First and foremost I deep dove into the product market to observe how similar apps fared amongst users and what the key features were in them. Next, I looked at who the users were and what their motivations were to use these apps. Therefore I decided to
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1) conduct a competitive analysis of 2 other apps of similar nature
2) create SWOT profiles of the 2 apps to find opportunities for Schnitzeljagd
3) host a user survey and
3) conduct interviews on recruited participants who used one/both of these apps

The apps I decided to analyze were Geocaching and Pokémon Go.

Here is a consolidation of parts of my product research and some key insights that I observed.

The next step was to understand the quintessential 'Why?' and the motivation of the users for playing games of this nature. My User Research goals were as follows;

1) To understand how and when the users like to play such games
2) To understand behavioral interaction of  the users with the app
3) To identify user motivations for indulging in outdoor games in general
4) To identify user pain  points while using the game apps
5) To  observe  and understand demography of users
6) To understand user expectations

I conducted both quantitative and qualitative research here via a survey and interviews which gave me a good insight into user behaviors.

Some of the User Stories include;
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1) As a game coordinator, I want to choose locations on the map, so that I can virtually place the hints.
2) As a game coordinator, I want to choose the number of hints I want to place, so as to set the game context.
3) As a game coordinator, I want to write hints for puzzles while deciding the location of the hints, so that the player can solve them as required.
4) As a  game coordinator, I want to add audio/visual hints, so that the hints are of interactive nature.
5) As a player, I want to view the options for local generic hunts, so that I can play as as individual.
6) As a player, I want to view the terrain situation in my hunts while choosing from the list, so that I can decide which game to play.
7) As a player, I want to post my "hunt" photos and experience on my social media page.

The user needs a way to able to create a new game and invite people to play. He/She would also like to be able to choose from a list of games  to play, based on the game length or difficulty level.
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Through all my extensive work on understanding the personas, I obtained a framework of the main functionalities for my app. Next, I conducted a card sort to understand user mental modals and also to get insights into user expectations when they interact with apps. Then I designed user flows and created a sitemap which underwent multiple iterations thoughtout the project phase and the last version of which looks as shown at the end of this section.

Open  and Closed Card Sorts were conducted on a total of 15 participants panning across Germany, Canada, Australia and  India. The main inference was the user mental modals (as shown below in the matrix) that I could then use to make more accurate decisions for the sitemap designs.

The wireframing process began with pen and paper, noting down all the essential flows for the app features and sketching them out on post-its for ease of re-imagining the flow and making necessary quick changes.  I used Adobe XD for Mid and High Fidelity Wireframes.

Usability tests, affinity mapping and preference tests were conducted in multiple iterations after design modifications. A design guideline within WCAG 3.0 framework was created to address some of the accessibility issues.

I now present to you some major parts of my work I did in this phase, in the following section.

After designing high fidelity wireframes, Moderated usability tests were conducted to test the 5 initial functionalities of Schitzeljagd.   I recruited participants via Slack and other networks and made a consent form which was sent to them well in advance via email. A test plan and test script were also subsequently made. The functions that I then tested are as follows:

1) Sign up and payment
2) Game search
3) Chat and messaging
4) Game play
5) Game creation.

Based on usability heuristics such as consistency, standards, user control and freedom and the observations I made during the tests, design modifications were done some of which are as shown below

Preference tests were also conducted against some screens, as shown below.

You can find the detailed report on my findings here.

Based on Schnitzeljagd’s visual and aesthetic requirement,  a design library and a style guide was developed which consists of all the visual components used in the app.

In order to make the app intuitive as well as accessible to everyone, I read and researched further on inclusive design and how to keep the user interfaces user friendly especially for people with disabilities.

I incorporated some of the learnings as shown below.

In order to provide happy experiences to users and for them to have connected with the app at an emotional level, I decided to work on making the interactions smooth and creating some feel good animations and illustrations at some specific high points and transitions. Following are some animations I designed for a transition, user onboarding and user interaction .

Schnitzeljagd  presented a great opportunity to learn  the  nuances in designing experience with integrity and intent. I had many wake up calls especially during  the initial research phase since it so turned out that I had to redo some of the research work.

My  survey  questions  and  interview questions needed more focus and direction, which I did only after I realized the shortcomings in my first survey design. Proper planning was required and more importantly so  because I was  recruiting  people to invest  their precious time and  it’s  only  fair  that  we do it mindfully and well planned lest their time and efforts get wasted.

The  other interesting  observation I  made  was  the  importance of an outside  eye. This  also then calls for an open mind and  vulnerability to receive and process critic and comments. Besides recruiting testers,  I  had immense  help  from  my UX mentor, tutor, my designer  friend,  my developer brother  and  my supply chain manager husband.  And  yes,  they  all come with different perspectives and that, needless to say is the best part!


Thank you for reading my case study! I hope you liked it.