The work:

Over the year this project has included a wide range of deliverables from branding iterations and standard collateral to product research and development of multiple digital apps.

The research projects included secondary research of the market, competitive analysis, interest surveys, specific topical deep dives through stakeholder interviews, and usability testing of the initial tool. In my role, I was also in charge of leading team ideation workshops (in person and online) and performed a service design mapping exercise to better understand the various touch points our users have with the product.

Research tools & methods: Among the tools used were TypeForm (screeners), Google Forms (for quantitative surveys), Notably (for analysis), Optimal Workshop (for card sorting), and Adobe XD (for prototyping and presentations). The basis for all qualitative and quantitative research were drawn from IDEO best practices, my education in anthropology, and Strategizer tools, with a nod to some techniques mentioned in Sprint. We also used HotJar for ongoing user insight gathering.

From the product design perspective, the deliverables included multiple user flows, wireframes, end-to-end platform design and its ongoing upkeep and iterations, email design, and the creation of various prototypes for presentation purposes. For this project, I also had an opportunity to art direct a small number of short-form videos in collaboration with a copywriter. 

Design tools: The product is designed using Adobe XD, the marketing website is built in WebFlow, we also used Photoshop and Illustrator as needed for storyboards and Canva for marketing materials. Miro was used for all remote workshops and brainstorms.   

The following is a screenshot of the Adobe XD prototype used for an early user test. The tests were completed in person with 5 participants who were pre-qualified using a screener survey. The learnings helped us validate the concept and improve the user experience prior to building the app.