Team project on a mobile experience for Singer Group. Inc customers.
User Research | Personas | Journey Maps | Prototype
Singer Group, Inc. is a company focused on creating luxurious, bespoke Porsches. Customers work with Singer representatives to design and customize their vehicles from the ground-up. They wait a year or longer for the process to be completed, but have limited ability to view concurrent updates.
Create a mobile experience where customers can track their vehicles’ progresses, ensuring strong communication with client, and continuously building feelings of excitement throughout the year-long process.
The application should present a story about the user's car-restoration journey. To tell a compelling user’s story, we analyzed the requirements and success criteria and created a visual demonstration of the interfaces and the interactions of the app.
To better understand our users and their needs, we held user interviews, conducted competitor analyses, constructed a moodboard, created user personas, and laid out journey maps and individual user flows.
We went through multiple rounds of iterations and held critique sessions during our weekly meetings to give feedback on the work we each had done each week. We then grouped our final designs into the following categories: login, dashboard, commissions/shop/media, profile, car page, and update media.
As part of the research team, I studied target users to create personas, journey maps, and user flows. My goal was to produce work that was as thorough and realistic as possible, so my team could truly take on the user's perspective.
Based on the information gathered from our user interviews, I created 3 personas that encompass the characters of target users. Each persona had unique interests, goals, and needs. The personas identified changes and improvements needed in our prototype.
The journey maps illustrated how application features could serve user needs and solve frustrations. Each map outlined how the personas would utilize the product, and provided a basis for user flows.
The user flows demonstrated how target users would navigate the application to accomplish a certain goal. These identified improvements needed in our iterative prototype design process.
For many team members, it was a new experience designing within the luxury car industry. Through our user and market research, we learned a lot about the niche group of users that we were designing for, the complex but admirable process of creating bespoke vehicles, and how to naturally integrate already exisiting procedures/ information from an established company into a brand new mobile application.
After we solidified our interactive protoype, our project director presented our final designs to Singer. He received positive feedback and approval to move forward on the project.
