How can we help Loro launch their innovative, AI powered assistive technology?

 

Problem:

People with mobility challenges need to understand, purchase, and use Loro because they want to improve their quality of life through assistive technology.

Solution:

By designing a compelling website that matches user expectations alongside an app on-boarding process that educates users on its features, we will achieve a simple, instinctive product experience.


Task

In order to help them launch, redesign Loro’s landing page, create an online store, design an on-boarding experience and settings page for the app.

Role & Scope

Two week sprint with a two person team.

My role: UX research, visual design.

Methods

  • Screener Survey

  • User Interviews

  • Secondary Research

  • Affinity Mapping

  • Persona Development

  • Task Analysis

  • Journey Mapping

  • Comparative Analysis

  • Wireframing

  • Usability Testing (15)

Deliverables

  • 7 Interviews 

  • 3 personas

  • Current and future state journey maps

  • Clickable app prototype using Sketch + Principle

  • Clickable landing page and online store using Sketch


Finished Designs:

Landing Page & Online Store

 

App On-Boarding & settings


The Process

Research Plan:

  • Screener survey about accessibility devices

  • Interview a longterm caregiver & a technology specialist from the ALS Association

  • User testing of the current site (5 tests)

  • Competitive analysis

  • Business canvas model document

  • User personas

  • Customer journey map

Insights Gained:

  • Devices such as joysticks, sip and puff, and switch technologies all help to make our smart devices able to read input from users with limited mobility.

  • Unfortunately, many of these technologies are expensive and without adequate customer support, many of these assistive devices are not correctly installed and remain gathering dust in the corner.

  • If Loro is to distinguish itself, customer support would have to be a bedrock of their website and app.

  • Decision fatigue is one of the most difficult parts of being a long term caregiver

  • Caregivers decide what technologies to invest in based on recommendations from trusted professionals and associations like the ALS Association.

  • The current Loro website is deeply confusing to potential users ranging in age from 25 - 60. Primary issues are with understanding what the product is and does.

I would have been looking for something that would improve her daily experience, bring her joy, improve her memory. I would want something that made it easier for not just her, but people around her. When we invested in a device, it was because someone I trusted brought it up to me.
— Jackie, longterm caregiver for her mother

Synthesizing Insights

We affinity mapped the results of user testing to discover that a vague understanding of Loro was caused by difficulties using the current site and general expectations of an assistive device.

 
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Persona Development

We used insights from our interviews, user tests, survey, and secondary research to craft the stories of Lee, Claire, and Nancy.

 
 

Journey Mapping

Lee, our caregiver persona, examines the current Loro website. She is initially very hopeful when she hears about the product, but after watching the video on the homepage experiences confusion about what the product is as well as how to navigate the site. Ultimately, she still sends a message, but is very unsure about this product.

 
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Sketches & Wireframes

 
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User Testing

Testing Tasks:

  • Please find the features of Loro.

  • Please find the newsletter sign up.

  • How can you learn about people who already use Loro?

  • Try to purchase Loro

  • What will you have to buy in order to use Loro?

  • If you click the card (or buttons) what do you think will happen next?

Insights Gained:

  • Change the background visual to be more consistent with the brand → we removed the parrot and changed the background photo.

  • Need more detailed sign up and information about the user → New Sign up and setting up screens

  • Two purchase buttons is confusing → Remove from top navigation in online store and product page


Key Features:

user centered navigation

Screen Shot 2019-05-06 at 11.32.27 AM.png

Website

Card sorting revealed that Loro needed much clearer navigation. Users expected to find robust customer support, and comparative analysis revealed that most competitors begin with a video in their hero space. In order to address issues such as insurance and affordability as well as highlight key partnerships, we built that into our navigation.

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App

We chose a user choice driven process to move through the on-boarding. Savvy digital users can move quickly, but less savvy users can spend more time understanding how to use each feature of the device because they try on their own. We suggested that Loro discontinue use of the hamburger menu to increase access.