Addressing Diverse User Needs

UX RESEARCH & UX DESIGN

Project Overview

The two users, the customers and the providers/partners, are parties with completely different needs and thus need to be addressed differently. One of the places where these difficulties are evident is on the website. How could Skopei address both of these parties and turn them into new clients?

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Skopei offers a versatile app for companies to manage and share facilities like bikes, cars, parking, and more. Users can customize their experience and choose to integrate their own resources or access services directly through Skopei or partner companies like MobEazy and CycleShare.

Assessing Skopei Website Experience and Expectations

My research aimed to understand how different user groups perceive and engage with the Skopei website. The research questions guiding my investigation were:
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1. How do users experience the Skopei website?
2. Do users comprehend the content directed towards them and its location?
3. What challenges do users encounter while interacting with the Skopei website?
4. What are users' expectations for a website like this?

In summary, participants appreciated the website's design and found the product innovative once they grasped it. However, the website lacks clear segmentation between user groups and a concise representation of the Skopei service. Information about current clients and their relationship with Skopei is also absent. Some participants found the website text-heavy and struggled with comprehension. Additionally, users expressed a desire for improved communication channels with Skopei.

DEFINE & IDEATE

Redefining Skopei's Website Design Process

The primary objective of the design process was to enhance user experience by facilitating easy access to and comprehension of the website's content. This included clarifying the understanding of Skopei's product offerings and services. Additionally, the redesign aimed to distinctly delineate between customers and partners/providers while showcasing social proof of collaboration between Skopei and its clientele, demonstrating the breadth of services available and their potential combinations.To address the design challenge, I formulated How Might We (HMW) questions based on research data. Subsequently, I organized a creative session with usability experts to explore solutions. Focusing on the main HMW question, I refined the discussion by incorporating two specific sub-questions concerning the division of user groups and clarity of website content. This approach streamlined the exploration process and provided a solid foundation for subsequent ideation.Using methods such as the morphological chart and Harris profile, I generated three distinct concepts for client consideration. Upon selecting a concept, I crafted user stories to delineate various features. Prioritization of features was then facilitated using the Moscow method, ensuring an efficient and effective development process.

PROTOTYPE & TESTING

Enhancing User Experience Through Strategic Redesign

After finalizing the concept, I initially developed and tested a low-fidelity prototype with my colleagues at Skopei. Following approval and refinement of the concept, I proceeded to test a high fidelity prototype with individuals within the Skopei target demographic.

CONCLUSION & FINAL DESIGN

Enhancing User Experience Through Strategic Redesign

The primary objective of the redesign process was to enhance user experience by improving content accessibility and understanding. This encompassed facilitating comprehension of Skopei's product offerings and services while ensuring clarity in the distinction between customers and partners/providers. Additionally, the redesign aimed to showcase social proof of collaboration with customers, highlighting the breadth of services available.

To initiate the redesign, I formulated How Might We (HMW) questions to guide the overall process. This led to two creative sessions - one with usability experts and one individual - to ideate and define the design approach. The culmination of these efforts resulted in the creation of a final concept, which informed the development of hand-sketched wireframes. Subsequently, high-fidelity wireframes and a prototype were produced based on feedback from Skopei employees and testing with potential customers and usability experts.

The overarching goal was to simplify the website for users. To achieve this, I streamlined the front page, summarized Skopei's description and benefits, and integrated customer cases for social proof. Furthermore, I simplified the product description and created a dedicated page to explain Skopei's services comprehensively.A key feature developed was the 'customize your own Skopei application', allowing users to build their own application and visualize service connectivity. To enhance website layout simplicity, I consolidated information pages and created a distinct page for provider/partner engagement, easily accessible through a prominent Call-to-Action (CTA) in the header.

Overall, I believe the redesign successfully addressed the main issues of the original Skopei website design. Feedback and testing in the final stages of the project indicated improved website usability.

Addressing Diverse User Needs

design@annichensofie.com