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User Research/ Personal Project

During my recent travels over the summer, I had discovered Use-it App. It was really helpful to find local gems in the various cities I was visiting and created an immersive travel experience for me. That said, there were times I was frustrated with the app and know there are aspects of it that could be improved. Hence, I decided to come up with a hypothetical usability proposal to analyze why there might be decreased engagement with the app. 

Disclaimer: I have made some hypothetical purposes for this project. I do not have insider information to internal data sources. These assumptions merely demonstrate my process when studying decreased engagement for apps.

Challenge

Although Use-it App has been around since 1971 as a physical travel portal, it was revamped and launched in 2015 on the iTunes App Store. It was last updated in July 2017 according to the iTunes App Store.

While content has been regularly updated on the site, with information about more cities being added by the local community, the overall information architecture, flow and navigation have not consistently been revised since the launch. By conducting this usability study, we would:

  • Get insights into which parts of the app to revise to make them easier to use
  • Continue to improve the app
  • Keep the information relevant and add missing information
  • Reduce the number of support tickets coming in
  • Learn about user groups’ behaviours/ preferences to help them find the information they need
  • Implement recommendations on future iterations of the website

Process

  1. An analysis of the current support requests to the app to understand our users' pain points;
  2. Online survey to examine perceptions of the current app;
  3. Card sorting exercise to understand how we can organize information better on the app;
  4. In-person usability test to understand design, information flow, site architecture and ease of use of the site

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