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Word of Mouth

Word of Mouth is a social platform that enables user to ideate upcoming plans - creating a more inclusive and exciting experience.
Duration: 10 weeks
Team/Role: UX Researcher & UX Designer
Category: Passion project case study
Tools Used: Figma, InVision
Don't have 10 minutes? Here is a 3 minute trailer:
 
THE STORY
Word of Mouth is a passion project originally driven by a personal pain point of mine and by many of my nail clients who share the same frustrations. At least once a day in the salon, someone asks me "What's happening in the city?" or "I want to try something different, but I'm too busy to plan anything. Any suggestions?".
 
The Problem: There are many online blogs and websites that help with discovering new experiences but they make things more difficult - This can lead to high mental stress in Millennials and result in social isolation.
 
 
HOW MIGHT WE...
help Millennials create social experiences in order to alleviate mental stress caused by social isolation?
 
RESEARCH METHODS
One-on-one online interviews
Persona
Prototype testing
Customer journey
 
COMPETITIVE ANALYSIS
I looked at multiple travel, restaurant, and review solutions that exists in the market. As I've mentioned early on, there are endless counts of blogs, sites and apps that all relate to ideating plans, but they still require the user to take the time to craft their upcoming events
Key Findings: There is no existing app that curates preplanned events.
KEY FOCUS AREAS
  • What are some instances that connect friends, partners and families?
  • What's important for one another to keep our social connections strong?
  • What are other methods when ideating experiences?
  • Lo-fi prototype feedback
CORE USER NEEDS
Doing an activity together
Millennials actively take part in an activity in groups of 2 or more because it helps them to socially connect.
Communication is key
Communicating with other people naturally creates a bond.
Recreating past experiences
Experimenting with previous activities to create something new and missing old events motivates Millennials to devise similar plans.
 
 
PERSONA
Using the data from the one-on-one interviews, I was able to create a distinct persona and efficiently summarize their needs and goals. I can use this persona when designing to ensure that the solution is in line with their pain relievers, behaviours and goals. Having a persona also reminds me that I am not designing for myself.
Summary: Millennials are excited as they begin to plan memorable experiences, but then immediately feel overwhelmed once they are presented with too many search options.
USER JOURNEY
Understanding the user's journey early on helped me to make key design decisions as I could identify opportunity areas and incorporate specific tasks performed by users during test sessions.
Summary: This task flow outlines each task the user will take to search for a curated plan and send the curated plan to a friend to kick off their adventure.
 
 
DESIGN
Wireframe Sketches
Sketching out ideas for the wireframe helps me to quickly experiment and visualize possible options. 
Lo-Fi Prototype
User Testing & Iteration
 
Two rounds of user testing and iterations were completed with greyscale prototypes. The overall feedback helped me to design for the intended user (the persona).
Lo-Fi Wireframes
MOODBOARD
When searching for inspiration, I referred back to the HMW problem statement. 
HOW MIGHT WE...
help Millennials create social experiences in order to alleviate mental stress caused by social isolation?
Word of Mouth needed to be something that Millennials could look at and spark fresh opportunities and connections.
 
 
UI INSPIRATION
The main inspiration is definitely from Instagram. The vision that I had for Word of Mouth was if Yelp and Instagram had a baby - what was that going to look like?
I loved how Instagram was able to keep everything very minimalistic and review apps (like Yelp) are able to structure everything clearly.