Starta Eget Stockholm

Project

Starta Eget Stockholm

Role

UX Researcher in crossfunctional team at Fröjd Agency: research, user interviews, concept, wireframes.

Background

More than half of all Stockholmers dream about starting a new business. Through the online platform Starta eget - over 50 experts and advisors from various industries are ready to help, inspire and guide people through their business start up. Starta eget launched in 2021, but initial usability challenges surfaced.

With the goal of enhancing platform usability, we conducted comprehensive user research. As a result, we introduced a new MVP by Q4 2022. The re-platforming resulted in the creation of a more intuitive and user-friendly interface, simplifying access to information and resolved previous usability issues.

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Crossfunctional Collaboration

The team included in-house and client project managers, designers, developers, and strategists. We followed planned sprints to establish a clear work process and task distribution, fostering effective teamwork and steady progress.

Understanding the problem

To understand the context, we started off with a workshop together with two stakholders to to align goals, purpose and target groups. I was involved in moderating the workshop together with another designer and the project manager. After the workshop, I was responsible for compiling the data translating this into a goal framework and purpose of meaning. A goal framwork answers the following topics:

‣ Purpose: why do we need the solution?

‣ Target groups: who do we target?

‣ Goals: what measurable change do we want to achieve?

‣ Measuring: how do we measure that we are on the right path?

Connecting with the Right Audience

The primary target groups had a demographic focus on people from all over Stockholm. Sub-target groups were the younger population, and female entrepenours. We focused on both existing users as well as potential users. Furthermore, suppliers and advisors using the service were secondary target groups.

Gathering Insights

We conducted 22 semi-structured interviews, and 10 user tests. I was responsible for creating the manuscript of questions, as well as planning use cases together with my design team. We also conducted a System Usability Test and analyzed competitors to gather insights. The interviews were conducted in teams of two, where I moderated or took notes.

Analyzing the Data

The data was analyzed through clustering and finding themes and patterns in an affinity diagram. Themes and patterns where compiled and presented to the client. Insights were labeled as:

Positive discoveries

Does not need to be modified, but may be reinforced.

Opportunities

Can be an obstacle for users. May be improved, with low-priority.

Difficulties

Creates problems for users. Needs to be fixed.

Defining the problem

After gathering findings from the research, I worked with the team to define the problem statement, defining behavior types, impact mapping and requirements.

Problem

Branding confusion, language barriers, technical complexities, and mismatched advisors have created a muddled experience. Users find the platform perplexing and unhelpful, contrary to its intended support network.

01. User Engagement and Experience

Branding awareness was low among potential users, hampering engagement. The platform's exclusivity to Swedish hindered access for non-Swedish speakers, while its non-compliance with WCAG accessibility standards created additional barriers.

02. Advisor Matching and Competence

Matching users with advisors who possessed the right competence proved to be a daunting task. Users struggled to understand advisors' areas of expertise, impacting the effectiveness of guidance provided. Quality assurance mechanisms were lacking, raising concerns about content reliability. Users and advisors both expressed a preference for knowing meeting details and subject matters in advance, indicating the need for clearer communication. Users also highlighted the desire to learn from peers in similar situations, indicating a need for enhanced networking features.

03. Technical Functionality and Usability

Technical and usability issues were evident in various aspects of the platform. While most users preferred using the service on computers, there were concerns about the adaptability to other devices. The ease of booking appointments varied, presenting inconsistent user experiences. Advisors encountered difficulties syncing their private calendars with the platform, potentially leading to scheduling conflicts. Usability exhibited significant inconsistencies among different users, and administrative tasks were perceived as challenging and time-consuming.

Shaping Behavior Types

Behavior types are a model for describing target groups without using demographic data. They help us adress the needs of our target groups in different situations. A risk with using personas or other target groups descriptions based on demographics is that preconcieved notions characterize their design, for example how a person of a certain gender or age behaves, while behavior types focuses on needs in a certain situation. Four behavior types were identified called the newcomer, the careful entrepeneur, the fearless beginner and advisors and suppliers. All were illustrated through characteristics, goals of use, driving forces and challenges. We created a total of 4 behavior types, all representing diffrent types of users.

Graphic details

The behavior types were also reinforced by selected quotes from the data collection illustrating the type of user. These quotes effectively illustrated and highlighted the defining characteristics of each user category, providing a deeper insight into their respective behaviors.

Impact Mapping

In collaboration with another designer, we used Whimsical to craft an impact map outlining objectives and target group needs. This involved breaking down these needs into service requirements and new functionalities. This dynamic impact map served as an iterative tool, aiding in the prioritization of functionalities to align with objectives and fulfill target group needs.

Creating Requirements

I led the creation of requirements through a collaborative effort involving designers, stakeholders, and users. The primary objective was to weave together service requirements that integrated the business objectives, user needs, and technical implications.

This wasn't a linear progression; it evolved iteratively. I began with abstract descriptions, which gradually evolved into concrete specifications as we moved forward. Within these specifications, I categorized the requirements into two vital distinctions: functional and non-functional requirements.

Graphic details

These requirements were organized into "shall" and "should" categories. "Shall" encompassed non-negotiable imperatives — that were crucial for inclusion. "Should" - representing a space of desired goals and potential enhancements.

Exploring solutions

Transitioning from Insights, our attention shifted towards Ideation. Collaboratively, my team and I brainstormed on solutions and ideas in response to the issues we had identified. These concepts were subsequently presented to stakeholders, inviting their invaluable insights and approvals. Leading this process, I translated these solutions into tangible designs, and conducted design reviews that invited stakeholders' perspectives. I used Figma to design interactive wireframes for usability testing purposes.

Bringing designs to life

Recognizing the need for a captivating brand identity, I joined forces with an Art Director to create an inspiring style guide. This transformative move breathed new life into the project's visual landscape, redefining its look and feel. Addressing user feedback about the design feeling uninspiring and formal, our collaboration injected a fresh dose of vibrancy and creativity, resonating powerfully with users and elevating the overall experience.

Project hand-off

As my involvement in the project was coming to an end, I facilitated a smooth handover by passing on the project along with all necessary documentation. This enabled my colleague to seamlessly take over the responsibilities for user testing and iterative design refinement, guided by user feedback. This phase played a critical role in preparing for the subsequent development stage and refining key metrics strategically to ensure a continuous enhancement of the platform after its re-launch in Q4 2022.

Key takeaways from the project

In addition to receiving positive feedback from users and stakeholders some key takeaways are:

- Create understanding.

To create value, you need deep understanding of the given situation.

- Involve users in decision making.

A participatory design approch can provide interesting insights and point of views. I noticed that non-technical people are unlimited with their ideas due to their lack of technical knowledge; whereas technical people are grounded in reality and can be a voice of what is possible.