Bhuku

End to End Application

Project Details: 

• My Role: User Researcher, UX Designer and UI Designer

• Tools: Sketch, Illustrator & InVision

• Project Timeline: 4 Weeks/20 hours per week

• People Involved: DesignLab Mentor

Problem:

Bhuku needs a social book cataloging application that allows its users to track their reading history while connecting with other readers.

Solution:

To design a cataloging application (end to end) and establish branding for Bhuku.

Phase 1: Research

During the research phase we spent time looking into the current market, Bhuku’s competitors. Afterwards we sat down with users one-on-one to gain direct feedback and insights. 

Goal:

To understand the current market and it’s users. 

Deliverables:

Market Research, Competitive Analysis and User Interviews.

Market Research

Using online resources, research was conducted on the current reading market— its users and current trends.

Reader Demographics:

• Those who have read a book within the last 12 months:
  81% ages 18-29
  72% ages 30-49
  67% ages 50-64
  68% ages 65+

• 51% of adult readers are female

• 48% of adult readers are male

Reading Habits:

• 65% of adults have read a printed book within the last year

• 35% of adults have read an Ebook within the last year

• 54% of audiobook listeners are under the age of 45

• 98% of adults stated their reason for reading was for pleasure

• 29% stated their reason for reading was to keep up with current events 

• 11% stated their reason for reading was for work or school

Book Discovery:

• 50% of readers discover new books via word of mouth

• 38% browse for new books in store

• 30% discover through social media

• 21% discover through online communities

Market Trends:

• Amazon is currently the largest online retailer for books

• In 2018, Fiction contributed to 56% of sales revenue

• Ebooks and Audio books are on the rise, but printed books remain the most popular method of reading

• Due to young adult fiction movies, younger readership is growing

Competitive Analysis

A competitive analysis was conducted to identify strengths and weaknesses with existing book cataloging services. Direct Competitors were established by those owning a majority of the market place as well as 10 million+ subscribers. Indirect competitors were established by companies that offer similar services but offer cataloging services for more than just books.

User Interviews

User Interviews were conducted one-on-one, allowing us to gain insights from users directly. With each participants permission, we recorded their experiences and frustrations with reading. To view full interview findings click here.

Summary:

• 5 participants

• 5 Female

• Ages 24-33

• All participants read on a monthly basis

Phase 2: Define

After completing research we then synthesized our findings by outlining major insights. This allowed us to understand user problems directly from their point of view. 

Goal:

To identify target users and their problems.

Deliverables:

Empathy Map, User Persona, POV Statements & HMW Questions.

Empathy Map

Using notes from interviews, we organized the statements made from each user into clusters of major patterns. These major patterns were then translated to user insights and needs. 

Insights:

• Users are more inclined to read books recommended to them by people they trust.

• Users prefer reading when they are alone. 

• Users enjoy knowing their recommendations had a meaningful impact on those they shared with.

• Users enjoy tracking their reading history.

Needs:

• Users need recommendations from the people they trust. 

• Users need to be able to manage the time they spend reading. 

• Users need feedback on the books they share.

• Users need to be able to track the books they are reading/ have read. 

User Persona

We further synthesized our research findings by creating a user persona— illustrating insights uncovered from primary and secondary research.

POV Statements & HMW Questions

In an effort to frame the problem directly from our users point of view we established point of view statements and how might we questions. 

Phase 3: Ideate

During the ideation phase we spent time brainstorming solutions to meet our users specific needs and laying out the framework of Bhuku’s interface. 

Goal:

To brainstorm solutions and features to meet our users needs. 

Deliverables:

Product Roadmap, Sitemap, User Flows.

Product Roadmap

We spent time brainstorming solutions that best met the needs of our users, and organized each solution into a product feature roadmap.

Sitemap

Afterwards we began laying out the structure of Bhuku by creating a site map.

User Flows

To better understand how our users might navigate each screen within Bhuku, we created a variety of flows demonstrating users completing tasks. 

Phase 4: Design

During the design phase we spent time laying out the visual elements of Bhuku.

Goal:

To begin designing Bhuku’s UI.

Deliverables:

Low-Fidelity Wireframe Sketches and Mid-Fidelity Wireframes.

Low-Fidelity Wireframes

Sketches of low-fidelity wireframes were created to place elements within each screen.

Mid-Fidelity Wireframes

We upgraded our wireframes to a mid-fidelity version that we could later use for prototype testing. 

Phase 5: Prototype

We wanted to document how users interacted with our features to uncover any issues with the mid-fidelity design of Bhuku. 

Goal:

To create prototype for usability testing.

Deliverables:

Mid-Fidelity Prototype and Usability Testing.

Mid-Fidelity Prototype

Using our mid-fidelity wireframes we created an interactive prototype to test with users via InVision. 

Usability Testing

We conducted moderated usability testing on participants to identify pain points with the design, and gain feedback from users directly. Before testing we created a testing plan to outline objectives we were testing for and who we would be testing on. To view full testing plan click here.

Objectives:

• To identify any pain points as users navigate Bhuku’s mobile interface.

• To identify any issues as users search for specific features. 

• To see how long it takes for users to complete a task.

• To identify any errors in the design of Bhuku’s mobile application.

Testing Results:

Testing was completed on 5 individuals, 4 female and one male ages 18-42. With their permission we recorded feedback and interaction with the prototype. For a full view of usability test findings click here.

Phase 6: Iterate

Using the notes from usability testing we synthesized our findings to identify updates that needed to be made to the final design of Bhuku. 

Goal:

Identify updates that need to be made to Bhuku’s design. 

Deliverables:

Affinity Map, Branding, UI Kit, High-Fidelity Wireframes & Prototype.

Affinity Map

Using information from usability testing we organized observations into major patterns and insights. These insights were then translated to recommendations for updates. 

Branding

The visual layout for the brand was created to meet specific brand attributes including: Modern, Reliable, Organized, & Exciting. This provided the basic framework for our high-fidelity designs of Bhuku. 

UI Kit

To ensure consistency in our designs and a straight forward hand-off process we created a UI kit.

High-Fidelity Wireframes and Prototype

High-fidelity wireframes were created to include recommended updates from testing, along with visual elements and branding.

Reflection

During our work with Bhuku, we experienced what it was like to design an application from the ground up. This allowed us to truly understand our users and how to provide solutions that best fit their needs. Bhuku now has a platform providing users with the ability to manage their reading history while interacting with other readers. 

Next Steps:

• Conduct further usability testing

• Make updates to wireframes from usability testing

• Hand-off designs to developers