The Problem
Startup App - Community based (B2C)
Background and Challenges
Unskilled labor and Small, Medium, and Micro Enterprises (SMMEs) make up two-thirds of the South African labor market. They usually struggle to gain fair access to the marketplace, due to a lack of trust that is caused by several factors. One is a lack of education and also not having a digital presence.
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SMMEs and unskilled laborers don’t have time to market themselves and this is where Konektd comes in to help solve these key issues.
From a customer perspective, local customers within the area would prefer to use these services and businesses around them if given the chance, but lack access to them in terms of verification and direct communication.
Ux Research
Understanding the product at hand
App Audit - Heuristic & NPCI Analysis
A User Interface is made up of 4 systems: Navigation, Presentation, Content, and Interaction (NPCI). The Presentation System pulls the users in, while the Navigation and Content systems allow the user to find the ‘value or reason’ for which they are using the UI and Interaction system. The actual presentation system helps the user to get what they came for.
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Heuristic analysis is used to identify a product’s common usability issues. It's a rule of thumb and doesn’t solve every usability issue experienced by a product, however, it's an effective starting point to detect simple usability issues.
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Customer Profile and Value Map
The customer profile determines the goals of your customer base, as well as the pains and goals associated with trying to achieve those goals. The value map contextualizes how your product offerings intend to solve those particular goals, pains, and gains of the customer.
This exercise is best conducted through a workshop with the relevant stakeholders to better diagnose how the product offerings of a business idea or actual product align with customer needs and goals.
User Personas
We created a total of 3 user persona’s based on the current user base and prospective users that would most likely engage with the app. The current persona best represents the primary user Konektd would like to target from a customer perspective.
User Flows
The user flow allows a designer to visualize how they would enter the site/app and then fulfill a purchase to ultimately become a customer. Konektd's user flows needed to be simplified for ease of use and navigation.
User Testing - Mental Model Themes
We utilized a guerrilla testing approach and tested a total of 7 users for about 20 minutes each. Users were incentivized to participate in our study with a Starbucks voucher. The first 10 mins were mental model questions to better understand how users perceived the problem with the remainder of the time utilised to test the app in production. These were the overall themes that emerged.
User Testing - As-is Screens
Users provided us with valuable insights as to how they understand the page and what they would expect next. The insights were presented in a user testing document in the form of observations, quotes, and actionable recommendations.
The Results (Outcomes)
Redesigned Structure and U.i
We had to redesign the structure or Information Architecture (I.A) for improved navigation and findability within the app. We also simplified the existing logo so it wouldn't confuse customers and make it more legible. Unfortunately changing the name of the app was not permitted, however, the unique name would be better for findability via the app store or on Google.
We also changed and updated the look and feel of the app to something more modern. The previous orange was far too bright and distracted users from the job at hand, hence the colour change to a more pastel orange. The next step is to create a working design system for the development and design teams to utilise.
App landing page
Chat feature
Expanded dasboard and homescreen
Request process screens
Customer using app
Next Steps (Summarised)
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Validate current designs by conducting a formative test to understand user mental models and perceptions around using digital apps to request services.
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Create a 'how to guide' on the design system for Konektd to be shared amongst developers and designers
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Conceptualise a product roadmap and UX strategy for clients.
