Conducting the right research and engaging with potential users early is crucial to getting the right design. Had the client prioritised features and aesthetics over user needs?
It’s not possible to publish the client’s identity, product features or live links due to confidentiality and Non-disclosure agreements.
The client was in the process of creating an app for trading used luxury goods with blockchain/NFT technology. They'd previously approached us for a proposal, but we lost the pitch when the client decided user research was not a priority, progressing with an agency that started with high-fidelity design, (no research or wireframes). 6 months later the client returned with a hi-fi design, but was lost and unsure what to do next.
2 weeks
The hi-fi design created by the other agency ticked the boxes for premium aesthetics, but it was bloated with features. Upon reviewing the design, it appeared to have usability issues and key user flows seemed to be missing. With so many features it was difficult to understand the customer value proposition and who the app was for.
At this point the client had spent a lot of money on the Hi-Fi design. We proposed creating a prototype from the design and conducting usability testing with real users to validate or disprove assumptions the client and the other agency used to create the design.
3 user flows were examined
We tested with 5 wealthy users who collected luxury items. The incentivise for 45 minutes of their time was a high value shopping voucher. Testing was conducted remotely using a Figma prototype created from the supplied design. Modifications were made to the design to create 3 user flows.
Taking users through onboarding raised questions and frustration from users. Why was the app asking for personal information upfront?
Before getting into the platform users had to:
With no explanation, users questioned what they were gaining by giving away valuable information.
At the point of government ID, all 5 users expressed that they would abandon the app as they had not been given enough assurances for their personal information, or what they were getting in return for it.
Only one user understood what NFT’s are. However, this user was unable to comprehend how they are applicable for physical items.
Four of five users had NO IDEA or couldn’t articulate what NFT’s were and how the app appropriates authenticity to an item with this technology.
Products listed had a polished influencer style presentation accompanying them which users appreciated, but expressed they would not create anything like this themselves if they were selling an item. If this style was required users would sell their item on another platform.
Prioritisation of efforts indicated by interviews and usability testing with 5 users
Conducting usability testing at this stage in the project demonstrates the importance of research and testing early. Time and budget has been exhausted to get to a point where the client has a nice looking visual design with severe usability issues. The harsh recommendation for the client would be to return to lo-fi testing to address usability, before polishing the design.
Conducting the right research and engaging with potential users early is crucial to getting the right design. The client had prioritised features and aesthetics for their design.
.png)
An iOS app for a global engineering company with core features based around ordering spare parts and identifying equipment. The app is to be used by employees and customers.
.png)
What assurances do users need to purchase an engagement ring online? Interviews and usability testing were conducted to inform changes to an existing design.
.png)
An Australian-based organisation that helps gather and guide highly skilled professionals to apply their skills to communities in developing countries.
