Make your life story Iternal
CLIENT
Iternal is a digital product built to help people
capture their most personal memories and share
them privately and securely with those they love.
THE BRIEF
• Gain more users to sign up
• Improving the on-boarding process
• Maximising the homepage conversion
• Improving the general UX of the platform.
TOOLS
MY ROLE
This was a collaborative project. We each conducted our own usability interviews, user testing and synthesized our results.
I took the lead on the organization of the interviews/user testing with existing Iternal users, research on competitors and understanding of prospective users.
I also led the digital prototyping process, by establishing the design system in Figma file for the team, and owning the development of the first digital iteration on Figma.
With my background in Design, I was comfortable translating concepts into mock-ups and prototypes, and I developed visual illustrations that were reflected the core brand values.
Figma
Miro
Ilustrator
Photoshop
ITERNAL INTEGRATE MOST OF
THE DESIGN WITHIN A WEEK!
I am blown away…you guys have fully understood what we are doing, who we want to talk to and what we want to achieve."
"Your designs are approachable, professional and friendly…with a clear rationale and a lot of attention to detail. Thank you, it’s incredible!
Paul Wiseall, Founder of Iternal
THE PROCESS
We used the Double Diamond process as guidance: explore and research, analyse findings and re-define the problem to develop and deliver a user-led and impactful design.
READ THE FULL CASE STUDIES ON MEDIUM!
1. Discover
2. Define
3. Develop
4. Deliver
Business Analysis, Competitive Analysis, 52 Screener Survey, 15 User Interviews, 5 Usability Testing
Feature Prioritisation, Design Studio with the
Client
Ideation and Usability Testing ( low-fi 5 user | mid-fi 7 user | hi-fi 10 user ), Rapid Prototyping and Accessibility
Visual Design, Style Guides, 20-minute Presentation
PROBLEM
Internal wanted to encourage more users to sign up and add the first memory. Many users found the onboarding process confusing and didn’t understand what steps were involved. This resulted in a lot of users leaving the page before completing the sign-up.
1
SOLUTION
We offered a step-by-step guide using a hand-holding approach which we explained through visual illustrations. We made the experience customized based on the user needs and defined features based on user research.
2
RESULT
Users understood easily what’s the product was offering and how it works. The guide throughout the journey helped the user to complete the first memory quicker and without feeling unsure. We had an increase of new users and new memories created by the same user.
3
DISCOVER
COMPETITIVE RESEARCH & ANALYSIS
We tackled the problem by conducting data analysis based on their Iternal’s KPI’s, identifying possible usability problems, Iternal’s competitors and talking to Iternal’s current users to get a general understanding of the industry.
HEURISTIC EVALUATION
USER ANALYTICS
This is a prognosis of what we hoped to achieve:
• A higher amount of people that signup
• Incentive people to upload more memories
Analizing the original website
• Overwhelming amount of sign-up buttons in the homepage
• Misguided content causing the benefit offered to be left out.
• User doesn’t understand why they are doing is creating the memory in create your first memory page
• The whole process has 5 steps which could be simplified
COMPETITOR ANALYSIS
• Clear explanations of the offering
• Step by step guide
Visual timelines are very popular :
• Relevant information without overwhelming the users
• An overview of the events and each information can be customised
USER RESEARCH
Based on behavior such as habits, life goals and general frustrations to make our findings more tangible we have created a persona family.
We believe that Iternal connect families and brings different generations together.
Using the interactive board, we wrote down each insight(such as observation) and user quotes, group them on the wall organically to identify trends and pattern.
SYNTHESIZE THE DATA -
AFFINITY MAP
PROBLEM STATEMENT
“Sarah needs a way to organize all her family stories and pictures securely in one place in order for all her family to access easily.”
“Because her family is very important for her and she wants to preserve her family traditions, stories and pictures.”
DEFINE
PERSONA & USER FLOW
We believe that Iternal connects families and bring different generations together. On that note, we decided to create a persona family that would target all three main generations.
We made this choice after receiving the feedback and completing our user interview research.
FAMILY PERSONA
For the purpose of this project we will focus on Sarah. She is 50, she works as a PA, lives in North London. She is married and has 2 teenage kids.
SARAH - MOM & DAUGHTER
GOALS
• Preserve the tradition of her family.
• Document her family stories and store all her photos.
FRUSTRATIONS
• Can't see her parents.
• Connecting her children with her parents.
• Storage of large amount of pictures.
Ronnie (14) with grandma Maggie (74) and him mum Sarah (50)
USER FLOW
To visualize the steps needed to achieve Sarah goals and provide a solution when using the new Iternal website. We focused on the happy path, an optimal journey user where everything runs the way it’s intended to run.
CUSTOMER JOURNEY MAP
Looking at the existing Iternal site, it was useful to walk through the journey as an existing user and understand any areas of friction.
Our user's pain points are in 2 key areas.
• The homepage
• The recording of your memory
DEVELOP
DESIGN STUDIO
We introduced the developing phase by explaining the objectives and procedure of the Design Studio in a short introductory presentation, warmed up with a “draw as many apples as possible” sketching session.
Then, we prepared a few “How Might We’s” based on Sarah’s experience.— questions that would help us develop solutions for her potential problems.
Meeting with Iternal team
HOW MIGHT WE
FEEDBACK FROM THE FOUNDER
We created a user flow to visualize the steps needed or screens viewed by the user when using the new Iternal website. We focused on the ‘happy path’ here to show Sarah steps to complete the task of on-boarding and creating her first memory.
“We loved it, it was such a cool session…we will be doing it again in the future”
— Paul, Iternal Co-Founder
1
How might we help Sarah document the past stories of her family?
How might we show to Sarah the value of keeping family content online?
2
3
How might we make it easier for the customer to create their first memory ?
How might we make sure all generations in Sarah's family have easy access to the family photo albums?
4
FEATURE ANALYSIS MATRIX & KEY FINDINGS
After two hours of sketching and critiques, we conducted a feature analysis axis and divided the features into those which are essential to implement and easy enough to implement immediately. The key outcomes from the design studio were:
INTUITIVE DASHBOARD: CLEAR AND EASY TO USE
CREATING FIRST
MEMORY: HAND
HOLDING PROCESS
ONBOARDING :
ENCAURAGING
USER SIGN-UP
HOMEPAGE :
STEP BY STEP ON HOW IT WORK
DELIVER
PROTOTYPING AND TESTING
PAPER PROTOTYPE
For the project, we tested the prototypes with current Iternal users and potential users from our interviews. We tested each iteration of the design and developed it according to the testing results.
We recorded each user’s actions and comments in Figma and the decision made to each version.
5 users tested
They felt frustrated, even manipulated into investing time inputting information and pictures and then being asked to sign up.
To see further iterations read the full case study on medium
MID-FI PROTOTYPE
7 users tested
We included a few onboarding screens between the homepage and the sign up page, with the memory creation only done after sign up, it was clear that these pages were redundant, as all the messaging just needed to be clearer on the homepage, and not repeated.
SOLUTION
CREATE YOUR MEMORY - PICTURE FIRST
The users wanted to organise their memories through pictures, and add comments to compliment them.
• We simplified and placed all the 5 steps into 1 by creating a prompt page (that helps to guide the user towards what the theme of the story could be)
• Clear icons and imagery to prompt
• Tailor-made icons
HOMEPAGE- CLARITY OF OFFERING
The on-boarding turned into “How it works” on the homepage
• Step-by-step guide not only help users understand the product, but also understand its value
• A visual explanation because users found was not enough information
• Custom made illustrations to a clear and easy understanding
DASHBOARD
The on-boarding turned into “How it works” on the homepage
• Timeline and message to the future visible to the user view
• Family tree — add a new feature (inspired by the design studio and extremely excited users who tested the mid-fi prototype)
• Combine invite friends and friends activity into one.
VISUAL DESIGN
To keep all our decisions organized we have created a design system. We used the Iternal’s branding colors and we distributed them according to the accessibility testings.
SUMMARY
Collaborating with my team on this project was fantastic! It was valuable to work together to design a solution which balances business needs and the user experience.
Iternal implemented changes to the homepage within a week, and plan to make the additional changes in the future. This was a fantastic outcome!
Check out! https://iternal.life/
READ THE FULL CASE STUDIES ON MEDIUM!
LEARNING