Cadillac Apple Watch App Design

 
 

BRAND RESEARCH & SWOT ANALYSIS

Our project was to design a smartwatch application for the car brand Cadillac specifically targeting Baby Boomer Women who are around the age of 50-70. We did some market and brand research, including primary & secondary research, and did this swot analysis.


We did primary and secondary research on our target users. What their lifestyle is like? What are their driving habits? What kind of technology they would use in their cars? ...... And WHY?

We interviewed 5 potential target users in dealerships including Cadillac and BMW. After our research, we created an empathy map and a persona in order to better understand our target audience and get customer insights.

 

EMPATHY MAP

PERSONA

 

 

 

Some of the insights that we found out:

She prefers less hand controlled operations (e.g. Voice control) for the app so that it can save efforts while using the app;

She prefers less text;

She prefers to look at in-car technology at an eye-level rather than looking down at screen;

Gesture command could be used;

 

MARKET RESEARCH

 
 

 
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BRAINSTORMING

 

WIREFRAMES FOR 3 IDEAS

According to our research, we found out that our target audience care the most about Health/Safety, Family, and Shopping. Thus, we had 3 different initial ideas regarding those 3 parts.

 

Health - Driving Suggestions

Family - Group Call; Read Social Media Feed; Sending Real-Time Location

Shopping - Creating Lists Using Voice Control

 

STORYBOARD

 
 

 

USER TESTING (PAPER PROTOTYPE)

NO PAIN NO GAIN

When we went interviewing and validating these ideas, they all seemed more or less useless to our target users. In addition to that, these 3 ideas are not tied with Cadillac enough that they don't make people feel exclusive. We also got some more information and feedback from the interview this time. Thus, after discussion, we decided to totally change gear to a new idea, which will be shown below.

All 3 ideas failed, but we learned useful information from failure and decided to change direction.

 

USER FLOW

WIREFRAME

This was the initial wireframe where the app learns user's location and the page just shows up accordingly, for example, the walking navigation page shows up when user parks his car.

 

 

ITERATIONS

Iterations from this version.

We decided to add in a home page so that user can access either functions at any time - navigation to the destination and locating the car.

Another thing we changed is that we decided to make the app “smarter” that the app will recognize what user is doing and starts navigating itself so that our user doesn’t have to do a second action.

I made a digital prototype for this idea on InVision and did a thorough usability test with 3 potential users. 

 

USER INTERFACE DESIGN

 

USABILITY TEST

We went out for usability test with our target audience and tested 3 scenarios as below: 

 

Scenario 1

“You are planning to drive to a place for lunch with a friend. Your friend told you the place but you don’t know about that area that much. You get into your car. Your watch vibrates… What would you do from now?”

Scenario 2

“You spend sometime and finally find a place to park in the area that’s a bit far away from the restaurant. You shut down the car and your watch vibrates…”

Scenario 3

“You had a wonderful meal with your old friend. After you say your goodbyes, you realize that you forgot where you parked. What would you do?”

 

 

Here is the link to the REPORT: https://docs.google.com/document/d/1qYX-EoU3vdC-8xhtnsKrB3trSNUOwOwmr6VCj4t0obE/edit?usp=sharing

 

SUMMARY OF DATA

 
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SOME CHANGES MADE

We got a lot of positive feedback this time in terms of idea and UI. We also got many valuable suggestions for improvement.

We added Apple Watch complication for user to see the current status of the car directly on the watch without open the app because we found out that our target audience tend to forget whether they've locked their's cars or not. This is a very useful feature that users would love to have according to our interviews.

We also modified color scheme to differentiate buttons because a watch is too small for baby boomers to read text on it.

 

There are some other changes that we didn't have time to implement but we would love to add in the future.

The app will give some voice responses/feedback for each function;

Add estimation time for in-car and out-of car navigation;

Find a parking spot;

Be able to add a different location along the same route;

Open the back hatch remotely;

 

LESSONS LEARNED

Don’t fall in love with your ideas too much; 
Be careful of confirmation bias

Never design for yourself, design for the users;
Listen to the users

Think out of the box;
Think broader

 

KNOCK KNOCK

(梆梆)

 
 
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Get help and share recourses amongst friends in the form of favors.

 

KNOCK KNOCK was my college graduation project in collaboration with another designer and a engineer. My major responsibilities include conducting user studies/researches, designing product flow diagram, prototype, and user interface design. 

 

PROBLEM

  • Sometimes you need friends’ help but don’t know whom to turn to.
  • When asking friends - those who you've asked might not have the resource you want or might not be able to help you at the time.
  • When posting on social media - there is too much "garbage" information online in which yours could easily be buried. People who might be able to help may to see the post at all.

 

APPROACH

We got over 200 survey feedback and did a few face-to-face interviews to validate our initial idea and to see if people would love to have a professional platform to call for help and also to help others. 

After primary and secondary researches, we decided to build a trustworthy platform for people to share resources, help their friends and get help from friends. These resources include one's physical assets, personal skills, location, social network, etc.. It exploits resources and make it easier for people to provide or ask for help. Reinforcing people’s social network, and promoting mutual sharing and help are the two main goals of this app. 

 

FLOWCHART

 

SELECTION LOGIC

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The core challenge lies in designing a balanced system. A well-designed mutual help platform needs several functions and mechanisms to ensure high efficiency in resource-matching, reasonableness and safety of the helping deeds, as well as the effectiveness of the incentive mechanism. Besides, it would anticipate a wide variety of users, thus we have to study the mentality of different types of users and relevant cases. 

 

WIREFRAME

 

INTERFACE DESIGN

Here is how the app works. The platform relies on tags to match resources. Users can label themselves with tags, illustrating their strong points or resources they own. Those who ask for help are also required to write down tags to increase the matching rate. In addition to the tag system, there are also points system and incentive mechanism. Each 'need' would be divided into several segments which are given a point respectively. When a 'need' is satisfied, the same quantity of points of the user asking for help will be transferred to the user who offers help. He who receives help can also give extra points to the helper as a bonus. The system can conduct real-time statistical analysis of “helping index”—the percentage indicate whether you or your friend is more helpful in your relationship ( the percentage = the points your friend receives from you divided by the points you get from this friend ). For instance, if the percentage is more than 50%, it means your friend helps you more than you help him, and vice versa. It is sort of an account book recording your interpersonal relationships and reminds you to repay those having given you a helping hand. A ranking list of the helping times among friends is also present to encourage users to offer their help. 

 

 

CHINESE VERSION

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PROMOTION VIDEO

 
 

Health For Life

(益生推)

 
 
 

一生只推益生推

 

Personalized and Reliable Health Tips Application

 
 

HealthForLife was an app that we made in a team of 4 in 3 months to expand the influence of a health preservation TV program of Beijing TV Station. In this project, I was mainly responsible for the project overall planning, user research and all the design part including user interface/interaction, branding and final pitch presentation. 

 

PROBLEM

The audience of the TV show is right now mostly the elderly, which they didn't mean to target on purpose. After we did some researches to find out the reason for the situation, we realize that it is not because of the content, but the show itself, characterized by long duration, low tempo and large amounts of information. It is too time consuming and dull for the busy young people nowadays. According to our investigation and research, young people are also concerned about heath preservation, especially in this modern era where sub-health is plaguing the younger generation. However, they neither have enough time to learn about health preservation nor are there reliable channels available. We intend to fill this gap.

 

OPPORTUNITY

 
 

Since young people tend to fragment their time and be obsessed with mobile devices, we decided to build a mobile application that pushes health tips once per day in the form of images, short texts, animated gifs, talk show videos that we reproduced, etc., so as to convey health preservation knowledge more flexibly and effectively, and arouse young people’s attention to health preservation as well as the show. We also have the intention of reminding young people to become more health-conscious and not wait until it is too late. Hopefully this app, as a new media form, will make a difference to the society. 

 

INFORMATION ARCHITECTURE

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INTERFACE DESIGN

The app will push health preservation information on a selected theme every day concerning health tips, diet, exercises, rumors, places to visit, music and so on, and update a talk show video once a week. Users will receive customized push information and notifications based on a physical fitness test upon registration.