Deets
Digital Business Cards.
Supercharge the way one networks.
Who is Deets?
Project Overview
Project Timeline: 04/09/23 - 28/09/23
Role: User Research Lead Team: 11 people
Deets is a digital business card designed for professionals. It is a B2B product that uses a QR code to seamlessly share contact details to your phone.
Deets approached our team to conduct user testing and identify the critical features required for the app's success. The app lacked intuitive design, had several bugs, and provided an overall frustrating user experience.
To address these issues, our team conducted a month-long sprint. We conducted market research and user testing to identify pain points and opportunities to transform the app into a functional and user-friendly experience.
My main focus on this team was leading the user research by developing the interview script, conducting competitor analysis and collating/synthesising our data into digestible categories.
Problem Statement
Users are hesitant to adopt the DEETS app because of challenges in understanding its value, usability, and security concerns. Users need a more frictionless onboarding process, intuitive card design tools and a seamless share flow to trust the app.
The market is filled with more intuitive apps.
In my research through popular digital business card apps, I was able to identify strengths and weaknesses existing in the current market.
This led us to consider how we leverage Deets and ensure it has a competitive position in the market.
As research lead, I developed the interview script.
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Concept of the app.
Card customisation: Users enjoyed customising cards and the level of detail included.
Multiple business cards: option of creating of multiple business cards to share with different audiences.
Automatic contact update: option to automatically sync updates in their contact details.
Social media links: option to link other platforms onto the app.
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Sharing card to DEETS non user: confusing to save the card to phone contacts as they expected it to be saved after they clicked ‘Done’.
Multiple Card creation: could not figure out how to create multiple cards or if it was possible at all.
Styling card: found styling their business cards challenging. UI is not intuitive.
Feedback mechanism: Limited visual feedback provided to let a user confirm if an action was successful.
Data Security: Users had questions and concerns in regards of the privacy policy and how safe their information is kept.
Understanding the User
Goals:
Expand & strengthen his network, connecting with professionals across different industries.
Make meaningful contributions to open-source projects and mentor junior developers.
Advance his career and move into a leadership role.
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How might we enhance the sign-up and detail section to create a more frictionless onboarding process?
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How might we make the digital card design process more intuitive and efficient?
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How might we reduce potential errors to make the sharing flow more seamless?
Wire-framing
I focused on making the signup process more intuitive and seamless. This was achieved through hygiene value-added elements, such as introducing intuitive icons that act as affordances.
More broadly, I focused on restructuring the signup process to reduce the users' workload and improve the onboarding experience.
Based on the MVP matrix analysis, we prioritised specific tasks (i.e. quick wins), changes like converting the font to lowercase, updating the 'create a new card' navigation flow, updating interface icons, and making sure that calls to action are more noticeable.
Before : Sign Up Flow
After : Sign Up Flow
Before : Sharing Details Flow
After : Sharing Details Flow
Before : Styling Card Flow
After: Styling Card Flow
This is Deets.
What did I learn?
This project was achieved through incredible collaboration, I enjoyed leading the research with such a diverse team. Working with the client’s developer, I was able to understand the design limitations of cross-interactions between IOS and Android.
The greatest challenge of this project was testing an app amid development and many bugs. The other was finding the app's value proposition in a market with stronger established competitors.
In creating a more seamless, intuitive and aesthetically enhanced app, we hope Deets can enter a relatively unsaturated market with its best foot forward.
