In collaboration with two UX designers, our goal was to understand the problem and discover an area of opportunity for an existing brand. First, we had to write an offer to state the initial issue, then we chose the brand including the background of the company. We prepared backups in case if our offer would not be approved. Once the documents ready, we shared them with the teaching staff including students, and were pleased to see our proposal was approved!
We realized that some people are not aware of their roots and their ancestral history, so we chose Ancestry.com as our brand.
- Competitive/Comparative Analysis
- User Interviews
- Data Synthesis
- User Testing
Sketch, Photoshop, KeyNote, OmniGraffle, Invision, pen, paper
Ancestry.com is the world’s largest online family history resource and the best place to build a family tree, find new ancestors, and share discoveries with family. The business operates a network of genealogical and historical record websites focused on the United States and nine foreign countries. User-generated content tallies to more than 70 million family trees, and subscribers have added more than 200 million photographs, scanned documents, and written stories.
HISTORY TELLER is a great app for heritage-related travels, designed for those who seek to discover their ancestors cultures and roots. Through a personalized, location based experiences, users uncover local attractions related to their ancestors.
In order to learn about Ancestry.com and it's place in the market, we analyzed competition spaces using Competitive/Comparative Analysis method:
After synthesizing the analysis results, we have learned that each of our competitors specializing in a specific field, however, there is no app in the market that is educational, entertaining, travel related, involves genealogy, and can be used on-the-go.
SWOT analysis was the best research method to go with in order help us shaping the personality and the behavior of our app.
I was in charge of 3 user interviews. We've had 9 total as a team. The users I've interviewed were between 29 to 42 years old. I wanted to learn how passionate people are about being guided by a smartphone application when traveling.
100% of our users were passionate about the discovery of more information related to their ancestors, their native cultures, and stories related to how they used to live their lives. People expressed that acquiring more information is valuable and contributes to a stronger sense of identity, a trait that everyone is after.
While connecting with the users I've learned that people are willing to travel so they can learn about their heritage. We've also learned that users carry different items while traveling, however, they wouldn't give up the reliability and accessibility of their mobile cellphones.
By using Affinity Mapping (pictured above) we were able to synthesize the data collected from our user interviews. Then, we created our primary and secondary Personas:
Likes to share his experiences with friends on social media
Enjoys local experiences when traveling
Interested in spontaneous explorations when traveling
Looking for ways to record stories and memories
Enjoys the convenience of guided tours when traveling
Interested in suggestions of well-known destinations
Now that our personas came to life, we've had them as our representatives for our next step - Ideation & Sketching
IDEATION & SKETCHING
IDEATION & SKETCHING
When it comes to making the right decision for the app features, we decided to implement the MoSCow Method. We came up with 24 different features and behaviors for the Must, Could, Should, and Won't rubrics. After testing them with users and with the KPI's in mind, we narrowed down our selection to the ones below:
Before getting into the wireframes stage, we practiced a method called Design Charrette where each team member came up with ideas rapidly under tight time constraints. We then reviewed each others ideas, and were able to jump right into the wireframes.
We interviewed 9 people with the script ready. We wanted each user to go through the same route of tasks, to walk through the app as travelers on a journey and follow the script. Some of the questions were:
Once we synthesized the data, we saw that users find our app to be easy to understand. I was pleased to see how easily users navigate through the app and also complete the tasks given to them.
Our users expressed the need to save all the data collected during the trip so they can share it with their friends. We created a dedicated screen to let the app generate a slideshow with a share button.
Unclear icon colors at GPS screen
Icon legend added at the bottom of the GPS screen
Icon of vintage lady feels detached from app screens
Icon added to Postcards as stamps for an overall unified look
Confusing locations at GPS screens
List View option added