UX Research & Design - Client Project | Oct 26 - Dec 8, 2023
Knowunity’s Unrealized Potential
Jimin, Gatha, Rong, Rafa, and Hugo
+ Two PMs from Knowunity
Background
Knowunity is Europe's EdTech app, and it allows students to share their study materials, providing a peer-to-peer perspective on school-related content. Clients wanted to gain insights into user expectations both before and after onboarding.
My Role
Acted as a primary client contact, hosting client check-in meetings, managing emails and follow-up messages with clients, and leading internal discussions throughout the project.
Led research within the project scope, ensuring alignment with objectives.
Initiated the presentation by introducing project goals, presenting key findings, and addressing client questions during the Q&A session.
Project Goal
Bridging the gap between user expectation and experience.
Project Journey
Kick-off with Client David from Knowunity
Writing an interview script and questionnaire to evaluate expectations and experience gaps
5 pilot tests
14 moderated user testing interviews
Data collection and analysis
Prioritizing identified issues
Developing recommendations
Presentation
Retrospective session
We're incredibly proud! ✌🏽
Knowunity has successfully implemented the following design solutions of ours:
Implemented a proper introduction: Knowunity updated the App Store preview screens to introduce captivating features such as 'AI tutor' and the ability to earn points for early college applications.
Updated the introduction screens: Promoted 'volunteer hours' over 'KP', an unfamiliar term.
Improved user engagement: Upgraded the user flow of the 'finding friends' feature based on our findings that users appreciate the social aspects of the app.
Challenges and Our Decision to Overcome
1
🥵 Challenge: Is onboarding limited to the initial four sign-up screens?
😎 Solution: Broaden onboarding assessment to include TikTok ad, App Store/Google Play, sign-up, and first exploration.
🙋♀️ Why? To obtain a more comprehensive understanding beyond the initial screens and evaluate the entire user journey, consider the significant impact of the TikTok ad on attracting users.
2
🥵 Challenge: How to assess the gap between user expectations and the app experience through user interviews?
😎 Solution: Ask questions about expectations at each step of the onboarding journey.
🙋♀️ Why? To observe changes in expectations, we utilized repetitive questions before and after each onboarding process (TikTok ad, App Store, sign-up, and first exploration), finding value in detecting changes and improvements.
3
🥵 Challenge: How to prioritize the most impactful issues?
😎 Solution: Identify frequently mentioned issues and use the RIC method to determine the reporting order.
🙋♀️ Why? By compiling all user feedback and prioritizing findings based on solid evidence, we employed the RIC method to establish the reporting order, ensuring a focus on the most impactful issues for our client.
Findings & Recommendations
After 45 minutes of in-depth interviews with 14 middle & high school students in the US, we found that71% did not know they were going to love My AI, Chat, and QuizWhiz.
64% had no idea of the concept of KP, and it can be converted to their volunteer hours.
29% were hesitant to rely on the content.
✌🏽Bonus Finding: Users love the social vibe, yet there is potential to attract them even more.
Finding 1:
Knowunity does not have a proper introduction to the app.
Knowunity made the assumption adding an onboarding flow (adding more screens) would disrupt the experience.
They had no supporting evidence for that.
After interviewing 14 US middle and high school students, we understood that it was a necessary step. User expectations of features didn’t match the reality of their experiences. 71% of participants did not know that My AI, QuizWhiz, and Chat were going to be their favorite features.
“It had more than I expected—more pages and tools than I thought.”
Solution:
Introduce captivating features early on.
Users need a proper introduction to the app.
As-is
No introduction. Begins straight from age selection.
To-be
Introduce popular features: My AI, Volunteer Hours, Smart Scan. These selections were made following user interviews and testing.Popular features showcased before sign-up
Based on user testing, revealing the AI's distinct role and the availability to convert KP into volunteer hours significantly boosts user favorability towards the app. This information, absent in current TikTok ads and App Store previews, will bridge the gap between user expectations and actual app experience if presented right after launch.
As-is
No introduction. Begins straight from age selection.
To-be
Incorporate brief and impactful videos before the sign-up phaseShort form video before sign-up
Introduce captivating features using short forms like TikTok at the app's outset to highlight functionalities beyond the basics.
Finding 2:
The unfamiliar term 'KP' leads to missed main feature opportunities.
KP stands for "Know Points."
Knowunity uses the unfamiliar term 'KP,' though it directly relates to its core feature of note-sharing. Earning KP happens through sharing notes, and you can convert these points into volunteer hours—quite handy for college applications.
In our user test interviews, we discovered that 64% of participants were unfamiliar with KP and unaware of its potential conversion to volunteer hours.
“Initially, I thought volunteer hours were like community service for school transcripts...”
Solution:
Emphasize ‘Volunteer Hours’ over ‘KP.’
Plus, introduce what KP is and its conversion to volunteer hours.
As-is
Button called 'KP' and no explanation. No detailed information about the concept of KP in the next page as well.
To-be
Initiate interest with a 'Volunteer Hours' button. Introduce and explain KP, detailing how users can earn and convert it into valuable volunteer hours.Promoting ‘Volunteer Hours’, avoiding the term 'KP'
Use tooltips and introductory screens in the onboarding process to explain the concept of KP and guide users in earning and exchanging volunteer hours, enhancing the overall onboarding experience.
Finding 3:
Users hesitated to rely on the content because they did not trust it.
29% of participants wanted to know if notes underwent review before uploading. They felt uneasy because there were no clear signs addressing their worries.
“Do they like.. check the notes before they post them on here?”
Solution:
Build trust by informing users that the content is verified and safe.
As-is
No indication of content review.
To-be
Notification about content moderation and reminding users to adhere to rules and guidelines.Review and safe chat reminder
Add a pop-up in the Search page stating that all content has been reviewed for user consumption, alleviating concerns about note reliability. Implement a banner during chat sessions that messages are moderated, emphasizing adherence to rules and guidelines for safe interaction.
My Personal Takeaway
Enhanced Interaction Skills with Clients and Team Members:
Overcoming my shyness and language barrier as a non-English speaker, I took on the role of a host and main contact with the client, actively participating in presentations and discussions. This experience boosted my confidence and taught me valuable lessons on effective teamwork through trial and error.
Gained Diverse Perspectives
Embracing the diverse perspectives of my smart and creative team members, I found joy in exploring different viewpoints. Recognizing that there are no right or wrong answers, the process of determining the most suitable recommendations for the identified issues and findings was both enjoyable and insightful.
Explore my other projects, too!
Recent Projects at Graduate School 👩🏻🎓
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Bootcamp Personal Passion Project 👩🏻🌾
Feb 1 - Mar 30. 2023 | UX/UI Design - Personal Project (Bootcamp)ecoeats - Rescue Food, Reduce Waste
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Aug, 2023 | UX/UI Design for Apposter, Inc. - TimeflikTimeflik’s Complicated New Membership Plan
Crafted the UX/UI design for a new membership plan within the mobile app Timeflik.
Professional Work in Real-world Industry 👩🏻💼
