Details of the customer led process of redesigning KIDSORTED - a responsive site to discover and book childrens' activities. Insights into best practice UX for common design challenges for mobile web

1. KIDSORTED Redesign
Customer led UX redesign
June 2016
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2. Customer led product redesign of KIDSORTED involved 5
steps
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Define
target
customer
profiles
Prioritise
top customer
use cases
Map
user journeys
to define
improvements
Research
best in class
UX for
design
challenges
Create
wireframes
and iterate
based on
customer
feedback
1 2 3 4 5

3.  About
 First child in first year of school
 Works full time
 Lives in Chiswick, London
 Moved to London from US
 Needs:
 Want my child to develop/strengthen certain skills such as
music, gym
 Want to keep my child entertained during the holidays and
explore new things
2 target customer profiles for
1) Parent of school going child and 2) Parent of toddlers
 About
 First children are twin toddler girls
 Works full time
 Lives in Chelsea, London
 Moved to London from Germany
 Needs
 I want to bridge the gap they have by not going to nursery by
booking them in activities especially now that they are active
 My husband and I want to do something fun with the kids
over weekends
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4. Weekend is coming and want to plan a fun
day with/for the children with something
new and interesting
Guidance on what’s
happening today, tomorrow or
this weekend
Customer use cases
triggered by age/stage of child or holidays
Child is going from sitting to standing &
start looking for activities so child can be
more active
Ages&StagesHolidays
Trigger Need
Plan the week with the nanny
with local activities (paid &
free)
Child is turning 3 years & start thinking
about what my child should be doing at
this point
Guidance on what kids that
age do & what my child
should do
Child is turning 5 years, start skill
development like music, swimming
Guidance on what kids that
age do & what my child
should do
School holidays are coming up & need
childcare to cover the days with something
interesting for them
Plan the week with Full day or
extended days
School holidays are here and want to
keep the kid entertained and/or try
something new
Guidance on what’s out there
for certain categories like
cooking
High priority as:
• parent is
looking for
something new
• risk is low
• parent
knowledge is
low
• alternatives are
not attractive
4High
priority
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5. 5
High priority use cases
School Holidays
(entertained)
School holidays
(childcare)
Last minute activities
Parents might have a childcare solution
but still want the child to be entertained
with different activities
Parents need to find childcare for the
weeks school is off while the child is
learning/experiencing something new or
fun.
Parents, usually with baby/toddler, are
looking to do something with the child at
the last minute for today, tomorrow, this
weekend
Sitting to Standing
Parents start planning for new activities
to fill the week when child goes from
sitting to standing/walking
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6. 6
Holidays are in 3
weeks, or during
holidays
Google
campaign
Think about what
kids enjoy
Add museums &
libraries,
Add share
button
Flyers or other
things to get
inspiration
Looked up a few
providers Add to calendar
Add to wishlist
Matched inspiration
with child’s interest
Category
coverage
I will travel
May half term
Across London
Full days
2-3 hours
Go out of clusters
Book online
Map view pins
with cooking
classes
Provide
Inspiration
Current
steps
Ways to
improve
Mapping of a user journey
Example: School holidays (keeping child entertained)
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7. Design challenges on mobile web
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Search vs Inspiration
Quickly getting user to the
best experience for their
use case
How to keep important call
to actions above the fold
Giving lots of filter options
while not overwhelming the
user
Providing best navigation
for different use cases
Tailoring the experience for
each use case while
maintaining consistency
Catering to multiple short
sessions across devices Conversion drivers
1 2 3 4

8. 8
UX examples for
Search vs Inspiration
Yplan app Airbnb mweb
Search
Browse
paths
1 2 3 4

9. 9
UX examples for
Catering to specific use cases
Airbnb mweb Airbnb mweb
Use
cases
1 2 3 4

10. 10
UX examples for
Filters and Navigation
Airbnb app Yplan app
Primary filter on
page, rest
available
Navigation
through different
days
1 2 3 4

11. 11
UX examples for
Call to action buttons and sharing on mweb or app
Airbnb mweb Citymapper app
Floating button
sticks to bottom
above fold
Sharing options
1 2 3 4

12. 12
UX examples for
Enabling Short sessions (snacking) across devices
Airbnb app
Airbnb desktop
Airbnb mweb
Wishlist
Saved searches
Across devices
1 2 3 4

13. 13
Aim to create a product that
1. Provides search and discovery paths
2. Solves target customer’s top use cases
3. Has specific solutions for kids’ activities
1 2 3 4 5

14. 14
Home page wireframe with search and discovery paths
Search
Discovery
1 2 3 4 5

15. 15
Deep understanding of customer enabled creation of
wireframes that cater to specific use cases…
Use cases
1 2 3 4 5

16. 16
.. To create a personalised solution that caters specifically
to kids activities
User is looking
for activity for a
specific child at a
time
1 2 3 4 5

17. 17
And have specific solutions for high priority use cases
Choose activities
for the week
Book in one go
1 2 3 4 5

18. 18
I assumed that everything on
your site can be booked online
If I book a full week with you,
will I get discounts as I do at
other places
I want to give you all my
information in one go and then
you never ask for it again
I want it to work like my tesco
shop… 1,2,3 done
I have no clue where to start or
what to enter in the search box
Customer feedback which informed changes to wireframes
1 2 3 4 5

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Updated home page with no search box and ability to
create full profile
Starting point for
parent who
needs guidance
Wishlist and My
Bookings always
at bottom of
screen
1 2 3 4 5

20. Newly designed KIDSORTED is
live!
www.kidsorted.com
We’d love to hear any feedback
anshu@kidsorted.com
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