Evolving user experience through vision mapping and research

behavioral research, user experience, Vision Mapping

Social planning can be tedious. Group texts from opposing operating systems can get lost in translation, and the consensus you thought you had could vanish into thin air. Who’s coming? Where are you meeting? How much does it cost? With social planning for large groups, our mobile devices can become more of an adversary than a solution, but what if there were a better way to user our smart phones to make plans?

That’s what developer uTapp LLC set out to do with their uTapp app.

As a startup with limited resources, uTapp launched an MVP or rough draft of their app. User feedback showed more opportunity than promise, and uTapp set its sights on improving their user experience. That’s where we stepped in.

Intent evolution

It’s very easy optimize a user experience, but to affect the social experience, we encouraged uTapp to aspire for more with their intent. In a design thinking session, we encouraged the uTapp team to flesh out their ideal app experience. What would it be, and what features would be needed to support it? What we landed on was a need to evolve the user experience, rather than optimize it.

Uncovering user motivations

We knew what we wanted, but what about the users? We showed users our ideal uTapp app. They told use how they would use it and showed us where to fill the gaps with features to support their ideal experience.

Mapping the journey

After identifying their ideal experience, we matched their views with our own to produce a vision map validated by uTapp users and their motivations. Now, uTapp has a clear look at what they need to do to change social planning for the better and help users avoid group chat turmoil.

uTapp’s ____ was social planning. What’s yours?

Email us so we can help you change _____ for better.