1. Identifying the problem

Approach

The workshop was an effective way to quickly dive deep into the business needs and hear the story from the client perspective. The service at hand is part of the shared economy culture, which has many brilliant examples of success, so we spend time analysing similar services. Finding the right users was a challenge, so we combined qualitative and quantitative research techniques to identify the biggest problems and understand users behaviour.

Stakeholder insights

Secondary research

Understanding users

Initially we spoke with 5 Hosts and 3 Artists and have produced two distinct user personas.

2. Framing the problem

We mapped a high level user journey for both user groups and highlighted refined areas of friction to see the full flow.

3. Ideation and paper prototypes

4. Evolution of ideas

5. Result for the users and the business

As a result of our design decisions we designed and produced wireframes and InVision prototype that has:

• On-boarding process for both Hosts and Artists that shows what Tutti.space offers and how it protects its users. It helped to tackle the trust concerns of the users.

• Easy in-app communication process with all steps of booking confirmation and payment, where both parties can agree on the timing and the price. It tackled both: users’ frustrations of having to exchange their private numbers to communicate, and risks for the business of loosing users who go off the platform to agree on the service.

• A feature to see users profiles and add personal touches like their portfolio and inspirations. This feature helps people get to know each other a bit better and find like-minded people. The value of community for artists was highlighted throughout all interviews with our users. This is an opportunity for Tutti.space to create such community.

• Significantly simplified search and filtering systems for the Artists that offers a quick and seamless way to find what one is looking for. Our solution offers easier conversion, which was a business priority.

• Options to re-book spaces and see similar places. It was designed to tackle retention issue of the business. The performance of this feature can be tracked and have KPIs applied to it to either refine it further or see how business is performing. This was also very positively received by the Artists - they needed a quick way to find and book a space that meets their exact criteria.

• Quick pricing set up options for hosts and ability to offer discounts. After much testing and discussion we have found the optimal solution that worked for the Hosts and was accepted by the Artists. It was important for the client to have this flexibility since the platforms aims to cater for a rich variety of users in the future.

6. Bringing the app to life

A user could have both roles: be an artist and be a host. We introduced different colours to highlight the current user’s role.

Reflections

Teamwork is crucial when working with agile methodology. We had just 4 weeks to complete this project, so we had to move fast. We tested and iterated on all our hypotheses simultaneously and had strict times for group discussions that helped us adapt to changes and set up goals for the next sprint. Smart delegation and close collaboration within the team remained crucial for success.

One-size-fits-one or always always check with the user. One memorable thing for me was when our users disproved some of our hypotheses which we thought are conventional and widely-used features. It turns out for our particular project some things we wanted to introduce were unnecessary. In addition, we had to deal with two distinct groups of users, and what worked for one was not convenient for the other. If we didn’t test our hypotheses with both groups we would have failed the other half of the users. It really proved the point that there is no one-size-fits-all design, and that checking your ideas with users is crucial.

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