Working with startups on a greenfield, new-to-the-world product demands that UX’ers help founders think about their offering from an outside-in perspective. Getting them to understand the target audience’s goals and their frame of mind is key.
Cariloop’s mission is to empower people to take control of their own and their family members’ care and service choices in an easy and informed way. They came to me for help designing the crucial signup and onboarding experience as well as the content search and curation workflows.
After conducting interviews with the stakeholders and several potential users of the service, I identified the primary user personas (sorry, can’t share those), set out design principles, sketched and iterated workflows, identified key data elements, and storyboarded the main user flows.
We created the design principles to focus on imparting to the audience a sense of control and a feeling that they were supported by the service in their search for elder care. The screenshots below show the initial design principles I workshopped with the stakeholders, and the final version. We iterated the design principles over a two-day period.
First take at design principles. Nothing beats paper or a whiteboard!
Final design principles.
Next we defined and iterated the initial workflows. First on paper, then on screen. The screenshot below shows some of our in-process paper workflow and initial wireframing directions. Protip: sometimes using large flip chart paper as a canvas just works better than a whiteboard. Because you can keep laying the sheets side-by-side on the table or floor. It’s like a never-ending whiteboard.
Workflow and lo-fi wireframe examples on flip chart paper.
Then we moved on to wireframes and high-level definitions of key page and field interactions. The site’s information architecture came together at this point as well. It was a task-driven IA, and the users’ most important and repetitive workflows were featured both in the left-hand navigation and on their logged-in landing page. Any in-process activities, such as a reading a new response from a facility or a acting on a user-created task, were presented in the global navigation.
Hi-fidelity wireframes and associated workflows.
After a round of user feedback and low-fidelity prototype usability testing, my interaction / visual design partner moved to final designs.
Final visual designs.
The service went live in 2017 and is serving people searching for elder care resources and facilities.
Working with startups and founders requires the UX architect to stay nimble and be ready for changes to everything from feature details to product direction. But it’s fun to move fast and as a UX’er working with a small team, it’s gratifying to see your data and insights have an immediate impact on the product – and the company.
April 23, 2019
Generative Research, Startup, User Experience Strategy, UX/UI Design