KnewQ

knewQ

Will John, Sean, and Mike impress Jon on Wednesday?

YES NO

AGENDAKnewQ AnalysisCompetitive AnalysisUser ResearchPersonas

Prototype

User TestingMeasures of SuccessAnnotated Wireframes

SitemapNext Steps

KNEWQ ANALYSIS

No search options appear to be available with regards to “my knews” and “trending” making it difficult to find the content you want

Icons are not instantly recognizable. May require onboarding phase for users to recognize icons.No category filtering options

for trending

Unclear what a “clue” is

Critical Analysis Positive Analysis

Users will confuse this icon for SearchContrast in

button colorcommunicates

user location well

App uses popular navigation which will be familiar and easy for users

How do you add your like to the total?

Use of one color makes it look like it is one bar

Graphics are not clear to the user

Does not indicate where “Back” button goes to

Global navigation disappears

Unclear icon

Uncommon UI hierarchy. Profile image is too small

Only shows one badge. How does user access other badges?

Critical Analysis Positive Analysis

COMPETITIVE ANALYSIS

Search function in global navigation

Segmented control provides filtering system for home

feed

Profile access in global navigation

Main core functionalityunder each category


Main edit function displayed at top

Global menu icon. Offers access to

multiple functions

Create icon is simple and clear

VOICE JELLY QUIZ UP

HOME SCREEN

Segmented control provides filtering system for home

feed

Profile image/Level/Location

are key info in UI hierarchy


Core function high on UI hierarchy

Settings for Profileeasily located

Statistics are the main filters on profile page

Filtering system for activity feed

Key profile elements displayed

Adding friends/followers easily accessible

Adding friends/followers easily accessible

Main edit function displayed at top

Level/Achievement indication is clearly

communicated

PROFILE SCREEN

VOICE JELLY QUIZ UP

Constant feedback to

positively engage the

user

Achievement progress indicator

engages user

Reward indicator engages user to

keep playing

VOICE JELLY QUIZ UP

ACHIEVEMENTS SCREEN

Activity Feed includes achievements and activity, sorted by

most recent

Segmented navigation allows access to

different categories without leaving screen

Shows head-to-head activity between user

and friends

Global menu icon. Offers access to

multiple functions

VOICE JELLY QUIZ UP

ACTIVITY SCREEN

USER RESEARCH

Surveys were sent out via personal channels, social network channels, and across the entire General Assembly network to attain interview subjects. The two main questions that were asked pertained to social media activity and gaming app behavior.

Interviewed 15 candidates on their social media and gaming behaviors. The purpose was to discover the motivations behind social media use. We also wanted to find out their thoughts on what makes apps engaging and what elements make them log back on.

SURVEY SCREENER

USER INTERVIEWS

“I can usually find friends on my profile”

“My knew is stuff I created right? Or is it who I’m following?”

“I would expect a plus sign to create something”

“Oh, looked like a search button”

“What happens if I want to challenge someone?”

Social media and mobile gaming were used as casual experiences to pass time.

Users scroll through quickly to find topics that interest them.

Users interest level in a mobile game revolves around the idea of playing and beating friends. This type of experience with friends tends to keep users engaged.

Users want to know where they stand, relative to others. Mostly with people they know

KEY TAKEAWAYS

Users like the idea of becoming an expert and feel a higher level of commitment to a game when the subject matter is something that they consider themselves knowledgeable in.

Direct competition, highest level of intimacy, which correlates to highest level of engagement.

Higher level of engagement generally occurs when notifications are constant.

Users liked the idea of a constant/daily influx of quests and/or challenges in a game to maintain engagement level.

KEY TAKEAWAYS

PERSONAS

PROFILE

GENDER

AGE

LOCATION

OCCUPATION

Competitive

Social Butterfly

Female

28

New York

Payroll Manager

BIOGRAPHY

TECH

GOALS

FRUSTRATIONS

FEATURES NEEDED

Erin uses social media apps and games to cure the boredom during hercommute to work. She also uses social media to find out what her friends areup to. She usually posts photos and comments on a casual basis. She likesinstant access to topics that she’s interested in.

She possesses a perfectionist mentality and usually tries to finish daily questswhen she plays games. She likes to see that she’s ahead of her friends in games.

iPhone, Macbook Pro, iPad

• Able to view friends’ activity• See where she stands in relation to her friends• Likes rewards & incentives

• Wants to not be bored during commute• See her friends’ activity at a glance• Stay in touch with her friends via social media• Wants games that you can pick up and put down

• Doesn’t like games where she has to wait for response from friends• Dislikes social media contributions that lack value• Dislikes not obtaining achievements in games

ERIN

I like being the best among my friends.”

GAMER LEVEL: Intermdiate SOCIAL MEDIA LEVEL: High

PROFILE

GENDER

AGE

LOCATION

OCCUPATION

Hardcore Gamer

Male

22

New Jersey

Intern

BIOGRAPHY

TECH

GOALS

FRUSTRATIONS

FEATURES NEEDED

Aaron is a 22 year old college graduate currently interning at a large accounting firm in New York. He loves playing games as both an escape from his everyday life and an outlet for his competitiveness. He strives for perfection when playing in depth and console games. He likes to repeats levels over and over and studies patterns over time until he can perfect the level. Aaron likes competing against friends in order to achieve his highest potential.

Iphone 6, Cybertron PC, PS4, XBOX One

• Gain maximum achievement in games.• A way to easily compete with friends and be communicative with them.• A way to filter content to only topics that interest him.

• Needs social media content to be curated to his interests• Self-improvement through competition• Needs his intelligence and wit to be validated through social media

• Oversaturation of content on social media that doesn’t interest him• Lack of feedback when advancing in games• Poorly designed leveling/achievement strategy

GAMER LEVEL: Expert SOCIAL MEDIA LEVEL: Moderate

DAVID

“Competition breeds excellence.”

PROFILE

GENDER

AGE

LOCATION

OCCUPATION

Social Gamer

Male

24

Los Angeles

Marketing Specialist

BIOGRAPHY

TECH

GOALS

FRUSTRATIONS

FEATURES NEEDED

Derek is active on social media in both his professional and social life andenjoys keeping up with his friends on Facebook and Instagram. He uses Twitter as a marketing tool, education tool and a domain to share thoughts with others regarding topics that interest him. In addition, he grew up playing video games and enjoys playing with his friends online and on his phone in order to get away from his daily grind. He needs motivation from others to become fully immersed in a game these days because of his schedule, but once engaged, he likes to be the center of attention and often mercilessly trash talks his friends via live chats, private messages etc. to get into their heads.

Iphone 5, Macbook Pro, XBOX 360

• A way to send messages his friends within a game infrastructure and switch privacy settings.

• Achievement incentives to keep himself immersed in a game.

• Level of gaming engagement determined by outreach from friends• Consistently updating and checking on his social media networks• Uses gaming as a social activity and escape from daily life

• Lack of feedback from a game• Lack of ability to play games with friends and trash-talk each other• Lack of in-game customization features

GAMER LEVEL: Moderate SOCIAL MEDIA LEVEL: High

DEREK

“When I have the time, I like to game with my friends and remind them who’s boss”

PROTOTYPE

http://marvl.in/2j9a1h

USER FLOWS

USER FLOW - CHALLENGE BY FRIEND

Trending Page Challenge friendscreen

Category TrendingPage

Friend ProfilePage

(with sent systemfeedback)

Select category

Tap “Challenge

_______”

TapChallenge

Button

Default Search Page

PeopleSearch Page

Friend Profile Page

Select People Filter

Select Friend

SelectSearchButton

USER FLOW - CHALLENGE BY POST

BEFORE

AFTER

Trending Page

Trending Page

Expand KnewQ page

Challenge friendslist page

Challenge friendslist page

Trending page(with system

feedback)

TapChallenge

Friends

Selectfriends

Selectfriends Tap Done

Tap Done

Answer KnewQ post

TapChallenge

Button

USER FLOW - SORT KNEWQ BY INTEREST

Trending Page Search page Category TrendingPage

Friend ProfilePage

(with sent systemfeedback)

Select Desired category

Scroll throughcontent

Select search option

(global nav)

Select yes/nofor predictions

USER FLOW - COMMENT

BEFORE

AFTER

Trending Page

Trending Page

Expand KnewQ page

ExpandedKnewQ page

Expanded KnewQ page

(with keyboard)

Expanded KnewQ page

(with keyboard)

Expanded KnewQ page

(with updated content)

Expanded KnewQ page

(with updated content)

TapText Field

Tap Write a

comment

Type comment

Type comment

Tap Post

Tap Post

Answer KnewQ post

TapComment Icon

on KnewQ post

USER FLOW - VIEW YOUR STATS

KnewQ Home/Trending Page

My ProfileScreen

View Knews AskedScreen

View Knews Answered screen

My ProfileScreen

My ProfileScreen

My ProfileScreen

View Over Recordscreen

View Stats Subsection

(Default in segmented

control)

SelectKnews Asked

Button

SelectBack arrow

SelectBack arrow

SelectBack arrow

SelectKnews Answered

Button

SelectOverall Record

Button

Select Profile

Optional further inspectionMain task

USER FLOW - VIEW FOLLOWER STATS

KnewQ Home/Trending Page

My ProfileScreen

Friend Profilescreen

My FriendsScreen

My Profile screen

My Profile screen

View Knews Askedscreen

View Overall Record

screen

My ProfileScreen

SelectFriends

SelectKnewsAskedbutton

SelectKnews

Answeredbutton

SelectOverall Record

button

SelectBack arrow

SelectBack arrow

SelectBack arrow

Select Profile

View Stats Subsection

(Default in segmented

control)

Optional further inspectionMain task

USER TESTING

Qualitative & QuantitativeRound 2

TRENDS12 TEST SUBJECTS

TREND 18 OF 12 TEST SUBJECTSUSERS VISIT “ME” PAGE TO FIND THEIR FRIENDSHowever, none of the participants knew

definitively where to go

Attributed choice to process of elimination

“Is it under notifications?” – Melissa

“I can usually find friends on my profile” Jesse

TREND 2ALL 12 TEST SUBJECTS SHOWED CONFUSIONCONFUSION REGARDING “MY KNEWS” PAGEUsers didn’t understand icons on page

Didn’t know if it was what they have created or

voted on or if it was what their friends were doing

Overlap between my knews and profile page

“Why is my knew logo a hamburger button, it makes

me think there are more options or something” –

Margarat

“My knew is stuff I created right? Or is it who I’m fol-

lowing?” - Samira

“What is a knew?” –everyone

“It’s what my friends are polling on, right?” – Justin

TREND 38 OF 12 TEST SUBJECTSDIDN’T KNOW HOW TO CREATE KNEWIcon was unfamiliar for most users

Many believed it was a magnifying glass, alluding

to search function

“I would expect a plus sign to create something”

– Nadeja

“Oh, looked like a search button” – Lexi

TREND 48 OF 12 TEST SUBJECTSCONFUSION OVER BADGESUpon clicking badge didn’t expect to see

expanded list of badges

Most expected to see list of others who possess

that skill

“Why is that icon there? Why is it so big?” - Stephen


TREND 510 OF 12 TEST SUBJECTSDIDN’T KNOW WHAT THE NOTIFICATIONS PAGE WOULD HOLDUnderstood icon

Didn’t know what content would be on page

“I think that it can be tucked away” – Justin

“I guess it’s my prior behavior” – Andrew

“Are notifications for me or my friends?” – Lexi

TREND 63 SUBJECTS BROUGHT THIS UP UNPROMPTEDHOW TO CHALLENGE FRIENDSUsers understood it was a social app but couldn’t

find the social aspects

Users wanted to challenge friends when creating

a knew

“Can I send it to my friends?” –Melissa

“What happens if I want to challenge someone” -

Sean


MEASURE OF SUCCESSChallenge a friend and send challenge. Create a Knew and post it.Find a topic that interests you. Look at your Knews.Find a friend and look at his stats.

INITIAL

CHALLENGE A FRIEND AND SEND CHALLENGE 20 TEST SUBJECTS

NEW

:01-:30 (1)

:31-:60 (7)

1:01-1:30 (7)

1:31-2:00 (2)

2:01-2:30 (1)

2:31-3:00 (1)

:01-:30 (20)

:31-:60 (0)

1:01-1:30 (0)

1:31-2:00 (0)

2:01-2:30 (0)

2:31-3:00 (0)

INITIAL NEW

:01-:20 (6)

:21-:40 (4)

:41-:60 (6)

1:01-1:20 (3)

1:21-1:40 (1)

:01-:20 (17)

:21-:40 (2)

:41-:60 (1)

1:01-1:20 (0)

1:21-1:40 (0)

CREATE KNEW20 TEST SUBJECTS

INITIAL NEW

:01-:30 (2)

:31-:60 (0)

1:01-1:30 (3)

1:31-2:00(4)

Did Not Find (11)

:01-:30 (20)

:31-:60 (0)

1:01-1:30 (0)

1:31-2:00(0)

Did Not Find (0)

FIND A TOPIC20 TEST SUBJECTS

INITIAL NEW

LOOK AT POSTS YOU HAVE VOTED ON20 TEST SUBJECTS

:01-:05 (2)

:06-:10 (9)

:11-:15 (5)

:16-:20 (3)

:21-:25 (0)

:26-:30 (0z)

:01-:05 (3)

:06-:10 (10)

:11-:15 (3)

:16-:20 (2)

:21-:25 (0)

:26-:30 (2)

INITIAL NEW

FIND A FRIEND AND LOOK AT HIS/HER STATS20 TEST SUBJECTS

:01-:12 (12)

:13-:24 (4)

:25-:36 (3)

:37-:48 (0)

:49-:60(1)

:01-:12 (10)

:13-:24 (6)

:25-:36 (1)

:37-:48 (3)

:49-:60(0)

WIREFRAMES ITERATIONS

BEING ABLE TO “CHALLENGE A FRIEND” WAS IDENTIFIED AS A MUST HAVE FEATURE FOR OUR PERSONS SO WE DECIDED TO TEST HOW WELL USERS COULD ACCOMPLISH THIS TASK ON THE TRENDING PAGE, ULTIMATELY IMPROVING THIS PROCESS FOR THE USER.

ORIGINAL

Most users took over a minuteUsers expressed desire to find a friend and then challenge them

1.2

1.1

Added challenge button so users didn’t have to answer question beforehandAdded search functionality

1.1

1.2

1st ITERATION 2nd ITERATION 3rd ITERATION

2.12.2

Made challenge button more prominent as users could not find it Re-sized image because users expressed liking of pictures

Modified challenge button to communicate who the user is challengeText placement and image to make better use of space, and address users desire for scroll ability

2.1

2.2

3.1

3.2

3.1

3.2

Carrier 4:00 PM 100%

Create KnewQ

Add Categories

Add end-time

Add Picture

Add Related Link

Cancel Send

TIP Ask a specific yes/no question, like “Will the Yankees win the game tonight?”

Send Post to: Public

BEING ABLE TO “CREATE A KNEW” WAS IDENTIFIED AS A MUST HAVE FEATURE BASED ON USER INTERVIEWS. PEOPLE WANT TO KNOW WHAT THEIR FRIENDS AND EVEN THE GENERAL PUBLIC THINK.

ORIGINAL 1st ITERATION 2nd ITERATION 3rd ITERATION

During testing, users were unable to identify KnewQ logo - many thought it was a search optionUsers confused about “previous/next” functionUsers showed confusions as to why location would be necessary to postAdditionally, no user expressed a desire for location services integration

Modified Q button to “+” button as it is more intuitive for usersUsers expressed desire to send challenges directly to friends

Used text+icons to better communicate optionsFurther developed “Send To” option to allow for global posts as well as private/group messaging

Used text+icons to better communicate optionsFurther developed “Send To” option to allow for global posts as well as private/group messaging

0.1

0.20.3

0.3

1.1

1.2

2.1

2.2

3.1

0.1

0.2

0.3

Carrier 4:00 PM 100%

Create KnewQ Done

TIP Ask a specific yes/no question, like “Will the Yankees win the game tonight?”

Send to…

Set End Time Add Categories

Activity ProfileCreateSearch Leaders+1.1

1.2

2.2

2.1

3.1

IT WAS IDENTIFIED THAT SOME USERS ARE MORE FOCUSED ON CONTENT WHILE OTHERS ARE MORE CONCERNED WITH SOCIAL ASPECTS. IN BOTH CASES, USERS HAD A DIFFICULT TIME FINDING WHAT THEY WANT. AS A RESULT, WE ARE PROPOSING ADDING A SEARCH FUNCTION.

ORIGINAL 1st ITERATION 2nd ITERATION

Previously users had to visit a profile page to view the categoriesTo find friends users had a connect optionOn connect page, users expressed confusion over who/how people were being shown

A search function would allow for users to find whatever content they desire as well locate other usersAll of our research (testing, interviewing and competitive analysis) indicated that users expected this feature

Users were confused as to what was on friends tabUsers expressed desire to find people that are creating interesting contentAdditionally, users wanted to know quickly how credible these individuals wereThis was indicated through user level and number of followers

0.1

0.20.3

1.1

1.1

2.1

2.2

2.3

2.4

0.1

0.2

0.3

1.1

1.1

2.1

2.2 2.3

USER PROFILE THROUGH RESEARCH AND TESTING WE FOUND THAT USERS WERE CONFUSED BY BADGES AND WANTED A QUICK VIEW AT HOW GOOD/BAD ONE WAS AT PREDICTIONS. TESTING ALSO SHOWED THAT USERS INTUITIVELY KNEW THAT THEY COULD ACCESS THEIR HISTORY AND THEIR FRIEND GROUPS THROUGH THEIR OWN PROFILE.

1st ITERATION 2nd ITERATION

The majority of test subjects knew they could find previous posts and friends through the profile screenIntuitively users expected some of these elements on the profile page (badges, high level view of skill level/interests, history)

Many users expressed desire to send/receive privateKnewQs. As a result a personal inbox was added to user profileUsers expressed desire to see what friends are doing as well as how they perform in those cate-gories

1.1

1.2

2.1

2.2

1.1

1.2

ORIGINAL

Users did not understand the graphs in any of our testsUsers were confused by the hierarchy and did not know what the badge was, or if it was clickable

0.1

0.2

0.10.2

2.1

2.2

KNEWQ SITEMAP

1.1 Lack of Search functionality1.2 Can’t view social network1.3 Lack of category filters

AREAS OF NEED

Beginning Path

Page Filters

Table of Contents

My Knews

Me (profile)

Notifications

Create Q

SettingsIndividual

Post

Trending

Navigation

Stats

Knews

1.1

1.2

1.3

1.3

SITEMAP - BEFORE

SITEMAP - AFTER

Asked

AnsweredStats

Popular

NewIndividual

Post

People

CategoryActivity PageCategory

Friends List

Search

Me (profile)

Create

Leader board

Activity

Navigation

Recent

Inbox

Search

Default Path

Page Filters

Table of Contents

ICONOGRAPHY TEST

ICONOGRAPHY TEST12 TEST SUBJECTSCLARITY OF CONCEPT/TOPIC:

42%Clarity

8%Clarity

33%Clarity

0%Clarity

0%Clarity

17%Clarity

92%Clarity

92%Clarity

0%Clarity

50%Clarity

0%Clarity

100%Clarity

ICONOGRAPHY RECOMMENDATIONS

Focus on the clarity of the concept that you are trying to represent and how easy it could be represented in icon form before focusing on design and aesthetics.

Make sure the copy for achievements is easily understood. Certain icons couldn’t be properly tested because of a lack of understanding of the copy’s meaning (Tagtail, Jynx etc.)

In the trophy room, perhaps draw a clear distinction between achievements for topics and overall game achievements. Despite explaining this differention before the test, sometimes users did not make the distinction between the two.

GAMIFICATION CONCEPTS

Successful gamification revolves around the understanding of user needs at every stage of their journey. According to Gartner research, 80% of gamified apps fail for not understanding this distinction.

User needs and attitudes change over time based upon their progress. Adjusting the dynamics of game mechanics and achievement should be reflected in the badges/levels that a user unlocks on their journey. These achievements should serve as tools to directly correlate to the engagement retention rate of users (ex. frequency of achievement retention depending state of progress.)

http://ecis2014.eu/E-poster/files/0584-file1.pdf http://www.gartner.com/newsroom/id/2251015

GAMIFICATION FEEDBACK

Consistent user feedback is an essential piece of gamification in regards to user engagement and is also essential in creating quality users through positive reinforcement, motivating tactics and system clarification.

User feedback regarding progress, on boarding, achievements etc. should be consistent through the user’s journey.

While the playfulness of the copy can be consistent with KnewQ’s branding, keep in mind that the interpretation of feedback will vary due to diversity of users (based upon user analysis by the University of Negav).

Image by Joshua Porter, UX director at Hubspot

http://ecis2014.eu/E-poster/files/0584-file1.pdf http://www.gartner.com/newsroom/id/2251015

Don’t lock users into signing up instantly. Let them explore KnewQ and only ask for sign up once a user tries to engage in a specific ac-tion tied to a user profile (ex. creating a ‘knew”.)

To retain users, XP points should be designed to new users liberally and have the system of points narrow as a user becomes more experienced (similar to Fibonacci sequence like you mentioned for leveling). Assigning new users XP points when during on boarding has been proven by Gartner as an effective means to kickstart user engagement/retention.

On the Leaderboard, all users should be taken account for. Besides displaying just the top predictors, also recognizing the top creators of “Knews” would assist in retaining user engagement because it would reward a different set of users for their activity.

GAMIFICATION RECOMMENDATIONS

Inserting the leaderboard into the tab bar serves as an essential piece of the gamification infrastructure of KnewQ. One of the major takeaways from user interviews is to have users be able to see where they stand compared to others, particularly their friends. Implementing the Leaderboard into the tab bar will allow users to engage in these behaviors instantly and let it serve as a central hub for user feedback and P2P progress indications.

User research in gamification by SIGCHI, the leading organization for the study of HCI (Human-Computer Interaction), concluded that leaderboards improve user motivations for engagement based upon frequency (progress feedback) and Behavioral Reinforcement (reinforcing the continuation of gaming habits).

LEADERBOARD

http://dl.acm.org/citation.cfm?id=2468559

NEXT STEPSCreating system feedbackFurther testing/reiteration of iconographyA/B testing user stat page with our two design conceptsBoosting fidelity on pagesDeveloping the leaderboard featureFurther overall user testing and reiterating current prototype

Mobile

KnewQ