Adspur is a startup founded in 2013 and based in London who are aiming to build a calendar for the industry of award shows around the world.
Try to clearly layout multiple date types in the calendar when a user can follow over 30-40 different competitions, as well as adding clear "tool-tip" style information about each date event.
Adspur have a real competitive advantage being the only award calendar in the industry gathering key information about hundreds of award shows around the world. Their goal is to keep that advantage making it clearer and easier to use.
Increase the number of basic users converting to pro accounts through clear, simple design, but also value the free users as the more people can be attracted to the calendar, the more appeal it has to the competitions themselves.
Competitive analysis, Surveys & Interviews, Empathy maps, Personas, Participatory design, Design Studio, Task analysis, Task affinity, Sitemaps, User Journeys, Sketches, Wireframes, Mockups, Presentation.
Sharpies, post-it, Omnigraffle, Sketch, Marvel app, InVision, Illustrator, Photoshop, Keynote.
The aim of our research was to discover what the market as a whole looked like but more importantly who we would be designing for.
As a starting point we completed a business analysis, to understand Adspur’s key features.
We identified their competitors and looked at what differentiated them against Adspur’s service. We started seeing that none of them currently offer a calendar feature but they did meet the basic functions of providing key information about awards through search or list but with a lot of manual labour (putting a heavy workload on the user).
To begin our research we carried out a survey, to gain an understanding of how people manage/plan event schedules, what tools they use and what is important to them through when carrying out their main tasks. Although our response was not very high, the quality of our answers was very strong and we were happy that 47% of our responses worked in advertising which was our main target audience.
Some key insights from our survey are the following:
We then proceeded to move into our interview phase various participant including 3 Adspur pro users but also basic and new potential users.
Some of the key quotes from our interviews are:
“The calendar needs to be intuitive, something familiar so I don’t have to re-learn how to use it”
“When I look at my calendar, the most important thing is to find information quickly”
So something we need to dig deeper from our survey was that if 44% of our survey participants weren’t using any online tools to track awards, what are they using? - we needed to find out! So here’s what we found from our interviews….
We created three different personas to represent specific user group type based on our research:
Enrica is a marketing assistant at a small engineering company from London her background is in communication.
Claire is an Entrepreneur who aspires to set up her own pr agency and has a background in Marketing.
David is a VP of creative direction at a design company with a strong background in computer science.
For our design we decided to focus on Enrica as she represented the main user type that use Adspur on a frequent basis. So once we understood who we were designing for we needed to come up with some design solutions that would really help and solve Enrica’s pain points.
For our design studio we wanted to involve our clients in the design process to generate ideas that would be in line with their current solutions but also get some input from the development team.
After carrying out a feature analysis we took our shortlist of solutions to user’s problems and asked the Adspur team to identify which ones were the most important and needed to be included in our design. This was a fun exercise to see which features were at the top of their list and useful for us to make sure we were headed in the right direction still meeting our brief.
We needed to test our design early so we started with paper prototyping to get initial feedback. We found that the interface was still too complex with…
We then took our feedback and implemented some changes:
We then took our design into digital wireframes and tested again with more users. From our feedback we improved some of the following functionalities:
So following our user’s journey:
As for the next steps we would make sure to include sync or calendar integration so her information updates seamlessly. We would split the new functionalities to be accessible not just for pro accounts but basic also i.e: Week view, 3 days view, day view, alerts & export data only accessible from the Pro account but month account accessible to basic users.
Create tablet and mobile versions making our design responsive Improve and extend the functionalities in the dashboard giving to the user more customisation options and improve their Adspur experience. And now Dan will give us a quick summary and wrap up our presentation...
So overall… if we look back at the brief Adspur originally came to us with.. As a result of our research we have met the goals of our main users by re-designing the calendar to be more interactive, engaging and improving some of the core features focusing on usability. We have solved Enrica’s needs by making her job much easier reducing her workload and allowing her plan more efficiently but ultimately to create a positive impact at her company enabling them to have a bigger chance to win awards.