Users need a way to get a quick and easy bit of advice from an expert about their daily challenges, without going through the bureaucracy needed. The ability to get the right professional support shaped to their needs whenever and wherever is necessary.
To better understand the market, identify the underserved opportunities and spot the weaknesses in the competitors’ user experience, I did a competitive analysis of the three leaders in the industry: Unobravo, an Italian platform (App and Web) bringing together therapists and patients.
Fiverr and UpWork, international platforms (App and Web) connecting freelancers to people or businesses looking to hire, encouraging a wide range of services in the tech industry.
One of the most important steps was understanding the user, I began with user surveys and conducted online and in-person user interviews.
Here the insights of the interviews:
Based on the user research, I created the following user personas as a representation of a typical Figaro-User.
Defining the user journeys was a key step on the defining process. It gave me a better understaning on how to showcase the IA (Information Architecture) as well as the overall user experience in the app.
To better empathise with my users, I created 3 journey maps as a tool to better understand the app and its functions.
After collecting all the data about the IA, I conducted a Card Sorting.
Wrote all the features in cards and asked my potential users to sort them into categories.
With the data given from the previous tasks, this is how the Sitemap looked after some small adjustments.
The Low Fidelity Wireframes were just sketches with a pen on paper.
For the Mid Fidelity Wireframes I used Figma.
Before proceeding with the High Fidelity Wireframes I conducted Usability Tests and Preference Tests with potential useres.
On Figma, I've created a Prototype with the Mid Fidelity Wireframes and performed in person and remote Usability Tests with my potential users.
Here are the 3 main problems and solutions:
The main reason is the Jacob’s Law. Users use lots of apps on a daily basis. They assume to know how the app will work and therefore skip the On-Boarding on how the app should be used.
For a better experiance, Data-Collecting Onboarding was suggested and implemented.
Users found difficulties on differentiating buttons with other UI elements. In the High-Fidelity Wireframes I fixed the problem by following the A Design System rules (Material Design).
Here is the Book-an-appointment frame as referance:
Having a way to reach the experts as easy as possible would facilitate the use experience in Figaro. That’s why I added the Notebook feature where users get easy access to the chats/favorite experts.
As the first frames introduces the app’s language and character, I opted for an A/B Testing Method for the Signin/Signup Frame:
1 being an animation, to make the app more appealing for the experience and
2 a picture reference to the opera “The Marriage of Figaro” (cit. "Figaro su, figaro giu, figaro lá, figaro qua"), also inspiration for the app’s name.
With the data collected this is how the high fidelity wireframes looked like
