Beee.buzz
A micro survey platform for creatives
Project
Agenc-K
Role
UX Designer
Context
Brief
Beee was an online platform aimed as a social network based on opinions. One of their most important goal was to figure out how the platform could be used by the creative industry and how could they create a unique interactive experience. We discovered that the positioning had to be reimagined and a clear branding and user experience has to be designed.
Role
I was responsible for leading the branding and UX on the project – conducting research, producing site maps, personas, wireframes, user flows and helping shape the design direction along with hi fidelity designs. I also worked alongside strategy and development teams to help identify the best information architecture for user journeys.
Outcome
We were able to repackage the value proposition of the platform into a design optimization tool for designers. The new direction allowed a better utility of the features. On top of that, we explored different interaction possibilities to receive feedback. It resulted in a considerable increase in user engagement and interactions.
Creating the buzz
Beee.buzz was a spinoff platform based on a university research project around gathering “meaningful” opinions. The platform allowed people to collect “meaningful” opinions on things they share online. The “meaning” was pre-determined by the end user by creating a criteria that people could interact with to share what they thought about it. The results were visualized real-time. The system was setup in the form of a social media platform to exchange opinions.
Research and discovery
I was the lead designer working on the project alongside developers. I developed the branding, UX/UI along with the rest of the presentational experience.In addition to all of that, did I forget to mention I was also the co-founder of the platform? The stakes were high, the days were long but the motivation was well directed. It was a chance for me to put my design and architectural background to good use. (UX Thinking, UX Process, Personas, XD, Information Architecture (IA), User Flows, Wireframing, UX Design, Web Design optimization, User Experience (UX), Digital Strategy, Mobile UI, UX Strategy, User Research, User Personas)
The challenge
Although the product direction was set, there were some fundamental questions that required a definite design approach. Since the platform was directed towards asking creatives to partake in interacting with on-screen information in a smart way, we had three basic challenges to overcome.
How could we create an interface that was exciting to use?
How could we create interesting interactions?
Since the platform was geared towards other designers and creatives, how could we keep the UX clean and non-intrusive?
At the outset of the project, I had a clear vision of specific goals for a preferred user experience but without per-existing insights, it was only slightly better than an educated hunch. I requested my university to give me access to two batches of design students from the Masters degree and I got to work.
I was the lead designer working on the project alongside developers. I developed the branding, UX/UI along with the rest of the presentational experience.In addition to all of that, did I forget to mention I was also the co-founder of the platform? The stakes were high, the days were long but the motivation was well directed. It was a chance for me to put my design and architectural background to good use. (UX Thinking, UX Process, Personas, XD, Information Architecture (IA), User Flows, Wireframing, UX Design, Web Design optimization, User Experience (UX), Digital Strategy, Mobile UI, UX Strategy, User Research, User Personas)
The challenge
Although the product direction was set, there were some fundamental questions that required a definite design approach. Since the platform was directed towards asking creatives to partake in interacting with on-screen information in a smart way, we had three basic challenges to overcome.
How could we create an interface that was exciting to use?
How could we create interesting interactions?
Since the platform was geared towards other designers and creatives, how could we keep the UX clean and non-intrusive?
At the outset of the project, I had a clear vision of specific goals for a preferred user experience but without per-existing insights, it was only slightly better than an educated hunch. I requested my university to give me access to two batches of design students from the Masters degree and I got to work.
I was the lead designer working on the project alongside developers. I developed the branding, UX/UI along with the rest of the presentational experience.In addition to all of that, did I forget to mention I was also the co-founder of the platform? The stakes were high, the days were long but the motivation was well directed. It was a chance for me to put my design and architectural background to good use. (UX Thinking, UX Process, Personas, XD, Information Architecture (IA), User Flows, Wireframing, UX Design, Web Design optimization, User Experience (UX), Digital Strategy, Mobile UI, UX Strategy, User Research, User Personas)
The challenge
Although the product direction was set, there were some fundamental questions that required a definite design approach. Since the platform was directed towards asking creatives to partake in interacting with on-screen information in a smart way, we had three basic challenges to overcome.
How could we create an interface that was exciting to use?
How could we create interesting interactions?
Since the platform was geared towards other designers and creatives, how could we keep the UX clean and non-intrusive?
At the outset of the project, I had a clear vision of specific goals for a preferred user experience but without per-existing insights, it was only slightly better than an educated hunch. I requested my university to give me access to two batches of design students from the Masters degree and I got to work.
Early insights from the field
While we tested an early coded prototype, it was very clear that there was a problem with design: even before testing out the functionality, the design students found the product distracting. Our goal was to understand what was distracting the designers from using the product.
We redesigned some other variations and tested again.
Again, the feedback came thick and fast.
Shapes were distracting the users
There were too many images being shown on the page
The interaction with the sliders was not satisfying
The data visualization didn´t excite the designer
The discovery
"Designers didn´t want an over designed platform."
While it seems obvious now, I was surprised to discover this major issue through user testing.
This statement became the north star for the next phase of design iterations.
The curse of perfection was raising its ugly head and it was clear that in order to make a product for designers where they were showcasing their designs for feedback, they also had a lot of feedback to dish out first.
"Designers didn´t want an over designed platform."
While it seems obvious now, I was surprised to discover this major issue through user testing.
This statement became the north star for the next phase of design iterations.
The curse of perfection was raising its ugly head and it was clear that in order to make a product for designers where they were showcasing their designs for feedback, they also had a lot of feedback to dish out first.
"Designers didn´t want an over designed platform."
While it seems obvious now, I was surprised to discover this major issue through user testing.
This statement became the north star for the next phase of design iterations.
The curse of perfection was raising its ugly head and it was clear that in order to make a product for designers where they were showcasing their designs for feedback, they also had a lot of feedback to dish out first.
“Designers prefer to dish out feedback rather than receiving it, until it is from someone they respect”
The vulnerability shown by 80% of the designers at the start of the process meant they were more inclined to giving opinions than receiving opinions, unless the opinions were coming from people they respected. This clearly showed we had to create a system where gamification elements would show clout and drive interaction.
“Designers prefer to dish out feedback rather than receiving it, until it is from someone they respect”
The vulnerability shown by 80% of the designers at the start of the process meant they were more inclined to giving opinions than receiving opinions, unless the opinions were coming from people they respected. This clearly showed we had to create a system where gamification elements would show clout and drive interaction.
“Designers prefer to dish out feedback rather than receiving it, until it is from someone they respect”
The vulnerability shown by 80% of the designers at the start of the process meant they were more inclined to giving opinions than receiving opinions, unless the opinions were coming from people they respected. This clearly showed we had to create a system where gamification elements would show clout and drive interaction.
”There is only one good opinion, and that is mine."
One thing was becoming even more evident than before; in a world where we were allowing designers to give feedback on other people`s design, it was imperative that 1) the design of the platform had to be focused on the designers who were giving the feedback, 2) without making them feel as if their feedback was good or bad, 3) and making them curious of what other designers thought of their opinions.
”There is only one good opinion, and that is mine."
One thing was becoming even more evident than before; in a world where we were allowing designers to give feedback on other people`s design, it was imperative that 1) the design of the platform had to be focused on the designers who were giving the feedback, 2) without making them feel as if their feedback was good or bad, 3) and making them curious of what other designers thought of their opinions.
”There is only one good opinion, and that is mine."
One thing was becoming even more evident than before; in a world where we were allowing designers to give feedback on other people`s design, it was imperative that 1) the design of the platform had to be focused on the designers who were giving the feedback, 2) without making them feel as if their feedback was good or bad, 3) and making them curious of what other designers thought of their opinions.
Reframing the problem
Feedback, not opinions drive designers.
The main challenge with the UX and UI was based on the value proposition of the platform on being an "opinionated" platform where designers were supposed to leave their opinions on things. We had very different results from user testing; the designers paid no heed to opinions, but rather, were much more focused on feedback and optimization. By onboarding the designers with an inaccurate value proposition, the challenges of design, interaction and utility, all three were compounding designer frustration and indifference and rendering the platform useless.
Feedback, not opinions drive designers.
The main challenge with the UX and UI was based on the value proposition of the platform on being an "opinionated" platform where designers were supposed to leave their opinions on things. We had very different results from user testing; the designers paid no heed to opinions, but rather, were much more focused on feedback and optimization. By onboarding the designers with an inaccurate value proposition, the challenges of design, interaction and utility, all three were compounding designer frustration and indifference and rendering the platform useless.
Feedback, not opinions drive designers.
The main challenge with the UX and UI was based on the value proposition of the platform on being an "opinionated" platform where designers were supposed to leave their opinions on things. We had very different results from user testing; the designers paid no heed to opinions, but rather, were much more focused on feedback and optimization. By onboarding the designers with an inaccurate value proposition, the challenges of design, interaction and utility, all three were compounding designer frustration and indifference and rendering the platform useless.
How might we get the designers to give and receive qualitative feedback through the platform?
Our solution was simple: by creating an experience that was focused on a (1)community of designers who (2) wanted to improve designs based on the (3) feedback of the community, while keeping their own individuality intact.
BEEE.BUZZ:
A micro survey platform for creatives.
Surveys are a regular tool that designers use to collect information. It is something that comes with a certain level of learned and expected experience. By removing the word opinion, which has little in the way of qualitative value, and replacing it with the feedback, we were able to shift perception.
- How could we remove a majority of design elements from the UI?
- Make the designer give a damn about receiving and giving feedback?
- What's other ways could we get the designers to interact with shared content?
BEEE.BUZZ:
A micro survey platform for creatives.
Surveys are a regular tool that designers use to collect information. It is something that comes with a certain level of learned and expected experience. By removing the word opinion, which has little in the way of qualitative value, and replacing it with the feedback, we were able to shift perception.
- How could we remove a majority of design elements from the UI?
- Make the designer give a damn about receiving and giving feedback?
- What's other ways could we get the designers to interact with shared content?
BEEE.BUZZ:
A micro survey platform for creatives.
Surveys are a regular tool that designers use to collect information. It is something that comes with a certain level of learned and expected experience. By removing the word opinion, which has little in the way of qualitative value, and replacing it with the feedback, we were able to shift perception.
- How could we remove a majority of design elements from the UI?
- Make the designer give a damn about receiving and giving feedback?
- What's other ways could we get the designers to interact with shared content?
The impact
The redesign helped the platform achieve it`s goal of becoming a usable community of designers based on qualitative feedback. We were able to create a clear value proposition for the users along with a distinctive utilitarian vibe: it became a tool to optimize and improve design and products.
User engagement (Increase)
300%
Content uploaded/Designer (Increase)
400%
Return Rate (Increase)
40%
The redesign helped the platform achieve it`s goal of becoming a usable community of designers based on qualitative feedback. We were able to create a clear value proposition for the users along with a distinctive utilitarian vibe: it became a tool to optimize and improve design and products.
User engagement (Increase)
300%
Content uploaded/Designer (Increase)
400%
Return Rate (Increase)
40%
The redesign helped the platform achieve it`s goal of becoming a usable community of designers based on qualitative feedback. We were able to create a clear value proposition for the users along with a distinctive utilitarian vibe: it became a tool to optimize and improve design and products.
User engagement (Increase)
300%
Content uploaded/Designer (Increase)
400%
Return Rate (Increase)
40%