AUG 2021 - DEC 2021
The Work
Consulting project through the Undergraduate Marketing Association,
UC Berkeley's marketing consulting club.
The Team
Kyle Wonzen
Mark Li
Christy Lin
Christy Yun
Claire Stotts
Matt Gibson
Angelica Chan
Neha Shah
Skills
UX Research
Product Design
Wireframing
Prototyping
Tools
Miro
Figma
DISCOVER
1
The Problem
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OUR FOCUS
How might we merge two existing features, into a single streamlined and intuitive user experience?
On Miro, the apps library is diverse yet obscure, leaving users overwhelmed, confused, and hesitant. Due to the high barrier of entry, users rarely engage with apps because they are unsure how or where to start.
This is where we come in!
Our task was to ideate and build a solution to integrate two separate features, apps and templates, into a singular streamlined experience that helps users navigate and access tools with ease.
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2
User Research
6 Competitor Analyses
Competitors have leverage with their:
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Diverse template libraries
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Clear categorization of content
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A wider offering of technical tools.
122+ User Surveys
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69% of respondents don't use Miro apps
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General users found apps 20% more confusing than templates
20 User Interviews
User don't use apps because:
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It's difficult to even begin learning how to use apps
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It's unclear when using an app might be more helpful than a template
KEY INSIGHT
Users are looking for a fully-integrated solution that makes templates and apps both easily accessible and demonstrates the use cases of each, together and separately.
SYNTHESIS
3
The User Journey
USERS STRUGGLE WITH...
Barrier of Entry
Templates are more intuitive than apps, especially for new users, resulting in low usability and high barrier of entry.
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Confusion
Users who do not use apps either are unclear on their purpose or have found them to be difficult to use.
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Uncertainty
Users don’t understand the differences between apps and templates, much less how to use them together.
4
The User Flow
We created a user flow map to visualize the number of steps required to find, access, and understand apps and templates, leading to cognitive overload.
HOW MIGHT WE...
Prioritize ease of use
Prevent choice overload
Facilitate effective navigation
*Overall, users are confused by information hierarchy.
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DESIGN
5
The Solution
The Marketplace
WHAT IS IT?
An all-in-one place for users to find, access, and use both apps and templates. It's now far more accessible with a new icon in the toolbar, rather than previously obscured.
Visibility
Users need to be exposed to apps or know where to find them in order to even begin to engage with the feature.
Bundles
WHAT IS IT?
Pre-packaged bundles that combine both apps and templates to incentivize their joint usage, and educate users on what combinations would work together well.
Easy Selection
Since users understand and interact with templates much more intuitively, we paired apps and templates together to bridge their usage. We can leverage user's familiarity with templates to introduce apps. We can simultaneously provide complimentary app and template recommendations.
Toolkit
WHAT IS IT?
A questionnaire for users who are overwhelmed and unsure of where to begin. This lowers the barrier of entry by providing suggested integrations for new users, and providing use cases for both templates and apps.
Customization
Each user has a highly-specific and unique use case, which makes navigation more challenging. Personalized suggestions helps reduce this friction in the user's exploratory journey.
6
Reflection
This was my first introduction to UX Design and the HCD process in college, and I learned so much from it. With my perspective now, I realize how critical the initial stages of research and ideation are to solidify a foundation for higher-level ideas.
If I could do this project again, I'd want to prioritize the ideation phase and focus on developing solutions that connect directly back to the research insights, or more heavily consider feasibility. There's always an ideal design solution that can hypothetically solve a user's problem, so thinking about the existing product and business implications becomes important in differentiating between what's a "want" versus a realistic solution.
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Overall, this project helped kick off my UX design experience and passion, and I'm so grateful for my team and the amazing clients!