Scout is a mobile-first native iOS application that aggregates kids activities based on geolocation, for busy parents and caregivers. Users are also allowed to contribute content to the app, so the activity results per area are more organic.
COMPETITIVE ANALYSIS
I started the project with conducting competitive analysis on a few companies already doing something similar on the market - Pearachute and Yuggler. For each of these companies, I created a marketing profile, SWOT analysis, and UX analysis to breakdown each app and see where there are potential opportunities to capture the market in a different way.
Opportunities and weaknesses that I found in both apps, that could be used as a point of differentiation with Scout included:
• Overwhelming or unattractive UI
• Confusing navigation structure
• Features such as “buying credits” that aren’t easy to intuit
• Not enough suggestions or intuitive search suggestions
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MVP OBJECTIVE
The MVP objective is giving parents and caregivers quick and easy access in finding kids’ activities based on their location. The app will provide users with intuitive search features, as well as advanced filter options and personalized activity recommendations based on location in order for them to reach their needs and goals. Users will also be allowed to contribute content to the app so the activity results per area are more organic.
The objective of this MVP is to gain validation from users that this is the go-to geolocation application specifically used to find activities for kids.
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After gathering requirements to determine the project MVPs and objectives, I was then able to define the hypotheses, user stories and success metrics.
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HYPOTHESES
We believe that by providing an aggregate of as many kids activities as possible based on geolocation for busy parents and caregivers, will result in users finding quality kids activities in their area.
We believe that by providing personalized recommendations and advanced search filter options for busy parents and caregivers, will result in users finding tailored solutions and having a stress-free experience in achieving their goals.
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The user personas for Scout were based on incorporating user research interviews, competitive analysis, and market research to synthesize a well tailored, user-centered design.
The user flows were subsequently created to illustrate the user stories. Utilizing rapid prototyping with low-fidelity wireframes, I was able to quickly test the usability of the app.
Applying user feedback and the results from A/B testing, I was able to iterate and refine the mid and high-fidelity wireframes, and ultimately the final UI.
After initial ideation about potential color schemes, typography, and other aesthetic inspiration, I created a style guide for Scout. The guide included original logo design, color palettes, typography, and interactive UI components.
After completing the final UI, I created polished mockups, and a responsive web app for desktop access.