Case Study

User Research

Empathize

I began with thorough research online to discover the demographics of aspiring entrepreneurs who would benefit from a business startup app. Through this research, I found that individuals aged 25-44, primarily Caucasian males living in urban and suburban areas, are the most frequent group seeking resources and networking opportunities to start their own businesses.

To gain deeper insights, I conducted interviews with 10 aspiring entrepreneurs, aged between 27 and 42, residing in urban or suburban areas. The group included five Caucasian males, two Caucasian females, two African American males, and one Asian American male. The interviews consisted of three conducted in person and three over the phone. Participants were queried with the following five questions:

What motivated you to pursue entrepreneurship, and what are your primary goals as an aspiring entrepreneur?

What are the biggest challenges and frustrations you have faced or anticipate facing as you start your business?

How do you currently educate yourself about starting and running a business, and what type of resources or tools do you find most helpful?

What digital tools or apps do you currently use to manage your entrepreneurial tasks, and what features do you find most beneficial?

How do you go about building your professional network, and what kind of support or community are you looking for from a mobile app?

From my research through these interviews, I identified 4 critical pain points that these individuals face:

Funding Challenges

Securing initial funding is hard without a proven track record.

Knowledge Gaps

Finding reliable, up-to-date information on startup strategies, market trends, and legal requirements is challenging.

Networking Difficulties

Building a professional network and finding mentors is difficult without proper networking avenues.

Work-Life Balance

Maintaining work-life balance is tough, especially in the early stages of a business.

I then created an empathy map to better understand the needs and feelings of our target users, using insights gathered from the interviews.

To capture the common traits, demographics, and pain points of the users I discovered through my research, I developed a user persona. This helped connect more personally with the target audience.

To show the user's experience of launching a successful business, I created a journey map.

Define

Problem

To tackle the problem effectively, I first needed to clearly define it. Using the previously created user persona, I created a human-centered problem statement that highlights the user's needs.

Goal

Next, I developed a goal statement that outlines what the product enables users to do, who it benefits, how it positively impacts users, and how its effectiveness can be measured.

The goal for this project can now be clearly defined as follows:

Design a mobile app that helps aspiring entrepreneurs by providing tailored resources, networking opportunities, and mentorship to successfully launch and grow their businesses.

Ideation

Value Proposition

To define the app's value proposition, I compiled a comprehensive list of its features and organized them into five groups based on accessibility and user pain points using an affinity diagram.

Information Architecture

I created a user flow chart that outlines the journey a typical user follows on the app, from beginning to end, to accomplish a creating a business plan. This method provided a comprehensive view of the app's functionality before diving into design, ensuring a seamless and effective user experience.

To complete the information architecture, I created a sitemap that served as a blueprint for organizing the app's structure. This step ensured that all content sections were logically arranged and easily accessible, improving user experience through clear navigation paths.

Wireframes

I designed digital wireframes to give a realistic representation of the product, making it easy to share for collaboration and feedback.

Applying Gestalt Principles ensured consistent visual organization, effective communication, aesthetic appeal, and enhanced user engagement.

Prototyping

Low-Fidelity

I linked the digital wireframes to build a low-fidelity prototype, creating a basic interactive model to visualize the product. This allowed for testing the designs early and gather valuable feedback for analysis.

View Prototype

UX Research

Next, I conducted a usability study that aimed to gather valuable insights, identify user needs, and guide informed design decisions for a more effective and user-friendly product.

I conducted an unmoderated study with 10 participants, asking them to record themselves using the app at home. This approach yielded genuine user experiences and honest feedback.

The study encompassed project background, research goals, detailed questions, key performance indicators (KPIs), methodology, participant details, and interview scripts.

Following the usability study, I refined the design using valuable insights from user feedback. This involved pinpointing areas for improvement and implementing changes to enhance functionality, address pain points, and improve overall usability. This iterative process ensured the design evolved to effectively meet user needs, resulting in a more user-friendly experience.

The following insights were derived from study feedback, categorized by patterns and themes identified in the research data.

High-Fidelity

Using insights from the usability study, I iteratively refined the design by addressing identified patterns and themes. This involved creating mockups that integrated typography, color schemes, and iconography to ensure the revisions were both user-centered and visually cohesive.

I integrated interactive elements into the mockup screens and linked them together to create a polished, high-fidelity prototype. Accessibility was a top priority, with features like text compatibility for screen readers and consistent navigation designed to enhance usability, ensuring a seamless experience for all users.

View Prototype

Test

Takeaways

In my journey through UI/UX design for the BizStart app, I've discovered the art of creating user interfaces that prioritize clarity and functionality. Consistency in elements like typography, color schemes, and layout has been crucial for maintaining a cohesive design. Through iterative prototyping and testing, I've fine-tuned the experience, pinpointing areas where tweaks can make a big difference. Emphasizing accessibility, such as ensuring screen reader compatibility and smooth navigation, has shown me how inclusivity enhances usability. This experience has deepened my appreciation for a structured design process, from initial wireframes to polished prototypes, as the foundation for creating meaningful digital journeys.

What's Next?

The next steps would involve refining the high-fidelity prototype based on feedback from user testing and stakeholder reviews. This includes iterating on visual elements, interactions, and user flows to ensure a seamless and engaging experience. Conducting additional usability studies could uncover further insights and validate design decisions. Simultaneously, I would focus on integrating robust backend functionalities and ensuring scalability to support future updates and enhancements. Collaborating closely with developers and stakeholders throughout this process would be essential to align design goals with technical feasibility and business objectives, ultimately preparing for a successful launch and ongoing optimization of the app.

BizStart

The Challenge

The Goal

My Role

My Responsibilities

Scope