This was a whiteboard challenge to help me practice design thinking. In this blog, I demonstrate the Job Stories framework for understanding motivation, create two personas from it as well as sketch out a workflow and some wireframes within one hour.
Any ideas that I have during the course of the challenge I’ll write at the top of the post.
- push notifications that alert you of new matches.
- Allergy swipe interaction – left for yes, middle for undecided, right for no.
USER NEED – What purpose would small business owners have for a dating app that matches based on compatible allergies?
Small business owners are busy people. Having said this, they also yearn for understanding and companionship. Unfortunately, a lot of them also suffer from a myriad of allergies. They are more time poor than average people and can’t afford to go on dates only to have their time wasted.
USER GOAL – A dating app that automatically matches up people so that their allergies aren’t going to be a deal breaker for each other.
CONSTRAINTS – This is going to be a mobile app. I’m also going to disregard the small business owner persona upfront and target it to the general public.
ASSUMPTION – The reason for this is because small business owners aren’t necessarily going to want to date other small business owners. If it is a business goal to target small business owners, we can do so through online marketing, social media, etc.
FURTHER ASSUMPTIONS –
- Small business owners have tried to use dating apps/websites before and have found the resultant match to be poor.
- QUESTION – Why do they think that the resultant match is poor? Does the app/website prevent them from tailoring their profile to find a better match? Or is it more so because the “talent pool” is shallow?
- They are familiar with dating apps/websites.
- QUESTION – what are the design patterns we need to be across? Can we improve the UX of these in any way?
- They have had good matches but ultimately couldn’t proceed with the relationship because of an “allergy clash”.
- QUESTION – how often does this actually occur? If there was an “allergy screen” up front, would it necessarily allow more successful matches?
- The success of the app would be determined by the number of users who successfully find a mate through the app.
- QUESTION – are small business owners genuinely interested in finding a long-term partner and not having just casual flings? How would we actually know if a user successfully found a mate through us without directly asking them?
- For non-business owners, the appeal of this app would be the novelty of having the “allergy screen” upfront. It wouldn’t be because they specifically want to date business owners.
- QUESTION – is an “allergy screen” a “slam dunk”? Is it a strong enough concept to get the traction required in the general public?
In the absence of research subjects, I made up a couple of personas below. To define what it is we are trying to design, I used the Job Story, the structure which is below:
Job Story = (Trigger + Motivation (Force) + Expected Outcome)
Persona 1 – “You’ve Been In My Shoes”
Disproving the assumption that small business owners don’t want to date other small owners, this user is specifically looking for another small business owner as a partner. At the end of a long day, they just want someone they can bitch to who gets how hard it is to find loyal staff, hates being part of the rat race and aspires to be a billionaire someday, like them. Because it’s so hard to find other business owners looking for love, they are after a long-term relationship.
Job Story – “When I realised that I only click with like minded people, I wanted to use an app to screen out those who aren’t only non-business people, but also would trigger my allergies (e.g. cats make my asthma act up), so that I find a partner in crime who gets me and can help me grow my business.”
Persona 2 – “Take My Mind Off Things”
There are users who aren’t necessarily after a long-term relationship straight away, but they’re not after one-night stands either. They are somewhere in the middle, taking a more casual approach to relationships. They are more interested in character and unlike the first persona, don’t feel the need to shove all of their business-related issues to their partner. At the end of a long day, they want someone to unwind who can remind them that there is more to life than making money.
Job Story – “When I realised how much I missed normal life, I wanted to use an app to find someone who could distract me from my business problems. I need a way to make sure that I screen out people don’t smoke because I have a tobacco allergy. This will allow me to take the time to explore the individual without realising down the track that it wasn’t going to work out to begin with.”
- Reducing Friction – I didn’t include a number of steps because I believed that it would impact the on boarding process.
- The “Allergy Screen” – Initially I had an neat interaction idea for the allergy screen. A user could scroll through a common list of allergies and swipe to say that they were deal breakers for prospective partners. In the end, I opted against this because I felt it was being clever for the sake of being clever. I eventually went with fields with real-time searching of an internal database.
- For Business Owners –I felt that by asking new users to verify that they were owners of a small business would cause many to abandon the set up process. This is why I did away with this step.
I used Marvel to create a low-fi prototype from these sketches. You can view and leave comments by clicking here.
- If this is to be targeted towards small business owners, there needs to be a way to verify their details in an unobtrusive manner.
- Having more time, I would have fleshed out the matching mechanism, choosing not to put in a search field and instead simplifying the process by letting the app choose matches for the user.