BUSINESS GOAL
Increase conversion of event reservations to attendees with an efficient solution
Role
UX + Product Designer
Timeframe
6 weeks
Overview
Friends are a very important relationship in life, but when people move to a new city or town;
fear and anxiety can keep them from making new friends. Especially when they have children.
Startup company ‘momme’ launched a product to not only help moms meet other moms,
but also easily find events to attend to spend quality time with their child.
Problem
According to data however, only 20% of those who RSVP end up attending events.
Momme wants to add a feature to their product to fulfill the business goal.
Methodology
To find out why moms miss out on events, I’ve deployed a survey on the existing application.
Empathy Map
Target User : Newly relocated mom
Solution
Create a calendar feature to schedule and track child’s nap time
and easily filter through relevant events to avoid schedule conflict.
Critical User Flow
Red Routes : Setting up the in-app calendar and filter through relevant events.
Typography
The type scale cascades from 36 to 12.
Main body text ranges from 14 to 18 and is used for primary text.
Sub text sizes are best reserved for non crucial information.
Color
The primary colors for momme represent reliability and care.
Rationale: Selected alternative colors portray a familiar, humorous and optimistic attribute to match the brand of company.
UI Components
Wireframes
Keeping in mind information learned from user testing, I created an onboarding screen to help users sync their personal calendars with momme.
Rationale : By syncing personal calendar and/or including baby’s nap time, the new calendar feature would help users sift through relevant events to increase event attendees.
Usability Testing
It was helpful to recruit moms for the usability test as they have all experienced this struggle. The overall feedback was very positive.
Primary goals for testing this prototype were:
- Identify issues with navigation and usability
- Discover initial impressions of onboarding
- Understand what features and information is most valuable as a parent.
Design Iterations
Onboarding screen was difficult to explain the new changes of the app in a concise manner.
During usability testing, users concerned their confusion with what the new feature was.
Rationale
- Changed the description of why this onboarding screen was necessary.
- Replaced the SKIP button with a CLOSE icon to allow user flexibility.
Critical Route Iterations
The alerts for calendar events under the dates were misleading for users during usability testing.
Some users confused them for existing events.
Rationale
- The alerts on the calendar were left blank until the user set up their schedule.
- The alert would only appear after a schedule was added.
- The colors of the alerts would represent the calendar in which the schedule is saved.
Visual Hierarchy
Visual hierarchal iterations were made to highlight the ADD button once the user began typing into the text field.
Rationale
- This would allow users to quickly notice the interactive change in screen.
- The calendar now specifies the name of calendar and color of the alert.
- The title of the screen was replaced with “New Schedule” as “New Event” was misleading to some users.
To support heuristic evaluation and the ease of glanceability, a few more iterations were made.
Rationale
- The text in gray was increased in size.
- The button color for when selected was changed for higher contrast.
- Outlined the buttons and got rid of the drop shadow.
Interactive Prototype
Key Takeaways
- While we need to think about extreme or edge cases, cognitive overload can act as confusion for the users; especially when testing the prototype.
- Focus only on the flow of critical route as designing detailed screens for every part of the flow will get overwhelming.
- Must consider visual hierarchy and how the users notice and interact with the screen.
