TL;DR
Project
Create a conceptual app to help users with interior and landscape design projects by connecting them with experts for 1:1 video consultations and free advice articles for their home and outdoor projects.
Scope
All design and copy with a primary focus on two user flows
My role
Lead writer and designer
Stakeholders
Homeowners, renters, interior and landscape designers
Goal and timeline
Research, plan, design, prototype, and test the structure and features of the app, including all writing, extended onboarding, and expert selection within twelve weeks.
Challenges
How can users be empowered to tackle their interior and landscape projects?
How to create an onboarding process that benefits the user needs and business goals?
Basic process
User research > Plan > Design/Copy > Prototype > Test
Project overview
New homeowners and renters often struggle doing renovations or upgrades solely on their own. Questions of budgeting, scheduling, material selection, or how to choose the best design option can often overwhelm and leave them paralyzed in the process.
To assist with this need, sphere was created. It is a responsive web app and resource devoted to offering support for those taking on their own interior and exterior projects with all the budgeting and know how necessary to do so.
The challenge
How can users be empowered to tackle their interior and landscape projects on their own?
The goal
Connect users with experts for 1:1 video consultations and free advice articles for their home and outdoor projects.
Role
UX Writer | Researcher
Project duration
November 2021 - March 2022
Design tools
Figma | Adobe XD | Photoshop | Illustrator | InDesign | OptimalSort | Marvel | Miro | Pen + Paper
Responsibilities
Writing + Research
Competitor Analysis (x5)
Surveys (x26) + Interviews (x6)
User Personas + Journeys
Storyboarding
Card Sorting + Affinity Mapping
Style Guide Voice + Tone
Wireframing: Paper + Digital
Usability Testing
Interface Design
Research goals
Sphere wants to increase the interaction between their users and the product by getting to know their target audience better. As a result, this will contribute to their business goals by driving conversion and engagement while connecting with their users needs in a more impactful way.
Sphere also wants to discover what features would be most important to their users in order to serve their needs the most effectively. In addition, the language and conversation style of the copy will be foremost in assisting the users with their needs while also maintaining a strong user retention.
Research methods + findings
Competitor analysis - Of the five companies analyzed, two gaps in the market were discovered (at the time of this research in 2021).
1. None offered both interior and landscape design help.
2. They specifically were marketed to homeowners and not renters.
Surveys - Over fifty people were surveyed and six interviews were conducted. In each instance, insights were gleaned into their methods for finding design inspiration and what kind of content was most valuable to them overall.
Key takeaways
Their primary searches for design inspiration include photos, Google searches, articles, and design websites
When asked what other content they would want to have on an interior and landscape resource app, DIY articles scored the highest, followed by budgeting advice, free design advice articles, and inspirational images.
They want to easily bookmark interesting content and to be able to access those bookmarks just as easily.
When it comes to hiring an expert, a few qualities were markedly preferred over others. This included cost, design style, their portfolio of work, and word-of-mouth recommendation. (Surprisingly, credentials weren’t of high importance overall, however, to those who did mention it, it was to them).
Storyboard
Based on these initial research findings, I began storyboarding in order to gain more insight into the experience of the user.
By creating a storyboard early on, I was able to identify six key moments in the scenario of a homeowner finding an expert to help with their home renovation project.
Based on each scene, I considered more questions and design thinking to aid in developing the app further.
Scene 1
A homeowner wants to tackle a renovation project but is paralyzed on where to begin.
Users can get overwhelmed with too much information.
The app should have a clean and minimal interface so that the images and copy are clear.
Scene 2
They hear about an app where they can book a 1:1 meeting with a design expert.
Testimonials/word of mouth are important - include with expert profiles.
In the onboarding, be specific on how the app can benefit the user.
Scene 3
App is downloaded and they find a designer that they would like to talk to.
Clarify what info needs to be on expert profiles (photo, bio, portfolio, pricing, credentials)
Determine options for video consultation length.
Scene 4
Consultation is booked!
How will the user keep track of their appointment? (calendar, profile, emailed confirmation with details?)
Scene 5
They meet to discuss the project and he gets expert advice on what to do.
Determine how to prepare user for their meeting - offer tips and scenarios.
How will this be shared?
Scene 6
The homeowner successfully completes their project.
Can the user share their progress with the designer or other users? Consider how they can track their progress.
Based on the storyboard, I established two key people involved in the primary user experience
Primary user - the homeowner
Jonathan needs to feel informed and confident about his home remodel projects.
To accomplish this, the app needs to have detailed information - including photos, experience, and testimonials for their experts.
He also wants options to align with his needs, so the app needs to offer different time durations for the consultations.
Secondary user - the expert
Heather is an established Interior Designer. She enjoys sharing her knowledge so it is important for her to be able to connect with new clients.
To accomplish this, the app needs to showcase her design services and handle any scheduling so she can share her knowledge and help others.
Now that I had an understanding of the user’s goals, it was important to align the company’s image to reflect the values and needs of its users.
Voice and tone
Sphere’s mission is to offer a place where users can feel inspired, empowered, and motivated in a caring and supportive environment that respects their needs.
In light of this, three personality traits were chosen, each offering a unique voice for how the app will be expressed: passionate, empowering, and likable.
Passionate
“We love design and want you to enjoy it too. Our goal is to offer support and advice in multiple ways every step of the way.”
DO
Be plainspoken, genuine, and informative with accessible and supportive copy.
DON’T
Sound monotonous or boring.
Empowering
“We understand that tackling a project can be daunting. We aim to make it easier so that you can be as confident in yourself as we are.”
DO
Allow for bold language that will motivate and instill confidence.
DON’T
Come off as pushy or overpowering.
Likable
“We want you to enjoy your experience so that you keep coming back for tips and inspiration. We want you to see all that is possible.”
DO
Use buoyant and conversational copy that shares in the users excitement.
DON’T
Feign enthusiasm that sounds insincere.
Product features:
Based on the competitor analysis, surveys, and interviews I determined what product features were needed (based on priority) and outlined what content elements would be required for each.
P1: Must have - Expert search, profiles, and booking - search with filters, headline, description, bio, portfolio of work, testimonials, CTA for 30- and 60-minute options (with comparison chart) and final booking, pop-up confirmation of booking and next steps
P2: Nice to have - Advice articles and inspiration - headline, description, detailed articles
P3: Surprising + Delightful - DIY project section with search option - headline, description, supply list, detailed instructions
P4: Can come later - Share inspiration boards and add followers - headline, description, CTA
At this stage, I decided to create a user flow with consideration of the highest priority feature to explore what content would benefit the user the most.
Onboarding | Find an expert
Mapping key user flow
Based on the two personas created, I sketched a user flow of a homeowner needing to hire an expert.
Key takeaways
determine navigation options required
need for filters on expert selection screen
duration of consults: 30- and 60-minute
scheduling needs: time zone selection
with confirmation of booking, include details of next steps for the user
extended onboarding to tailor the user’s experience
ability for user to save appointment to profile
Onboarding wireframes
After sketching the previous user flow, it was necessary to dive deeper into the onboarding process in order to better serve the users and their unique needs.
By getting to know each user and their needs better, the app can tailor to their needs.
Includes coach marks to introduce how the app works and has highlighted content based on their previous answers during onboarding
profile
Links to articles, experts, interior design inspiration, landscaping inspiration, and DIY projects
Home screen
Navigation: experts, home, search, profile
Different regions have different styles, use alternate materials, paint colors + have different landscaping needs etc.
Includes drop downs to filter their results and cards with images and a brief description of expert
expert
browsing
Includes bio, images of work, info on consultation, CTA options to book, testimonials
experts
Key takeaways
The onboarding needs to cater the users need, whether it be browsing or to find an expert
The copy needs to be upbeat and informative and occasionally offer supportive information to explain why a question is asked
Each screen should have a ‘continue’ or ‘skip’ to respect the users time or commitment
Coach marks will be important for the first screen after onboarding for extra guidance on how the app works
Selected screens
Home w/coach marks
Home
Expert profile
Pop-up confirmation
Featured article
Landscape plant profile
A breakdown of my writing
Scenario
The user has downloaded the app and is going through the onboarding process.
Problem
The user is unsure of its value and whether it will be able to fulfill their needs.
User goal
Gain an understanding of how it works.
Business goal
Introduce the user to the platform and explain how it can benefit them.
Style notes
Use clear and descriptive copy.
Scenario
The user has completed the brief survey and has indicated that their primary goal is to hire an expert.
Problem
They are wary that the app can deliver by matching them with a relevant expert.
User goal
Find the best expert to help with their project.
Business goal
Introduce the user to an expert and give them options on how to proceed.
Style notes
Use upbeat and informative language that doesn’t pressure their decision.
A friendly greeting is used to introduce them to the selected expert.
Copy was kept simple so as not to overwhelm them with the first screen post-survey.
The bio is a highlight reel of the designer and their notable design style.
A concise list of bullet points inform the user of the kinds of topics they can cover.
It was important to keep their 2 options simple and easily comparable. Each with a distinguishing title, information on what they entail and clear CTA.
Scenario
The user has just booked their first consultation with a design expert.
Problem
They are unsure what the next steps will be or how to prepare.
User goal
Understand how the process works.
Business goal
Inform the user that their booking is confirmed and what happens next.
Style notes
Use friendly and upbeat language that explains the next steps with clear and concise copy.
I greeted the user with an upbeatcongratulations, followed by encouragement that they were on their way to completing their goals.
By creating an easy-to-read list of 3 bullet points on what to expect, the user is ensured that they can easily prepare for their first consult.
Scenario
The user has just booked their first consultation with a design expert and is visiting their profile for the first time.
Problem
They are still learning how this app works and are unsure of what to expect.
User goal
Understand how to use the app.
Business goal
Guide the user on how to get the most out of the platform.
Style notes
Keep the writing friendly and informative.
By using their name and a friendly welcome to their profile, this experience will immediately put them at ease.
To get them started, 2 coach marks were included to inform them how the app works.
they will immediately understand that they can save favorite articles or inspiration and where they can find it
they also will know that whenever they see a green dot that indicates custom content curated specifically for them (based on their onboarding survey questions)
Next steps
If I return to this project and edit it further, I would want to dive deeper into the copy. Specifically, pop-up windows, badges for users, email content, and app content in general.
A total of three user flows were considered. Yet, there is room for expanding the user experience to reach a broader scope of needs, such as a resource on different material options with price points and durability scores and creating a home screen that can be customized by the user based on their search preferences or needs.