CANDER
Cander is the digital greeting card app that helps people create everlasting moments for loved ones.
ROLE
Lead UX Designer
TEAM
The team consisted of the founder, myself, and one other UX Designer, 1 UI Designer, and a team of engineers.
PROCESS
UX Principle Curation - UX Audit - Goal Creation - Preliminary User Research - Wireframes - High Fidelity Prototype
GOAL
To update and redesign the start up flow for new and returning users
CHALLENGE
Cander’s first time UX was not where it should have been. Users were first taken to their contact list to begin the message send flow, without having the opportunity to explore what the app had to offer. I was tasked with the challenge of creating a new user flow to go along with our new feature: Create a message from a template for audio, image or video.
CURATED UX PRINCIPLES
I find extreme value in creating a list of research-based UX, Design and Accessibility principles for a product or feature before I jump into any product work, whether it’s designing, researching or feature ideation. Using these principles as a guide helps align teams, focus features, and keep designs in check.
Discoverability
Informative Feedback
Conceptual Modeling
Consistency
Natural Dialogue
Error Prevention & Recovery Support
Accessibility
Help & Documentation
Aesthetic & Minimalist Design
Flexibility
Can the user determine what actions are possible and the current state of the product? Is there a way to explore the app without executing each stage of the product?
Is there feedback for common tasks such as video submission, save, delete?
Are flow, icons, and features similar to other commonly used video editing, and messaging sending software, such as Instagram, TikTok, Snapchat?
Is there consistency in language and design elements?
Do users know what comes next? Is there a beginning, middle, and end to a task? Is there excess design or copy on a screen?
Does the product let uses know if they have made an error? Is there a way to save progress? To undo unintended actions? Can users review their message before sending?
Are fonts large enough and legible? Is there enough color contrast between text and background? Are difficult to distinguish colors avoided?
Is there a way for users to get help along the way? Or outside sources to reference?
Is there excess copy? Efficient use of white space? Does the design, color scheme, etc. fit with the product's intended purpose?
Is there a good navigation system? Can users easily switch between different features of the app? Different areas of video editing?
PERSONAS
Millennial Marisa
Marisa is a social, creative and upbeat PR manager. She’s always trying to keep in touch with friends and family no matter where they live. Marisa loves to celebrate special events in her loved ones’ lives and is looking for a fun, sustainable and personal way to send gifts and messages.
Insights
UI must be fun and aesthetically pleasing
Must have customizable elements and filters
Need the ability to save photos, videos and designs
Busy Benji
Benji is a busy young professional who doesn’t have much time to spend finding the perfect gift, or writing a well-thought out message on a card. He prefers to just send cash, but needs a safe way to do so. He also doesn’t want his cash gifts to seem too impersonal.
Insights
Must be peer-reviewed and trusted
Fast-loading app with quick and easy to find options
Personalized messaging
Aunt Alice
Aunt Alice has been invited to use Cander by a loved one. She is retired and in her 60s. She loves her family and loves to celebrate and enjoy with them in their special life occasions. Alice needs to be able to use Cander, as requested by her niece, to send a message and cash for a special event, while not being familiar with many modern, new apps. She needs a system that is easy to use, clearly defined and not frustrating.
Insights
User flow must be easy to use and intuitive
Icons must be universally understood (or provide text context)
Must provide added value if we want her to use Cander again
PRELIMINARY RESEARCH
I knew that we needed to change what users saw when they opened the app, but I needed more information. From some preliminary brainstorming, the team decided to start offering pre-made designs for Cander users to choose from. I conducted user research with past users and potential future users to determine the next steps. In summary, I found
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Weddings were the most popular occasion for sending cards and cash, so these must be included in our template designs
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Currently, users send messages, videos and phone call their recipients, so we must be able to support multiple preferred messaging types in our flow
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Users’ favorite part of Cander is the ability to add “fun” additions such as text and stickers to a video. We must continue to support that in our pre-made designs, as well as in our non-video options
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Users found the current UI and flow to be “simple,” “easy to use” where “no tutorial was necessary” so we need to remember not to steer too far from this in the new design
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There were multiple complaints of not knowing if a message was sent. We must provide clear feedback to users.
PEN & PAPER
Using the design principles and personas I created, coupled with the affinity maps resulting from user research, I started to create some pen & paper sketches to get all my ideas out in the open. This step of the process helps to hash out ideas, quickly share and determine how to move forward.
FIGMA
After consulting with Cander’s founder and our UI Designers, a preferred user flow was chosen, and I narrowed down the features, while translating my sketches into wireframes in Figma. Using a shared, online workspace is imperative on a remote team, and allows for all team members to make comments and see what others are doing in real time.
BROUGHT TO LIFE
