Overview

Serengeti is a company which provides users with the ability to subscribe to hardware technologies. Starting from a blank board my role in the project was to design the user experience while providing guidance for a close knit team of developers and the CeO.

The problem

The market for renting technologies was found to be very expensive and was very difficult to get approval; this usually drove users away.

The goal

The objective in sight was to provide users with a hassle free, trusty, flexible and easy to understand subscription service to various hardware technologies.

The team

I worked in a cross-functional team. As the main UX designer, I was involved in all phases of the project, from mapping out the problem to delivering final designs.

Responsibilities

UX design, Interaction design, Research, Wireframing, Prototyping and Testing.

The Process

My process will be different inn different projects and will be determined by many factors such as the project goals, business needs, complexity of the problem, time and etc. Here I’ll describe my process for solving this problem.

Research

Define the user

Before the team dived into thinking about solutions and designs I encouraged the team to leverage user research to understand the customers pain points of the current industry. We conducted various interviews to identify these pain points, Opportunity and insights. Once completed I had collated all the data and found patterns in users perceptions and tasks; aggregated my findings in the form of a persona.

Key Findings

• In the current market users are not able to have the freedom to make adjustments to their current rental contracts

• The approval process was very messy and time consuming

• The contracts provided are very expensive

Ideation

Potential solution

The research made it evident how complicated and limiting the available options to the user were. After summarising the information from user interviews and data analysis, It was the time to sketching different solutions to help business and users. During this phase I was also collaborating with the developers to strike out any potential technical limitations from the design solution.

User Journey flow

Creating UX flow allowed me to communicate the whole user journey, covering all the screens, to the team. This also helps me to visualise and understand the whole user journey.

Design

Mid-fidelity wireframes

Now that we had established a list of screens to cover all scenarios, I started to create grayscale wireframes to detail out the flows. In this step I also made a mid-fidelity prototype to test the idea with users and fix the problems in the early stage. Once issues were reviewed changes to the designs were implemented.

High-Fidelity Prototype

The mid-fidelity prototypes were then turned into a visually pleasing (high-fidelity). This helped provide a clear picture of the final product. The high-fidelity prototype was also used in discussions with various stakeholders and third parties forming strategic partnerships.

Guerrilla test

Testing the idea

With the current market constraints the high-fidelity prototype was tested with users; gathering feedback on the design and journey approach.

To measure the success of this test we defined to track:

• Checkout success rate with no confusion

• Ability to confidently change the current subscription

Project learning

What have I learned from this project?

• The importance of user testing in the earlier stages of the project; preventing impact to project timeline and costs.

• Researching into the industry and also user research. This allowed me to relate to the feedback from the users and to understand their pain points. Without this the solution would not have been affective.