Good Karma Studio

PROJECT DETAILS

Client: Yoga Studios

Timeline: 2 Weeks

Date: Sept 2017

CONTRIBUTIONS

User Research, Information Architecture, Interaction design, Visual design, User Testing, Front End



BACKGROUND

This was the first project I was assigned when I joined Multunus. The team consisted of 2 Developers, 1 Product Manager and me. As the project was in the very early phase, our objective was to validate the risky ideas as fast as possible and figuring out unknown unknowns on the way. Thus validating if the idea will reach the product market fit.


PROBLEM

Yoga studios find it difficult to sign up new customers for yoga classes. A lot of people call up the studios for training details, and many of them even visit their website, but only a fraction of them actually sign up for a training class. Yoga studios just couldn't provide a excellent onboarding experience and also found it very hard to manage leads.


USER RESEARCH

Before starting out, I wanted to know answers to few sets of questions that would help me identify what to solve for.

  1. How is the existing system works? How is an interaction between the studio manager and a customer?
  2. What is the journey of the user who visits the studio? How did he come to know about the studio?
  3. What is the motivation requires in him/her making decisions to go for a trial class and also joining for a month or year?
  4. What are the primary customer concerns they looking in the studio?
  5. What are the triggers for the user to think about yoga?

I conducted user interview yoga studios. I resorted to open-ended questions regarding how the studio manager function and how they provide an onboarding experience to the new customers.

These are the major pain points found after user research.

User interviews also gave a few keys metrics

20

AVG number of incoming calls/day

3

AVG number of trial class/day

0-1

AVG number signups/day

Prioritisation Paint Points to Solve:
Keeping in mind these things in mind
1) The value we can add to studios
2) Time to validate and built features
The team did one round of voting followed up one vote from product head.

HYPOTHESIS

Managers found it really arduous to keep track of the leads coming thus missing chance to convert the leads to customers. We wanted to build a platform the let manager to keep track of all the leads coming in and manage it on the go. This will the impact the number of trial class as the manager can follow up leads which didn't convert and understand why they didn't also.


ASSUMPTIONS

It's essential to make necessary assumption while design this would help to scope the design and produce reasonable decisions in later stages of design.

  • Most of the managers in the studio are comfortable using an android or ios device.
  • The manager will be using this application on daily basis, it made sense for us go ahead with the assumption that few concepts in UI will be learned over the course of time.
  • Manager Spend 5-10min of time with each lead.
  • Users don't bother with lead calls from yoga studio managers
  • The single manager won't get more than 10 calls.

LEARN EARLY, LEARN OFTEN

One worthwhile thing that I have learned from my earlier design projects is that even after spending so much effort and time on upfront research, valuable insights always came from testing and validating design with the first user.

Instead of spending days on extensive user research, our team decided to ideate with given about of data points.

LOW FIDELITY

When it came to wireframing, we followed google's sprints diverge methodology where each person on the team has to sketch their own version solution to the problem. After rough wireframes, the team diverges on the solution by presenting each person's solutions. At the end of this process again a voting phase took places and decided which wireframes solve the problem in best, comfortable and elegant way.



USER TESTING WITH LOW FIDELITY

As wanted to validate my designs before going for development. I conducted. I had a small user-testing session with studio managers and Yoga studio founder.

Here are the few things I learned:

  • Few managers were concerned about sending messages to the user without the permission of the user.
  • I found out since any change in behavior requires a factor of motivation x ability x trigger. Here the manager ability to put in the number after each lead calls seems to be a problem for the expected outcomes we had. We noted this as an assumption and still went ahead. The reason being, solutions for this problem will require high effort from a tech standpoint. We decided still to go live with the current version to discover if there are unknown unknowns.

HIGH FIDELITY

With learning from user testing, we decided to move to high fidelity designs. We didn't go back to user-testing the high fidelity designs since screens were basic and we believed we would get better feedbacks once it is live in studios.

LEARNINGS

Here are the few things we learned after going live:

  • Our Assumption regarding "Ability for the manager to put in the number after each lead calls will be a problem for the expected outcomes we had. " was validated.
  • After being live in studio for a week, we noticed the number entries entered to the product start decreasing which was a fair indication that entering the number of all leads is the cumbersome job for managers.
  • Managers loved the product can be used on the go since we designed for the mobile first.
  • Since the number of entries to the product was not in expected quantities, we couldn't validate the hypothesis.