Introduction
The goal of the project was to design an innovative mobile app for the iOS platform based on customer and market research, supplemented by our use of UX frameworks such as User-Centered Design and the Design Thinking Process. The value proposition of the app is saving hours of work from color palette prototyping by allowing users to use pre-made templates and palettes based on colors psychology.
The project was split into several key tasks:
- Conducted over 20 focus interviews
- Created an Empathy Map
- Designed the app architecture
- Drew Lo-Fi wireframes based on research insights
- Polished our ideas into Hi-Fi screens
- Delivered a fully-interactive Figma demo
Survey
The target market of the app are creatives or decision makers who often deal with color palette prototyping or application. These can be: Graphic Designers, Web Developers, 3D Artists, Game Developers, Salespeople, Interior Designers, Fashion Designers, Packaging Designers, Industrial Designers and Managers.
Interviews
We conducted 22 focus interviews (30-45 min) with potential users from different customer segments in order to better understand the individual beliefs and assumptions regarding the app, or what is called a phenomenological research approach.
Research Goal 1
What makes a new app simple to use for the first time?
Research Goal 2
Are the expected functionalities seen as useful? Is there something critically missing?
Research Goal 3
Approximately how much time can users save from color prototyping using the app?
Research Goal 4
How willing are potential user to pay for the features introduced by the app?
Survey Results
Interview results were transferred into a combined code table where each questions was translated inot specific trait, namely: Simplicity, Functionality, Usefulness and Value to represent the toichpoints between participants for each question.
Simplicity
The app must have a Clean UI, Familiar Navigation, On-Hand Tutorials and Clear Labels.
Functionality
Needs to have Numerous Templates, Editable Palettes, PDF Export and the ability to Save Projects
Usefulness
Pre-made color prototyping templates in the app could save a typical designer more than 7 hours (or 90%+)
Value
Free base version is preferred. In-App purchases as seen as ok, if they provide more value, e.g. more templates
Empathy Map
For a quick overview of how a target user might approach the app's value proposition we also created an empathy map to help us better understand what they Say, Feel, Do and Think on the idea and concept.
Pains and Gains
We concluded the reearch phase of the project with a summary of the app's Customer Pains, what creates doubt in the eyes of the user, and Customer Gains, or how it adds value to their daily professional needs.
Information Architecture
We organized the obtained research data into a detailed IA map of the app's structure that enables the user to navigate between pages in the easiest possible way.
Wireframes
All identified user needs and app features were then mocked up in a series of low-fidelity wireframes to help us find the most optimal poistion for each of the elements.
