Helping users find the right advice from experts.

Helping users find the right advice from experts.

Named as one of the top 20 products to look out for in 2021, the Anyone app allows users to grab a 5 minute call with an expert to answer any burning questions they may have.

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As part of an immersive UX/UI bootcamp, I collaborated with a small team of designers to iterate on the Anyone app. Sam Ducker, the lead designer at Anyone provided a comprehensive brief, taking the time to highlight areas within the app he felt could be improved. We took this brief and applied what was learnt during the bootcamp, the result of which is presented here.

ROLE

User Research
Product Strategy
UX Design
UI Design
Prototyping
Usability testing

TOOLS

Miro
Typeform
Figma
Maze

TIMELINE

5 Weeks

The Problem

The main problem I identified from my research and after formulating my hypothesis, was that users felt it was important not only to be able to find the most relevant information, but also that they could find specific information for their interests. Alongside this users also wanted to be confident the advice was both reliable and accurate. The Anyone app at present has limited functionality for the user to be able to filter and sort this content adequately and so potentially undermines their confidence in whether what they're seeing is relevant to their interests and also importantly if it's trustworthy.

Hypothesis

We believe that giving users a better means of searching for topics of interest on the explore page when using the app, [ would help them to find the most relevant advisors for their interests ] and [ thus result in increased engagement, retention, and overall adoption of the app. ]

[ ] User goal [ ] Business goal

The Solution

The app already provided users with search functionality and basic categories to view content by. My solution built upon these by adding more detailed filtering allowing users to refine content by a range of values, providing the capability to sort content, as well as refining categories within the app so that users would be able to further distill results by sub-categories to view the most relevant subjects.

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The Outcome

The results from my unmoderated usability test were varied, with some positive outcomes alongside areas for me to learn from to further refine the app.

If I were to iterate further on the app based on these results, I would concentrate my efforts on more development of the filtering options which seemed to be the more successful feature.

Results

💡
Completion rates Task/Mission No. 1: 80% (20% Direct, 60% Indirect, 20% Bounce rate) Task/Mission No. 2: 100% (60% Direct, 40% Indirect, 0% Bounce rate) Task/Mission No. 3: 100% (80% Direct, 20% Indirect, 0% Bounce rate) Maze usability score Task/Mission No. 1: 32/100 Task/Mission No. 2: 70/100 Task/Mission No. 3: 75/100

The full process

Initial observations

Usability review

I initially began by conducting a usability review to help me assess the current experience of using Anyone, helping me formulate a better understanding of where users might be experiencing challenges while using the app. For the purposes of this, I focussed on two different wireframe flows, the sign-up process and call flow.

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Questions & Observations

To help frame any problems with the product identified during my usability review, I formed some initial questions and observations about the app. I documented these using the structure [situation], [response], [problem to business or experience] ensuring they related back to both user and business needs.

When [browsing content], users [can't filter by interest] which [causes the user to struggle digesting content].

When [signing up], users [very quickly appear on the central feed], which [causes a lack of general understanding about the product].

When [on a call], users [don't get enough feedback], which [causes confusion for the user while chatting to a contact].

Research

I wanted to ensure I validated my initial observations so that I was confident forming a hypothesis based upon data. To achieve this I created a user survey to discover what the core problems with the app were which I then went about prioritising against user and business needs.

📋
Survey questions We are testing Anyone, an app that helps users get better advice from experts. 1. Which industry do you work in? Design | Tech | Finance | Health | Retail | Other (please specify: ____________) 2. Do you ever seek to learn from experts in your career? Yes | No 3. How often do you look to improve your knowledge on a given topic? Daily | Weekly | Monthly | Yearly | Never 4. Do you ever struggle to find the most relevant information on a given topic? Yes | No 5. Where do you usually find expert knowledge to help with your career? Apps | Social networks | Books | Podcasts | Events | Other (Please specify: ____________) 6. Depending on your answer, why do you prefer to find your information that way? 7. What did you find most frustrating when you last sought knowledge from an expert? 8. Why is it important to you to gain knowledge from an expert? 9. Why is it important to you to build your knowledge base? Thanks so much for taking the time to complete this survey!

Survey results

Survey results

Which industry do you work in? Do you ever seek to learn from experts in your career?How often do you look to improve your knowledge on a given topic?Do you ever struggle to find the most relevant information on a given topic?Where do you usually find expert knowledge to help with your career?Depending on your answer, why do you prefer to find your information that way?What did you find most frustrating when you last sought knowledge from an expert?Why is it important to you to gain knowledge from an expert?Why is it important to you to build your knowledge base?code
Media
Yes
Weekly
Yes
Youtube
Its a visual medium and watching people talk and visually show you how to achieve a look or a style really helps. Also a wide variety of tutorials for free and usually get very up to date knowledge
Finding the niche topics explained. In some cases it's easy to find an answer or tutorial, in others it simply doesn't exist
To better improve myself using to teachings of someone's who hopefully "been there and done that"
So I can improve myself. And also the process of learning and getting better most of the time is pretty addictive
6v97aek2veoorqysb6v97aec2izti95j
Charity
Yes
Weekly
Yes
Articles and reports
Easier to gain the info needed
A lot of articles are irrelevant and over written
They have worked in the field and are experts for a reason. Its important to trust those with more knowledge and experience in the field I feel
To feel like I am improving in life in general
dewd94f5h86mjzuhr9dewdxbgz1ffbav
Finance
Yes
Weekly
Yes
Newspapers
It is ordered and validated. I can trust what I read
it was not exactly what I needed
so I can apply the knowledge in my role to be more effective in my decisions
because the challenges I face are always challenging
iai3m89katpysgbmie8iai3m892c9ugj
Yes
Weekly
Yes
Books
Books are free from distractions
To increase my credibility
To increase my credibility
jzm1pixnfa0x21wjzm1piit23bqerabz
Design
Yes
Weekly
Yes
Social networks
I follow designers that have weekly lives on IG or that share valuable info about events and podcasts and that’s how I connect with other designers and potential mentors/advisors.
That some mentors look like they just rolled out of bed/tired, that they didn’t even take a previous look at my profile, not ready to talk to me, and without empathy and charisma.
To be updated on terminology, industry trends, to grow and to get inspired.
To grow
t3b717htgh6myfsqarvqit3b717hb58y
Health
Yes
Daily
No
Books
Gives me the chance to make notes effectively
Difficult to find exactly what I needed
To become better in myself and offer a better service to my clients. This helps me feel more credible and long term will allow me to make more money
For self development
eay3ui2uutu3tlf3yeay3ui23gcr5bxj
Design
Yes
Monthly
Yes
Social networks
I
Phrasing/communication, difficult to have the exact thing I wanted as it was a specific scenario
You can learn from their trial and error, and take on knowledge from where they have succeeded.
To avoid a plateau, never stop learning!
4dm4kqg4fjn7chsxf4dm456hrsoz9rtf
Tech
Yes
Monthly
Yes
Books
I feel there’s a lot of conflicting information online, and the amount of information in a book would take hours to watch in a video or read online
Trying to find reliable sources
The sale more
To perform as well as I can at work
rvxk0uwq38xqq701crvxk05lesppgndk
Tech
Yes
Monthly
Yes
Social networks
Because there are people I have contacted with and know their background and accomplishments
To really know if I can trust that person and he is not telling me bulls*** information
That is the shortcut to success and improvement
To be on top of my field as well as personal interest
7rhp73pkwfnb6mykyqojyz7rhp73pkzr
Tech
Yes
Weekly
Yes
Podcasts
Expert insight available in easy access form.
No granular enough.
To execute my job better.
To better execute my job.
me2ou9uq7j7xpotobme2ouole816b689

Synthesis

After sharing my survey with selected users, I then synthesised the data to try to identify any patterns and trends, to build my hypothesis on. I synthesised the data by creating two user segments from the responses which I then sorted into an affinity map where information was clustered into groups to help prioritise the main problems I could address.

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Validated observations

The patterns and trends I identified in my affinity map helped to validate my early observations on what users' main frustrations were when using the app. Taking an iterative approach to resolving any problems and frustrations identified, gave me a clear focus on what was achievable with an agile approach. I identified the primary frustration based on what I felt would provide the greatest gains for both user and business.

Primary Frustration

When [looking for specific knowledge] users are [faced with conflicting or inconsistent information] which results in [confusion and a lack of trust].

Secondary Frustrations

When [looking for experts] users are [struggling to verify the experience and credibility of the advisors] which results in [questioning the validity of the advice]

When [wanting to absorb advice] users are [limited by the lack of formats] which results in [ineffective learning and comprehension]

How Might We

With a clearer picture of the problem forming, I began the ideation phase, identifying users actual behaviour, and optimal behaviour. This allowed me to form a how might we statement to begin working towards the solution.

How might we... help users find the most relevant information to help them more easily find a trusted and appropriate advisor.

Ideation

To avoid following the first idea I conducted a series of ideation techniques. This allowed me to consider an array of solutions. Following ideation I mapped what could be improved, added, and crazy ideas and prioritised them based on user value, business value, effort and time.

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Hypothesis

Having prioritised ideas based on what can be improved, added, or crazy ideas, I wrote a hypothesis that helped me frame the problem for user and business goals.

We believe that giving users a better means of searching for topics of interest on the explore page when using the app, [ would help them to find the most relevant advisors for their interests ] and [ thus result in increased engagement, retention, and overall adoption of the app. ]

[ ] User goal [ ] Business goal

Rapid Sketching

Following the creation of my hypothesis I sketched solutions. This helped me quickly map and understand the current product and consider options for how I could iterate directly in the product.

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View annotated wireframe sketches

Explore screen

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Category chip selected

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Sub-category chip selected

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View all link(s) from category screen

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All popular topics

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Filter selected

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Prototyping

Styles & Components

Following my initial sketches, I progressed on to developing a high fidelity version of my concept. To create this I inspected the products styles and followed the 8pt rule to effectively and easily create a prototype that was consistent with the product's current styling. To aid doing this I began by defining the basic styles and components within the app.

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High Fidelity Prototype

Below is the final prototype that I created. I included interactions and transitions from Figma to match the products flow allowing me to test this with users to ascertain the effectiveness of my solution to the problem I'd identified with the current experience.

Testing

I conducted an unmoderated usability test my prototype via Maze.co. For the purposes of this I formed a testing script with scenarios and tasks for the user to complete in order to validate my design and hypothesis with real users.

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The Outcome

The results from my unmoderated usability test were varied, with some positive outcomes alongside areas for me to learn from to further refine the app.

If I were to iterate further on the app based on these results, I would concentrate my efforts on more development of the filtering options which seemed to be the more successful feature.

Results

💡
Completion rates Task/Mission No. 1: 80% (20% Direct, 60% Indirect, 20% Bounce rate) Task/Mission No. 2: 100% (60% Direct, 40% Indirect, 0% Bounce rate) Task/Mission No. 3: 100% (80% Direct, 20% Indirect, 0% Bounce rate) Maze usability score Task/Mission No. 1: 32/100 Task/Mission No. 2: 70/100 Task/Mission No. 3: 75/100

Task/Mission learnings

💡
Task/Mission 1 was let down somewhat by a high mis-click rate, a higher than expected bounce rate and low completion via the expected path. On further analysis of the heatmaps and comments, I believe this was due to a combination of confusion with users not understanding the limitations of the prototype, but also due to a preference for a search option that was present but not functional in the prototype. This may account for the high mis-click rate and bounce rate. Task/Mission 2 was more successful and had a high completition rate with a reasonable percentage of users completing the task via the expected path. It was however let down somewhat by a high mis-click rate. After reviewing the heatmaps and comments, refining the layout and positioning of certain content would improve this part of the app further. Task/Mission 3 was reasonably successful and again had a high completition rate with a good percentage of users completing the task via the expected path. A high mis-click rate once again was a concern from the results. After reviewing the heatmaps and comments, refining the layout and positioning of certain content would again improve this part of the app further.