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User Experience • Branding & Identity • Websites
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User Centered Design Thinking • User Research • Heuristic Analysis • Personas • Empathy Maps • User Stories • Information Architecture • User Flows • Wireframes • Low-Fi Prototype • Branding & Identity Design • Usability Testing • User Interface Design • High-Fi Prototype

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Business Objectives

Design and launch a web-based Tarot deck, where each card is centered around an influential woman from modern times. For example, a user would draw “Frida Kahlo” instead of “Passion,” or “Missy Elliott” instead of “8 of Wands.” Encompass both feminism and spirituality, while also being light-hearted and approachable. Keep the content and messaging quirky, fun, and easy to digest. Prove the validity of the concept, then launch the minimum viable product (MVP). After launching the MVP, focus primarily on user acquisition and brand development.

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Research

Objective — Through qualitative and quantitative primary research, validate The Modern Woman’s Tarot as a viable digital product and identify two or three key features for a digital Tarot deck that would be most desired by the target market.

Process & Insights — First, I conducted a screener survey to get some initial insights, then I chose three respondents from the screener survey who fit the target market to interview in depth.

  • All three interviewees found women who disrupted a norm or prevailed despite adversity to be the most inspiring to them

[MICHELLE OBAMA] IS IN A TOUGH POSITION BEING A WOMAN OF COLOR AND EDUCATION, BEING A WOMAN WHO A LOT OF WHITE MALE SOCIETY FEELS THREATENED BY, [WHO HAS] HAD TO TAKE A LOT OF GRIEF FROM PEOPLE, BUT STILL HANDLES IT WITH SUCH GRACE. I WANT TO BE LIKE HER, THAT’S HOW I WANT TO HANDLE MYSELF.
— Willy Wilson
  • All three interviewees felt frustrated about a woman’s place in society today

  • All three brought up the divide between men and women at one point during the interview and expressed a general frustration that women’s voices are not being heard

WE ALL HAVE THE RIGHT TO A VOICE WHETHER OR NOT IT’S SOMETHING OTHERS WANT TO HEAR.
— Britt Nemeth
  • Reasons why the interviewees turn to spirituality:

    • During times of struggle

    • Major life events like marriage

    • Death/dying/sickness

    • Navigating human emotions

    • In place of Western drugs/medicine

    • Personal growth

    • To improve self esteem

    • When triggered by past trauma

    • When in need

    • On a daily basis/as a general lens through which to view life

[ORACLE] CARDS MAKE ME FEEL HELD, CONNECTED, POWERFUL, AND CALM.
— Britt Nemeth
GRATITUDE IS PART OF SPIRITUALITY.
— Madelaine Voegeli
  • Top things the interviewees like about their favorite decks:

    • Artwork

    • Helpful guidebook with journaling questions/extras

    • Having the info right there on the card

I LIKE THE IDEA OF PUTTING INFO ABOUT THE CARD ON THE ACTUAL CARD.
— Madelaine Voegeli
  • All three interviewees would prefer a mobile app over a web app, though they all expressed that ultimately they prefer an analog deck so that they can feel/recycle the energy of the deck and have a more tactile experience

  • App feature ideas that naturally came out during the interviews:

    • Different ways to choose the card

    • Offering multiple layouts (single card, three card, etc.)

    • Tap to “flip” card over and reveal info on the back

    • Play peaceful, grounding music while app is open

    • Incorporate breathing exercises to help the user ground

    • Allow users to color in their own cards (creative experience)

    • Incorporate artificial intelligence (AI) to help the user understand what the reading means

 
 
TAROT FEELS INTIMIDATING IN TERMS OF DOING A READING.
— Willy Wilson

Key Takeaways

  • Instead of a web application, create a mobile app

  • Instead of a structured Tarot deck, create an unstructured oracle deck and change name to The Modern Woman’s Oracle

  • Offer three different spreads, not just one

  • Build a marketing strategy centered around female empowerment, getting through struggle, building self-worth and bridging the gap between tactile and digital oracle cards — when you don't have a deck with you, “The Modern Woman's Oracle is the next best thing!”

  • Launch as a free mobile app with potential for in-app purchases down the line

View the full research document here.

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Heuristic Analysis

The Modern Woman’s Oracle will be a mobile app launched first on iOS. Using Jakob Nielsen's 10 Usability Heuristics, I analyzed three competitors in the same space: The Golden Thread Tarot, Mystical Mondays, and Kawaii Tarot.

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Key Takeaways

  • Offer multiple spreads

  • Provide a sense of intention and grounding prior to a reading

  • Give users the ability to invoke their own energy into card selections

  • Provide clear, concise helper text with actionable input

  • Provide the ability to reflect on the reading later

  • Avoid overly pushing a physical deck purchase

View the full heuristic analysis here.

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Personas

View high resolution personas here.

[PERSONAS] MAKE EVERYONE ON THE PRODUCT TEAM FEEL LIKE THEY’VE MET THEIR END USER AND THAT END USER IS A REAL HUMAN BEING, AND YOUR PERSONAS DEFINITELY DO THAT. GREAT WORK.
— Laurel Hechanova, Project & UX Mentor

Empathy Maps

View high resolution empathy maps here

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User Stories

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View the full user stories document here.

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INFORMATION ARCHITECTURE

How would potential users of The Modern Woman’s Oracle find content within the app? I conducted a card sort using Optimal Workshop’s OptimalSort tool. After 9 people completed the exercise, I created standardized groups and a relevant sitemap in draw.io.

Key Takeaways

  • Include easy way for user to access “preferences” from readings area

  • Include an easy way to access “exercises/learn more” from readings area

View the full card sort document here.

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User Flows

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There are 4 main sections to the MVP for The Modern Woman’s Oracle app: Readings, Your Deck, Settings, and Learning. I used draw.io to illustrate the user flows for each of these sections. Check out the detailed flows for each section:

This is great. It’s easy to read and understand. You’ve implemented clear visual hierarchies, and your attention to detail is meticulous.
— Laurel Hechanova, Project & UX Mentor
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WIREFRAMES & LOW FIDELITY PROTOTYPE

I first started by sketching screens with pencil and paper. Then, I used Balsamiq to digitize the wireframes. Next, I linked various screens within Balsamiq to create a low fidelity prototype. I tested the low-fi prototype with three potential users and implemented various changes listed in the Key Takeaways section below. Download this file to engage with the low fidelity prototype. The app includes tooltips that will appear on a user’s first interaction with certain areas of the app, so follow this flow to explore the optimal first-time user experience:

  • Single card spread

  • Three card spread

  • Five card spread

    • ….then you’re free to do your thing!

Key Takeaways

  • Adjust flow of first-time-through tooltips

  • Adjust verbiage from “Inject your energy” on the shuffle screen to “What are you seeking?”

  • Add “Asking Questions” to “Learning” area

  • Change shuffle button from “Shuffle” to “Shuffle Deck”

  • Ditch modal pop-ups that take up the whole screen, opt for tooltips

  • Ditch upper nav and hamburger menu within actual reading

  • Group “Reset Password” and “Preferences,” add “Log Out” to “Settings”

  • Add tooltip to tell the user they can flip cards to reveal more info about the woman and that they can flip the card back

  • Creative thought: shuffling animation will be important, could be abstract — maybe the borders of the cards change colors?

  • Add ability for user to go between “Log In” and “Create Account” screens depending on account status

  • Developer notes:

    • Allow user to reset after revealing the first card in multiple card spreads?

    • If a user is not logged in, when they click “Settings” in the slideout navigation, route them to “Create Account” screen

    • At any point, any screen with a back button should allow the user to go back to the previous screen

View the full wireframes document here and the full prototype document here.

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BRANDing & IDENTITY RESEARCH

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View the full inspiration board here.

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Branding & Identity Assets & Style Guide

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USABILITY TESTING

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A/B Testing

Between two options, I wanted to determine which way would be more intuitive for scrolling between articles in “Learning” content, so I conducted some A/B Testing. B was the overwhelming favorite and as such, I modified the user interface to accommodate these results.

High Fidelity Prototype Testing with Actual Users

Here, my main goal was to identify any red flags and address them. Are there any obvious flaws in logic, non-intuitive calls to action, or unclear flows?

I used Zoom to conduct and record three virtual meetings. Each test subject was sent a link to a high fidelity InVision clickable prototype. I asked each test subject to open the InVision link, then share their screen so I could observe their actions with the prototype while recording them through Zoom. I walked them through 8 specific tasks to complete within the app, encouraging them to think out loud during the session.

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Key Takeaways

  • Add introductory splash screen that shows the logo/tagline, notify users/help users understand that they are starting on “Readings” (step 1 in performing a reading)

  • Add a progress bar at the bottom of the introductory readings screens (Select a Spread, Ground & Center Part 1, and Ground & Center Part 2), making it clear to users that they are walking through a process to complete the reading

  • Add “on/off” text to Settings toggles

  • Consolidate “Ground and center” toggle into one in settings, allowing users to just turn it all on or all off (simplify for MVP)

  • Make the shuffling deck animation clickable to draw

  • Add back button and upper right menu inside the actual reading

  • Add tooltip to initial single card reading card result telling the user they can tap to flip the card for more info

  • Add text indicator in multiple-card spread readings about what each card placement represents in the spread (i.e. “action to avoid,” “the issue,” “action to take” text directly under each card in the spread)

  • Add “Explore your deck” button to Learning area that links to “Your Deck”

  • Remove list view option in “Your Deck” (unnecessary use of space)

  • Post MVP launch: Consider doing an initial swipe-through tutorial instead of using tooltips so the user has a good understanding of the app before engaging with anything

View the full usability testing document here.

USER INTERFACE DESIGN

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HIGH FIDELITY PROTOTYPE

Please note: Due to logic constraints, the back buttons and close button in the upper right menu are not functional.

YOU’RE SELF-MOTIVATING, AND YOU DON’T HALF-ASS YOUR WORK. YOU’RE CONSIDERATE. YOU SHOW UP ON TIME. YOU’RE EXCITED ABOUT YOUR PROJECT, AND IT’S INFECTIOUS.
— Laurel Hechanova, Project & UX Mentor

➪ Denver, Colorado

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