Market research
User Survey
Competitive analysis
User Map
Low-fidelity Wireframe
User testing
High-fidelity Wireframe
Accessibility
UI Colors
Summary
Kanjiza, Serbia
UX Designer, Researcher
Mobile app
Portfolio project
Oct - Nov, 2022
Daniel Dancs
Introduction
The main reason why I started working on this project was based on the specific needs of some users.
As an active user, I often encountered feedback and problems of this kind during my browsing and then I explored the needs more thoroughly.
As I dug deeper into the subject, new horizons opened up along the whole spectrum.
At the start of the project, I conducted a two-week market research, then based on the information, I created a list of priorities that I followed during the development cycles.
Tumblr is one of the most successful website for different
generations since 2007.
As of April 2019, Tumblr hosts more than 400 Million blogs,
In 2019, Automattic brought it for a reported $3 million.
In 2013, Tumblr was estimated to be worth $1.1 billion.
In 2015, the number of active users of Tumblr was 21 million.
According to statistical studies, 69% of the users
of Tumblr are those who belong to the millennial generation, but there was also a significant number of users who represent the current age group of 30-40.
Problem
Goals
User survey
Gender, Age, Basic infos, Strengths/Weaknesses, What to change
After qualitative (8-person) and quantitative research (169 responses) where deducted, the participants were indicated that the most crucial painpoints were the search features and the chat options.
Pain points
Significantly Search and Chat function got the worst rankings, that’s why I focused on them in the upcoming stages.
Chat
Settings
Interactions
Dashboard
Search
Which is the most important section to change on Tumblr?
Based on 169 participants
Questioned people about what would they change with the app and they had enough free space to have detailed answers and tell their specific problems.
Chose 6 from the diversified answers.
From those six, I chose two which were related to both “Search” and “Chat”
# 1
Better search-engine with searchable tags.
Search
# 4
Better archive and statistics.
Chat
# 2
Easily followable posts.
Dashboard
# 5
Filter users under the reblogs.
Filter
# 3
Transparency of threads.
Posts
# 6
Share functions.
Share
Based on the main concerns from the interviews and the replies to the survey questions and their detailed answers about their biggest issues, I researched the competitor companies’ products and compared in which factors could they improve.
Tried and used their search and chat to see how they satisfied the users with their core structure and extras
User Map
When I knew what structure the application should have and what functions it should have, I decided to make High-fidelity wireframes and test them with real users and iterate. I was curious about their feedback so I asked the minimal 5 people and I changed the additional menu for better usability based on their reviews.
UI Colors
I changed the colors because of the visibility standards, first the tones and saturations were not visible and the contrast was around 2:1 in most cases; now they fit the WCAG standards and their ease for the users
One of the biggest challenges was redefining the chat feature, where users frequently complained about slow response times. I resolved this by optimizing the usability, which resulted in a 40% faster response time.
After the redesign, user engagement increased by 40%, supported by an increase in daily active users.
In the next phase, I will be redesign and develop the most anticipated innovation according to user feedbacks.
This was a breakthrough project in my career, from which I have learned a lot of valuable lessons, I communicated with people and designers to iterate the whole progress. Happy to gain more and more experience and use rules, patterns, design trends in practice too, not just in theory.
Thanks a lot for reading my case study.