"Inbu is a revolutionary social network that challenges traditional norms by fostering deeper connections through daily questionnaires. Each day, users are prompted with three thought-provoking questions covering a range of subjects, allowing their network to gain insight into their beliefs and perspectives. This innovative approach to social networking prioritizes the individuality and personality of its users over physical appearance or material possessions, promoting meaningful connections and breaking away from conventional norms."
Project Overview
My role:
As a seasoned UX Researcher and Designer, I bring a wealth of experience to the design and development of the Inbu website.
I am responsible for driving the research analysis process, ensuring that user needs and insights inform the design, and delivering an exceptional user experience that meets business goals and user needs.
Project duration:
June 2022 to October 2022
The product:
Inbu is a cutting-edge social network that facilitates deeper interpersonal connections through daily questionnaires. Users are prompted with three thought-provoking questions each day, and their responses are securely stored for the purpose of sharing with their network. This innovative platform represents a unique approach to social networking, offering a new way for users to engage and get to know one another.
Responsibilities:
Conducting user research to gain a deep understanding of social network behavior
Developing research hypotheses and conducting interviews and tests
Analyzing results to identify patterns and correlations
Creating wireframes, both paper and digital, to map out user flows and interactions
Developing low and high-fidelity prototypes to visualize designs and test concepts
Conducting usability studies to evaluate design decisions and identify areas for improvement
Ensuring accessibility considerations are integrated into the design process
Iterating on designs based on user feedback and data analysis, ensuring responsive design across devices.
Understanding the user
User research
Personas
Problem statements
User journey maps
User research: summary
As a UX researcher, I conducted a study on user behavior on social networks. Through user interviews and empathy mapping, I gained a deeper understanding of the target user's needs and pain points. The analysis of usage statistics further strengthened my findings.
I discovered that many users primarily use social networks to consume content, with limited engagement in publishing their own content. However, they are highly active in sharing and commenting on others' posts. This trend has been growing and social networks are investing more resources to encourage users to publish. I recognized that the trend is shifting towards an interview-style approach, where users feel more comfortable expressing their opinions when prompted, rather than creating content that may expose them.
To validate design decisions, I conducted further usability studies and analyzed the results to ensure a positive user experience. By using a combination of qualitative and quantitative research methods, I was able to develop a solution that met the needs of the target users and provided a unique experience compared to traditional social networks.
PAIN POINTS
Post Strategy
The constant pressure to post on social networks, even when the user lacks content to share, can lead to an overwhelming user experience.
Personal Opinions
The current approach of social networks to prioritize visual content, such as photos and trending topics, often results in a devaluation of personal opinions.
Digital Position
The use of likes and followers as a metric for user value may lead to a negative self-perception for those with a lower count.
Contents
The emphasis on visually-driven content often overlooks the importance of emotions, feelings, and inner thoughts shared by users on social networks.
"Our research findings indicate that current social network platforms often impose pressure on users to continuously publish content, regardless of their availability or relevance. Additionally, these platforms often undervalue the personal opinions and thoughts of individual users, as the value is often determined by the number of likes and followers. This results in a decreased sense of self-worth and a disregard for emotional and psychological aspects."
personas
I developed three personas that represent potential target user segments for the market of the social network. The first segment prioritizes a platform for meaningful discussions, the second values a harassment-free environment, and the last one seeks a secure space.
These personas all expressed a shared desire for a platform where the emphasis is not placed on the number of likes or followers, but rather on the sharing of personal opinions.
I constructed a comprehensive user journey map of the experience of an archetype user "Sara", with the aim of identifying potential pain points and opportunities for improvement in the website's user experience.
USER JOURNEY MAP
PROBLEM STATEMENT
Many users of social networks dont respond to the action of publishing what they want, they respond much better to the question and answer mechanism, shy behavior, lack of creativity and the demarcation of a controversial topic, inhibit these users, in contrast It is usually the most active users to share publications.
Users X want a social network Y, which gives them the opportunity to just reply, without having to create the theme of the content and the coexistence center is not dictated by the number of likes or followers.
Starting the design
Sitemap
Paper wireframes
Digital wireframes
Low-fidelity prototype
Usability studies
site map
version 3.a
Texas, USA
I faced the challenge of developing a site map for a new social media platform, where the core concept was to engage users through daily interviews and facilitate seamless interaction to connect individuals with similar perspectives.
paper wireframes
To create wireframes that address the user pain points, I employed a user-centered design approach and began by sketching paper wireframes for each screen in the application, with a focus on optimizing navigation, browsing, and checkout flow.
Taking into consideration the varied device usage of Inbu's customers, I then progressed to develop designs for multiple screen sizes to ensure a seamless, fully responsive experience for users across all devices.
digital wireframes
Through user testing, I discovered the potential for a unique and differentiated user experience, which diverges from conventional social media platforms by prioritizing open discussion and fostering a focus on personal and community opinions.
The wireframe design aimed to create a distinct space where attention is directed towards personal and community opinions, instead of relying on commonly used metrics such as likes or followers.
User testing confirmed the prominence of the Question-Answer interaction as the primary action on the page.
Results from the testing also highlighted the importance of providing users with a comprehensive history of their interactions and discussions on the platform.
The testing further demonstrated the potential for connecting users with shared perspectives and interests, to create a more personalized and engaging experience.
Low Fidelity prototype
I created a low-fidelity prototype to establish the app's flow mechanism, which diverges from conventional social media. The prototype features a step-by-step sequence, starting with answering daily questions and progressing to accessing a user's opinion history. To enhance the user experience, I also incorporated a robust navigation bar to provide quick access to key sections of the app without requiring users to follow the suggested sequence.
Usability study
PARAMETERS
Study type:
Moderated usability study
Location:
United States, Remote
Participants:
10 participants
Length:
10-20 minutes
FINDINGS
Insufficient Understanding of Question Mechanisms
During the usability study, participants expressed confusion regarding the question-answering mechanism.
Inadequate User Representation in Gallery
Participants expressed a desire to view not only those who agreed with their opinions, but also those who held differing views
Desire for Improved Dashboards
Participants requested more comprehensive dashboards that would provide insights into the most frequently answered questions and allow for exploration of user opinions
Yearning for an Alternative to Like and Follower Systems
Participants indicated fatigue with traditional social media compensation systems and expressed a desire for a system in which all users are given equal value and importance
Refining the design
Mockups
High-fidelity prototype
Accessibility
mockups
Based on the insights from the usability study, I created updated wireframes for the checkout flow to address identified pain points. A key change was incorporating clear and prominent labeling for questions, as well as adding visual cues, such as arrows, to guide users through the various options and features within the interface.
before
The annotations in red reflect key updates that addressed pain points identified during the study.
after
To encourage user engagement, the screen was designed to not be overcrowded, allowing for a clean and intuitive scrolling experience.
before
A visually appealing dashboard was added to display the user's most commented opinions and highlight the topics they have given the most opinions on.
after
To meet the study participants' request for profile statistics while maintaining an informal tone, a unique and user-friendly profile box was designed.
ORIGINAL SCREEN SIZE
Screen size variations
prototype
Based on the insights gathered from the usability study, I created a high-fidelity prototype that incorporated modifications to the user flow as identified in the low-fidelity prototype. The changes were made in collaboration with my design team and the results of the usability study.
Accessibility considerations
1
Guiding Arrows: Guiding arrows were integrated into the main action flow of the website to provide a fun and non-intrusive way for users to find their way around.
2
Color Contrast: The use of contrasting colors was implemented to improve accessibility and visibility, with bold colors being substituted for basic colors commonly used on social networking sites.
3
Contextual Background Images: To reinforce questions and provide a clear understanding of the context, background images were used to help users understand the questions without influencing their opinion. The images serve to enhance comprehension of the questions
Going forward
Takeaways
Next steps
takeaways
IMPACT:
Our aim is to target an audience that desires to be heard, a generation that seeks genuine opinions on pressing matters and connects with others based on shared beliefs and values, rather than material possessions or pretense.
WHAT I LEARNED:
I have discovered that conventional social network rules limit organic connection opportunities. By eliminating photographs, videos, and trending reels, deeper engagement and interaction can be encouraged.
Streamline User Flow:
Conduct user testing on the established user flow to identify areas for improvement and streamline the process. Explore ways to simplify the process to reduce response time and improve the overall user experience.
NEXT STEPS
Data Segmentation:
Consider adding the ability to segment the results by demographic factors such as region, gender, age, etc. to gain deeper insight into user opinions and preferences. Perform a comparative representation study to determine the most significant global topics and develop relevant questions.
Question Development:
Conduct a comparative representation study to identify the most significant global topics and develop relevant questions. Ensure that the questions are well-structured and accurately represent the desired outcome.
