https://michellewall.com.au michelle wall Tue, 02 Sep 2025 07:29:19 +0000 https://michellewall.com.au en https://michellewall.com.au/Work Wed, 05 Sep 2018 04:12:26 +0000 michelle wall https://michellewall.com.au/Work All Projects https://michellewall.com.au/Contact Wed, 05 Sep 2018 04:12:26 +0000 michelle wall https://michellewall.com.au/Contact 0407 771 813 michelle.k.wall@icloud.com https://michellewall.com.au/Main Wed, 05 Sep 2018 04:12:27 +0000 michelle wall https://michellewall.com.au/Main Michelle Wall&nbsp; Product / Experience designer / UX/UI&nbsp;👋&nbsp; https://michellewall.com.au/My-NRMA-app-dining Tue, 02 Sep 2025 07:29:19 +0000 michelle wall https://michellewall.com.au/My-NRMA-app-dining My NRMA app - dining ROLESquad lead - UX/UI design Led a team of 8 cross-functional SME’s in discovery. Conducted discovery, research, usability testing and final designs. BRIEFUncover friction points in the redemption of dining benefits via the My NRMA app, to increase unique member redemptions from 20K (FY24) to 40K (FY25). DISCOVERY APPROACH Reviewing analytics To understand what segments were redeeming what type of benefits and at what venues, we reviewed analytics and found that the highest redeemers were 45-55 affluent members and young families with aspiring affluence between 26-35 who were primarily redeeming takeaways. REVIEW CURRENT STATE&nbsp;As a group we developed some hypothesis on elements in the flow that may be making it difficult to redeem a dining benefit. Benefit was displayed as the “up to” amount instead of the offer Venues contained multiple offers but only one was visible on the initial list view Terms and conditions were long and not specific to the offerIt wasn’t obvious when an offer may “reset” The redeem CTA buttons were not immediately visible Redeem how to was hidden in the terms and conditions Redemption modal contained multi-step instructionsHero offer on map view was not what the brand is famous for (hot dogs for Donut King). Names for the two types of offers were ambiguous “Standard” and “Bonus” <img width="14400" height="7255" width_o="14400" height_o="7255" data-src="https://freight.cargo.site/t/original/i/cfdcf880a794846356994fd6d3808988a5da29928000991a921d1382ad11a9eb/dining-current-state.png" data-mid="237764961" border="0" src="https://freight.cargo.site/w/1000/i/cfdcf880a794846356994fd6d3808988a5da29928000991a921d1382ad11a9eb/dining-current-state.png" /> CURRENT STATE - ENTRY POINTS Muliple entry points for dining including quick links, a floating map button and benefits in the navigation. Quicklinks were taking users to a flow in a partner portal which sent users back to the app or to Google maps creating aconvoluted path to redemption. <img width="14400" height="6433" width_o="14400" height_o="6433" data-src="https://freight.cargo.site/t/original/i/7ee1e691cdbf4cb3f737222de5478fa8f8c5e36dfca6a328904f10aa9b4ffb7f/diningflows.png" data-mid="237765438" border="0" src="https://freight.cargo.site/w/1000/i/7ee1e691cdbf4cb3f737222de5478fa8f8c5e36dfca6a328904f10aa9b4ffb7f/diningflows.png" /> TREE TESTING Tree testing with a group of 30 participants showed that the success rate of redeeming a dining benefit was 40% and directness was 3% which was very low. <img width="14400" height="11823" width_o="14400" height_o="11823" data-src="https://freight.cargo.site/t/original/i/f205eec68c31f03c97b9cce5537a14d95ff138e58992ee1647aea2b5e3ceb59c/treetesting.png" data-mid="237765796" border="0" src="https://freight.cargo.site/w/1000/i/f205eec68c31f03c97b9cce5537a14d95ff138e58992ee1647aea2b5e3ceb59c/treetesting.png" /> COMPETITOR DEEP DIVE To understand the competitor landscape, we reviewed various dining apps, including Eat Club, who are taking first place in search for any dining benefit keywords. <img width="1898" height="1124" width_o="1898" height_o="1124" data-src="https://freight.cargo.site/t/original/i/a84aa7d334fa141c1107258c731be21bf14e5c2aa791ec8faafff03abd284713/Screenshot-2025-09-03-at-7.23.19pm.png" data-mid="237767820" border="0" src="https://freight.cargo.site/w/1000/i/a84aa7d334fa141c1107258c731be21bf14e5c2aa791ec8faafff03abd284713/Screenshot-2025-09-03-at-7.23.19pm.png" /> JOURNEY MAPPING&nbsp;Understand and empathise with the member goals and motivations at each step. What touch points they interact with, how they were feeling, and the pain points they experience throughout the process, so that we can meet their needs.Key pain points were:- Unsure if the benefit will be accepted- Guilty about using a large discount with a small business - Embarressed when the cashier has to call over the manager to assist - Frustrated that they can’t find the venue in the app <img width="9168" height="7032" width_o="9168" height_o="7032" data-src="https://freight.cargo.site/t/original/i/6d827cdb53f56f71b71b3c6cdfb84c209354a501aee8b2e52d16bd92a939e7e2/CJM-1.png" data-mid="237766123" border="0" src="https://freight.cargo.site/w/1000/i/6d827cdb53f56f71b71b3c6cdfb84c209354a501aee8b2e52d16bd92a939e7e2/CJM-1.png" /> PERSONASPersonas identified: Opportunites for targeted marketing in different platforms where these members frequented Paying with a digital wallet was a non-negotiable (out of scope for this project but raised as future opportunity) A desire for dining options beyond the takeaway options that most members were redeeming. The concept of feeling “cheap” when using dining discounts. If the staff member wasn’t aware how to input the code, or wasn’t aware it was accepted, the attention this created was unwelcome. The feeling of uncertainty that the venue would accept the discount Everyone, regardless of demographic are wanting to save, while dining. <img width="3360" height="1700" width_o="3360" height_o="1700" data-src="https://freight.cargo.site/t/original/i/560fa74496b5b37e00192235ba07c905f4af3efb90c2a0897aabec6a9fcabb25/persona3.jpg" data-mid="237767469" border="0" src="https://freight.cargo.site/w/1000/i/560fa74496b5b37e00192235ba07c905f4af3efb90c2a0897aabec6a9fcabb25/persona3.jpg" /><img width="3360" height="1700" width_o="3360" height_o="1700" data-src="https://freight.cargo.site/t/original/i/cda01b4e3b3ce33509d3c6b031dab0d8bb4710593259888977d8e02ba735060a/persona1.jpg" data-mid="237758866" border="0" src="https://freight.cargo.site/w/1000/i/cda01b4e3b3ce33509d3c6b031dab0d8bb4710593259888977d8e02ba735060a/persona1.jpg" /> RESEARCH&nbsp;Research to understand users goals and motivations when dining out, and to understand the current state experience.All participants could not understand when the offer would “reset” and wanted to understand this info so they could redeem again.All participants expected to see their dining savings in the app, and didn’t expect to log in again to see this info.All participants used the top quicklink to enter the redemption experience, not the map button.Some had a negative experience where the cashier wasn’t aware of the discount or how to enter it into the POS calling the manager to assist. It made one participant feel “cheap” and he was therefore unlikely to use the discount at “nice” restaurants, he would use another app where if felt more “normal” and didn’t draw attention to him and that he was accessing a discount. PROBLEM STATEMENT How might we we simplify the process of discovering and redeeming dining discounts for members, so that they can find and redeem a dining benefit with confidence. <img width="1544" height="882" width_o="1544" height_o="882" data-src="https://freight.cargo.site/t/original/i/f45ea4448c2ca607c13a777e840ac72d486335ebb6e9a7ed2abf80ffccaa9a44/Screenshot-2025-09-03-at-7.15.43pm.png" data-mid="237767432" border="0" src="https://freight.cargo.site/w/1000/i/f45ea4448c2ca607c13a777e840ac72d486335ebb6e9a7ed2abf80ffccaa9a44/Screenshot-2025-09-03-at-7.15.43pm.png" /> DESIGN ITERATIONCreated multiple designs and usability tested with NRMA members and non-members. https://michellewall.com.au/Wake-up-call Mon, 25 Jan 2016 11:07:17 +0000 michelle wall https://michellewall.com.au/Wake-up-call Air New ZealandWAKE UP CALLAir New Zealand We were briefed to utilise Air New Zealand’s sponsorship of the All Blacks during the Rugby World Cup to connect with the thousands of Kiwis living in Australia - an important audience for the brand, given they fly home so often. The games were played in the early hours of the morning, with the start of daylight savings and Australia’s different time zones, you couldn't blame people for being a bit confused. To make sure fans didn't miss the game, they could get a phone call from the All Blacks, to wake them up in time. Online, Kiwis could choose which games they wanted the call for, and when they wanted to be woken up - for the pre-game action, or just before kick-off for the Haka. They’d then receive a (pre-recorded) call from an All Black. The campaign was a hit, with over 20,000 calls made. Of the 23,000 users who took part, 5950 opted in to hear from Air New Zealand about flight deals back home.AWARDS Mumbrella BEFest awards Best use of interactive/Gaming: Silver AdNews Digital Campaign of the year: Finalist Spikes Asia Finalist ROLEArt direction, design and conceptCreative lead: Jack Delmonte and Hadleigh SinclairCD: Bob Mackintosh <img width="2000" height="1290" width_o="2000" height_o="1290" data-src="https://freight.cargo.site/t/original/i/d034a25f5263fe0db43b3dee5867c3447d21490fac623d5e64ad5094bb0cfb67/site_cropped_3_4.jpg" data-mid="23581613" border="0" src="https://freight.cargo.site/w/1000/i/d034a25f5263fe0db43b3dee5867c3447d21490fac623d5e64ad5094bb0cfb67/site_cropped_3_4.jpg" /><img width="2000" height="5535" width_o="2000" height_o="5535" data-src="https://freight.cargo.site/t/original/i/2af4a9642738665beacd14bdab6a2bc34b94324dcbe72daa8e18c2ea03c831c1/wakeupcall_8.jpg" data-mid="23581611" border="0" src="https://freight.cargo.site/w/1000/i/2af4a9642738665beacd14bdab6a2bc34b94324dcbe72daa8e18c2ea03c831c1/wakeupcall_8.jpg" /><img width="2000" height="1280" width_o="2000" height_o="1280" data-src="https://freight.cargo.site/t/original/i/416f64db658c6d32bfe18a0c0325e5499d7154b33253437e17599c2ae176535a/Wakeupcall_mobile_insitu_4.jpg" data-mid="23581614" border="0" src="https://freight.cargo.site/w/1000/i/416f64db658c6d32bfe18a0c0325e5499d7154b33253437e17599c2ae176535a/Wakeupcall_mobile_insitu_4.jpg" /> https://michellewall.com.au/The-Doorman Mon, 16 Jan 2017 06:00:00 +0000 michelle wall https://michellewall.com.au/The-Doorman THE DOORMANHotels.com People want to feel reassured that they can find a great hotel anywhere in the world, even at a moment’s notice. Hotels.com is always on hand, with a world-class mobile app and value offers. In a heartwarming spot we follow Neil as he walks through the doors of his own hotel, not as a doorman but as a guest, and experiences all the wonder and delight that waits on the other side. We created 60" content for online, 60", 30", 15" TV spots. ROLEConcept and art direction Copy: Josephine BurnsCD: Jon Austin Director: Luke Bouchier Production: Finch Music and Sound mix: Song Zu OOH OOH communicated retail proof points such as "Price match guarantee" and "Book now, pay later" and needed to work independently of the TVC. <img width="3200" height="2092" width_o="3200" height_o="2092" data-src="https://freight.cargo.site/t/original/i/2d6a391d44c5ecba7f53e676730c1fcdc2cf58a1d92cf7c968ba7f28f2a5a9fd/Hotels.OOH.jpg" data-mid="23581615" border="0" src="https://freight.cargo.site/w/1000/i/2d6a391d44c5ecba7f53e676730c1fcdc2cf58a1d92cf7c968ba7f28f2a5a9fd/Hotels.OOH.jpg" /> <img width="5000" height="3337" width_o="5000" height_o="3337" data-src="https://freight.cargo.site/t/original/i/4ebc07b7bf68b60d4952377f88ab5cf00414f90487ea3f24d366d5352e12aef6/OOH_2_o.jpg" data-mid="23581616" border="0" src="https://freight.cargo.site/w/1000/i/4ebc07b7bf68b60d4952377f88ab5cf00414f90487ea3f24d366d5352e12aef6/OOH_2_o.jpg" /> https://michellewall.com.au/Westfield-Winter Fri, 14 Jun 2019 00:18:41 +0000 michelle wall https://michellewall.com.au/Westfield-Winter WINTER CAMPAIGN Westfield In winter we search for sanctuary. In the mornings we stay under the covers just that little bit longer. We layer up our clothes, so we can bring the sweet, solace of warmth with us when we leave the house. This winter, Westfield is helping you find sanctuary no matter where you are. It could be on the streets, rugged up in this season’s latest fashion. It could be at home, surrounded by cosy furnishings and homewares. And of course, it could be at Westfield, with a buzz of activities and experiences to keep you running warm this winter. The campaign included in-centre digital smartscreens, digital display, web, social assets and print. ROLEConcept and art direction Copy: Sean Corcoran Agency producer: Beth ShulmanCreative Director: Penny Buck Photographer/Director: Corrie Bond Production: Winifred Post: Vandal <img width="2400" height="1028" width_o="2400" height_o="1028" data-src="https://freight.cargo.site/t/original/i/28ea9153a9a1834eaf457938c85b4f2a63ae248d8a9b62e4288025128f147fdf/190508_01_Fashion_1177.jpg" data-mid="44549098" border="0" src="https://freight.cargo.site/w/1000/i/28ea9153a9a1834eaf457938c85b4f2a63ae248d8a9b62e4288025128f147fdf/190508_01_Fashion_1177.jpg" /><img width="2400" height="1028" width_o="2400" height_o="1028" data-src="https://freight.cargo.site/t/original/i/33e2244dedec5ee1daedbd1919cb7b42dcc8897dd43abc2fc080d4b09e2161b5/190508_03_Homewares_2906.jpg" data-mid="44712789" border="0" src="https://freight.cargo.site/w/1000/i/33e2244dedec5ee1daedbd1919cb7b42dcc8897dd43abc2fc080d4b09e2161b5/190508_03_Homewares_2906.jpg" /> <img width="2400" height="1028" width_o="2400" height_o="1028" data-src="https://freight.cargo.site/t/original/i/38d45fde980a1cfc4efae83a11cd4c28493f77d50aa4ae9fdd11b0425b8302ab/190508_02_Athleisure_1857.jpg" data-mid="44712725" border="0" src="https://freight.cargo.site/w/1000/i/38d45fde980a1cfc4efae83a11cd4c28493f77d50aa4ae9fdd11b0425b8302ab/190508_02_Athleisure_1857.jpg" /><img width="2400" height="1028" width_o="2400" height_o="1028" data-src="https://freight.cargo.site/t/original/i/19f145a73a04b0b3e0f4f3e853e4e50547e00af35692e808e4bb1ae07d7b9180/190508_01_Fashion_1306.jpg" data-mid="44712727" border="0" src="https://freight.cargo.site/w/1000/i/19f145a73a04b0b3e0f4f3e853e4e50547e00af35692e808e4bb1ae07d7b9180/190508_01_Fashion_1306.jpg" /><img width="2400" height="1028" width_o="2400" height_o="1028" data-src="https://freight.cargo.site/t/original/i/e2e1279e35e6b7d51822d15f1fc0004f59c8361f3096ee72bd46b962481b0da1/190508_01_Fashion_0173.jpg" data-mid="44712771" border="0" src="https://freight.cargo.site/w/1000/i/e2e1279e35e6b7d51822d15f1fc0004f59c8361f3096ee72bd46b962481b0da1/190508_01_Fashion_0173.jpg" /><img width="2400" height="1028" width_o="2400" height_o="1028" data-src="https://freight.cargo.site/t/original/i/ad17723987cab05f051c56b076078c0ebd88ee20eeacf522d31ce7bc38bd151d/190508_04_Kitchen_3860.jpg" data-mid="44713545" border="0" src="https://freight.cargo.site/w/1000/i/ad17723987cab05f051c56b076078c0ebd88ee20eeacf522d31ce7bc38bd151d/190508_04_Kitchen_3860.jpg" /><img width="2400" height="1028" width_o="2400" height_o="1028" data-src="https://freight.cargo.site/t/original/i/023593fb4c55a5e56f59981f75e7b02384979a95d79b670abb7ec0002a2c62ea/190508_03_Homewares_2791.jpg" data-mid="44713271" border="0" src="https://freight.cargo.site/w/1000/i/023593fb4c55a5e56f59981f75e7b02384979a95d79b670abb7ec0002a2c62ea/190508_03_Homewares_2791.jpg" /><img width="11325" height="7556" width_o="11325" height_o="7556" data-src="https://freight.cargo.site/t/original/i/18f8bd58e736dc3d422010902d92983f7ebdfdfad3e7b784f879ca4a42c5601d/Westfield__Athleisure_RGB_v01.jpg" data-mid="44717737" border="0" src="https://freight.cargo.site/w/1000/i/18f8bd58e736dc3d422010902d92983f7ebdfdfad3e7b784f879ca4a42c5601d/Westfield__Athleisure_RGB_v01.jpg" /><img width="9227" height="6208" width_o="9227" height_o="6208" data-src="https://freight.cargo.site/t/original/i/cf361ed31efecd3089875c115f5936934257fd18db85b6e513653e5cc5b8a73a/Westfield_HOMEWARES_10k_Still_RGB_v02.jpg" data-mid="44717739" border="0" src="https://freight.cargo.site/w/1000/i/cf361ed31efecd3089875c115f5936934257fd18db85b6e513653e5cc5b8a73a/Westfield_HOMEWARES_10k_Still_RGB_v02.jpg" /><img width="9227" height="6208" width_o="9227" height_o="6208" data-src="https://freight.cargo.site/t/original/i/bf1e39fa7a386c086c6112518ae0a1a28490fb7528049e3d7b3b2c7b1bd3d17b/190508_Westfield_Winter_01_Fashion_0136v4_RGB_colourestars.jpg" data-mid="44894665" border="0" src="https://freight.cargo.site/w/1000/i/bf1e39fa7a386c086c6112518ae0a1a28490fb7528049e3d7b3b2c7b1bd3d17b/190508_Westfield_Winter_01_Fashion_0136v4_RGB_colourestars.jpg" /><img width="9227" height="6208" width_o="9227" height_o="6208" data-src="https://freight.cargo.site/t/original/i/2960a66791d918939699ff0083f1d85a05a7751eb636ddd8c1e32389578edaa5/Westfield__EntertainingAtHome_10k_Still_RGB.jpg" data-mid="44717752" border="0" src="https://freight.cargo.site/w/1000/i/2960a66791d918939699ff0083f1d85a05a7751eb636ddd8c1e32389578edaa5/Westfield__EntertainingAtHome_10k_Still_RGB.jpg" /> https://michellewall.com.au/Experience-Western-Australia Mon, 25 Jan 2016 13:25:26 +0000 michelle wall https://michellewall.com.au/Experience-Western-Australia EXPERIENCE WESTERN AUSTRALIATourism Western Australia Some of us like to plan out our trip before we go, others like to wing it once they get there. Plenty will do a bit of both. We were tasked with creating a travel app that appealed equally to tourists and locals alike. The app was based on two questions. "What" do you want to do and "Where" do you want to do it? ROLEConcept, art direction and design. CD: Juca Lopes <img width="2000" height="1290" width_o="2000" height_o="1290" data-src="https://freight.cargo.site/t/original/i/5bc58b7bcba817d6b95094cc3ca49357bd24134532e9b294698050259d3e281e/TWA_coralcoast_home_mockup.gif" data-mid="23581626" border="0" src="https://freight.cargo.site/w/1000/i/5bc58b7bcba817d6b95094cc3ca49357bd24134532e9b294698050259d3e281e/TWA_coralcoast_home_mockup.gif" /><img width="2000" height="1290" width_o="2000" height_o="1290" data-src="https://freight.cargo.site/t/original/i/1f77b4249af884601514bead2935e18f75ef789aabdb061fc89a855f6df66d4b/TWA_wahtwhere_result_mockup.jpg" data-mid="23581624" border="0" src="https://freight.cargo.site/w/1000/i/1f77b4249af884601514bead2935e18f75ef789aabdb061fc89a855f6df66d4b/TWA_wahtwhere_result_mockup.jpg" /><img width="2000" height="1290" width_o="2000" height_o="1290" data-src="https://freight.cargo.site/t/original/i/182876c75f6eba9ca4596402ca0d09942413106c42309ad9e40d0711ea6f97bc/TWA_coralcoast_home_mockup.jpg" data-mid="23581617" border="0" src="https://freight.cargo.site/w/1000/i/182876c75f6eba9ca4596402ca0d09942413106c42309ad9e40d0711ea6f97bc/TWA_coralcoast_home_mockup.jpg" /><img width="1600" height="800" width_o="1600" height_o="800" data-src="https://freight.cargo.site/t/original/i/26a1f2f6838187e61c0e4839192c132755d979407bf0d5055cd4933aa6b81a5a/Mobile_insitu_x2_11.jpg" data-mid="23581628" border="0" src="https://freight.cargo.site/w/1000/i/26a1f2f6838187e61c0e4839192c132755d979407bf0d5055cd4933aa6b81a5a/Mobile_insitu_x2_11.jpg" /><img width="2000" height="1290" width_o="2000" height_o="1290" data-src="https://freight.cargo.site/t/original/i/fccf03bde4aaa4669bc6975fa7b6d65548073c41c363c5fcf05dd14411b5c78f/TWA_eat_mockup.jpg" data-mid="23581621" border="0" src="https://freight.cargo.site/w/1000/i/fccf03bde4aaa4669bc6975fa7b6d65548073c41c363c5fcf05dd14411b5c78f/TWA_eat_mockup.jpg" /><img width="2000" height="1290" width_o="2000" height_o="1290" data-src="https://freight.cargo.site/t/original/i/c12d004b5bfc807b6c507521b857b1384c452db1f86978361e52dcf70156a101/TWA_event_mockup_2.jpg" data-mid="23581622" border="0" src="https://freight.cargo.site/w/1000/i/c12d004b5bfc807b6c507521b857b1384c452db1f86978361e52dcf70156a101/TWA_event_mockup_2.jpg" /><img width="2000" height="1290" width_o="2000" height_o="1290" data-src="https://freight.cargo.site/t/original/i/48aec350ba4e4b02071b8e5ad8253d942ba53b555d7767466fd47487904a92c2/TWA_see_mockup.jpg" data-mid="23581623" border="0" src="https://freight.cargo.site/w/1000/i/48aec350ba4e4b02071b8e5ad8253d942ba53b555d7767466fd47487904a92c2/TWA_see_mockup.jpg" /> https://michellewall.com.au/Mamma-Bear Wed, 29 Aug 2018 06:30:38 +0000 michelle wall https://michellewall.com.au/Mamma-Bear MAMMABEAR.COM ROLEUX design PRODUCTThe challenge was to create a babysitting website that parents (and babysitters) could trust. DISCOVERYTo understand what was required for the MVP, the competitor landscape was reviewed, the clients vision was explored, and research into user needs, behaviours and pain‐points was undertaken. The research revealed that key concerns for parents were trust in the carer and that they could verify reviews with other parents. Parents were not adverse to leaving their kids with strangers, they just wanted to get to know the sitters a little more.&nbsp; Babysitters also wanted to see families before committing to a job and to know exactly what was expected of them. <img width="2000" height="1290" width_o="2000" height_o="1290" data-src="https://freight.cargo.site/t/original/i/545ea1c2310327a465e4b6103de634dc50169cca2cfd643d62e12c8b9407542d/persona3.jpg" data-mid="23581631" border="0" src="https://freight.cargo.site/w/1000/i/545ea1c2310327a465e4b6103de634dc50169cca2cfd643d62e12c8b9407542d/persona3.jpg" /><img width="2000" height="1290" width_o="2000" height_o="1290" data-src="https://freight.cargo.site/t/original/i/40abcc56b86c629d99d88111b3ae8a70d88ce52975f9463bb8303896f8f014d2/persona2.jpg" data-mid="23581630" border="0" src="https://freight.cargo.site/w/1000/i/40abcc56b86c629d99d88111b3ae8a70d88ce52975f9463bb8303896f8f014d2/persona2.jpg" /><img width="2000" height="1290" width_o="2000" height_o="1290" data-src="https://freight.cargo.site/t/original/i/69dbba26b3043bfbe709ae21f58a5db731203d393be6bd410a9b3d6f534c3835/persona1.jpg" data-mid="23581629" border="0" src="https://freight.cargo.site/w/1000/i/69dbba26b3043bfbe709ae21f58a5db731203d393be6bd410a9b3d6f534c3835/persona1.jpg" /> SOME ASSUMPTIONS THAT WERE PROVEN WRONG:Babysitters did the job casually and that it was not a career. Wrong.Babysitters mostly did the job because they genuinely enjoyed being with children, most were studying in a child related field. Parents would never use an anonymous site with strangers to look after their kids. Wrong. They would consider it IF they could trust who they were getting. Parents want the house cleaned, dinner cooked, kids bathed as well as the kids being looked after. Wrong. Parents consider caring for the child more important that housework. Parents would prefer an older mother to look after their kids. Wrong. A majority of people said a younger, more fun carer who would play with their kids was more important to them. 3 key segments were identified: babysitters/nannies looking for find work, carers looking to find a casual babysitter and carers looking to find a permanent nanny. 3 personas were then created, segmented by goal. <img width="2000" height="1290" width_o="2000" height_o="1290" data-src="https://freight.cargo.site/t/original/i/3f4358bff2547061bd550a65402d86e8f61c2b084b65800b159aaf23e7e68cd3/userflows.jpg" data-mid="23581632" border="0" src="https://freight.cargo.site/w/1000/i/3f4358bff2547061bd550a65402d86e8f61c2b084b65800b159aaf23e7e68cd3/userflows.jpg" /> DIRECTIONThe 3 personas guided the design direction for the site. The structure of the site was developed by sketching and storyboarding, with multiple options for the user interface and interactivity of the experience explored. To address one of the key pain points of trust identified during interviews and customer journeys, the site would feature video profiles for babysitters and parents on the homepage. REFINEMENTUser testing was undertaken with participants that matched the personas. The first iteration of the prototype was tested with recommendations to test again after revisions were made with some key recommendations: NAVIGATION: Users had difficulty finding menu items that were not always visible in the navigation where they had to register or log in to access them, therefore it was recommended that navigation show all content for all personas. CONTACT INFO: Users were frustrated that they couldn’t contact their babysitter and all went to “My Bookings” to message them. Therefore it is recommended to make “My bookings” more of a hub and allow users to message, see their phone number, and review from this section. PAYMENT: “Pay by cash” was a popular option for this persona although it was added into the design at the request of the Babysitter persona, this persona also enjoyed this option of payment. They were frustrated that it was after the credit card/ Paypal info as they expected it to be an option, therefore it is recommended to treat “pay by cash” with equal weighting as cash and Paypal. REVIEWS: Users were confused as to how to leave a review as the option wasn’t clear to them, therefore it is recommended to add another button option clearly titled “write a review” to ensure there is no ambiguity. https://michellewall.com.au/Sundays Tue, 06 Aug 2019 12:01:50 +0000 michelle wall https://michellewall.com.au/Sundays SUNDAYS.COM ROLEUX/UI Design PRODUCT The initial concept for the app was a second-hand clothing but there was no appetite in the user research for this product, so the concept was amended based on what users were saying they wanted, which was a curated collection of clothing with exceptional quality, unique basics. DISCOVERYTo understand what was required for the MVP, the competitor landscape was reviewed, the clients vision was explored, and research into user needs, behaviours and pain‐points was undertaken. The research revealed 2 key segments: women looking for clothing that was unique and of good quality and women looking for quality basics with a great fit. This research was then used to create customer journey maps that gave additional insight into pain points. The most opportunities were found at the consideration stage. Shoppers were annoyed that they couldn’t work out their size easily and were anxious about choosing the wrong size and returns being costly and time consuming. To address the pain points identified during interviews and customer journeys, the site would feature a minimalist, curated shopping experience. It would include an upfront fit assistant so that people could find their size and fit before starting to shop with the ability to view multiple sized models and videos on the product page. It would feature one-click, free returns with minimal paperwork. Packaging will be minimal and plastic free and users will see an expected lifespan for their clothing. <img width="4000" height="2250" width_o="4000" height_o="2250" data-src="https://freight.cargo.site/t/original/i/a7475e4b3c0c90cd90188b5453d7e64a914b75ff71e22cd74aceaa9a66bf0c38/DID603_M1_Wall_M_UserExperienceDesign_300319PM.jpg" data-mid="48061077" border="0" src="https://freight.cargo.site/w/1000/i/a7475e4b3c0c90cd90188b5453d7e64a914b75ff71e22cd74aceaa9a66bf0c38/DID603_M1_Wall_M_UserExperienceDesign_300319PM.jpg" /> <img width="4000" height="2250" width_o="4000" height_o="2250" data-src="https://freight.cargo.site/t/original/i/a4fbbf0a50248f14a38ba54b8b209b61a4a685abd1167bb13ffe701f97e66370/DID603_M1_Wall_M_UserExperienceDesign_300319PM2.jpg" data-mid="48061076" border="0" src="https://freight.cargo.site/w/1000/i/a4fbbf0a50248f14a38ba54b8b209b61a4a685abd1167bb13ffe701f97e66370/DID603_M1_Wall_M_UserExperienceDesign_300319PM2.jpg" /> <img width="4000" height="2250" width_o="4000" height_o="2250" data-src="https://freight.cargo.site/t/original/i/121acab6b443afa698b2715b105a4bb0e59f1aba81ecacc353b5e8d9e99dbac7/DID603_M1_Wall_M_UserExperienceDesign_300319PM3.jpg" data-mid="48061184" border="0" src="https://freight.cargo.site/w/1000/i/121acab6b443afa698b2715b105a4bb0e59f1aba81ecacc353b5e8d9e99dbac7/DID603_M1_Wall_M_UserExperienceDesign_300319PM3.jpg" /> SOME ASSUMPTIONS THAT WERE PROVEN WRONG: 1) People just want a really quick delivery these days, same day for sure. Wrong. People are happy to wait as long as they know how long it will be, especially for international deliveries. 2) People are shopping seasonally. Wrong. People are buying items of clothes when they need them, independant of season. 3) People return everything if it doesn’t fit. Wrong. 50% said they usually just can’t be bothered and give clothes to their friends especially if they have to pay for shipping. 4) People care a lot about sustainability at the moment. Not really. 7 out of 10 said they care but it’s not the motivator for their purchases and this is not reflected in where they shop. 5) People love Afterpay, it’s the future of online payment. Wrong. 9 out fo 10 people said they think it’s actually a bad idea and encourages debt. (Most people payed off their credit card every month). DIRECTIONThe 3 personas guided the design direction for the site. The structure of the site was developed by sketching and storyboarding, with multiple options for the user interface and interactivity of the experience explored.&nbsp; PROTOTYPE TESTING<img width="4000" height="2250" width_o="4000" height_o="2250" data-src="https://freight.cargo.site/t/original/i/f43617c684940708f20954fe00917e7d2d111f25fdaae683825d53641da0c5d6/testing.jpg" data-mid="48064405" border="0" src="https://freight.cargo.site/w/1000/i/f43617c684940708f20954fe00917e7d2d111f25fdaae683825d53641da0c5d6/testing.jpg" /> REFINEMENT:User testing was undertaken with participants that matched the personas. The first iteration of the prototype was tested with recommendations to test again after revisions were made. NAVIGATION:&nbsp; Half of all users had difficulty finding the login button. It is recommended to increase the size of the button. It is recommended to change “My Account” to “Login/Register” when the user isn’t logged in.&nbsp; RETURNS: It is recommended to allow users to click through from the homepage banner to their account and to include more detailed instructions on how to locate “returns”. FILTER: It is recommended to include a button to apply the filters as 3 out of 4 users wanted to apply their selection. CHECKOUT AS GUEST: All users commented that they didn’t want to have to create a password. 1 user didn’t like having to enter their DOB. It is recommended to remove the necessity to create a password. FIT ASSISTANT: It is recommended to include access to the Fit Assistant in “My Account” not logged in, so that users can access it easily without logging in to increase the uptake of this section of the app. <img width="2000" height="1290" width_o="2000" height_o="1290" data-src="https://freight.cargo.site/t/original/i/af57029a7dcd3ea341a1305a2c93ad01f0a95fbec70a12c77e177ff0c2c478d3/Sundays_screens.jpg" data-mid="48067406" border="0" src="https://freight.cargo.site/w/1000/i/af57029a7dcd3ea341a1305a2c93ad01f0a95fbec70a12c77e177ff0c2c478d3/Sundays_screens.jpg" />