Client deck for group presentation regarding KnewQ user research and iOS app redesign.

1. knewQ

2. Will John, Sean, and Mike
impress Jon on Wednesday?
YES NO

3. AGENDA
KnewQ Analysis
Competitive Analysis
User Research
Personas
Prototype
User Testing
Measures of Success
Annotated Wireframes
Sitemap
Next Steps

4. KNEWQ ANALYSIS

5. No search options appear to
be available with regards to
“my knews” and “trending”
making it difficult to find the
content you want
Icons are not
instantly
recognizable.
May require
onboarding phase
for users to
recognize icons.
No category filtering options
for trending
Unclear what a “clue” is
Critical Analysis Positive Analysis
Users will confuse this icon for Search
Contrast in
button color
communicates
user location well
App uses popular navigation
which will be familiar and easy
for users

6. How do
you add
your like to
the total?
Use of one color
makes it look
like it is one bar
Graphics are not
clear to the user
Does not indicate
where “Back”
button goes to
Global navigation
disappears
Unclear icon
Uncommon UI hierarchy.
Profile image is too small
Only shows one badge.
How does user access
other badges?
Critical Analysis Positive Analysis

7. COMPETITIVE ANALYSIS

8. Search function in
global navigation
Segmented control
provides filtering
system for home
feed
Profile access in
global navigation
Main core functionality
under each category
Profile access in
global navigation
Main edit function
displayed at top
Global menu icon.
Offers access to
multiple functions
Create icon is
simple and clear
VOICE JELLY QUIZ UP
HOME SCREEN

9. Segmented control
provides filtering
system for home
feed
Profile image/
Level/Location
are key info in UI
hierarchy
Profile access in
global navigation
Core function high
on UI hierarchy
Settings for Profile
easily located
Statistics are the main
filters on profile page
Filtering system for activity feed
Key profile elements displayed
Adding friends/
followers easily
accessible
Adding friends/
followers easily
accessible
Main edit function
displayed at top
Level/Achievement
indication is clearly
communicated
PROFILE SCREEN
VOICE JELLY QUIZ UP

10. Constant
feedback to
positively
engage the
user
Achievement
progress indicator
engages user
Reward indicator
engages user to
keep playing
VOICE JELLY QUIZ UP
ACHIEVEMENTS SCREEN

11. Activity Feed
includes achievements
and activity, sorted by
most recent
Segmented navigation
allows access to
different categories
without leaving screen
Shows head-to-head
activity between user
and friends
Global menu icon.
Offers access to
multiple functions
VOICE JELLY QUIZ UP
ACTIVITY SCREEN

12. USER RESEARCH

13. Surveys were sent out via personal channels, social network channels,
and across the entire General Assembly network to attain interview
subjects. The two main questions that were asked pertained to social
media activity and gaming app behavior.
Interviewed 15 candidates on their social media and gaming behaviors.
The purpose was to discover the motivations behind social media use.
We also wanted to find out their thoughts on what makes apps engaging
and what elements make them log back on.
SURVEY SCREENER
USER INTERVIEWS

14. “I can usually
find friends on
my profile”
“My knew is stuff
I created right?
Or is it who I’m
following?”
“I would expect
a plus sign to
create something”
“Oh, looked like a
search button”
“What happens
if I want to
challenge
someone?”

15. Social media and mobile gaming were used as casual experiences
to pass time.
Users scroll through quickly to find topics that interest them.
Users interest level in a mobile game revolves around the idea of
playing and beating friends. This type of experience with friends
tends to keep users engaged.
Users want to know where they stand, relative to others. Mostly
with people they know
KEY TAKEAWAYS

16. Users like the idea of becoming an expert and feel a higher level
of commitment to a game when the subject matter is something
that they consider themselves knowledgeable in.
Direct competition, highest level of intimacy, which correlates to
highest level of engagement.
Higher level of engagement generally occurs when
notifications are constant.
Users liked the idea of a constant/daily influx of quests and/or
challenges in a game to maintain engagement level.
KEY TAKEAWAYS

17. PERSONAS

18. PROFILE
GENDER
AGE
LOCATION
OCCUPATION
Competitive
Social Butterfly
Female
28
New York
Payroll Manager
BIOGRAPHY
TECH
GOALS
FRUSTRATIONS
FEATURES NEEDED
Erin uses social media apps and games to cure the boredom during her
commute to work. She also uses social media to find out what her friends are
up to. She usually posts photos and comments on a casual basis. She likes
instant access to topics that she’s interested in.
She possesses a perfectionist mentality and usually tries to finish daily quests
when she plays games. She likes to see that she’s ahead of her friends in games.
iPhone, Macbook Pro, iPad
• Able to view friends’ activity
• See where she stands in relation to her friends
• Likes rewards & incentives
• Wants to not be bored during commute
• See her friends’ activity at a glance
• Stay in touch with her friends via social media
• Wants games that you can pick up and put down
• Doesn’t like games where she has to wait for response from friends
• Dislikes social media contributions that lack value
• Dislikes not obtaining achievements in games
ERIN
I like being the best among
my friends.”
GAMER LEVEL: Intermdiate SOCIAL MEDIA LEVEL: High

19. PROFILE
GENDER
AGE
LOCATION
OCCUPATION
Hardcore Gamer
Male
22
New Jersey
Intern
BIOGRAPHY
TECH
GOALS
FRUSTRATIONS
FEATURES NEEDED
Aaron is a 22 year old college graduate currently interning at a large accounting
firm in New York. He loves playing games as both an escape from his everyday
life and an outlet for his competitiveness. He strives for perfection when playing
in depth and console games. He likes to repeats levels over and over and studies
patterns over time until he can perfect the level. Aaron likes competing against
friends in order to achieve his highest potential.
Iphone 6, Cybertron PC, PS4, XBOX One
• Gain maximum achievement in games.
• A way to easily compete with friends and be communicative with them.
• A way to filter content to only topics that interest him.
• Needs social media content to be curated to his interests
• Self-improvement through competition
• Needs his intelligence and wit to be validated through social media
• Oversaturation of content on social media that doesn’t interest him
• Lack of feedback when advancing in games
• Poorly designed leveling/achievement strategy
GAMER LEVEL: Expert SOCIAL MEDIA LEVEL: Moderate
DAVID
“Competition breeds
excellence.”

20. PROFILE
GENDER
AGE
LOCATION
OCCUPATION
Social Gamer
Male
24
Los Angeles
Marketing Specialist
BIOGRAPHY
TECH
GOALS
FRUSTRATIONS
FEATURES NEEDED
Derek is active on social media in both his professional and social life and
enjoys keeping up with his friends on Facebook and Instagram. He uses Twitter
as a marketing tool, education tool and a domain to share thoughts with others
regarding topics that interest him. In addition, he grew up playing video games
and enjoys playing with his friends online and on his phone in order to get
away from his daily grind. He needs motivation from others to become fully
immersed in a game these days because of his schedule, but once engaged, he
likes to be the center of attention and often mercilessly trash talks his friends
via live chats, private messages etc. to get into their heads.
Iphone 5, Macbook Pro, XBOX 360
• A way to send messages his friends within a game infrastructure and
switch privacy settings.
• Achievement incentives to keep himself immersed in a game.
• Level of gaming engagement determined by outreach from friends
• Consistently updating and checking on his social media networks
• Uses gaming as a social activity and escape from daily life
• Lack of feedback from a game
• Lack of ability to play games with friends and trash-talk each other
• Lack of in-game customization features
GAMER LEVEL: Moderate SOCIAL MEDIA LEVEL: High
DEREK
“When I have the time, I like
to game with my friends and
remind them who’s boss”

21. PROTOTYPE
http://marvl.in/2j9a1h

22. USER FLOWS

23. USER FLOW - CHALLENGE BY FRIEND
Trending Page Challenge friend
screen
Category Trending
Page
Friend Profile
Page
(with sent system
feedback)
Select
category
Tap
“Challenge
_______”
Tap
Challenge
Button
Default Search
Page
People
Search Page
Friend
Profile Page
Select
People Filter
Select
Friend
Select
Search
Button

24. USER FLOW - CHALLENGE BY POST
BEFORE
AFTER
Trending Page
Trending Page
Expand KnewQ
page
Challenge friends
list page
Challenge friends
list page
Trending page
(with system
feedback)
Tap
Challenge
Friends
Select
friends
Select
friends Tap Done
Tap Done
Answer
KnewQ post
Tap
Challenge
Button

25. USER FLOW - SORT KNEWQ BY INTEREST
Trending Page Search page Category Trending
Page
Friend Profile
Page
(with sent system
feedback)
Select
Desired
category
Scroll
through
content
Select search
option
(global nav)
Select yes/no
for predictions

26. USER FLOW - COMMENT
BEFORE
AFTER
Trending Page
Trending Page
Expand KnewQ
page
Expanded
KnewQ page
Expanded KnewQ
page
(with keyboard)
Expanded KnewQ
page
(with keyboard)
Expanded
KnewQ page
(with updated
content)
Expanded
KnewQ page
(with updated
content)
Tap
Text Field
Tap
Write a
comment
Type comment
Type comment
Tap Post
Tap Post
Answer
KnewQ post
Tap
Comment Icon
on KnewQ
post

27. USER FLOW - VIEW YOUR STATS
KnewQ Home/
Trending Page
My Profile
Screen
View Knews Asked
Screen
View Knews
Answered screen
My Profile
Screen
My Profile
Screen
My Profile
Screen
View Over Record
screen
View Stats
Subsection
(Default
in segmented
control)
Select
Knews Asked
Button
Select
Back arrow
Select
Back arrow
Select
Back arrow
Select
Knews Answered
Button
Select
Overall Record
Button
Select
Profile
Optional further inspection
Main task

28. USER FLOW - VIEW FOLLOWER STATS
KnewQ Home/
Trending Page
My Profile
Screen
Friend Profile
screen
My Friends
Screen
My Profile
screen
My Profile
screen
View Knews Asked
screen
View
Overall Record
screen
My Profile
Screen
Select
Friends
Select
Knews
Asked
button
Select
Knews
Answered
button
Select
Overall Record
button
Select
Back arrow
Select
Back arrow
Select
Back arrow
Select
Profile
View Stats
Subsection
(Default
in segmented
control)
Optional further inspection
Main task

29. USER TESTING
Qualitative & Quantitative
Round 2

30. TRENDS
12 TEST SUBJECTS
TREND 1
8 OF 12 TEST SUBJECTS
USERS VISIT “ME” PAGE TO
FIND THEIR FRIENDS
However, none of the participants knew
definitively where to go
Attributed choice to process of elimination
“Is it under notifications?” – Melissa
“I can usually find friends on my profile” Jesse
TREND 2
ALL 12 TEST SUBJECTS SHOWED CONFUSION
CONFUSION REGARDING
“MY KNEWS” PAGE
Users didn’t understand icons on page
Didn’t know if it was what they have created or
voted on or if it was what their friends were doing
Overlap between my knews and profile page
“Why is my knew logo a hamburger button, it makes
me think there are more options or something” –
Margarat
“My knew is stuff I created right? Or is it who I’m fol-
lowing?” - Samira
“What is a knew?” –everyone
“It’s what my friends are polling on, right?” – Justin

31. TREND 3
8 OF 12 TEST SUBJECTS
DIDN’T KNOW HOW TO CREATE KNEW
Icon was unfamiliar for most users
Many believed it was a magnifying glass, alluding
to search function
“I would expect a plus sign to create something”
– Nadeja
“Oh, looked like a search button” – Lexi
TREND 4
8 OF 12 TEST SUBJECTS
CONFUSION OVER BADGES
Upon clicking badge didn’t expect to see
expanded list of badges
Most expected to see list of others who possess
that skill
“Why is that icon there? Why is it so big?” - Stephen
TRENDS
12 TEST SUBJECTS

32. TREND 5
10 OF 12 TEST SUBJECTS
DIDN’T KNOW WHAT THE
NOTIFICATIONS PAGE WOULD HOLD
Understood icon
Didn’t know what content would be on page
“I think that it can be tucked away” – Justin
“I guess it’s my prior behavior” – Andrew
“Are notifications for me or my friends?” – Lexi
TREND 6
3 SUBJECTS BROUGHT THIS UP UNPROMPTED
HOW TO CHALLENGE FRIENDS
Users understood it was a social app but couldn’t
find the social aspects
Users wanted to challenge friends when creating
a knew
“Can I send it to my friends?” –Melissa
“What happens if I want to challenge someone” -
Sean
TRENDS
12 TEST SUBJECTS

33. MEASURE OF SUCCESS
Challenge a friend and send challenge.
Create a Knew and post it.
Find a topic that interests you.
Look at your Knews.
Find a friend and look at his stats.

34. INITIAL
CHALLENGE A FRIEND
AND SEND CHALLENGE
20 TEST SUBJECTS
NEW
:01-:30 (1)
:31-:60 (7)
1:01-1:30 (7)
1:31-2:00 (2)
2:01-2:30 (1)
2:31-3:00 (1)
:01-:30 (20)
:31-:60 (0)
1:01-1:30 (0)
1:31-2:00 (0)
2:01-2:30 (0)
2:31-3:00 (0)

35. INITIAL NEW
:01-:20 (6)
:21-:40 (4)
:41-:60 (6)
1:01-1:20 (3)
1:21-1:40 (1)
:01-:20 (17)
:21-:40 (2)
:41-:60 (1)
1:01-1:20 (0)
1:21-1:40 (0)
CREATE KNEW
20 TEST SUBJECTS

36. INITIAL NEW
:01-:30 (2)
:31-:60 (0)
1:01-1:30 (3)
1:31-2:00(4)
Did Not Find (11)
:01-:30 (20)
:31-:60 (0)
1:01-1:30 (0)
1:31-2:00(0)
Did Not Find (0)
FIND A TOPIC
20 TEST SUBJECTS

37. INITIAL NEW
LOOK AT POSTS YOU HAVE VOTED ON
20 TEST SUBJECTS
:01-:05 (2)
:06-:10 (9)
:11-:15 (5)
:16-:20 (3)
:21-:25 (0)
:26-:30 (0z)
:01-:05 (3)
:06-:10 (10)
:11-:15 (3)
:16-:20 (2)
:21-:25 (0)
:26-:30 (2)

38. INITIAL NEW
FIND A FRIEND AND LOOK AT HIS/HER STATS
20 TEST SUBJECTS
:01-:12 (12)
:13-:24 (4)
:25-:36 (3)
:37-:48 (0)
:49-:60(1)
:01-:12 (10)
:13-:24 (6)
:25-:36 (1)
:37-:48 (3)
:49-:60(0)

39. WIREFRAMES ITERATIONS

40. BEING ABLE TO “CHALLENGE A FRIEND” WAS IDENTIFIED AS A MUST HAVE
FEATURE FOR OUR PERSONS SO WE DECIDED TO TEST HOW WELL USERS COULD
ACCOMPLISH THIS TASK ON THE TRENDING PAGE, ULTIMATELY IMPROVING
THIS PROCESS FOR THE USER.
ORIGINAL
Most users took over a
minute
Users expressed desire
to find a friend and then
challenge them
1.2
1.1
Added challenge button
so users didn’t have
to answer question
beforehand
Added search
functionality
1.1
1.2
1st ITERATION 2nd ITERATION 3rd ITERATION
2.1
2.2
Made challenge button
more prominent as users
could not find it
Re-sized image because
users expressed liking of
pictures
Modified challenge
button to communicate
who the user is challenge
Text placement and image
to make better use of
space, and address users
desire for scroll ability
2.1
2.2
3.1
3.2
3.1
3.2

41. Carrier 4:00 PM 100%
Create KnewQ
Add
Categories
Add
end-time
Add
Picture
Add
Related Link
Cancel Send
TIP
Ask a specific yes/no question, like
“Will the Yankees win the game tonight?”
Send Post to: Public
BEING ABLE TO “CREATE A KNEW” WAS IDENTIFIED AS A MUST HAVE
FEATURE BASED ON USER INTERVIEWS. PEOPLE WANT TO KNOW WHAT
THEIR FRIENDS AND EVEN THE GENERAL PUBLIC THINK.
ORIGINAL 1st ITERATION 2nd ITERATION 3rd ITERATION
During testing, users were unable to identify
KnewQ logo - many thought it was a search
option
Users confused about “previous/next” function
Users showed confusions as to why location
would be necessary to post
Additionally, no user expressed a desire for
location services integration
Modified Q button to “+”
button as it is more
intuitive for users
Users expressed desire to
send challenges
directly to friends
Used text+icons to better
communicate options
Further developed “Send
To” option to allow for
global posts as well as
private/group messaging
Used text+icons to better
communicate options
Further developed “Send
To” option to allow for
global posts as well as
private/group messaging
0.1
0.2
0.3
0.3
1.1
1.2
2.1
2.2
3.1
0.1
0.2
0.3
Carrier 4:00 PM 100%
Create KnewQ Done
TIP
Ask a specific yes/no question, like
“Will the Yankees win the game tonight?”
Send to…
Set End Time Add Categories
Activity ProfileCreateSearch Leaders
+
1.1
1.2
2.2
2.1
3.1

42. IT WAS IDENTIFIED THAT SOME USERS ARE MORE FOCUSED ON CONTENT WHILE
OTHERS ARE MORE CONCERNED WITH SOCIAL ASPECTS. IN BOTH CASES, USERS HAD
A DIFFICULT TIME FINDING WHAT THEY WANT. AS A RESULT, WE ARE PROPOSING
ADDING A SEARCH FUNCTION.
ORIGINAL 1st ITERATION 2nd ITERATION
Previously users had to visit a profile page to
view the categories
To find friends users had a connect option
On connect page, users expressed confusion
over who/how people were being shown
A search function would allow for users to
find whatever content they desire as well
locate other users
All of our research (testing, interviewing
and competitive analysis) indicated that
users
expected this feature
Users were confused as to what was
on friends tab
Users expressed desire to find people
that are creating interesting content
Additionally, users wanted to know
quickly how credible these individuals
were
This was indicated through user level
and number of followers
0.1
0.2
0.3
1.1
1.1
2.1
2.2
2.3
2.4
0.1
0.2
0.3
1.1
1.1
2.1
2.2 2.3

43. USER PROFILE THROUGH RESEARCH AND TESTING WE FOUND THAT USERS WERE
CONFUSED BY BADGES AND WANTED A QUICK VIEW AT HOW GOOD/BAD ONE WAS AT
PREDICTIONS. TESTING ALSO SHOWED THAT USERS INTUITIVELY KNEW THAT THEY COULD
ACCESS THEIR HISTORY AND THEIR FRIEND GROUPS THROUGH THEIR OWN PROFILE.
1st ITERATION 2nd ITERATION
The majority of test subjects knew they could find
previous posts and friends through the profile
screen
Intuitively users expected some of these elements
on the profile page (badges, high level view of skill
level/interests, history)
Many users expressed desire to send/receive
privateKnewQs. As a result a personal inbox was
added to user profile
Users expressed desire to see what friends are
doing as well as how they perform in those cate-
gories
1.1
1.2
2.1
2.2
1.1
1.2
ORIGINAL
Users did not understand the
graphs in any of our tests
Users were confused by the
hierarchy and did not know
what the badge was, or if it
was clickable
0.1
0.2
0.1
0.2
2.1
2.2

44. KNEWQ SITEMAP

45. 1.1 Lack of Search functionality
1.2 Can’t view social network
1.3 Lack of category filters
AREAS OF NEED
Beginning Path
Page Filters
Table of Contents
My Knews
Me
(profile)
Notifications
Create Q
Settings
Individual
Post
Trending
Navigation
Stats
Knews
1.1
1.2
1.3
1.3
SITEMAP - BEFORE

46. SITEMAP - AFTER
Asked
Answered
Stats
Popular
New
Individual
Post
People
Category
Activity PageCategory
Friends List
Search
Me
(profile)
Create
Leader
board
Activity
Navigation
Recent
Inbox
Search
Default Path
Page Filters
Table of Contents

47. ICONOGRAPHY TEST

48. ICONOGRAPHY TEST
12 TEST SUBJECTS
CLARITY OF CONCEPT/TOPIC:
42%
Clarity
8%
Clarity
33%
Clarity
0%
Clarity
0%
Clarity
17%
Clarity
92%
Clarity
92%
Clarity
0%
Clarity
50%
Clarity
0%
Clarity
100%
Clarity

49. ICONOGRAPHY RECOMMENDATIONS
Focus on the clarity of the concept that you are trying to
represent and how easy it could be represented in icon form
before focusing on design and aesthetics.
Make sure the copy for achievements is easily understood.
Certain icons couldn’t be properly tested because of a lack of
understanding of the copy’s meaning (Tagtail, Jynx etc.)
In the trophy room, perhaps draw a clear distinction between
achievements for topics and overall game achievements.
Despite explaining this differention before the test, sometimes
users did not make the distinction between the two.

50. GAMIFICATION CONCEPTS
Successful gamification revolves around the understanding
of user needs at every stage of their journey. According to Gartner
research, 80% of gamified apps fail for not understanding this
distinction.
User needs and attitudes change over time based upon their
progress. Adjusting the dynamics of game mechanics and
achievement should be reflected in the badges/levels that a user
unlocks on their journey. These achievements should serve as
tools to directly correlate to the engagement retention rate of
users (ex. frequency of achievement retention depending state
of progress.)
http://ecis2014.eu/E-poster/files/0584-file1.pdf http://www.gartner.com/newsroom/id/2251015

51. GAMIFICATION FEEDBACK
Consistent user feedback is an essential
piece of gamification in regards to user
engagement and is also essential in
creating quality users through positive
reinforcement, motivating tactics and
system clarification.
User feedback regarding progress, on boarding, achievements etc.
should be consistent through the user’s journey.
While the playfulness of the copy can be consistent with KnewQ’s
branding, keep in mind that the interpretation of feedback will vary
due to diversity of users (based upon user analysis by the University
of Negav).
Image by Joshua Porter, UX director at Hubspot
http://ecis2014.eu/E-poster/files/0584-file1.pdf http://www.gartner.com/newsroom/id/2251015

52. Don’t lock users into signing up instantly. Let them explore KnewQ
and only ask for sign up once a user tries to engage in a specific ac-
tion tied to a user profile (ex. creating a ‘knew”.)
To retain users, XP points should be designed to new users liberally
and have the system of points narrow as a user becomes more
experienced (similar to Fibonacci sequence like you mentioned for
leveling). Assigning new users XP points when during on boarding
has been proven by Gartner as an effective means to kickstart user
engagement/retention.
On the Leaderboard, all users should be taken account for. Besides
displaying just the top predictors, also recognizing the top creators
of “Knews” would assist in retaining user engagement because it
would reward a different set of users for their activity.
GAMIFICATION RECOMMENDATIONS

53. Inserting the leaderboard into the tab bar serves as an essential
piece of the gamification infrastructure of KnewQ. One of the major
takeaways from user interviews is to have users be able to see
where they stand compared to others, particularly their friends.
Implementing the Leaderboard into the tab bar will allow users to
engage in these behaviors instantly and let it serve as a central hub
for user feedback and P2P progress indications.
User research in gamification by SIGCHI, the leading organization
for the study of HCI (Human-Computer Interaction), concluded that
leaderboards improve user motivations for engagement based upon
frequency (progress feedback) and Behavioral Reinforcement
(reinforcing the continuation of gaming habits).
LEADERBOARD
http://dl.acm.org/citation.cfm?id=2468559

54. NEXT STEPS
Creating system feedback
Further testing/reiteration of iconography
A/B testing user stat page with our two design concepts
Boosting fidelity on pages
Developing the leaderboard feature
Further overall user testing and reiterating current prototype