A new approach
We are a User Experience Design Team that focuses on strategic problem solving. We aim to be visionary in our design, and efficient in our process. We want to promote growth in technology while being honest with our users and client
Intro & Goal Our project focus is on the complete redesign of the T-Mobile Tuesday app. We plan to increase customer usability and engagement, as well as the visibility of promotional partners amongst our users. After interviewing 9 people, we have identified and named two personas; Aly Smith (millennial) and Carry Henson (generation x). The goal of our project is to increase the app usability and make the app more appealing to users while still improving promotional partner visibility. We will focus on the expansion of gifts T-Mobile can offer by personalizing the items through a small survey users will complete. We will also design a means of sharing prizes through messaging or email services which can potentially increase user revenue within the app. UX Vision Statement We are a User Experience design team that focuses on strategic problem solving. We aim to be visionary in our design, and efficient in our process. We want to promote growth in technology while being honest with our users and clients. UX Themes Ease of use, reliability of network ,“help you stick together”, Brand Loyalty Who’s it for? T-Mobile customers who enjoy free stuff and customer appreciation. The app is targeted at millennials because they are the most likely to use it, and because increasing their brand loyalty will reap the most benefits. Why build it? Story: Carry notices someone using the T-Mobile Tuesdays app. After a brief conversation, she decides to download and install the app. The overlay installation tutorial makes learning how to use the app much easier than expected. She is greeted with a short 4 question survey which allows her to comfortably choose her preferred prizes.The following Tuesday, Carry opens the app, plays the featured game and the present explodes revealing two movie tickets. Carry does not have time to see the movie so she decides to gift them to her daughter, Aly, for her birthday. Carry feels especially thrilled she is able to easily earn free and appealing items every week just for being a T-Mobile customer. What is it? A mobile app which rewards customers with weekly free items from featured partners What objective and subjective measures of success can we use? OBJECTIVE: Increase in T-mobile customers and continuation of current customer loyalty SUBJECTIVE: Users feel energized after using and redeeming all their prizes from T-Mobile Tuesdays. Users are also excited for the upcoming Tuesday so they will be able to earn more prizes. What types of users can use the product? T-Mobile users The Functions: My stuff: includes deleted, redeemed, gifted, and expired items Games: 4-6 different games for entertainment purposes while maintaining partner appearance Share: send your gifts to other T-Mobile users via text or email which will increase revenue on the app Personalize: user may choose to personalize the prizes they want to see on the app by selecting through multiple different categories. Sound: Turn app sound on or off Notifications: User may choose whether they want to be notified when it is Tuesday via text message or app pop ups. Redeem: Users can redeem items once they view their prize in “my stuff” Deleted: Deleted prizes user does not want Expired: Items that may no longer be used Pending: Items that have been gifted to the user / items waiting to be redeemed by a person the user has gifted to Layover tutorial: Upon opening the app for the first time, user will be greeted with a tutorial guiding them quickly through the app Preliminary ideas for screens/views: T-Mobile Tuesday mobile app will provide the following views to help the user achieve their goals of an easy way to personalize prizes as well as a simple way of understanding the app. Settings view: settings page Hamburger menu: view of all menu items Tile view: all items are categorized in a tile format, helping users layout everything in an easier fashion
Comparative/competitive analysis As a carrier: T-Mobile: Pros: low prices, high speed, unlimited data plan, no contract or termination fee, offers 4G LTE Cons: poor coverage in rural areas and sometimes urban areas AT&T: Pros: fast download speed, good coverage in the US, offers 4G LTE, lets you upgrade device every 12 months Cons: expensive & extra fees, poor customer service (from our research) AT&T thanks program: Verizon: Pros: reliable, good coverage in remote areas, diverse phone selection, great customer support, offers 4G LTE, no annual cell phone contracts Cons: does not pay early termination fee if switching carriers, pricey Sprint: Pros: unlimited guarantee promises that your monthly service price will never change, offers 4G LTE, framily plan allows you to share the cost with 9 closest friends and family members, no 2 year contract Cons: poor HD streaming, bad coverage, Apps like T-Mobile Tuesday: Groupon: home: search , featured, goods, things to do, beauty and spa, getaway, fall stuff categories: notifications: my stuff: my groupons, my card-linked deals, my wishlist, my subscriptions, background location, payment methods, favorite deal types, invite a friend, change password, contact customer support, about groupon, sign out Pros: attracts lots of customers by appealing to those looking for inexpensive deals, advertises businesses, helps move inventory by selling slow moving items, builds customer relationships, generates incremental revenue, Cons: deals attract low-end bargain seekers, deals hurt the brand, deals dont generate repeat customers, deals are not profitable, Louder rewards: Tab bar includes: home, hourly prize, my apps, more Home: different apps to download for “points”, news on football games, pop quiz questions about sports, pop up ads Endless scrolling Hourly price: last hour winner, shows prize w/ information button above it, countdown for hourly prize, trivia game My apps: my downloaded apps, more apps More: profile icon + name, recruit new players, trivia, rewards, roster/schedule, my favorites, my points, my redemptions, messages, winners, settings, support/rules/terms/privacy Pros: products are as advertised (sports app sells sports goods), navigation, fun trivia games, Cons: confusing, bad UI, ad infested, time consuming, many different features might make it confusing, lots of popups http://www.safesmartliving.com/t-mobile-vs-verizon-vs-att-vs-sprint/
#1 Gen X Persona notices someone using the T-Mobile Tuesdays app. After a brief conversation, decides to download and install the app. The overlay installation tutorial makes learning how to use the app easy. She is greeted with a short survey which allows her to easily choose her preferred prizes. ---> Searches Google for T-Mobile Tuesdays App ---> Finds Download Link ---> Installs App ---> Open App ---> Follows Tutorial ---> Set’s Preferences Using Icon Survey #2 The following Tuesday, Gen X opens the app Plays the game and The present explodes Revealing two movie tickets. (Gen X does not have time to see the movie) then Gifts them to the Millennial. ---> Play’s Game On Tuesday ---> WIn’s Pair Of Movie Tickets ---> Decides To Give Tickets To Daughter ---> Gives Tickets To Daughter #3 Millennial was feeling bored on a Thursday evening after a tiring day of work so she decides to open the T Mobile Tuesdays app. She is greeted by the interactive home screen and then navigates herself over to the games. She opens up the picture scrambler game and quickly solves it, revealing an advertised item which tells her she has earned an additional entry into the big prize contest. Millennial is excited to play the game again the following day so she has a higher chance of winning the bigger prizes. ---> Open App ---> Navigates to Hamburger Menu ---> Chooses Games ---> Selects A Game ---> Plays the Game ---> Receives the Extra Entry
User Journey Gen X Persona notices someone using the T-Mobile Tuesdays app. After a brief conversation, decides to download and install the app. The overlay installation tutorial makes learning how to use the app easy. She is greeted with a short 4 question survey which allows her to easily choose her preferred prizes. The following Tuesday, Gen X opens the app, plays the game and the present explodes revealing two movie tickets. Gen X does not have time to see the movie tickets and gifts them to the Millennial. Millennial was feeling bored on a Thursday evening after a tiring day of work so she decides to open the T Mobile Tuesdays app and play a game to entertain her for the long ride ahead. Her chances of winning the big prizes are increased after she completed one round of the game each day.
Carry Henson Name: Carry Henson (Generation X) Age: 37 Year Old Occupation: Salon Owner Status: SIngle Location: Capitol Hill Carry is an independent Salon Owner from Capitol Hill. She embraces technology and lives a fast-paced modern life on-the-go. “I’d love for an easy way to share my winnings with my daughters or my husband!” Behaviors Rarely uses the app Some usability concerns with the app ** Believes apps like Waze, banking web apps and Facebook are useful. Goals Wants to be able to save giveaways Wants to be able to give prizes to other people Wants more value from the giveaways Wants the app to be better explained upon first opening Pains Doesn’t like apps that aren’t immediately relevant Doesn’t want to chase rewards Doesn’t like having to go through a bunch of steps to get a prize that is pretty much irrelevant Doesn’t like being fed videos that are supposed to teach how the app works but instead showcases irrelevant prizes Prefers the experience of using apps that offer immediate feedback and added value
Aly Smith Name: Aly Smith (Millennial) Age: 24 Occupation: Computer programmer Status: Single Location: Seattle, WA Aly just moved into her own apartment, until recently she had been living with her family. She takes the bus every morning to amazon and tends to use her phone frequently. “I love playing interactive games on my phone while I’m on the bus! The commute is so long and boring.” Behaviors: Always sharing new applications with friends and family She is a weekly user of T-Mobile Tuesdays Has recommended T-Mobile Tuesday to a friend She uses the app when she’s on the go Goals: Prizes that fit her interests Visual appealing app with minimal text Wants prizes to last longer Wants giveaways that are useful to them More variety in the prizes Pains: She feels like she’s getting less value through irrelevent products Some stores don’t accept the deals Items expire quickly and she doesn’t have enough time to use them Too much time spent reading through instructions on larger prizes Annoyed by the notifications
Local Mobbing Regional / Location Aware Giveaways On / Off Easy Feature Changes Simplified SetUp Subtle Surveys (relevant items) New UI Big Tiles Less Cheese Swipe Menu Overlay Tutorial Send Saved Thing Delete / Redeem / pending / expired Consistent Options Better Homepage Games Played On Other Days Better My Stuff Page Revealing Prizes In Fun Ways Themed Giveaways Countdown On Home Screen More Personalized Options Games To Get Points In The Raffle (For Bigger Prizes) Exciting Way To Reveal Prizes - Like Present Idea Notification Option - On / Off Layover Tutorial Share Gifts With Friends ** Check out four square and swarm rewards, groupon, Subtle surveys Overlay tutorial Games played on other days Better home page Better my stuff page Revealing Prizes in fun ways More personalized options Notification option Games need to be changed slightly for the game section as instead of revealing prizes, they are being played for fun. Spin the wheel to get different art or fireworks show Pop the balloons: highscore Personalization Levels Minimal Moderate Read my life Opt: In/Out Onboarding Overlay etc… Imagery that imparts a feeling of open space, inviting, to come inside, to engage, light, airy Minimize the use of T-Mobile’s Pink. Use very sparingly. Like a flower off in the distance. T-Mobile’s branding is super cheesy.
User Flow Photos
Domain Research: Un-Carrier is a system that promotes brand awareness and loyalty. T-mobile tuesday’s goal is to increase customer engagement, appreciation, and loyalty to the brand. User Research: Our users biggest pain points were...The personas we created are…The contradiction of some of our users wanting variety, others wanting consistency, and the intersection of wanting offers that apply to them. Design Process: Show brainstorm, discuss the need to keep it simple, avoid feature creep (because users favorite aspect was free stuff, and enjoyed the simplicity). If there's time, can go over a few other ideas we had that we decided not to use. Games-Future potential for sponsorship-Playing featured game gets you prize. Helps the user have more fun with t-mobile, while also giving them a better chance at free stuff. Also makes them more likely to remember and interact with the app every week, which was a problem for some of our users. Screens: Tiles: We switched to a tile layout to fit with the two new features we added. Both Games and Personalize made more sense to us as tiles rather than rectangles spanning the entire app. Games: We added Games so that the users interacted with the app more, and got more free things, the main reason they come back to the app. Currently our research shows that users primarily only open the app on tuesday, and interact with the app for a very short amount of time. We think that by adding games, users will respond more positively to the app. This also allows for more promotion of the featured brand throughout the week, and opens the possibility for game sponsorship partners, or a new partner who offered a reward through the games. Settings: We changed the back button in a few places to be an x. Due to our changes in the flow of the app, it makes sense to always go a parent page from each of our pages, rather than the page we came from. We also wanted to make the look of the app more consistent. Personalization: One of the biggest pain points with the app was not enough offers that actually applied to our customers. Another was variety. Personalization can help with both of these problems. Personalization helps the user by giving them more offers that they actually want and also helps T-Mobile sell advertisers on partnering with them by giving them customer metrics. This should also help with the variety of offers that are offered. Redeem: we added the ability to share prizes. This allows our users to feel like they are putting more of the stuff they receive to use, one of their major pain points, while also spreading the app to more users. The users favorite part of Test- Go over usability tests, what they made us change, update
Compose presented our team with an opportunity to build a user interface experience for the question and answer process their clients go through when their existing career histories are being analyzed by Compose. The current method for Q&A uses Google Docs with the client providing work histories and Compose feeding the information into their system. The Compose system then generates questions for the client which are manually transferred to the Google Doc by the Compose Team. The process then continues until the client's information has been re-written.
Our first task was to build an understanding of our clients and their needs. We interviewed our client, set-up a timeline, presented a living timeline of contact and deliverables, developed an understanding of what we would need from our clients, then we went to work.
We spent the better part of the first two days researching existing resume career coaching services with hands on resume re-writing as a core product and deliverable. We were careful to avoid companies who charge a nominal fee for keyword optimization and formatting services only
We proposed and conducted three separate lines of user research to build an understanding and empathy for people who have used Compose and people who would potentially use Compose.
The first involved reaching out to existing Compose clients to learn about the re-writing process they had gone through.
The second involved our team member Ben Alberson going through the Compose process.
The third involved interviewing nine current job-seekers who had recently re-written their resumes, and applied for a job online at least once.
Data Analysis and Processing
With interview transcripts in hand, we aggregated keywords, phrases and sentiment; identified users feelings, pain points and goals; identified use cases and scenarios, used our data to construct an empathy map, and used our empathy map to form a solid proto-persona.
We learned that...
90% of users are never satisfied with their resume
55% have multiple versions, which are edited for each job posting
We heard our users say...
“My resume is not an accurate representation of me“
“I feel constrained by space“
“I often have difficulty deciding what content to include and where to put it“
“The longer I’ve waited to rewrite my resume, the harder it is to start“