FLIMPI
Role(s): UX/UI Design
Duration: 2 Weeks
Year: 2023
DETAILS
Create a user-friendly mobile interface for Flimpi's geospatial marketing platform, promoting business engagement via Flimpi’s unique ‘regional hexes’ technology, increasing footfall by incentivising users with engaging activities, all while ensuring an intuitive design.
If we are successful, this design will help onboard a ‘Key Logo Partner’ who is interested in trialing the product.
THE BRIEF
I conceptualised, and designed, a ‘gamified’ platform that enhances a day-trippers experience with discounts, rewards and activities. Using Flimpis unique map technology, users are encouraged to explore certain areas of a city by spending time in a specific zone. The user is then rewarded with unlocking activities on their itinerary, all of which offer a promotion. The design was a success. We have an intuitive product that will increase visibility and footfall for participating brands. Flimpi has since secured a ‘Key Logo Partner’ to work with on the next steps of their journey.
THE SOLUTION
UX:
> Primary Research
> Secondary Research
> Data Synthesis
> Job to be Done
> Storyboarding
> Branding
UI:
> UI Wireframe
> Usability Testing
> Information Architecture
> High Fidelity UI Designs
Skills:
> Presenting
> Pitching
DELIVERED
PROCESS
QUALITATIVE & QUANTITIVE RESEARCH
Stakeholder Interview > Surveys > Interviews > Competitors
> 44 responses to a survey
> 21 interviews
> 400+ Data Points
> 90+ Rapidly ideated designs
> 6 Usability tests
We arranged an interview with the client to help clarify and expand on a number of points in the brief.
Clarifying terminology:
> Key logo-brand = eg. Westfield
> Metaverse = Virtual world, layered on top of reality / Entangled with reality. (AR, not VR!)
> Regional Hexes technology = virtual boundaries for businesses, around their physical locations. This is core to the concept.
Understanding the business and product:
> Research focus = End user (not publishers or advertisers)
> Gamification = Main goal. Footfall will come as a result
> Is there branding? = None. We were encouraged to come up with something
> Types of challenge = Treasure hunts / quests / raffles / adventures
> How big are the hexagons = Breaking the globe down into 0.72km2 spaces like what3words. The best shape for a sphere
STAKEHOLDER INTERVIEW
USER RESEARCH
Survey research goal:
“Help us to understand how people use their phones to find places and things to do.”
Interview research goal:
“What do you use maps for?”
When interviewing potential users, we ultimately needed to know how our users use maps in the broadest context,. We also encouraged diversion from the topic to greater understand the context, and emotional responses.
> 59.1% said they use map applications every day
> 63.6% value in-person experiences
> Only 4.5% didn’t think supporting local businesses is important
> Loyalty programs - Only used when convenient. Wishes they could be centralised
> Games - Uses phone to explore already. Earning rewards would be a bonus
> Maps - ‘I use maps on journeys where I already know the route!’
> Reward - It needs to be ‘good enough’ and ‘easily redeemed’
> Travel habits - ‘Everyone is guilty of doom scrolling while on transport.’
> Holiday habits - Would be great for being a tourist. Something to aid discovery
> In-person vs online - ‘Online serves a purpose but we need to get people outside’
KEY FINDINGS
WHAT ELSE IS OUT THERE?
The below opportunities suited Flimpi’s concept:
> Tourism and concierge for travellers and local explorers
> Gamifying and rewarding existing behaviours (using maps)
> Localising loyalty programmes and offers
> Integrate advertisers
> Use existing APIs to enhance the experience (ie. Google reviews)
> Hexagons are a popular design choice right now
OPPORTUNITIES SPOTTED
“How might we enhance a day-trippers experience with discounts, rewards and activites?”
PROBLEM STATEMENT
JOBS TO BE DONE
I ran a workshop with my team and a couple of potential users. We quickly came up with close to one hundred ideas, between us, to inspire some early designs. The strongest concepts included:
> Augmented Reality shopping experiences
> Scavenger maps
> Visibility for partners and advertisers
> Concierge / Tailored experiences
> Spontaneity
> Aiding exploration
> Discounts and rewards
RAPID IDEATION
A hand drawn storyboard for the user story
To help visualise the users goal and the flow of the app, I drew up a storyboard that explains how they might use it.
> Books a last minute long weekend getaway
> Arrives in London late
> Wakes up in a London Hotel with nothing to do
> Downloads Flimpi
> Adds trip details
> Follows maps around London, taking advantage of deals
> Completes itinerary
> Eats free breakfast the next day as a reward
USER STORY
TESTING
Wireframes that were used for the usability tests
I tested the wireframe prototype with 6 people before I noticed the feedback was becoming repetitive. I took this as a sign to start re-designing the prototype, as the majority of design flaws had become apparent and further testing would only confirm this.
> More explanation needed on ‘mystery deals’
> Information architecture exercise was needed (incl Google API)
> Better navigation needed
> Some pages were unnecessary and could be removed (eg. ‘confirm schedule’ page)
> Some people wanted the option to pause and explore themselves
USABILITY TESTS
DELIVERY
Brand assets for my concept for Flimpi
Given the limited brand guidelines provided, I was granted the freedom by the client to explore new branding options. Despite the time constraints, I managed to lay the foundation for a strong brand concept.
Following the research phase, it became obvious that certain pillars were pivotal to Flimpi‘s concept and needed representation in the branding.
> Gamification
Firstly, the gamified nature of Flimpi demanded a distinctive typographic choice. I opted for the 'Days One' font, due to the similarities with the 'Game Over' font found in early video games.
> Hexagons
Secondly, the significance of hexagons and their association with 'hex technology' in the Flimpi concept couldn't be overlooked. Incorporating a hexagon in the logo was an obvious choice, and this shape was also seamlessly integrated throughout the design in various creative ways.
> Colour
Lastly, the choice of orange/gold aimed to symbolize ‘winning’, enhancing the overall gamification side of things. Complemented by a background in blue, the color palette had a nice balance, contributing to the visual appeal of the brand.
BRANDING
Screens from my Flimpi design hat best showcase the branding concept
OPPORTUNITY AREAS & RECOMMENDATIONS
As the project was a short 2 week sprint, there is plenty more that the client can do. Such as:
> User testing and repeat
> Categorise interests into sections
> Improve the ‘take a break’ experience
> Consistent use of language
> Make language more gamified and epic
> Remove text box and replace with CTAs
> Finalise the Flimpi brand with ‘brand identity’ and ‘product personality’ workshops
Video of Flimpi clickable prototype
Looking back on the Flimpi project a few months later, it’s clear that the two-week sprint posed a challenge. The product was so early stage that no market research had yet been conducted, so there was an initial disconnect between the product fit and the brief.
The shift towards a concierge service over a scavenger hunt was supported by research, catering to the target audience's preferences. However, the delivered product didn't entirely meet stakeholders' expectations as it aimed to enhance experiences, rather than form new habits.
While the client loved the branding colours (they had something similar in mind), they desired a more playful design similar to the Candy Crush gems and treasure chests. Additionally my MVP concept focused on leveraging existing opportunities rather than relying on the need to pursue exclusive brand partnerships - this will help the client get early traction and a proof of concept, allowing room to scale once investment was sought.
On review, the product successfully promoted in-person experiences and supported local businesses, aligning with research findings. While its success remained untested, it effectively facilitated user goals and the design even helped secured a key logo partnership.