A human centered designer engrossed in design research, service design and storytelling through design.
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Service Design with ThinkPlace

 Service Design with ThinkPlace

Duration: 2 weeks

Date: January 2019

Self-initiated project involving user research, user-testing and prototyping

The brief:

This brief was created in association with ThinkPlace and required research and testing regarding food production and communication of information between regulators (government) and producers. This work was individual. I focused on the following ‘How Might We?” question: How might we enable food producers to get new products to market while navigating standards?

The objective:

To find a problem area that could be improved, develop a solution, test the solution and create a high-fidelity prototype. Finally, present to the client (ThinkPlace).

The design process:

The beginning -

A user researcher’s goal is not only to solve existing problems, but to uncover and solve new ones. Because the food industry (MPI, Council, Producers) was an unfamiliar territory, I began by conducting user interviews. I went to the Harbourside Markets one Sunday, and conducted guerilla testing and observational research to get an initial understanding of the user’s and the processes. I spoke to one food producer / market stall owner who expressed her frustration of navigating the Council’s website for required information (policies, requirements etc.). Following this, I conducted a teardown of the existing site information and realised that it was totally difficult to navigate information from the perspective of a new stall operator.

To get an understanding of the the broader picture of regulators, I researched the system’s key players, services, actors, stakeholders etc. and made links between them. This helped me understand the scale of the problem, and who I needed to consider when designing my solution.

Ideation and testing -

I developed several wireframes (see gallery above) and began to sketch possible alternate ways of visualising the information. I used principles of visual design to influence my design decisions. I conducted A/B testing to compare the existing version (see here) to my redesigned concept. Users found my version to be easier to navigate as I added visuals, implemented a hierarchy of information and chunked content into digestible segments. Once my concept was validated, I moved on to creating a high-fidelity prototype.

High-Fidelity Prototype -

As I usually work with Adobe XD, I opted for Sketch and Figma as I saw an opportunity to improve my technical skills in a new software. Because the breadth of information is so large and the site was content heavy, I opted to focus my solution on two webpages from the perspective of a market-stall owner’s use scenario. You can view my high-fidelity prototype here.

Learnings -

Sometimes it’s as simple as implementing principles of visual design i.e. form, imagery, white-space and hierarchy to better improve the user-experience. Small changes can lead to better user-experiences. When entering a new project, observational research and simply talking to users is a great place to start in any project.