abigail chu
sire_logo4 copy.jpg

sire mobile

sire mobile

 

a text message marketing company struggling with erratic margins, inconsistent typefaces, hard-to-find functions wanted to improve their overall very confusing experience [tone: simple, clear, approachable].

 
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objective | to improve the interface and experience of the platform for users, exclusively on desktop; we needed to organize all the overwhelming information, features, and functions to be seamless and effortless. in order to do so, it would be essential to standardize navigation for better functionality and work flow, and establish visual consistencies to get the user to familiarize themselves with the process in an easy-to-learn fashion.

 
 

behind-the-scenes process

market research

83% of female consumers  said they would be likely to use text messages to get coupons or special offers, vs.  68% of male consumers .

83% of female consumers said they would be likely to use text messages to get coupons or special offers, vs. 68% of male consumers.

however,  women are less likely to read every single SMS text message  they receive (78.7% of female consumers vs. 85.7% of male consumers).

however, women are less likely to read every single SMS text message they receive (78.7% of female consumers vs. 85.7% of male consumers).

younger men  are more interested in using texting to accomplish complex service tasks vs. older men, who are more interested in using it to meet simpler needs.

younger men are more interested in using texting to accomplish complex service tasks vs. older men, who are more interested in using it to meet simpler needs.

48% of all consumers agree that a company offering text message services is convenient, but that jumps up to 68% for  those with children  and 85% for  students .

48% of all consumers agree that a company offering text message services is convenient, but that jumps up to 68% for those with children and 85% for students.

97% of Americans in the  18-29 age bracket  use their cell phones for SMS messaging. that figure drops to 75% when we move to the 50-64 age group.

97% of Americans in the 18-29 age bracket use their cell phones for SMS messaging. that figure drops to 75% when we move to the 50-64 age group.

actually,  62% consumers aged 45-54  were likely to feel that a brand’s text messages  don’t provide meaningful content . 

actually, 62% consumers aged 45-54 were likely to feel that a brand’s text messages don’t provide meaningful content

*source: https://www.textlocal.com/blog/2017/06/16/5-stats-that-prove-2017-is-the-year-for-sms-marketing/*
*source: https://www.apifonica.com/blog/sms-marketing-statistics-2016.html#Shift*

 

a glimpse of the target audience via personas

peter parker , age 28, single  a young man in the marketing industry; he is the  affiliate marketing manager  of Fender's new digital branch, promoting new apps that teach people how to play or tune their guitar. the majority of the target audience is young men who don't know how to play guitar yet, but also include some young women (perhaps interested in their new ukelele line). since he promotes this app, the audience must already be familiar with smartphones.   location :   los angeles, ca  income : ~70K  recreational   habits : going to concerts, playing guitar, drinking specialty coffee, thinking of new business ideas.    critical tasks  • needs to feel comprehensive and offer a variety of options, particularly for sales, app promotion, and newsletters. • needs to feel professional with data ready on-hand. • needs to be better than competitors through it's intelligent communication interface.

peter parker, age 28, single

a young man in the marketing industry; he is the affiliate marketing manager of Fender's new digital branch, promoting new apps that teach people how to play or tune their guitar. the majority of the target audience is young men who don't know how to play guitar yet, but also include some young women (perhaps interested in their new ukelele line). since he promotes this app, the audience must already be familiar with smartphones.

location: los angeles, ca
income: ~70K
recreational habits: going to concerts, playing guitar, drinking specialty coffee, thinking of new business ideas. 

critical tasks
• needs to feel comprehensive and offer a variety of options, particularly for sales, app promotion, and newsletters.
• needs to feel professional with data ready on-hand.
• needs to be better than competitors through it's intelligent communication interface.

susan brown , age 30, married with no kids  a woman who  manages political campaigns ; she is in charge of the political awareness on college campuses, encouraging students to vote and participate in local events or meetings—ultimately to further her representative's mission, while also nurturing young minds to be more politically active. because her targets are all in college, who are currently part of generation z, the great majority of them will be at-home with online culture.    location : boston, ma  income : ~80K  recreational habits : going to the movies with her husband, participating in local events, reading the newspaper.   critical tasks  • needs to have strong fundraising tools, with strong emphasis on communication to large groups for educational or event information. • needs to feel very secure. • needs to provide examples of successful brand recognition or campaign awareness. 

susan brown, age 30, married with no kids

a woman who manages political campaigns; she is in charge of the political awareness on college campuses, encouraging students to vote and participate in local events or meetings—ultimately to further her representative's mission, while also nurturing young minds to be more politically active. because her targets are all in college, who are currently part of generation z, the great majority of them will be at-home with online culture. 

location: boston, ma
income: ~80K
recreational habits: going to the movies with her husband, participating in local events, reading the newspaper.

critical tasks
• needs to have strong fundraising tools, with strong emphasis on communication to large groups for educational or event information.
• needs to feel very secure.
• needs to provide examples of successful brand recognition or campaign awareness. 

reggie nelson , age 35, married with 2 young kids  a man in the  service industry ; he is the owner of a local, hipster bar and brewery that hosts events (like trivia night) and also serves food. he'd like to maintain his community-centered social vibes, and also stay "cool." the bar's patrons are mostly in the 21-35 age group—millennials who pretty much use mobile devices on an everyday basis. he often sees his customers using instagram, snapchat, or facebook, so he also has personal geotags on each platform.   location : san diego, ca  income : ~50K  recreational habits : hiking with his buddies, cooking at home for his wife, taking his kids to sporting events, watching funny clips on youtube.   critical tasks  • needs to be easy and simple to use--perhaps with guided templates. • needs to be conscientious of client's budget. • needs to provide thorough details on how to make fun promotions like VIP passes, food/drink specials, comp admission coupons for event nights.

reggie nelson, age 35, married with 2 young kids

a man in the service industry; he is the owner of a local, hipster bar and brewery that hosts events (like trivia night) and also serves food. he'd like to maintain his community-centered social vibes, and also stay "cool." the bar's patrons are mostly in the 21-35 age group—millennials who pretty much use mobile devices on an everyday basis. he often sees his customers using instagram, snapchat, or facebook, so he also has personal geotags on each platform.

location: san diego, ca
income: ~50K
recreational habits: hiking with his buddies, cooking at home for his wife, taking his kids to sporting events, watching funny clips on youtube.

critical tasks
• needs to be easy and simple to use--perhaps with guided templates.
• needs to be conscientious of client's budget.
• needs to provide thorough details on how to make fun promotions like VIP passes, food/drink specials, comp admission coupons for event nights.

 

feature value matrix

featurevaluematrix3.png
 

the feature value matrix allows me to numerically decide which features to prioritize when designing the wireframes. the features highlighted in green should be the most prominent or most easily accessible, while the features highlighted in yellow should be minimal.

 
 

wireframe sketch samples

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big idea | to bring order to chaos! we also wanted to prove that text message marketing can be easier than most people believe it to be (and maybe even a little fun)!

 
 

design exploration

visual competitive analysis

• colors: strictly blue and green • very simple layout with more white space

• colors: strictly blue and green
• very simple layout with more white space

• colors: blues, green, purple and orange • more playful use of colors and icons

• colors: blues, green, purple and orange
• more playful use of colors and icons

• colors: navy and orange • simple gray flat icons; clear organization

• colors: navy and orange
• simple gray flat icons; clear organization

 

overall, the observation was that the competition used a lot of blues, with left-sided navigation for functions. the top was reserved mainly for account information.

 
 

style exploration

styletile1.png
 

style tile 1: minimal

i explored the use of a monochromatic blue color scheme with a very linear look and feel. the duality of the deeper shade and the softer hue creates a friendly and trustworthy vibe for both men and women. the blue is also muted with some gray so that it can imply a sense of relaxation to pair with the large amount of information presented. 

 
 

style tile 2: bold

alternatively, i delved into blockier designs with darker blues, and the addition of a soft green. this creates a marriage of elements with the client's logo, as well as an added connotation of growth and balance. i also explored bolder graphics to showcase personal stats. there would be more use of colors to engage the user, but not necessarily in an overly playful way.

styletile2.jpg
 
 

client feedback | client appreciated the psychology behind the colors, as well as matching their brand. they preferred the bold style tile more than the minimal one, as it seemed to resonate with a wider audience. they also believed it had a better balance of being lively yet having a get-down-to-business vibe. though they wanted to keep everything relatively flat, they suggested adding a little bit more depth in certain aspects. client further confirmed that they did not want any photo realistic images to distract from the tasks, but to continue with the simple graphic illustrations. 

 
 

the final design

the dashboard with visual summaries at the forefront

the dashboard with visual summaries at the forefront

 

video demonstration - prototype of profile pages

view InVision prototype here

 

video demonstration - prototype of managing and creating campaigns

view InVision prototype here

 

extended view - building "single message" campaign

(all other campaign templates operate in a similar fashion)

eventually you get to the last step, where the final button reads, "finished"

eventually you get to the last step, where the final button reads, "finished"

 

other sample pages

keywords

keywords

subscribers

subscribers

MLP

MLP

short URLs

short URLs

 
 

conclusion | overall, the client loved how we simplified the entire process. they are normally inclined towards extremely technical details (that the layman would not understand), so they were impressed at how their friends/family grasped the concept, without being familiar with the backend technicalities of the platform. they loved how their logo colors were integrated into the designs, and the progress meter at the right. they also loved the easily accessible data, visualized by line graphs. we vastly improved from their unfocused, scattered functions, into a more streamlined and easy-to-follow flow.