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AMI JHARNA
AMI JHARNA
MIZBAH PATLA
Re:form
Project Type: Ethnographic Research I UI I UX
Project Timeline: 10 Weeks
Team: Mizbah Patla, HaYoung Ra, Yukun Wang
My Involvement: User Research, Strategy & Planning, Conceptualization, Prototyping and User Interaction.
Brief Overview
We all understand the value of sustainability and know what a grave impact it has on our environment. However, although people are conscious, not much is put into practice resulting in large amounts of waste. We, as a team decided to take upon this problem and research onto why people behave the way they do and what are their pain points with respect to leading a sustainable life.
The Challenge
Objectives
Umbrella Question
Once we had our problem statement and objectives in place, in order to begin with our research, it was imperative to understand our primary, secondary and tertiary stakeholders.
We plotted all of our stakeholders given in the map below that helped us understand our target audience better.
The Research Process
The goal of our primary research was to deeply understand the behavior, needs, and pain-points of our main target audience i.e. millennials towards leading a sustainable lifestyle. Over a course of 10 days, we conducted our primary research via the following methods given below.
Online Survey
Personal Interviews
Empathy Maps
Cultural Probe
Online Surveys
We carefully constructed an online survey to further understand our study. Most of the questions were based on our secondary research to gauge insights and to have more of a general idea of what millennials think about our subject. We distributed the survey on online platforms, university group chats and amongst people we personally knew, having 143 people take the survey. The results of the survey are as follows:
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Personal Interviews
Although we got a great response from our survey, we wanted to understand our audience in a more comprehensive format and hence conducted personal interviews that had more of an open-ended approach. Amongst the many we interviewed, these were the insights from the. following interviews.
Empathy Maps
Once we concluded our personal interviews, we gathered all of the insights and plotted them to form our empathy maps. This helped us understand our target audience better and more so, streamlined the design process that eventually would lead us to our solution.
Cultural Probe
One of the most exciting parts of our research was conducting a cultural probe. Not only did we enjoy the process of conceptualizing and creating it, but we also got the opportunity of interacting with people in an unconventional format that helped with our research.
In order to make it interactive, we constructed a working wheel on our board and asked the individuals to answer questions with respect to the part they land on. We carried on the probe for 3 days and got 97 participants to take part in our research.
We mapped the responses i.e. how our participants felt about the given parameters from the cultural probe on a chart that helped us understand the high and low points of these factors.
Research Offerings & Framing Insights
With all the data points now collected from our primary research, we started organizing our research findings to frame our insights. We combined a bunch of our yellow notes that were similar in nature to form our blue notes that later evolved as our design criteria.
Customer Journey Map
On the basis of the parameters defined through our primary research, we decided to plot certain pain and gain points on our customer journey map as given below.
Value Proposition
Once our primary and secondary research was concluded, we evaluated our value proposition which helped us prioritize who are we truly designing for and how are we going to achieve it. This further laid as a foundation for our solution framework as well.
Concept & Prototype Development
From the insights gathered earlier and keeping our value proposition in mind, we brainstormed a couple of ideas which eventually were filtered down to the three solutions given below:
Solution Framework - Strategy Map
The Strategy Map was created to understand which of the solutions from above resonate best with our research insights and our value proposition. It also helped us in filtering out some of the earlier concepts and refine them so as to create a solution that is seamless and tangible.
Prototype Testing
As per the solution framework and criteria, we designed a mockup of our app and tested it amongst users. We asked them to give us feedback on the things they liked and didn't like and put them all out on sticky notes as per each frame. This process was extremely helpful and led us to integrate these changes in our final design of the app.
Final Solution
Our final solution combined Sharedrobe with an App that would help individuals with information regarding recycling, selling and swapping their old items within their neighboring communities with ease, hence reducing waste and providing sustainable living conveniently.
The Sharedrobe Process
In order to better understand how Sharedrobe works, we made a simple 8 step cycle that explains the entire process in detail and with much ease.
The Application
Not only does the application helps support and carry Sharedrobe events, but it also gives resourceful information on recycling and keeps the users updated helping them lead a green and sustainable life.
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