RECRUITING + SCREENING PARTICIPANTS
The project focus was on increasing the conversion rates of our product, this informed the process of selecting people to interview. We started with a list of people who fit our target user group - “NYC Creatives”. Then we added criteria to narrow our sample based on the question we were trying to answer.
As a beta stage product we did not have any existing user data to draw upon to establish our Adoption Threshold which we set as (> = 1 Dating App Downloaded this Quarter.) (DADQ)
INTERVIEW METHOD
As we interviewed using a JTBD framework, our goal was to detail the user story as they progressed from the the old way, through trial, to adoption. Buried in the user story of adoption were the details that we needed to improve the way we would craft and position our product.
SIREN
DATING APP (BETA)
To comply with my confidentiality agreement I have omitted and appropriated confidential information.
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PROJECT GOAL:
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In preparation for Beta launch of the Siren dating app we conducted user research to gain insight into product usability, brand impression and dating culture within the New York City market.
ROLE: Lead UX Researcher
TIME FRAME: (2) Week Sprint
FRAMING:
The main research methodologies were User Interviews and Usability Testing. We focused on understanding situations that would cause users to consider SIREN, try it, and then adopt it as their new solution. Arming ourselves with the details of these situations would provide us with the knowledge that we needed to make product and messaging decisions to attract more users and reduce churn.
JTBD Interview
Usability Test
Mental Models
Journey Maps
User Stories
Ethnographic Research
USABILITY TEST:
With a sample size of (6) potential users we tested key features such as onboarding, profile setup, ability to make connections and clarity of navigation.
DATA SYNTHESIS + ANALYSIS
Over the course of the final two days the research team came together to synthesise, analyze and design communication around our findings. We created a User Journey to communicate motivations, causalities, anxieties and opportunities to build out product. With Mental Models we mapped out an improved onboarding process to help reduce friction around decision making. We also submitted an ethnographic narrative to support marketing goals around the local launch of product; highlighting the push pull factors influencing the NYC dating scene.
hire me ....
KEY INSIGHTS ....
INSIGHT 1
New Yorkers say yes to dating apps to gain access to circles they don’t usually have access to
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INSIGHT 2
Twitter users enjoy Siren’s interface the most because it matches their favourite social media mental model
INSIGHT 3
The New York market desires sexier branding - An app that says “This is where the hot AND smart people are”
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INSIGHT 4
Users need to be given more context around how the app works before setting up their profile
