Project
Quid Apps
My Role
Director of Design
Category
UX Design Case Study
Year
2018-19
Summary
Launched a new 'lite version' of Quid based on highly repeatable use cases.
Introduction
Quid is a data visualization tool that allows users to search through millions of documents in order to aggregate them in broader themes based on language similarity, providing a high level view of how the data is segmented. The goal of this project was to simplify the existing user experience to serve the needs to 2 different types of users.
Team
Head of Design: Radhika Sawhney | UX Design: Carla Plazuelo, Amal Ben al Hadj, He Zhang | UX Research: Jacqueline Hong
Problem Statement
To redefine the user experience in order to balance the needs of a business user to be able to consume actionable insights quickly from the data, with the needs of an analyst for curation, exploration and deep dive into the data.
Project Goals
User Research
Target market segment: Marketing Agencies.
| # | Objective | Methods |
|---|---|---|
| 1 | Gain a clear understanding on different types of agencies | Secondary Research |
| 2 | Learn about team structure and responsibilities | User Interviews |
| 3 | Identify opportunities for future app development | User Interviews |
User Journey Mapping
Based on the user research, we mapped the journey for 2 types of Agency users:
⚡ = Opportunity Areas
Key Takeaway: The 2 user journeys are not that different!
Ideation
Unified User Journey: Mapping the journey for both the users led to the realization that there was 1 core path with branches for specific actions related to a deeper analysis. Collaborated with cross funtional teams (Product, Eng, DS) to prioritize which steps to foucs on for the first release. Narrowed down to 'Ask a Question', 'Learn Something' & 'Play & Edit' as v1.
Creating Concepts: Generative sketches and wireframes for potential features & concepts for each of the priortized steps. Gathered feedback from internal & external stakeholders to inform the design.
Design
Information Architecture: Mapped the flow of information for the framework to work consistently with multiple apps. Created a flow based on the hierarchy of concepts. Detailed the the end to end flow for the user experience.
High Fidelity Designs: Transformed ideas into effective design solutions. Built for scalability: created modular components to be reused by multiple apps. Defined details and specs for development handoff.
Selecting Use Cases: Users can select the type of App based on the needs of their analysis, manage projects and share analyses with co-workers and clients.
Capturing Intent: A visual and conversational way for users to frame a boolean search query to extract relevent documents for their analyses. Each card represents a concept, and can be used in various combinations depending on the app.
Execution
Building a Scalable Framework: The goal of this project was to create a robust UX framework that can be utilized to create a marketplace of apps. This was achieved by standardizing UI components, introducing modularity, and building a library of charts.
Predefined UX Flow
Visualization Library
UI Components
Apps in the Market:
Content Strategy: Explore the news around certain topics to indentify unique content opportunities.
Competitor Briefing: Understand how companies and their competitors are being covered in the media by measuring their Share of Voice and following theor media narratives.
Key Opinion Leaders: Identify and rank the voices with impact across multiple public narratives
Strategic Partnerships: Visualize the partnership landscape of comapanies to stay on top of competitors' strategy.
Testing
3 Step App Rollout: Devised a muliti staged testing plan to gather feedback and iterate early at every step of the rollout of each app.
