Lifetap, a survey based platform, providing gifts and goodies to the public.
Lifetap is an extraordinary platform which provides users with the gift cards and coupons of different companies which can be redeemed by earning points while answering few short surveys. UBMobile is a marketing research company behind Lifetap, providing insights and valuable customer feedback. UBMobile leveraged its marketing research capabilities and created an application which would allow them to get insights about customer behavior and their areas of interests, which could be used to provide them offers and services according to their taste.
About the client
LifeTap is a large platform built in phases over a period of time and by a diverse team. The client wanted to upgrade the app from the scratch in order to maximize the user experience. The previous version of the app had many shortcomings in performance and visual department. So it became important for us to create an app which excels in every aspect.The client wanted a more focused and sturdy app. The old version of the app was divided into many sections and one of those sections was the survey. In the newer version, the client wanted to emphasize on the survey part only. To clear out the thought process of the client and make a robust vision we conducted Design Sprint to ideate on possible solutions.
In the upgraded version of the app, users simply have to register and take part in various surveys and points are awarded to them which they can redeem later on to get gift cards of famous brands like Starbucks, Visa, Amazon, Sephora, Target and many more.We proposed a full UX lifecycle upgrade and conducted a remote design sprint session to conceptualize the application by involving a multi-disciplinary team, optimize the user experience by following a user-centered approach and ensure all stakeholders are on the same page with all the technical pieces fitting well together.
The biggest challenge we faced was to import the data of the users from the previous apps to the new one. We had to make sure that the previous app users move with the same settings and no data is lost in transition. Migrating user data was also a challenge because of the changes made on the server.
The other challenge we dealt with was the SDK integration on iOS and Android. There are multiple devices using Android OS. We had to make sure that the new app worked on every device of varied sizes, resolutions and computing power
How Design Sprint was Useful
The Design Sprint is a methodology of product design that focuses on businesses, technology and especially the users. It is a process of structured brainstorming for answering critical business questions through designing, prototyping, and testing.
For our client to save development time and to provide an increased user satisfaction we performed a remote Design Sprint.
The first step for us was to determine what exactly users are looking for in our application. To overcome this we conducted User Experience Surveys from the client with insights about current users to come up with a direction for our work. We collated and summarized available market research from the client and did desk research on target users.
One thing that many people often fail to consider is the market competition. Competitors often provide valuable insights about how the users are reacting to the product. We conducted competitor analysis to come up with insights about our competitors and use this information to make necessary and smart decisions.
After that, we created a Primary User Persona based on available research to empathize with the users and help us make key decisions. This also helped us in determining and clearly defining Problem Statements from the user point of view.
The final step was to conduct Remote Design Sprint to ideate together on possible solutions. We conducted a remote design sprint led by a lead UX designer using online collaboration tools. Key stakeholders participated to solidify concepts and ensure user experience was thoroughly accounted for.
During the Design Sprint
Research Recap and Persona – A Persona is the representation of a type of customer. We researched the behavior and habits of the consumer. Researching about customers helped us in understanding what the situation really was. Here we answered the basic questions like: “Who are we designing for?” or “What are the characteristics and goals?”
Defining Problem Statements – Based on our research we came across the issues that required our attention. This helped us to focus on what really needed to be fixed.
Cardstorming – After immersing ourselves in the problem statement we conducted a session of cardstorming. Participants basically came up with the ideas and feature they would like to see in the app and wrote them on sticky notes. The ideas collected through sticky notes were then sorted to form meaningful clusters. This was then used to form the baseline for sketching step.
Sketching together – Each participant created a sketch based on the ideas from the cardstorming. Participants then explained their design and voted for the best one. The best ideas and design were then taken to create wireframes for the application.
Information Architecture and Wireframes Designing – Then we focused on creating a map of how the users will interact with the application and how they can find information easily. The Information Architecture constructed was scalable and feasible and was aimed to reduce the load in finding content. After many revisions, we built the final refined wireframes with detailed annotations.
Result of the Design Sprint
Our final design concept perfectly captured and to a great extent enhanced the client’s initial ideas about the product. It has a clean design to match user expectations about a professional tool in the podcasting industry.
Journey from Old to New
Switching to a better chat SDK – Chat is one of the important aspects of our app so we compared, played around and selected the best SDK and chat API for mobile and websites.
Using SDK for surveys and collection of behavioral data – Our latest integrations allowed us to collect behavioral data from the users, which made the process of providing a relevant survey to the users easier for us. This also helped us in understanding and analyzing the user’s taste and behavior making the surveys more suited to their taste.
Geofencing – LifeTap uses geofencing to provide users with the location-based surveys, so if you are traveling to someplace don’t worry we got you covered with the specific survey from that location.
JIRA Integration – JIRA project management tool was used to make sure that everything went according to the plan and any error or issue could be dealt effectively.
Management of the Whole Transformation
Communication – We made sure that the client and our team is always connected. A daily meeting was organised to make sure that both the parties stay on the same page. Problems and issues were discussed, and opinions were shared. From the client side, a specific person was appointed to make sure that there is no communication gap between the two parties. We even sent one of our lead developers to California to get a better grip of the situation and understand the vision of the client.
JIRA and Slack integration – We integrated JIRA and Slack to make sure that no issue goes unresolved. Integrating JIRA and Slack made sure that our developers don’t miss any notification.
Crashlytics and Slack Integration – We integrated Slack and Crashlytics in order to get timely notifications whenever the app crashes. Crash reporting, application logging, online review and statistical analysis of application logs were all communicated via Slack.
We made changes in the chat section of the app allowing the users to interact with people who have the same interests as them. We added the option of private groups wherein people with same interest are added and specific surveys based on common interests are posted. This group also acts as a medium for users to exchange ideas and media with each other.
We tweaked the app to make it faster and reliable. Page loading time is minimized in the new app. The clever program behind the new version carries outs a matching algorithm to connect users with surveys of their interest areas. Still, the team is continuously working to make the experience even better.
UI changes were made to enhance the user experience. We took all the feedback we received from our customers and developed the new UI keeping those feedback in mind, and the outcome was well received.
Old redeem reward screen
Old UI with different tabs
New redeem reward screen
New UI with different tabs
The Lean Startup Philosophy says that the trick to creating a successful and amazing app is to start small and keep building around it. We took this advice to our heart and started building the app and kept adding new feature one by one result – the creation of an application which is extremely intuitive and easy to use – right from the navigation to creating an account and taking the survey, user-friendly, faster and reliable.
Mindbowser team has worked like our own team. The guys made sure that we did not face any issue due to time, culture or language issue. My skepticism at the beginning has turned into an endorsement for remote teams at the end of the project.
-Dyna Boen, COO UB Mobile