I acted as lead designer when Radically Digital were hired by Word on the Curb to complete a full 2 week discovery to research, uncover and design.
Team
Radically Digital - Product Lead, Engineer and Design Lead.
SQWAD - CEO and COO.
Timeline
2 Weeks.
Tools
Miro, Google Slides, Figma.
THE CHALLENGE
SQWAD
Word on the Curb is a production house and marketing research agency that help brands reach out to minority communities. They hired Radically Digital to do a full discovery to design a platform that gathers market research on products from real users. A mobile app that gathered the user feedback and a responsive platform where the feedback was available were required to be designed.
THE APPROACH
Discovery
1.
Research
During the first week of discovery we deep dived into research, aiming to get a full understanding of who the target user is, SQWAD's business model and understand the competitor landscape.
2.
Design and Prototype
I did initial sketches, and then focused on developing these into wireframes using Balsamiq and final screen designs using Figma. The final screens were turned into a clickable prototype.
3 .
Next Steps
The assets we produced created a strong vision for the next evolution of the business - productising their know-how and service they have been offering for years.
Research
RESEARCH
Value Proposition
We looked at what value does the business provide to its customers in terms of their pains, gains and jobs. We then considered these from the client’s perspective and how they could potentially utilise them.
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COMPETITIVE LANDSCAPE
Looking at competitors from a brand, agency and community perspective.
From a brand and agency perspective, we looked at Find Out Now, One Pulse, #Paid and Birdeye. From a community perspective, we viewed Bulbshare, Tribe, #Paid and Imagen. For both, we conducted UX and UI audits of each in order to understand what is common industry practice and what’s considered novelty.
INFORMATION ARCHITECTURE
Two information architectures were created to support two different personas.
One user is the community, representing the participants and survey respondents.
The second user was the client, representing brands and agencies who want qualitative data from real people.
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SOLUTION SKETCHES
Creating two products, focusing on the needs of two end-users.
The team focused on sketching key pages. After dot voting, select sketches were lined up for low fidelity wireframes.
Concept
COMMUNITY SIDE
Sign up.
COMMUNITY SIDE
Responding to a brief.
COMMUNITY SIDE
Getting rewards.
A key aspect of SQWAD from the community’s perspective was to have an overview of the rewards they have earned so far from completing briefs.
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CLIENT SIDE
Sign up.
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CLIENT SIDE
Creating a brief.
CLIENT SIDE
Viewing results.
A USP of SQWAD was to give clients access to qualitative feedback from real people. A key part about relaying this feedback was finding a clear and concise way of presenting back results.
THE RESULT
The screens and prototypes created a strong vision for the next evolution of the business, leveraging their existing offering.