Tribe of Five
Concept App UX Design
Final User Wireflows
Product Next Steps
Reconsider program format, restrictions, and challenges:
Need for action steps for participation drop outs and user abuse.
Alternative revenue streams via affiliate marketing of products.
How to move forward if not enough people sign up for a challenge.
Test how past users feel about the program in form of mobile app.
Develop a proper end for Day 30 as the current ending is anticlimactic.
Advanced data visualization within Profile Calendar page to view behavior trends.
A way for returning users to save data from past challenges.
Potential Ways to Pivot Product
Quarterly/annual review programs for corporations with reviews based on measurable & trackable data.
Employee morale boosting program that builds team spirit and employee relations via work & non-work related challenges.
Gain clear understanding of business goals, product vision, and product concept.
Reviewed 250+ emails from 7 challenges. Listened to 9+ hours of recorded interviews from 3 challenges.
Understand current existing market offerings and products. Compare features, usage, and program rules.
User Behavior Survey
Understand how users set goals, what type of goals, what they use and what is effective.
Impact on Design Decisions
Email is too restricting and creates mistakes, chat platform allows users to interact in real time and participate in conversations. This will help build a sense of accountability among tribe as they build relationships with each other.
Add files and photos in chat and save resources with a digital bookmark. This creates more interaction and ease of revisiting saved items within one's profile.
As contributing motivation, track and view individual and tribe member Check In's.
Implement and test Check In streaks and its impacts on internal sense of competition.
No other products offer the intimacy or accountability of a small group of real people who care about each other's progress.
Personal tracking of progress is a common feature which we will implement within the profile.
Within digital products, a mobile app is the most common platform.
Unique product because users can only sign up for 1 challenge at a time and are limited in customization of the program.
Based on our research, we created two personas to reflect the two types of challenges that our client should offer: professional and personal development.
Because a job search challenge would be the most complex out of all available challenges, we designed for Ava while also considering Kevin.
The overarching themes between Ava and Kevin are their lack of dedicated time, motivation, accountability, support and progress.
Goal Setting Behavior Survey
34 Respondents: 77% Female, 23% Male
Types of Goals:
73.5% set personal growth goals, 70.6% set professional development goals.
Validated focus for product on personal and professional goals. *Fun Fact: even though one health challenge was presented in the email program, it was the most popular in terms of sign ups, but also the least successful in terms of participation.
Effective for Goal Tracking:
55.9% Reminders & 32.4% Call Outs from Friends/Families
Validated notification/reminder feature in app and product's focus on accountability from people.
What is Needed to Complete Goals:
73.5% Discipline, 67.6% Motivation, 36.3% Guidance, 35.3% Accountability.
Accountability can overcome a lack of discipline and motivation, and the program is designed to provide some guidance, and structure.
Ideation & Implementation
After synthesizing our research, we prioritized our features:
Must Have: Chat, Check In, Non-intrusive chat bot, Progress Tracking
Should Have: Share & Save (files, links, photos, etc.)
We decided to design for 3 user flows:
We then conducted a design studio and presented to our client 4 low-fidelity sketches. He provided us feedback and general direction for the product and we went on to designing med-high fidelity wireframes.
Guerilla A/B Testing: Prototype 1 Key Findings
Prototype 2 Key Findings
11 total users tested in total: 6 users tested version A with the tab bar, 5 users tested version B with the drawer side bar.
4 out of 5 users confused on navigation for version B.
3 out of 11 users confused with sign up flow, 5 out of 11 users confused on Check In.
3 out of 11 users had negative reactions to tribe Check In streak and stats.
7 out of 11 users believed faces were tribe profile access points—direct messaging seemed unnecessary.
7 users tested
Various HIG patterns and copy needed to be clarified throughout the user flow for better user understanding.
App on boarding shown to be necessary as users still were unsure what to expect or what to do.
3 out of 7 users noted counterclockwise arrangement of steps.
2 out of 7 users noted that they wanted more information on tribe page in terms of progress.
We A/B tested tab bar vs. side drawer menu. Tab bar was favored and least confusing.
It was best to provide users basic details of the program/process before sign up.
Users were more focused on their own progress and stats more than group's.
Tribe member images were associated with profiles more than direct messages.
Need to adjust font, sizing and coloring patterns to reflect iOS Human Interface Guidelines.
Additional conditional requirements/ instructions are needed for Sign Up and Check In pages.
Direction of text and logo was interpreted as clockwise versus counter-clockwise as designed.
Include a countdown of days left in challenge to motivate users and show more info on Tribe page.
Founded in 2015, Tribe of Five is an email-based accountability and habit forming program that aims to help people achieve their goals.
5 individuals are grouped into a “tribe” of accountability buddies in order to complete a habit-forming or goal-based challenge within 30 days.
Take the email program to the next level and create concept app designs to increase user engagement with the product and with each other. Implement ways to increase motivation, guidance, and accountability in order to help users achieve their goals.
Project manager, client contact, user research, persona development, user wire flows, usability testing, content copy, and spec doc creation.