Client /SHIFTA

Type of project /UX

Date /2020

THE PROJECT

This project was carried out within the framework of my final project in the Master Degree of User Experience @SHIFTA (Elisava University, BCN).

the challenge

The main challenge of this project was creating a holistic digital transformation of the current customer experience in a family sport club bussines, but without losing its identity and spirit as a local place.

my role 

UX/UI designer in charge of the complete design flow.

DELIVERABLES & METHODOLOGIES

The methodology thhat has been used was DESIGN THINKING. For each stage we obtain different deliverables:

• Discovery (client interview, users interview);
• Define (lean canvas, value proposal, functional definition, user journey map, user persona);
• Ideation (brainstorming, benchmark, architecture information, flow map);
• Implementation (UX -wireframes- and VD -high fidelity mockups and interactive prototype-)

Let's take

a look ;)

discovery

The focus of this stage was knowing our client and their users. Through several interviews with the  main stakeholder (owner of the place) and visits to the club, I could understand the client's goals and the current difficulties. With all that information and research, the brief was created to kick off the project.

To understand the user's needs interviews were run not only with regular clients, but also with coaches and parents of the kids that attend to the school.

client

audience

define

Once all the information from stage 1 was compiled, deeper analysis was done on ESTOA's customer experience throught out 3 important documents: user persona, user journey maps and lean canvas.

Conclusive facts were reached: insights, needs and problems, together with as improvement points and opportunities.

user journey map

user persona

lean canvas

IDEATION

What was the main problem? What facts and challenges does this project entail?

• Members have little autonomy and control of their memberships.
• High dependence of the users on the frontdesk staff for any everyday issue resolution. 
• Bottleneck at the frontdesk in peak hours/days, resulting in a poor user experience: users not served with the quality that is desired.

How could we improve customer experience? 

With clear goals defined, a brainstoming process to find the better solution was activated. The MVP was drafted to set a reasonable and achiavable project: ESTOA App. A mobile aplication that would allow the user to check in for classes, make payments, book the medical examination, etc. In a few words: have the complete control of their memberships.

And as a UNIQUE VALUE PROPOSAL:

Move from the current analog experience of the ESTOA USERS, to a purely digital one that improves the customer journey and provides greater benefits.

IMPLEMENTATION

In the final stage the foundations of the information architecture and the entire flow map of the app were laid.

To conclude the project: wireframes, mockups ups and interactive prototype in high-fidelity were created. 

flow map

information architecture

Wireframes

interactive prototype & mock ups

© Violeta Pagola 2020