KnewQ Case Study

knewQ
Case study by
John Cheung | Mike Rembach | Sean Culley
is a prediction based app that allows users to post predictions to a social network.
They can challenge friends, see how they stack up in the KnewQ community, and
rack up points in a fun and addictive gamified experience.

BRIEF
The app’s user experience is affected by current elements and broken user flows.
GOAL
Improve the current app’s user flows and overall user experience.
DELIVERABLES
A prototype with improved user flows and user experience.
ROLE
Project Manager
User Reseacher
Tools
User Research
Competitive Analysis
User Flows
Sitemap
Wireframes | Sketch
Prototyping | Marvel
User Testing
TIMELINE
3 WEEKS
Overview knewq analysis COMPETITIVE ANALYSIS USER RESEARCH Exploring the solution prototype USER TESTING WIREFRAMES
PARTNERED PROJECT

knewq analysis
Icons are not
instantly
recognizable.
May require
onboarding phase
for users to
recognize icons.
No search options
appear to be available
with regards to “my
knews” and “trending”
making it difficult to
find the content you
want.
No category filtering
options for trending
Unclear what a “clue” is
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
Critical Analysis
Positive Analysis

knewq analysis
Critical Analysis
Positive Analysis
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?

knewq USER TESTING
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”
– Margaret
“My knew is stuff I created right? Or is it who I’m
following?” – Samira
“What is a knew?” – Everyone
“It’s what my friends are polling on, right?” – Justin

knewq USER TESTING
TREND 3
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
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
TREND 5
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

competitive analysis
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
Profile screen
achievement screen
activity screen

HOME SCREEN
Profile screen
achievement screen
activity screen
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
Voice Jelly Quiz up

Overview knewq analysis COMPETITIVE ANALYSIS USER RESEARCH Exploring the solution prototype USER TESTING WIREFRAMES-
HOME SCREEN
Profile screen
achievement screen
activity screen
Voice Jelly Quiz up
Constant
feedback to
positively
engage the
user
Achievement
progress indicator
engages user
Reward indicator
engages user to
keep playing

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
HOME SCREEN
Profile screen
achievement screen
activity screen
Voice Jelly Quiz up

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
USER RESEARCH
“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?”

USER RESEARCH
KEY TAKEAWAYS from user interviews
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.
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.

USER RESEARCH
After gathering all the data
and understanding the
goals and frustrations of the
users, we proceeded to
generate 3 different personas.
These personas represent
the wide range of diverse
users who would use this
app.
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
PERSONAS

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.”
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”
USER RESEARCH

USER FLOWS
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
BEFORE
AFTER
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

USER FLOWS
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
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

USER FLOWS
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
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

DESIGN STUDIO
Features prioritization Sketching
MUST HAVE SHOULD HAVE
Activity feed Followers
Create new Comments
Level Top categories
Challenge friends Following
Leaderboard Recent activity
Badge count My Knews
Stats Page Top interests
Profile
Segmented
navigation
Vote Search people
Overall record
Search category Total votes
Inbox Related article
Category stamp
Comments stamp
Time countdown
Alerts

http://marvl.in/2j9a1h
PRototype

USER TESTING MEASURE OF SUCCESS
TASKS
GO GREEN! We wanted to compare the
time it took a user to complete a task with
the initial prototype and the one we created.
The larger the green pie segment was the
better.
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.
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)

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
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

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)
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)

WIREFRAMES
Being able to “challenge a friend”
was identified as a must have
feature for our USERS 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

WIREFRAMES
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.
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
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

WIREFRAMES
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

WIREFRAMES
Through research and testing
we found that users were
confused by badges and
wanted a quick view of 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

AREAS OF NEED
w knewq analysis COMPETITIVE ANALYSIS USER RESEARCH Exploring the solution prototype USER TESTING WIREFRAMES sitemap
SITEMAP
1.1 Lack of Search functionality
1.2 Can’t view social network
1.3 Lack of category filters
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 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

COMPETITIVE ANALYSIS USER RESEARCH Exploring the solution prototype USER TESTING WIREFRAMES sitemap recommendations
ICONOGRAPHY TEST
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
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.

recommendations
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.)
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).
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).
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 action 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.
gamification concepts
LeADErBOARD
gamification FEEDBACK
gamification recommendations
COMPETITIVE ANALYSIS USER RESEARCH Exploring the solution prototype USER TESTING WIREFRAMES sitemap recommendations

KnewQ Case Study

Recommandé

Recommandé

Contenu connexe

Similaire à KnewQ Case Study

Similaire à KnewQ Case Study (20)

Dernier

Dernier (20)

KnewQ Case Study