Urban Point
Case Study
Project Overview
Challenge
Searching for a new home can be a frustrating experience, with time-consuming research, endless browser tabs, and difficulty keeping track of all the information you gather.
Objective
Create a platform streamlines the process by consolidating all the information you need in one place, so you can quickly and easily compare different options, neighborhoods, and conditions. Spend less time searching and more time finding a home.
Project Scope
Mobile App, Branding
Role
Research, Visual Design, UI design, User Testing
Team
Self directed, with feedbacks from mentor and peers
Ideate
User Persona
By analyzing the interview data I collected, I was able to create two distinct user personas that represent the needs, pain points, and goals of our target audience.
Strategy
Through the process of collecting and analyzing data and conducting user interviews, I was able to gain valuable insights into the needs and preferences of our target audience.
Project Goal
By conducting in-depth research, collecting and analyzing data, I was able to define clear goals and objectives for our product. This helped me gain a better understanding of the overall project, and provided a clear direction for making informed decisions throughout the development process.
Site map
Once the project goals had been established, I utilized a card sorting approach to organize and structure the various components and features of the product. This process enabled me to create a site map that visualized the architecture of the product, including the hierarchy of information and relationships between different features
Research
Research Plan
Before I began the project, I started with creating a research plan that includes, market research, competitor research, user interviews, research objectives, research goal, and interview goals.
Research Goals
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identify potential competitors’ strength and weakness
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Learn about the preferences, frustrations, goals, needs, and motivations of target groups
Secondary Research
Potential Competitors
There were potential competitors on the market that provides similar features urban point was visioning towards
Primary Research
User Interview
5 participants with different demographics were involved in the user interview.
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Identify the needs and pain points when searching for a new home
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Identify preferences when searching depending on the demographic status
Interview Goals
Empathy Map
Synthesis Debrief
Through conducting interviews and affinity maps, I was able to categorize them based on their demographic. And from there, I identified the common themes.
Common preference for all around
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Safe neighborhood
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Close to amenities
Users lives with family
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Good school rating
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Quiet neighborhood
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Good place to raise children
Singles
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Affordable price
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Cloose to activies / entertainments
Define
Task Flow
To better understand the process and specific steps required for users to complete a task, I created a task flow. This allowed me to visualize the main flow of actions necessary to accomplish a task, as well as identify any potential pain points or areas of confusion for the user.
User Flow
Using the task flow as a reference, I created a user flow that outlines the specific scenarios and steps required for users to successfully complete a given task.
Low-fid wireframes
By leveraging insights from user interviews, competitive analysis, and user task analysis, I was able to create wireframes that accurately reflect user scenarios and needs. In order to begin the wireframing process, I first started by sketching out my ideas on paper, allowing me to quickly iterate and refine my designs before moving onto digital low-fidelity wireframes
Branding & Logo
By utilizing the style guide and incorporating key elements that reflected Urbanpoint's brand, I was able to create several logo sketches and digitize them.
Style guide & UI Components
To establish the brand identity for Urban point, I started with creating a moodboard that included keywords such as "Contiguous, Clean, Simple, and Easy". After creating a style guide, I developed a set of UI components to ensure consistency within the brand and the overall design system. The full version of the UI components can be accessed by clicking here.
Design
Implemeting Feedbacks
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More of scrolling than a button to move to next page or to view more
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Bottom footer to access features
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Less steps to access features, along with minimal information to compare
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Map showing basic information, than showing location tag
Before
After
To see full UI designs, click here.
Responsive UI design
User Testing
Usability Testing
Before finalizing the high fidelity design, I created usability test plan and conducted a usability test with 5 participants to evaluate their ability to complete a given task. The feedback I received from the participants was valuable in refining the design and improving the user experience.
Affinity Map
I was able to group similar feedback together and with this method, I was able to identify patterns and trends that will help me to make an informed design decisions.
Frequency to severity mapping
I identified the critical revisions that needed to be addressed immediately and the ones that could be addressed later. This helped me prioritize the changes that were necessary for improving the user experience of the product.
Final Thought
Take away
Undertaking my first UX/UI project was an incredibly rewarding experience. Throughout the process, which involved conducting research, interviews, competitor analysis, and reflecting on my own performance, I encountered several valuable learning opportunities. While I acknowledge that mistakes were made and improvements could have been implemented, I view this project as a stepping stone in my professional journey. It has provided me with the confidence and knowledge to tackle future projects with greater proficiency and achieve even better outcomes.
Next Step
In the next phase, the aim is to improve the user-agent interaction through features that streamline communication and collaboration. Additionally, an appraisal and review system will be implemented to allow users to provide feedback and write reviews about neighborhoods.
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