Heppi
This project was an opportunity to help a company to build its services from the ground up. We went from the Business Model Canvas up until the late prototype. In this project, I participate with the company team from the first ideation meetings until the validation of the service with users. I did user research to help with the business decisions, created user-centered solutions, and tested prototypes in different stages of fidelity.
OVERVIEW
Graduation parties are a big thing in Brazil. The achievement of a college degree is something celebrated along with friends and family at a big party. A lot of student’s cohort start saving money and planning the party since the first year of their course.
Heppi is a fintech startup specialized in financial organization for these graduating events. It helps the students to plan the party and collect money safely and transparently with a simple and easy-to-use app and web-based system.
In this project, I was involved from the first ideation meetings until the last validation with users. I did user research to help with the business design, creating user-centered solutions, and testing prototypes in different stages of fidelity.
USERS
1 - Undergraduate Student Cohorts
2 - Professional Party Planners
DESIGN PROCESS
The company team presented me with a brief benchmark and some ideas in our first meeting. We began the process of filling a Business Model Canvas to start aligning our understanding of the company's overall service and functioning. After finishing the first canvas draft we started an in-depth benchmark to help us in future ideation sessions and run a survey to gather quantitative data on users.
The data we got on the survey was the base for the interview topics and collaborative design workshops.
In the interview sessions with the students, we had a turning point. They had problems not just managing all the cohort money, but planing the parties. So, our first idea was just to help student cohorts to manage their money for their party. However, during this interview step, we found that the role of the professional party planner is fundamental in the Brazilian graduation party market. We recognized we just found another kind of user to help. The company service portfolio grew bigger, to help students to find party planners. And, help party planners to sell their services. Now, those party planners would be able to post celebrating experiences with prices, the number of participants, options of food, and other important information.
In order to help us design this party planner marketplace, Heppi hired a professional party planner as a business consultant, who brought us a lot of insights from this particular field.
The Heppi team conducted three Collaborative Design Workshops, one with party planners and two with students. During these sessions we used Card Sorting to define hierarchies for the Information Architecture, we validate some of our ideas and ideate new possibilities along with users. These sessions helped us creating personas and moodboards as well.
After having all the users' input I started designing the User Journey, User Flow, Sitemap, and Wireframes. Afterward, I made a very low-fidelity prototype with the wireframes to validate the User Flow and the Information Architecture. This allowed us to design the visual mockups based on the test results and the moodboard.
UX Designer
UX Strategist
UX Researcher
About
I create data-driven and strategy-oriented solutions for digital products and services through observing human behavior, along with cultural and environmental aspects.
As a student, I enrolled in courses on Social Communication, Interaction Design, and Computer Science; as my bachelor, graduate specialization, and master's, subsequently. Nowadays, I am finishing my Ph.D. in Media and Communication.
During 2019 and 2020, I was working as a UX Designer and Researcher at the Behavior, Information, and Technology Lab (BITLab) at Michigan State University, USA.
TOOLSET
Adobe XD
Figma
Axure
Google Analytics
Miro
HTML + CSS
MySQL
SKILLS
Heuristic Analysis
Rapid Ethnography
Usability Testing
Interview
Focus groups
Card Sorting
Survey
Scrum
DELIVERABLES
Personas
Wireframe
Low and High Fidelity Prototype
User Journey
User Stories
Competitive Analysis
User Flow
Taxonomy
A/B testing
New Projects Section Comming Soon
Contact
© 2020 by João Marcelo Ferraz