CONNECTIONS WITHOUT BOUNDARIES
Overview:
The rūtd app needs concept solutions to help to build their one-stop-shop for veterans to apply for pre-qualified services, thereby eliminating many current obstacles veterans face.
Role: Research Planning, Data Analyst, Research Planning, Journey Map Creation, Low/High Fidelity Designer, Digital Wireframe Execution 2021
Tools & Methods: Competitive Audit, Stakeholder Interview, User Journey Map, Kano Survey and Analysis, Feature Card Evaluations, Wireframe Annotations, Sketch, Zoom, Otter, QuickTime Player, Whimsical, Invision
The Process
To honestly know what kinds of features, tools, and solutions veterans would be looking for, we needed to understand the current user journey, stakeholder goal areas, and a realistic understanding of the development team's priorities.
Continue reading to learn more about the solutions below!
DEFINING THE GOALS & SCOPING OUT COMPETITORS
Methodology: COMPETITIVE AUDIT & STAKEHOLDER INTERVIEW
Kicking this project off meant reviewing what current application services looked like and comparing and contrasting any trends we found. To better align the trends we saw, an interview with the stakeholder helped us better understand the goals we would be working on.
Rūtd’s owner is a compassionate vet looking to connect veterans to services in a more streamlined process.
COMPETITIVE AUDIT TRENDS:
Many sites take users to 3rd party sites, making the process feel cumbersome
Overwhelming amount of copy
Streamlined sites showed progress bars and asked one question at a time versus looking at a long-form to fill out
Icons and familiar symbols spoke to user needs and reduced time spent reading
RŪTD GOALS:
Build user confidence, give a sense of personal connection, and control private user information
Reduce wait time for the pre-approval process
Allow veterans to review services
Create a chat feature connecting veteran to service
Provide tools so users only fill out one application that is sent to multiple services versus filling out multiple applications
Bankrate application is straightforward and shows a progression bar feature, where a common app has multiple dropdowns which can be confusing to the user.
“This is a stressful process to go through when you're already needing help. You're already like feeling vulnerable you're already you know all these negative emotions, sometimes you don't even want to do that research so just stepping into that will stop your entire process.”
— Steve Jimenez, founder of RŪTD
Wow, this is a lot of great information, but a little hard to read right? Download the journey map to get an indepth look!
RESEARCH INSIGHTS
FRUSTRATION
Currently, veterans are frustrated over the enormous undertaking applying for services can be. Long wait times, complicated applications, and lack of communication are STANDARD!
SUPPORT
Creating features and tools that address the current gaps in the user journey will allow veterans to feel supported and build confidence in the decision-making process when using the rūtd app.
PRIORITIZing Needs
Feature cards = Fast & Easy ‘YES BUILD IT’ or ‘NOPE WAIT ON IT’
After reviewing the journey map, competitor trends, and stakeholder goals, we created low-fidelity feature card sketches and user goals. Each card represented a solution that rūtd could implement for its users. The rūtd development team gave us feedback on which features they liked the most and how long each element would take to build.
BUT…what do vets think?
After getting feedback on our feature cards, we created a Kano survey that allowed vets to rate the features and tools they would like and expect from a new type of veteran application.
FINAL ANNOTATED WIREFRAME SOLUTIONS
Feature Description:
After filling out her profile, Sally watches a short video explaining the benefits of RŪTD. Sally is jazzed to find out that RŪTD was created by one of her 'own' and feels an instant connection that maybe this time will be different. As she watches the video, she is encouraged by the 24hr turnaround, chat features, and the ability to rate services. She is now more willing and excited to fill out the application.
DISCOVERY VIDEO
RŪTD GOAL AREAS:
Clear user expectations
Hand-up rather than hand-out
User empowered by-product differentiators
Veteran reviews
Chat features
24hr wait time
Built by a real veteran
Ability to control personal information
RATIONALE: According to a 2017 article on Next Thought Studios, short video clips foster memory recall and information processing. A short video overview of RŪTD would quickly allow the user to discover what makes RŪTD different and what they should expect.
DEV. CONSIDERATIONS: Medium project involving 1- 2 weeks due to UI details, logic formatting after profile confirmation
One Question at a time
Feature Description:
As Sally is filling out her application, she notices she is being asked one question at a time versus looking at a long list of questions. This makes filling out the application to feel more bite-size and less daunting. The icons, images, button features, and swipe interactions make the application process faster and more interactive.
RŪTD GOAL AREAS:
Help reduce application stress and anxiety
Creates a more thoughtful and interactive application process
Interactive features and familiar icons help improve the likelihood of completion
The use of icons and one question at a time keeps in line with other popular survey concepts (competitive analysis)
RATIONALE: One of the main ingredients for the success of the platform Typeform has been setting up their questionnaires one question at a time and use of familiar icons. One question at a time reduces the stress of seeing a long survey and makes things feel conversational, like answering a text.
DEV. CONSIDERATIONS: Medium project involving 1-2 weeks on UI details and logic formatting
APPLICATION STATUS
Feature Description:
After Sally has submitted her application, she is delighted to see her application process status and expectation of when she should hear back. She is feeling more confident that she made the right choice to use RŪTD and is again seeing how different this process is compared to other sites she has used in the past.
RŪTD GOAL AREAS:
Clear user expectations
The user-centered mindset with differentiating features that speak directly to veteran needs (Stakeholder Interview, Journey Map Research)
User survey revealed most users would like this type of feature or expected it. One user was quoted to say “Accountability- yes!” (Kano Survey & Analysis)
Builds user confidence (Stakeholder & Journey Map Research)
RATIONALE: This feature scored highly on our Kano Survey analysis among your target user group. Additionally, current user journey map research revealed this type of feature is missing from many application sites being used by your targeted user group.
DEV. CONSIDERATIONS: Medium project involving 1-2 weeks of UI details, but also considered a large project of 3-4 weeks due to coordination with contracted services to either annually enter in the information or automatically updating.
PRE-QUALIFIED VETERAN REVIEWS
Feature Description:
As Sally navigates her list of pre-qualified resources, she notices VET RATING associated with her top resource picks. This is tremendously encouraging as she knows vets like her do not hold back when sharing their thoughts. This makes Sally feel more confident in the resources she will likely move forward with.
RŪTD GOAL AREAS:
User survey revealed most users would like this type of feature or expected it. One user was quoted to say “helping me sort through based on my needs!” (Kano Survey & Analysis)
Builds user confidence and personal feelings of connection to other vets (Stakeholder & Journey Map Research)
RATIONALE: This feature scored highly on our Kano Survey analysis among your target user group. Additionally, current user journey map research revealed this type of feature is missing from many application sites being used by your targeted user group.
DEV. CONSIDERATIONS: Medium project involving 1- 2 weeks of UI details, but also x-large due to coordination with backend storage of review information and entry log needs involving 4+ weeks of work.
PROJECT OVERVIEW NOTES:
From the research gathered and stakeholder goals, rūtd should provide the user with a streamlined and straightforward application process. Users expect and are in need of tools that will allow them to feel in control and build confidence in the decisions they are making when it comes to giving out their personal information and services they want to apply for.