented control provides filtering system for home
feed
Profile image/Level/Location
are key info in UI hierarchy
Profile access in global navigation
Core function high on UI hierarchy
Settings for Profileeasily located
Statistics are the main filters on profile page
Filtering system for activity feed
Key profile elements displayed
Adding friends/followers easily accessible
Adding friends/followers easily accessible
Main edit function displayed at top
Level/Achievement indication is clearly
communicated
PROFILE SCREEN
VOICE JELLY QUIZ UP
Constant feedback to
positively engage the
user
Achievement progress indicator
engages user
Reward indicator engages user to
keep playing
VOICE JELLY QUIZ UP
ACHIEVEMENTS SCREEN
Activity Feed includes achievements and activity, sorted by
most recent
Segmented navigation allows access to
different categories without leaving screen
Shows head-to-head activity between user
and friends
Global menu icon. Offers access to
multiple functions
VOICE JELLY QUIZ UP
ACTIVITY SCREEN
Surveys were sent out via personal channels, social network channels, and across the entire General Assembly network to attain interview subjects. The two main questions that were asked pertained to social media activity and gaming app behavior.
Interviewed 15 candidates on their social media and gaming behaviors. The purpose was to discover the motivations behind social media use. We also wanted to find out their thoughts on what makes apps engaging and what elements make them log back on.
SURVEY SCREENER
USER INTERVIEWS
“I can usually find friends on my profile”
“My knew is stuff I created right? Or is it who I’m following?”
“I would expect a plus sign to create something”
“Oh, looked like a search button”
“What happens if I want to challenge someone?”
Social media and mobile gaming were used as casual experiences to pass time.
Users scroll through quickly to find topics that interest them.
Users interest level in a mobile game revolves around the idea of playing and beating friends. This type of experience with friends tends to keep users engaged.
Users want to know where they stand, relative to others. Mostly with people they know
KEY TAKEAWAYS
Users like the idea of becoming an expert and feel a higher level of commitment to a game when the subject matter is something that they consider themselves knowledgeable in.
Direct competition, highest level of intimacy, which correlates to highest level of engagement.
Higher level of engagement generally occurs when notifications are constant.
Users liked the idea of a constant/daily influx of quests and/or challenges in a game to maintain engagement level.
KEY TAKEAWAYS
PROFILE
GENDER
AGE
LOCATION
OCCUPATION
Competitive
Social Butterfly
Female
28
New York
Payroll Manager
BIOGRAPHY
TECH
GOALS
FRUSTRATIONS
FEATURES NEEDED
Erin uses social media apps and games to cure the boredom during hercommute to work. She also uses social media to find out what her friends areup to. She usually posts photos and comments on a casual basis. She likesinstant access to topics that she’s interested in.
She possesses a perfectionist mentality and usually tries to finish daily questswhen she plays games. She likes to see that she’s ahead of her friends in games.
iPhone, Macbook Pro, iPad
• Able to view friends’ activity• See where she stands in relation to her friends• Likes rewards & incentives
• Wants to not be bored during commute• See her friends’ activity at a glance• Stay in touch with her friends via social media• Wants games that you can pick up and put down
• Doesn’t like games where she has to wait for response from friends• Dislikes social media contributions that lack value• Dislikes not obtaining achievements in games
ERIN
I like being the best among my friends.”
GAMER LEVEL: Intermdiate SOCIAL MEDIA LEVEL: High
PROFILE
GENDER
AGE
LOCATION
OCCUPATION
Hardcore Gamer
Male
22
New Jersey
Intern
BIOGRAPHY
TECH
GOALS
FRUSTRATIONS
FEATURES NEEDED
Aaron is a 22 year old college graduate currently interning at a large accounting firm in New York. He loves playing games as both an escape from his everyday life and an outlet for his competitiveness. He strives for perfection when playing in depth and console games. He likes to repeats levels over and over and studies patterns over time until he can perfect the level. Aaron likes competing against friends in order to achieve his highest potential.
Iphone 6, Cybertron PC, PS4, XBOX One
• Gain maximum achievement in games.• A way to easily compete with friends and be communicative with them.• A way to filter content to only topics that interest him.
• Needs social media content to be curated to his interests• Self-improvement through competition• Needs his intelligence and wit to be validated through social media
• Oversaturation of content on social media that doesn’t interest him• Lack of feedback when advancing in games• Poorly designed leveling/achievement strategy
GAMER LEVEL: Expert SOCIAL MEDIA LEVEL: Moderate
DAVID
“Competition breeds excellence.”
PROFILE
GENDER
AGE
LOCATION
OCCUPATION
Social Gamer
Male
24
Los Angeles
Marketing Specialist
BIOGRAPHY
TECH
GOALS
FRUSTRATIONS
FEATURES NEEDED
Derek is active on social media in both his professional and social life andenjoys keeping up with his friends on Facebook and Instagram. He uses Twitter as a marketing tool, education tool and a domain to share thoughts with others regarding topics that interest him. In addition, he grew up playing video games and enjoys playing with his friends online and on his phone in order to get away from his daily grind. He needs motivation from others to become fully immersed in a game these days because of his schedule, but once engaged, he likes to be the center of attention and often mercilessly trash talks his friends via live chats, private messages etc. to get into their heads.
Iphone 5, Macbook Pro, XBOX 360
• A way to send messages his friends within a game infrastructure and switch privacy settings.
• Achievement incentives to keep himself immersed in a game.
• Level of gaming engagement determined by outreach from friends• Consistently updating and checking on his social media networks• Uses gaming as a social activity and escape from daily life
• Lack of feedback from a game• Lack of ability to play games with friends and trash-talk each other• Lack of in-game customization features
GAMER LEVEL: Moderate SOCIAL MEDIA LEVEL: High
DEREK
“When I have the time, I like to game with my friends and remind them who’s boss”
USER FLOW - CHALLENGE BY FRIEND
Trending Page Challenge friendscreen
Category TrendingPage
Friend ProfilePage
(with sent systemfeedback)
Select category
Tap “Challenge
_______”
TapChallenge
Button
Default Search Page
PeopleSearch Page
Friend Profile Page
Select People Filter
Select Friend
SelectSearchButton
USER FLOW - CHALLENGE BY POST
BEFORE
AFTER
Trending Page
Trending Page
Expand KnewQ page
Challenge friendslist page
Challenge friendslist page
Trending page(with system
feedback)
TapChallenge
Friends
Selectfriends
Selectfriends Tap Done
Tap Done
Answer KnewQ post
TapChallenge
Button
USER FLOW - SORT KNEWQ BY INTEREST
Trending Page Search page Category TrendingPage
Friend ProfilePage
(with sent systemfeedback)
Select Desired category
Scroll throughcontent
Select search option
(global nav)
Select yes/nofor predictions
USER FLOW - COMMENT
BEFORE
AFTER
Trending Page
Trending Page
Expand KnewQ page
ExpandedKnewQ page
Expanded KnewQ page
(with keyboard)
Expanded KnewQ page
(with keyboard)
Expanded KnewQ page
(with updated content)
Expanded KnewQ page
(with updated content)
TapText Field
Tap Write a
comment
Type comment
Type comment
Tap Post
Tap Post
Answer KnewQ post
TapComment Icon
on KnewQ post
USER FLOW - VIEW YOUR STATS
KnewQ Home/Trending Page
My ProfileScreen
View Knews AskedScreen
View Knews Answered screen
My ProfileScreen
My ProfileScreen
My ProfileScreen
View Over Recordscreen
View Stats Subsection
(Default in segmented
control)
SelectKnews Asked
Button
SelectBack arrow
SelectBack arrow
SelectBack arrow
SelectKnews Answered
Button
SelectOverall Record
Button
Select Profile
Optional further inspectionMain task
USER FLOW - VIEW FOLLOWER STATS
KnewQ Home/Trending Page
My ProfileScreen
Friend Profilescreen
My FriendsScreen
My Profile screen
My Profile screen
View Knews Askedscreen
View Overall Record
screen
My ProfileScreen
SelectFriends
SelectKnewsAskedbutton
SelectKnews
Answeredbutton
SelectOverall Record
button
SelectBack arrow
SelectBack arrow
SelectBack arrow
Select Profile
View Stats Subsection
(Default in segmented
control)
Optional further inspectionMain task
TRENDS12 TEST SUBJECTS
TREND 18 OF 12 TEST SUBJECTSUSERS VISIT “ME” PAGE TO FIND THEIR FRIENDSHowever, none of the participants knew
definitively where to go
Attributed choice to process of elimination
“Is it under notifications?” – Melissa
“I can usually find friends on my profile” Jesse
TREND 2ALL 12 TEST SUBJECTS SHOWED CONFUSIONCONFUSION REGARDING “MY KNEWS” PAGEUsers didn’t understand icons on page
Didn’t know if it was what they have created or
voted on or if it was what their friends were doing
Overlap between my knews and profile page
“Why is my knew logo a hamburger button, it makes
me think there are more options or something” –
Margarat
“My knew is stuff I created right? Or is it who I’m fol-
lowing?” - Samira
“What is a knew?” –everyone
“It’s what my friends are polling on, right?” – Justin
TREND 38 OF 12 TEST SUBJECTSDIDN’T KNOW HOW TO CREATE KNEWIcon was unfamiliar for most users
Many believed it was a magnifying glass, alluding
to search function
“I would expect a plus sign to create something”
– Nadeja
“Oh, looked like a search button” – Lexi
TREND 48 OF 12 TEST SUBJECTSCONFUSION OVER BADGESUpon clicking badge didn’t expect to see
expanded list of badges
Most expected to see list of others who possess
that skill
“Why is that icon there? Why is it so big?” - Stephen
TRENDS12 TEST SUBJECTS
TREND 510 OF 12 TEST SUBJECTSDIDN’T KNOW WHAT THE NOTIFICATIONS PAGE WOULD HOLDUnderstood icon
Didn’t know what content would be on page
“I think that it can be tucked away” – Justin
“I guess it’s my prior behavior” – Andrew
“Are notifications for me or my friends?” – Lexi
TREND 63 SUBJECTS BROUGHT THIS UP UNPROMPTEDHOW TO CHALLENGE FRIENDSUsers understood it was a social app but couldn’t
find the social aspects
Users wanted to challenge friends when creating
a knew
“Can I send it to my friends?” –Melissa
“What happens if I want to challenge someone” -
Sean
TRENDS12 TEST SUBJECTS
MEASURE OF SUCCESSChallenge a friend and send challenge. Create a Knew and post it.Find a topic that interests you. Look at your Knews.Find a friend and look at his stats.
INITIAL
CHALLENGE A FRIEND AND SEND CHALLENGE 20 TEST SUBJECTS
NEW
:01-:30 (1)
:31-:60 (7)
1:01-1:30 (7)
1:31-2:00 (2)
2:01-2:30 (1)
2:31-3:00 (1)
:01-:30 (20)
:31-:60 (0)
1:01-1:30 (0)
1:31-2:00 (0)
2:01-2:30 (0)
2:31-3:00 (0)
INITIAL NEW
:01-:20 (6)
:21-:40 (4)
:41-:60 (6)
1:01-1:20 (3)
1:21-1:40 (1)
:01-:20 (17)
:21-:40 (2)
:41-:60 (1)
1:01-1:20 (0)
1:21-1:40 (0)
CREATE KNEW20 TEST SUBJECTS
INITIAL NEW
:01-:30 (2)
:31-:60 (0)
1:01-1:30 (3)
1:31-2:00(4)
Did Not Find (11)
:01-:30 (20)
:31-:60 (0)
1:01-1:30 (0)
1:31-2:00(0)
Did Not Find (0)
FIND A TOPIC20 TEST SUBJECTS
INITIAL NEW
LOOK AT POSTS YOU HAVE VOTED ON20 TEST SUBJECTS
:01-:05 (2)
:06-:10 (9)
:11-:15 (5)
:16-:20 (3)
:21-:25 (0)
:26-:30 (0z)
:01-:05 (3)
:06-:10 (10)
:11-:15 (3)
:16-:20 (2)
:21-:25 (0)
:26-:30 (2)
INITIAL NEW
FIND A FRIEND AND LOOK AT HIS/HER STATS20 TEST SUBJECTS
:01-:12 (12)
:13-:24 (4)
:25-:36 (3)
:37-:48 (0)
:49-:60(1)
:01-:12 (10)
:13-:24 (6)
:25-:36 (1)
:37-:48 (3)
:49-:60(0)
BEING ABLE TO “CHALLENGE A FRIEND” WAS IDENTIFIED AS A MUST HAVE FEATURE FOR OUR PERSONS SO WE DECIDED TO TEST HOW WELL USERS COULD ACCOMPLISH THIS TASK ON THE TRENDING PAGE, ULTIMATELY IMPROVING THIS PROCESS FOR THE USER.
ORIGINAL
Most users took over a minuteUsers expressed desire to find a friend and then challenge them
1.2
1.1
Added challenge button so users didn’t have to answer question beforehandAdded search functionality
1.1
1.2
1st ITERATION 2nd ITERATION 3rd ITERATION
2.12.2
Made challenge button more prominent as users could not find it Re-sized image because users expressed liking of pictures
Modified challenge button to communicate who the user is challengeText placement and image to make better use of space, and address users desire for scroll ability
2.1
2.2
3.1
3.2
3.1
3.2
Carrier 4:00 PM 100%
Create KnewQ
Add Categories
Add end-time
Add Picture
Add Related Link
Cancel Send
TIP Ask a specific yes/no question, like “Will the Yankees win the game tonight?”
Send Post to: Public
BEING ABLE TO “CREATE A KNEW” WAS IDENTIFIED AS A MUST HAVE FEATURE BASED ON USER INTERVIEWS. PEOPLE WANT TO KNOW WHAT THEIR FRIENDS AND EVEN THE GENERAL PUBLIC THINK.
ORIGINAL 1st ITERATION 2nd ITERATION 3rd ITERATION
During testing, users were unable to identify KnewQ logo - many thought it was a search optionUsers confused about “previous/next” functionUsers showed confusions as to why location would be necessary to postAdditionally, no user expressed a desire for location services integration
Modified Q button to “+” button as it is more intuitive for usersUsers expressed desire to send challenges directly to friends
Used text+icons to better communicate optionsFurther developed “Send To” option to allow for global posts as well as private/group messaging
Used text+icons to better communicate optionsFurther developed “Send To” option to allow for global posts as well as private/group messaging
0.1
0.20.3
0.3
1.1
1.2
2.1
2.2
3.1
0.1
0.2
0.3
Carrier 4:00 PM 100%
Create KnewQ Done
TIP Ask a specific yes/no question, like “Will the Yankees win the game tonight?”
Send to…
Set End Time Add Categories
Activity ProfileCreateSearch Leaders+1.1
1.2
2.2
2.1
3.1
IT WAS IDENTIFIED THAT SOME USERS ARE MORE FOCUSED ON CONTENT WHILE OTHERS ARE MORE CONCERNED WITH SOCIAL ASPECTS. IN BOTH CASES, USERS HAD A DIFFICULT TIME FINDING WHAT THEY WANT. AS A RESULT, WE ARE PROPOSING ADDING A SEARCH FUNCTION.
ORIGINAL 1st ITERATION 2nd ITERATION
Previously users had to visit a profile page to view the categoriesTo find friends users had a connect optionOn connect page, users expressed confusion over who/how people were being shown
A search function would allow for users to find whatever content they desire as well locate other usersAll of our research (testing, interviewing and competitive analysis) indicated that users expected this feature
Users were confused as to what was on friends tabUsers expressed desire to find people that are creating interesting contentAdditionally, users wanted to know quickly how credible these individuals wereThis was indicated through user level and number of followers
0.1
0.20.3
1.1
1.1
2.1
2.2
2.3
2.4
0.1
0.2
0.3
1.1
1.1
2.1
2.2 2.3
USER PROFILE THROUGH RESEARCH AND TESTING WE FOUND THAT USERS WERE CONFUSED BY BADGES AND WANTED A QUICK VIEW AT HOW GOOD/BAD ONE WAS AT PREDICTIONS. TESTING ALSO SHOWED THAT USERS INTUITIVELY KNEW THAT THEY COULD ACCESS THEIR HISTORY AND THEIR FRIEND GROUPS THROUGH THEIR OWN PROFILE.
1st ITERATION 2nd ITERATION
The majority of test subjects knew they could find previous posts and friends through the profile screenIntuitively users expected some of these elements on the profile page (badges, high level view of skill level/interests, history)
Many users expressed desire to send/receive privateKnewQs. As a result a personal inbox was added to user profileUsers expressed desire to see what friends are doing as well as how they perform in those cate-gories
1.1
1.2
2.1
2.2
1.1
1.2
ORIGINAL
Users did not understand the graphs in any of our testsUsers were confused by the hierarchy and did not know what the badge was, or if it was clickable
0.1
0.2
0.10.2
2.1
2.2
1.1 Lack of Search functionality1.2 Can’t view social network1.3 Lack of category filters
AREAS OF NEED
Beginning Path
Page Filters
Table of Contents
My Knews
Me (profile)
Notifications
Create Q
SettingsIndividual
Post
Trending
Navigation
Stats
Knews
1.1
1.2
1.3
1.3
SITEMAP - BEFORE
SITEMAP - AFTER
Asked
AnsweredStats
Popular
NewIndividual
Post
People
CategoryActivity PageCategory
Friends List
Search
Me (profile)
Create
Leader board
Activity
Navigation
Recent
Inbox
Search
Default Path
Page Filters
Table of Contents
ICONOGRAPHY TEST12 TEST SUBJECTSCLARITY OF CONCEPT/TOPIC:
42%Clarity
8%Clarity
33%Clarity
0%Clarity
0%Clarity
17%Clarity
92%Clarity
92%Clarity
0%Clarity
50%Clarity
0%Clarity
100%Clarity
ICONOGRAPHY RECOMMENDATIONS
Focus on the clarity of the concept that you are trying to represent and how easy it could be represented in icon form before focusing on design and aesthetics.
Make sure the copy for achievements is easily understood. Certain icons couldn’t be properly tested because of a lack of understanding of the copy’s meaning (Tagtail, Jynx etc.)
In the trophy room, perhaps draw a clear distinction between achievements for topics and overall game achievements. Despite explaining this differention before the test, sometimes users did not make the distinction between the two.
GAMIFICATION CONCEPTS
Successful gamification revolves around the understanding of user needs at every stage of their journey. According to Gartner research, 80% of gamified apps fail for not understanding this distinction.
User needs and attitudes change over time based upon their progress. Adjusting the dynamics of game mechanics and achievement should be reflected in the badges/levels that a user unlocks on their journey. These achievements should serve as tools to directly correlate to the engagement retention rate of users (ex. frequency of achievement retention depending state of progress.)
http://ecis2014.eu/E-poster/files/0584-file1.pdf http://www.gartner.com/newsroom/id/2251015
GAMIFICATION FEEDBACK
Consistent user feedback is an essential piece of gamification in regards to user engagement and is also essential in creating quality users through positive reinforcement, motivating tactics and system clarification.
User feedback regarding progress, on boarding, achievements etc. should be consistent through the user’s journey.
While the playfulness of the copy can be consistent with KnewQ’s branding, keep in mind that the interpretation of feedback will vary due to diversity of users (based upon user analysis by the University of Negav).
Image by Joshua Porter, UX director at Hubspot
http://ecis2014.eu/E-poster/files/0584-file1.pdf http://www.gartner.com/newsroom/id/2251015
Don’t lock users into signing up instantly. Let them explore KnewQ and only ask for sign up once a user tries to engage in a specific ac-tion tied to a user profile (ex. creating a ‘knew”.)
To retain users, XP points should be designed to new users liberally and have the system of points narrow as a user becomes more experienced (similar to Fibonacci sequence like you mentioned for leveling). Assigning new users XP points when during on boarding has been proven by Gartner as an effective means to kickstart user engagement/retention.
On the Leaderboard, all users should be taken account for. Besides displaying just the top predictors, also recognizing the top creators of “Knews” would assist in retaining user engagement because it would reward a different set of users for their activity.
GAMIFICATION RECOMMENDATIONS
Inserting the leaderboard into the tab bar serves as an essential piece of the gamification infrastructure of KnewQ. One of the major takeaways from user interviews is to have users be able to see where they stand compared to others, particularly their friends. Implementing the Leaderboard into the tab bar will allow users to engage in these behaviors instantly and let it serve as a central hub for user feedback and P2P progress indications.
User research in gamification by SIGCHI, the leading organization for the study of HCI (Human-Computer Interaction), concluded that leaderboards improve user motivations for engagement based upon frequency (progress feedback) and Behavioral Reinforcement (reinforcing the continuation of gaming habits).
LEADERBOARD
http://dl.acm.org/citation.cfm?id=2468559
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