TECH FLEET
Case Study Summary
PROJECT TYPE
UX Research
BUSINESS PROBLEM:
Tech Fleet’s first client was slavefreetrade, an international non-profit working to end modern slavery in organizational supply chains and create a world “made in freedom”.
They had an idea for a consumer focused app that would allow users to start and join campaigns to end modern slavery. But they had no research assembled on their users’ needs and goals and needed a design prototype based on this information.
The Team
The team consisted of:
Project Lead / Design Sprint Master
a Product Owner / UX Strategist
Project Coordinator
UX Design and UX Research leads
Leo Vogel - Design Lead
Sarah Price - Research Lead
Apprentices
Kajol Ghiya - Accessibility Apprentice
Laura Hoffmann - Research Apprentice
Teri Perona - Research Apprentice
David Howe - Research Apprentice
Matthew Bracaglia - Junior Research Apprentice
Marija (Masha) Buschujewa - Junior Research Apprentice
Nancy Boshuijs - Product Owner Apprentice
Eve A - Design Apprentice
MY ROLE & METHODS USED:
As the Lead UX Researcher, my work carried through all agile sprints in our highly collaborative team. Here are some highlights:
Mentored apprentice UX researchers in a variety of methods and guided them through problems to solutions.
Lead on recruitment strategy for user interviews, including determining audience, creating screener, scheduling, arranging incentive, & technology.
Supported creation and execution of all research methods (user interviews, card sort, survey, competitive analysis, personas) including qualitative and quantitative analysis of results
TOOLS USED:
Google Suite
Trello
Miro
Figma
Zoom
Optimal Workshop
CONSTRAINTS
Completely remote
User recruitment strategy relied mainly on our social media channels
Small budget
Quick agile time frame of 8 weeks (4 for moderated usability testing)
OUR RESULTS:
As a team, we conducted successful discovery research, informing prototypes, and were awarded a Phase Two contract with slavefreetrade to develop and validate the high fidelity prototype
Key finding: ethical consumption is an individual act but fundamentally a social process
Co-presented research results to client
Synthesized research statements directly informed feature prioritization in design prototypes
Conducted a phase two usability test on mid fidelity prototypes
SlaveFreeTrade Phase 1
Expanded Case Study
CHALLENGE
Tech Fleet is a remote-based design collective providing pro bono UX design and product work for non-profit and impact-driven organizations. It began in July, 2020, and I was fortunate to be one of the founding members of the team as a UX researcher. Our first client was slavefreetrade, a non-profit organized based in Switzerland working on ending modern slavery in organizational supply chains around the world.
The organization already had a business facing app for companies and employees to report their adherence, or lack of adherence, to the ten principles of slave-free work (below). Now, slavefreetrade is focused on creating a consumer-facing app to allow users to create and join campaigns to compel companies to be fully slave-free in their practices and supply chains. Eventually, this app will also allow consumers to scan products in-store to determine whether they have been certified slave-free by slavefreetrade. The task for Tech Fleet was to conduct research to determine the goals, unmet needs, and characteristics of the audience for this app, and to use that information to determine design & features and produce a testable prototype.
PROCESS
Tech Fleet operated with an Agile mindset, specifically following the Google design sprint process, breaking up our work in focused sprints over the course of 8 weeks.
I was the UX Research Lead, which was involved in every sprint. Because this was the founding team, we pioneered all research & design efforts together, learning and creating the processes as well as learning to work with one another in a fully remote context. Our client, slavefreetrade, was an essential part of the process as well, as we were in regular communication during our weekly demos as well as through the sprint.
SPRINT 0
As a team, we generated questions for the slavefreetrade stakeholders using Jamboard. The Leads consolidated the questions through affinity mapping and we asked them of the slavefreetrade team in two kick-off meetings meant to better understand the context and goals of the organization. In addition to the meeting with the larger slavefreetrade group, we had individual meetings with important stakeholders within their team. All tasks throughout the project were organized through Trello and we maintained regular communication through a dedicated slack channel for Tech Fleet.
My Contribution:
Active participation in the brainstorming meeting, contributing questions and points of clarification, and participating in meetings with stakeholders
I led a kickoff meeting with one of our stakeholders in order to find out more information about their organization and the goals we needed to meet.
Met with my apprentices to strategies and to kick off our team meetings
SPRINT ONE
During Sprint One, we continued interviews with slavefreetrade stakeholders, narrowing in on their goals and unanswered questions, discerning context, and establishing relationships.
The UX research team began a competitive analysis of other cause-related apps and websites that allowed users to start and join campaigns, as well as raise awareness and promote engagement with a cause.
At the end of the week, we took a look at the consolidated insights from the stakeholder meetings, and engaged in a “How Might We” activity using Miro.
My Contribution:
I actively participated in stakeholder meetings and daily sprint meetings, including brainstorming, discovery, and stand-ups as well as the How Might We workshop
I researched competitors for the competitive analysis doc, including direct competitors, similar shopping apps, and other ethically focused products and organizations.
Met with my apprentices to discuss activities and roles going forward
SPRINT TWO
At the start of Sprint Two, we voted on which How Might We questions were most applicable for us to research, grouped under the following themes: audiences, communication, engagement, awareness / education, and social.
Using a digital “dot” method, we each chose the five most important questions, and the Product Owner (Decider) quantified the results as research goals.
Once we had the research goals, as a team we examined each one, outlined our assumptions and the implications if those assumptions were true or false. The research goals focused on understanding the potential audience for the app, what their understanding of modern slavery was, how they go about practicing ethical consumption, how they share their ethical consumption practices with others, and what causes people to care about social causes and ethical consumption. Our audience for interviews were ethical consumers, or those who consciously think about where a product came from before purchasing.
With our research goals in mind, we settled on user interviews as the appropriate method to conduct this exploratory research. We also decided to create proto-personas based on our assumptions about the users who would participate in a platform focused on ending modern slavery.
During this week, we also had our first, two-part, retro on what we liked, learned, lacked, and longed for. While this sprint was happening, we also continued to update the competitive analysis research and conducted academic research into what motivates people to care about causes and to consume ethically.
My Contribution:
Actively participated in daily meetings, including How Might We, brainstorm, discovery, and stand-up
Worked with larger team in refining research goals
I contributed feedback on the interview questions, including addition of wording for introductions and clarifying behavior-based questions. Also provided input on proto-personas as we began to generate ideas on how to segment users
Continued working on the competitor analysis document
Mentored other team members in how to conduct the research.
SPRINT THREE
We began Sprint Three looking ahead to the client demo at the end of the week and how we hoped to present the research we’d gleaned so far. This Sprint mostly focused on conducting user interviews with 8 participants via Zoom.
Each interview included a facilitator and a note-taker. After each interview, we added results to a chart organized by research hypotheses and whether or not each user confirmed the hypotheses. At the end of the week, we had a demo meeting with the client to share our progress, including research results so far from the competitive analysis, literature review, and initial user interview results and recommendations.
My Contribution:
Actively participated in daily meetings including brainstorming, discovery, stand-ups, retro, and proto-persona workshop
Coordinated interview logistics daily to ensure a smooth process for both the user and Tech Fleet team
I presented the section on our competitor analysis to the client in our weekly demo
Continued to lead the academic research into new insights and areas
SPRINT FOUR
For Sprint Four, we looked at the results from the interviews and used them to decide on further research goals for the week. Some of the key findings included:
Users were interested in combating modern slavery, but lacked information and expressed difficulty in finding trustworthy sources of information
Ethical consumption is an individual act but fundamentally a social process, practices are shared with close friends and family in person and through social media
Users are more likely to act on an ethical issue if they have a personal connection to the issue
Key considerations in ethical consumption include: price, quality, and the company values
After learning more about what ethical consumers consider in purchasing, we wanted to discover how they prioritized these factors. We also decided we wanted to explore the motivations of less overtly ethical consumers and to further contrast with ethical consumers.
To explore the question around factors motivating consumption, we decided to use a card sort method where participants could indicate what factors they prioritize. For the second question, we decided to develop a survey, with a number of both quantitative and open-ended questions exploring goals and conceptions of modern slavery left unanswered about consumers.
By the end of the sprint, we had the card sort results, which indicated that convenience, price, and quality, in that order, were prioritized before considering whether something was ethically sourced.
The interview research also helped confirm hypotheses about two types of users: Innovators, or those who take a leadership role in ethical consumption and actively share and lead campaigns and efforts, and Ethical Consumers, who are more likely to follow and take a more passive role in ethical consumption. These as well as other research being conducted and the proto-personas formed the basis of Personas we began to work on this sprint. We had a Persona workshop together where we all contributed sketches on what the personas could look like.
My Contribution
Actively participated in daily meetings including brainstorming, discovery, stand-ups, retro, and persona workshop
Conducted qualitative analysis on the interview results, using a -ow chart to identify themes
Assisted in the development of the survey questions, ensuring questions were clear, contained singular concepts, were simple to understand, and matched research goals
Worked to recruit participants for the survey, including stressing the need for more non-American respondents
SPRINT FIVE
As Sprint Five began, we wrapped up the survey responses and began the process of synthesizing research insights from the interviews, survey, card sort, competitive analysis, and literature review.
Using Miro on the first night, we first posted research insights, color coded by method, and then began a process of sorting and grouping the insights.
These insights were grouped under pre-existing categories of goals, unmet needs, pain points / problems, & behavior, with another unnamed grouping area for those that did not fit anywhere else.
The facilitator led the team through each thematic area, helping the group come to consensus on the composition of each theme grouping and the creation of new thematic areas and sub-themes.
On the second night, the facilitator led the team through each thematic and sub-theme area as we created conclusion statements about what each was telling us. We ended up with 17 distinct conclusions, for which we selected representative findings and ideated on potential design implications.
This was followed on a third night with an exercise in feature prioritization. Using the MoSCoW method, we determined which conclusions represented features we must, should, could, and won’t prioritize, laid out in a quadrant chart.
The “must” conclusions involved creating opportunities for users to start and join campaigns relevant to their interests and making it as simple as possible, showing the impact and progress of their campaigns, allowing for social sharing, and establishing a trustworthy source of information on ethical consumption.
This week also saw the creation of final personas and of user journeys based on the assembled information to date. At the end of the week, we presented all information to the client in our weekly demo.
Conclusion statements
My Contribution
Actively participated in daily meetings including brainstorming, discovery, stand-ups, retro, and workshops
I assisted with one of my apprentice’s persona creation
I presented the results of our research synthesis workshop to the client in our weekly demo
Analyzed the quantitative and qualitative results
User journeys were made based on Personas and research
SPRINT SIX
During Sprint Six, we began to focus on implementing the research conclusions, personas, and user journeys into prototype design. We first met with the slavefreetrade team to go over our conclusions, decide on MVP and MMP goals, and discuss potential ideas for the product. As a team, we also engaged in a Crazy 8s exercise creating design ideas based around our assigned research conclusion.
The questions we designed around were:
How can we break the barrier of convenience and make it more seamless for people to start/join campaigns?
How can we make it easy for influencers to persuade others with high and low motivation to join campaigns?
How can we incentivize and motivate people to engage with the app and change their behavior?
We examined each Crazy 8 sketch for each grouping together, agnostic of the creator of the sketch. During this process, we were each given a certain number of red dots to place on areas of interest in each sketch grouping like a heat map.
We also were encouraged to present questions about the sketches and to try and understand what each one was telling us before the creator revealed themself to describe the sketch. Finally, we voted on our favorite sketches, with the product owner having “super” votes. As usual at the end of the week we presented the work of the sprint with the client.
My Contribution:
Actively participated in daily meetings including brainstorming, discovery, stand-ups, retro, and Crazy 8 workshop
SPRINT SEVEN
During Sprint Seven, the design team developed workflows based on the most important actions users would need to take in the app, based on the research and other work done. As a team, we examined them and posted questions or concerns around different aspects of the workflows.The design team also began to develop prototypes using Figma that were shared with the larger group for feedback. At the end of the sprint, we presented to the client in the weekly demo.
My Contribution
Actively participated in daily meetings including brainstorming, discovery, stand-ups, retro, and workflow workshop
SPRINT EIGHT
During the final sprint, the design team continued developing a low fidelity prototype for the slavefreetrade app. During this Sprint, the research team also got together to discuss potential plans for user testing in the second phase of the project, which had recently been approved by slavefreetrade. At the end of the week, we presented to the client in our weekly demo. We also prepared to embark upon phase two, which will include continuing to develop the low fidelity prototypes, conducting user testing, developing high fidelity prototypes, and conducting another round of user testing.
My Contribution
Actively participated in daily meetings including brainstorming, discovery, stand-ups, and retro
Participated in the pre-planning discussion of user testing of prototypes in phase two
Phase 2 - Usability Testing
my role and contrIbutions
For phase 2, we focused on conducting usability testing based on the prototypes our UX Designers had created.
I worked with several of the UX apprentices for this part. We collaborated on our usability plan and synthesized research to present to our client.
Usability Test
Recruited 3 prior research participants. Limitations included time of year and relied on our own social media for recruitment.
Conducted moderated usability testing remotely using Zoom and Figma.
Participants each tested a different screen flow.
We synthesized the data based on each test.
Collaborated on a final presentation with one of my apprentices.
I presented the outcomes and our recommendations to our client.
RESEARCH QUESTIONS
What are your general impressions of this page? Without clicking on anything, please give your thoughts.
What do you believe is the purpose of this app?
Who do you think this app is intended for?
After clicking through some aspects of the app, what are your general thoughts and impressions of it?
Noting that this is a prototype, Is there anything you feel is missing in the app?
How natural or unnatural did you feel in doing these activities?
How did this experience compare to other experiences you’ve had with social campaigns, if any?
