Upsight: stay up-to-date with insights from locals
Role
Concept creator
Product designer
Timeline
3
months
2
iterations
54
screens
Project type
iOS app
Social media
The Challenge
Within 6 weeks, brainstorm and conceptualize a project from scratch, going through every step of the design process, from discovery to delivery. I used industry standard tools and methodologies to define scope, research plan and ideate before finding a design solution. Since it’s a new product, another challenge was to apply UX writing principles to create the brand voice and communicate clearly communicate the concept to users. Within 6 weeks, brainstorm and conceptualize a project from scratch, going through every step of the design process, from discovery to delivery. I used industry standard tools and methodologies to define scope, research plan and ideate before finding a design solution. Since it’s a new product, another challenge was to apply UX writing principles to create the brand voice and communicate clearly communicate the concept to users. Within 6 weeks, brainstorm and conceptualize a project from scratch, going through every step of the design process, from discovery to delivery. I used industry standard tools and methodologies to define scope, research plan and ideate before finding a design solution. Since it’s a new product, another challenge was to apply UX writing principles to create the brand voice and communicate clearly communicate the concept to users. Within 6 weeks, brainstorm and conceptualize a project from scratch, going through every step of the design process, from discovery to delivery. I used industry standard tools and methodologies to define scope, research plan and ideate before finding a design solution. Since it’s a new product, another challenge was to apply UX writing principles to create the brand voice and communicate clearly communicate the concept to users. Within 6 weeks, brainstorm and conceptualize a project from scratch, going through every step of the design process, from discovery to delivery. I used industry standard tools and methodologies to define scope, research plan and ideate before finding a design solution. Since it’s a new product, another challenge was to apply UX writing principles to create the brand voice and communicate clearly communicate the concept to users.
Research
Research goals
1. Understand user behaviour and needs around Q&A and real-time information online
2. Identify frustrations and gaps with existing solutions
Desk research
The internet then
People use online forums since the beginning of time (the digital time, I mean), to connect with others who share the same interest, seek and share information and build community. In forums, what enables this exchange is finding the common denominator.
The internet now
People rely on their phones to access information all the time, from simple to complex tasks. But noise and information overload, solutions scattered around different platforms and lack of efficiency can lead to frustration.
Benchmark
Competitors
I looked into several platforms that offer similar features or promote community engagement, to understand the similarities and differences and identify possible gaps.
Some examples are Reddit, Google Local Guides (reviews on Maps), Superfy, StackOverflow, Twitter, Nextdoor.
Learnings and Opportunities
- Platforms rely heavily in community contribution and reward systems to encourage people to post reliable information
- Location focused apps can attract users who care about how the online affects their communities in the real world
- Exploring real-time interaction and hyper-local approach can differentiate me from competitors
User surveys
33 participants, daily users of social media and platforms that offer Q&A features 33 participants, daily users of social media and platforms that offer Q&A features 33 participants, daily users of social media and platforms that offer Q&A features
88%
See the importance of helping others online
87%
Of people interact with friends and strangers online
81%
Believe real-time answers are important
44%
Care about learning something when using apps
User interviews
To get a detailed overview of the app user and define the main archetype, I’ve invited 6 participants, ranging from 19 to 48 years-old, from different parts of the world for interviews. During the interviews, some common themes emerged and after analyzing their emotions, expectations, online behavior and values, I’ve compiled them in three main insights:
Importance of human input
Most people interact with both friends and strangers, they value community and don’t remain in micro environments online
Making sure time online is not wasted
Users try to be pragmatic and efficient when searching for information
Skepticism about sponsored content and reviews
Some users demonstrate frustration with the lack of authentic experiences online. They are skeptical about the current feed and sponsored posts format
User Archetypes
The Learner
- Lives in a city or metropolitan area
- Likes to know what is happening around them
- Wants authentic experiences
Goals and Needs
- Cares about learning online
- Values personal recommendations
Pain Points
- Thinks it’s hard to find precise information about a location
- Distrusts overly commercial or AI generated content
The Pro
- Lives in a city or metropolitan area
- Tech savvy and curious
- Tired of feed recommendations
Goals and Needs
- Cares about sharing meaningful content online
- Believes community matters
Pain Points
- Sometimes can’t find motivation to contribute online
- Feels algorithms drown genuine content
Finally, to wrap the research phase and before diving into exploration and developing designs, I’ve reframed the problem statement, determined how might we help the user and defined a clear solution solution, the core of the Upsight brand.
I don’t have a simple way to start quick, location-based threads and connect with people who are actually there.
How might we connect users who need local information with those who can share real-time, lived experiences?
Human-powered app to ask real-time, local questions and get answers from people actually there. No noise, no algorithms, just insights from those who know.
Initial sketches and site map
Mid-Fidelity Wireframes
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Mood board
Typography
Sans serif, modern, readable
Colors
Contrasting colors, one accent color Black, white, blue
Iconography
Free, well known icon libraries that feels familiar to users
Logo
Connection, human, exploration
Style guide
Usability test findings
When using the landing page, users were confused with the small plus icon at the top and it took them a second to look at the blue FAB at the bottom.
Another feedback was related to the hierarch inside the cards, that led users to prioritize the tags and not the question being asked.
To improve the experience, the search is at the top and there are location chips that will work as tabs to view different feeds depending on the location.
Users expected the ask question flow to be easier by, for example, allowing them to set their current location with one click without the need to search.