Client
A group of driven entrepeneurs that want to give blended families a platform to have discussions and advice on.
Project
UX Research
2019
Tools​​​​​​​
Illustrator - Adobe XD - Useberry


Contribution
We worked in a team of 3 in which I was in charge of the UX research.​​​​​​​
Competition analysis
To start off on the right foot, I conducted a partner and competition analysis to see where the current offer may be lacking so the new concept can have a useful USP. The three biggest competitors helped us decide our USP.
Company X: The USP of this company is that their marketing and interface are directed towards children and young adults, but their parents also have a space on the platform.

Company Y: This company solely focuses on enabling the user to get into contact with professionals as quickly as possible. They serve as a catalog.

Company Z: This company provides readable content, but also organizes events and courses for blended families. They can come into physical contact with other equals.
Confrontation Matrix

In order to define the strengths and weaknesses of the current platform, the team made a confrontation analysis.

The biggest opportunity was to lay a focus on the different phases a family goes through from divorce up until forming a blended family.

The biggest threat and weakness was that the current aray of blended family content could render the company irrelevant.

Guiding Principles
The competition- , market- and partner analysis, as well as the confrontation matrix led to the first version of the guiding principles that will lead to concept proposals.
Personas

After interviewing 9 children and young adults that have experienced divorce and living in a blended family, we created personas to represent their needs and frustrations.

Child Thom:
Is not ready to find resources on his own yet
Expects his parents to be supportive
Wants his stepmother to be good to his father

Feels awkward and does not know what to expect
Is unable to communicate with his stepmother

We also interviewed 5 parents that (recently) started their blended family to gain more empathy towards their experience.

Parent Eline:
Searches the web for advice from other blended families
Wants to build a bond with her stepdaughter

Wants informal help, but can only find professionals
Is unable to establish parental boundaries with her stepdaughter
Customer Journey Map
My teammate created two customer journey maps, based on our prior target group research, to represent the current and desired customer experiences. This way we could remain focused on the key touchpoints that needed to be improved.
The main conclusion is that current users are having trouble finding informal resources. There is less need for professional help, since they want quick solutions to smaller conflicts.
Wireframes
Based on the feedback we decided to combine concept 2 and 3. I took it on me to visualize the information architecture that would highlight quick searching but also invite the user to engage with content created by the parents.
The phase of a page is dedicated to the challenges one might face when enduring it. There will be articles with that same focus as well as products that might benefit the family. This opens up the opportunity to add marketing and advertising to the site.
To incorporate interaction close to the (re)sources, people are able to leave comments and start conversations with one another.

The client chose the option that selected parents will be the ones creating the content.
Flowchart
To support the wireframes, I created a flowchart. This gave the team more insight into the way a user will navigate and which information has more priority when visiting the concept.
Usability Test
To validate the prototype, we tested 18 people with the software of Useberry. This allowed us to create tasks within the prototype and we used Microsoft Teams to observe the corespondents.

Useberry gave us clear statistics with succes rates, fail rates and heatmaps that showed us where users clicked the most. With this data we determined how we should iterate the design to optimalize the user journey.
Desktop
The team created the design for the interface.
As our research and client showed succesful, we kept the focus towards the phases.
This time the landing page carousel would have a hover state in which the user can briefly read information about the selected phase. This way they can determine whether or not they fit the profile.

In case they are not sure, they can use the horizontal navigation menu to see more subcategories within the phase.
We added a seperate webshop that has it’s products divided based on the phases that were used throughout the site. The phases will also be shown in their respective colors, so the users can associate the color with the phase, leading to a quicker flow. ​​​​​​​
Mobile
The mobile version is more compact and focused on the user tha wants to resolve a challenge or conflict in their life more quickly. The mobile user is more likely to visit the site during or right after a conflict in their physical life. They want a quick solution. This was also something that the usability test corespondents and interviewees told us.
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