Overview: This case study details my “mini-design sprint” process (i.e., Map-Sketch-Decide-Prototype-Test) adopted from Google Ventures for a hypothetical client - House 2 Home - an online shopping app that sells home decor.
Day 1: Map
Identifying the problem: First, I reviewed the interview highlights, persona, and sample interview, and made an extensive list of problems (or opportunities!). I then made a list of “who-said-what” to identify the most significant (or commonly cited) problem.
Problem statement: Users move into an empty apartment and feel overwhelmed looking at the empty apartment, knowing that they’ll need to decorate it. Users see great items online but never know how the pieces will look in their home or select only some items. Users know what items they like but need some help to pull the entire look off. Users get overwhelmed and end up buying nothing. Users need to stick to a budget but want style too. Users don’t want to spend too much time. Users are unsure if an item will fit well into a new place if they ever move again.
Next, I drafted a possible end-to-end experience a user might have with the product by making a map. First, I named the user on the left (new homeowner), and listed the goal they would like to achieve while using the product on the right (buy selected items), and filled in the steps that the user would need to take to achieve that goal (pay).
Based on the established problem, I made a list of user needs:
Pulling a look together
Selecting some items
Knowing how one item may match another
Knowing how items will fit in a space
Selecting a style
Spending too much time
Sticking with a budget
Next, based on the list of users’ needs, I created three maps by thinking about what steps needed to happen for a user to achieve that goal.
Homeowner-Login - Budget - Items - Combination - Pay
Homeowner-Login - Style - Items - Combination - Pay
Homeowner-Login - Budget - Style - Items - Combination - Pay (Selected map)
Day 2 – Sketch
Planner 5D. Given that the end-product is potentially a site that helps users decorate their homes, a design platform that allows users to see their home designs came to mind (Planner 5D). I was drawn to the visuals and how intuitive everything felt and wanted to create a product that was more visual than textual.
Planner 5D: Intuitive and visual designs.
Etsy. Next, I looked at platform that isn’t directly related to design or furnishing but still relevant to the design challenge. Interestingly, Etsy has a “Home & Living” section. I liked how each product can be viewed on different (home) backgrounds, and there are photos of items in real homes.
Etsy: How a product looks in real homes.
Airbnb. Although Airbnb isn’t directly relevant, I drew inspiration from how they featured each home. Instead of clicking on each listing, a user can swipe through the photos and click on a profile to discover more.
Airbnb: Airbnb shows a lot of photos once a user clicks on a home listing.
Next, I sketched possible solutions to my most critical screen using the Crazy 8s method.
Crazy 8 screens.
I referred to my map from Day 1 and selected the most critical screen for my users. Key considerations included (1) at which step will the user complete primary activity, (2) which screen is most important for solving this problem, (3) which screen is the most complex?
Of all possible screens, “Select a Style” stood out as users need this feature to know how the décor will feel in their home. Without deciding on a style, a user likely will not buy an item.
Next, I created my solution sketch – a three-panel board of the (1) screen before the critical screen: budget (2) the critical screen itself: style, and (3) screen that comes after the critical screen: items.
Selected screens: Budget, style, categories.
Day 3 - Decide
On Day 3, I created a 6-panel storyboard that includes my solution sketch from Day 2 and reviewed my experience map from Day 1.
Selected experience map from Day 1: Login - Budget - Style - Items - Combination - Pay
In creating my storyboard, I kept this design principle in mind: simplicity. As users are overwhelmed by the choices they have to make to select the right décor, I wanted to make each step unique, simple, and fuss-free, yet offering choices for users.
First, given how users are mostly concerned with budget, I wanted to let them select from a list of budgets. Users flexible with budgets can do so too (Screen 2). Next, given how users are often “stuck” trying to pick matching pieces, I wanted to let users select from a list of styles (Screen 3). Users then choose from “categories of items” (Screen 4).
Next, this is when the “magic” happens (Screen 5)! Based on the information provided, the app matches décor based on users’ preferences (i.e., budget, style, item list) and present different curations (i.e., combinations).
Although users can only select one option, this is a deliberate design decision in order to not overwhelm users with too many options (remember: having too many options is a problem for our users).
And voila! Users can now pay for their curated list of décor (Screen 6).
Although there are endless ways a user can select from an extensive (and previously overwhelming) list of décor, this app has broken down the process into critical steps (i.e., budget, style, items), while making some decisions on a user’s behalf.
6 panel-story board: Login-budget-style-categories-magic-payment
Day 4 — Prototype
On Day 4, I designed a prototype (more like a realistic facade) to put in front of participants to gauge their reactions about my idea.
See: Prototype
House 2 Home login.
Users first select a budget.
Users select from a list of curated styles.
Users select from different categories of items.
Users select from one combination of decor.
Payment page.
Day 5 - Test
On the last day of my design sprint, I conducted five 1 one-on-one interviews with potential customers (i.e., people who just moved into a new house and are looking to decorate their place) to test my prototype.
What worked well
“I love the simple design and how each page feels so intuitive.”
Seth
Participants like the simple design and how each step requires them to make only one selection.
“This is a great idea. If done right, this will work well and be very convenient for those who need it.”
Travis
Participants love the overall concept and think it’ll be very convenient for the target audience.
What didn’t work as well
“I’m worried that not everything will fit after I buy these things.”
Seth
Space measurement is vital to users: Users won’t make a purchase unless they know it will fit in their homes.
“I’ll like to know a little bit more about the style, or the inspiration behind it.”
Laura
Style list isn’t clear.
“I’d think there’ll be a checkmark”.
Ronnie
Users are unclear about the concept of “select categories of items.”
Users did not notice a change in the screen after selecting an item.
“I guess this last picture is about how the items will look in a space but I’m not sure.”
Ronnie
Users are unclear about what is featured on the big screen.
Potential design changes
Based on the interview insights, potential design changes (for the next iteration) include:
Include a new step to allow users to enter square footages for their homes.
Include a popup that details the inspiration behind a style.
Make it explicit early in the user flow that users will select from a “category of items.” Then, the app will help pick out a specific item.
Insert other visual cues (e.g., checkmark) after a user clicks on an item.
Make it explicit that the last screen features the items together in a space.
Include the price breakdown for each item.
Reflections
A design sprint is a quick way to learn (and make mistakes). In just five days, I’ve created a functional prototype and gathered excellent user feedback to iterate on further versions. Key learnings include:
Be fast and scrappy.
Keep it simple. Don’t overthink. Pick an idea and stick with it.
Never go with complex ideas that cannot be executed during the Sprint.
Prototypes don’t have to be perfect. It’s ok to have lingering issues and let the users point them out.
Make and learn from mistakes fast.