Curastory

Curastory is a B2B digital platform designed for buyers who are looking for authentic and engaging content that generates audience views and activity. We contracted to Curastory and created the flow for our users.

  • The UX team : Gina(Jinhwa) Kim, Cindy Shin, Frankie, Thomas

    My Role: UX Designer & Lead Designer

  • User Research / User & Stakeholder Interview / Competitive & Comparative Analysis / Affinity Mapping / User Journey/ User Flow / Wire Flow / Feature Prioritization / Wireframes / Prototype / Usability Testing / High Fidelity Mockups /Style Sheet

01_Overview

What did we design?

To improve better user-friendly experience design, we interviewed 7 users who were digital marketers and incorporated feedback from key stakeholders to create a better utilized digital experience. My role as a UX/UI designer was to work closely with the UX researcher and other stakeholders for designing buyer’s flow of the desktop version of B2B business for Curastory.

02_Process

How did we do it?

  • Research

    After market research, our team interviewed 7 Digital marketers in different industries and gained insight. We then conducted a competitive analysis.

  • Synthesis

    Our team created User Scenario, Persona, Affinity Mapping, User Flow, and Sitemap to consolidate all data from the interview.

  • Redefine

    After synthesis, we redefine the problem statement in order to solve it.

  • Ideate & Iterate

    Our team conducted the Design Studio and then designed Mid-Fi and Hi-Fi mockups. I led the design process.

  • Deliver

    We designed Dashboards and created 7 solutions. We conducted Usability Test.

03_Research

What we got to insights?(How did we get insights?)

We asked 7 digital marketers who are in food, entertainment and sports criteria to learn about what our users look for. For example, how digital marketers really determined which content to purchase, the metrics they used to determine successful user engagement, perspectives on branded content, hardest things about understanding potential customer’s behaviors across platforms, and their recent experience with content creators, etc.

“If you have a story that relates with your audience, then you’ve got way more chances of actually converting that into a sale. Just something that gets them to think, ‘Yeah, that is me.” — Kate

“It all begins with an idea. Maybe you want to launch a business. Maybe you want to turn a hobby into something more. Or maybe you have a creative project to share with the world. Whatever it is, the way you tell your story online can make all the difference.”— Christopher

“Everyone is fighting for someone’s attention”

— Lauren

Digital buyer’s journey

Key insights from User Interview

Digital marketers want a more controllable way to filter out content and look for a potential partner. Also, the best practices for metrics of success involve measuring page views, likes, and comments. Marketers need a larger variety of high-quality content in one consolidated platform.

04_Synthesis

Consolidation of the data

05_Problem statement

“Digital marketers like Tyler are currently experiencing difficulties discovering genuine content. The branded content they use is not engaging their audiences.”

How might we help Tyler engage his audiences and make it easier for him to find influencers to partner with?

06_Ideation

Design Studio

After we have consolidated insight from our users, we were finally ready to go to ideation, which is my favorite part of the design process. Our team gathered and utilized the Design Studio methodology which allows individuals to ideate rapidly with a pen and paper. We conducted three rounds of the Design Studio. The entire process took less than 45 minutes. Each individual drew and shared initial ideas in the first round. After receiving feedback, they were required to mimic at least one idea from another team member and create a better version. In the third round, we sketched and converged the designs into a single version as a group and then discussed them in order to make a consensus.

The outcomes of the Design Studio are illustrated below. By implementing this, all members contributed at least one idea to the design as well as we effectively and quickly applied a tons of information into the design with consensus.

06_Ideation

Mid-Fi Wireframes and Wireflow

06_Ideation

Hi Fi Design

07_Deliver

Usability Test

We conducted Usability tests on 4 users.

All users succeeded in filtering out content they needed.

3/4 users found the filtering system to be intuitive and easy to use

3/4 users easily found and identified the metrics dashboard.

What’s next

We found that our prototyping is functionally works well. For the next steps, we will blend the buyer’s user flow with the content creator’s flow by focusing on information architecture on the site. We know UX is not a linear process and, sooner is better to fix the problem. So, we will validate the updated design (combined version for both buyer and creator side) with the usability test. This will allow us to truly listen to users and finally design the right thing. After that, we will ultimately work with developers to create the website.