https://www.willketcham.com/home daily 1.0 2024-08-05 https://images.squarespace-cdn.com/content/v1/603010532e38540279e323d8/1613808596804-KGLIK7RA9CNLVL6JP9TF/Group+10.png Home - Hello I’m Will Ketcham https://images.squarespace-cdn.com/content/v1/603010532e38540279e323d8/1613974678940-IAC984W0OBFJBZ40XZOI/Group+587.png Home Produce Panther The mobile application that reduces waste and encourages eating more produce. https://images.squarespace-cdn.com/content/v1/603010532e38540279e323d8/1614196173173-USYPS6ST8JRPWL6PQT74/Group+616.png Home Bus Lightyear The mobile application that helped restore trust in the Detroit bus system https://images.squarespace-cdn.com/content/v1/603010532e38540279e323d8/1615956276272-75T441BD7AOL2Q0B8XLF/Darwin+Master+Prototype+%232.png Home Darwin The mobile application for exploring nature and recording fitness activities https://www.willketcham.com/producepanther daily 0.75 2021-03-28 https://images.squarespace-cdn.com/content/v1/603010532e38540279e323d8/1613960113673-58HECEZYDTJQP0SEH2D6/Screen+Shot+2021-02-21+at+9.13.51+PM.png Produce Panther - Overview During this assignment, I was limited to a three week time sprint. The typical GV sprint is usually a five-day process for answering critical business questions through business strategy, innovation, behavior science, and design thinking. Like Google Ventures, each week we worked on either designing, prototyping, or testing ideas with customers. https://images.squarespace-cdn.com/content/v1/603010532e38540279e323d8/1613892706106-BEZ1Y8F6C0WWDUHO8BZG/PROTOTYPE+GROUP+VOL.png Produce Panther - Summary To provide a service in which nonprofit organizations, companies, food banks and food pantries can get in touch with businesses that have extra surplus of produce that is going to waste. https://images.squarespace-cdn.com/content/v1/603010532e38540279e323d8/1613789416882-S3VWRO5YSFCM04OZOQ8R/Screen+Shot+2021-01-22+at+3.28.27+PM.png Produce Panther - Problem For many busy Americans it is not easy to shop for produce. Oftentimes food that is less nutritious is discounted, whereas produce is usually marked up or more expensive. This leads to produce expiring and going to waste. How do we help customers get healthy options for food at the grocery store and also save food from going to waste? https://images.squarespace-cdn.com/content/v1/603010532e38540279e323d8/1613789309652-SHVRG8TKNSSS8UAERFSE/THEMEBOARD.png Produce Panther - Roles & Responsibilities Conducted user research and testing. Developed wireframes and task flows based on user needs. Collaborated with designers and developers to create intuitive, user-friendly software. https://images.squarespace-cdn.com/content/v1/603010532e38540279e323d8/1614065587384-833QS2I72TPGNDE7X749/Group+589.png Produce Panther - Solution The answer to our problems often lies right in front of our face. With The Produce Project, they had no mobile application. With a mobile application, people can reserve food, volunteer and connect at the click of a button. The Produce Project needed the Produce Panther. https://images.squarespace-cdn.com/content/v1/603010532e38540279e323d8/1613788700555-1RN6NUE1I39TBJ8DIT93/Screen+Shot+2021-01-18+at+1.21+2.png Produce Panther - Audience My audience consisted mainly of working professionals whose busy day left them with little options on how to shop for healthy items for themselves or their family members. It should also be noted that this application is for anyone who wants to eat healthier and save money. https://images.squarespace-cdn.com/content/v1/603010532e38540279e323d8/1613937014653-897G4474FJAVY48ENEWF/Screen+Shot+2021-01-18+at+1.21+2.png Produce Panther - Research and Discovery Process With a survey, I was able to begin the process of finding out more about food waste, people’s view’s on volunteering and how people shop for groceries. https://images.squarespace-cdn.com/content/v1/603010532e38540279e323d8/1613788307771-VXUPILFW77OEB6GHNEBT/Screen+Shot+2021-01-18+at+1.19+1.png Produce Panther - Survey Data What I learned from this project is that people are health conscious. They want to be healthy and they want to save money. With my survey data, I have proof that people want to reduce waste and eat healthier foods. Especially, if the food was free. https://images.squarespace-cdn.com/content/v1/603010532e38540279e323d8/1614061618035-JB28RNSW0RG95DOMDNNZ/Group+4+11.png Produce Panther - Persona: Geoff Davis Geoff has a decent life with highs and lows. He teaches at a local school and exercises often. He is health conscious, but has struggled in the past in providing healthy food for his family. He loves his friends and his family. Geoff volunteers his time when he is able. https://images.squarespace-cdn.com/content/v1/603010532e38540279e323d8/1614061523690-UXO42BP8ZBRQROO69TED/Group+5229.png Produce Panther - Motivations Geoff has desires to help his family have a healthy life. He works hard as a Calculus teacher to help students learn what they need to get a career. He believes in volunteering time to help the community and he strives to eat better to show his young son good habits and to life a long and happy life with his wife. Goals Buy groceries for the family without having to spend too much money Shop for healthier options Accomplish tasks quickly while running errands. Frustrations Lack of time Eating unhealthy food options Not setting the right example for his son Bio Geoff lives in Raleigh, NC. He is 36 year old Caucasian male. He has a wife and five year old son. On his days off he enjoys going to the pub with his friends after jiu-jitsu. He likes to take his son and wife on walks at his favorite park and enjoys volunteering at a local non profit organization. https://images.squarespace-cdn.com/content/v1/603010532e38540279e323d8/1613788192311-U5PGKDTP9NLS2QPNCHXU/Group+3.png Produce Panther - Gain Points Geoff has a great work ethic and loves his community. He essentially volunteers his time every day at school helping students with projects or issues. With his love for community, he has made great friends at his local pub, jiu-jitsu program, gym and through fantasy football. With his strong community ties, Geoff has ensured that he is always nearby to help, if needed. https://images.squarespace-cdn.com/content/v1/603010532e38540279e323d8/1614061889521-L4IC08CXKZ7Q0TECQSJQ/Screen+Shot+2021-02-12+at+5.52.png Produce Panther - Motivations Andrea wants to have a healthy life. She works as a fitness instructor and bartender. She loves helping people get into shape. She volunteers when she can in her community. She has trouble paying her rent, so bartending has helped. She wants to eat healthy options and strives to reduce the amount of meat she consumes. Goals Get options for free food Shop without having to spend too much money Volunteer and do community outreach in her community Frustrations Always feeling tired Eating fast food Not setting the right example for her community Bio Andrea lives in Raleigh, NC. She 30 years old. She is single. She likes to tend to her plants and try her hand at farming her own herb garden. She volunteers in a community outreach program for underprivileged teenagers in an area in downtown Raleigh, NC. She loves fitness and likes meeting new people. https://images.squarespace-cdn.com/content/v1/603010532e38540279e323d8/1613800372239-QO7NORPKTKW4N75ZWNRT/photo-1543764477-646365e11da3.jpg Produce Panther - Pain Points Geoff works from 9:00-4:30 Monday thru Friday as a math teacher for a public school system in the triangle research area. He has little time to go shopping. His wife is also working part-time and spending most of the time helping raise their 5 year old child. They often get unhealthy options for food and healthy options are often too expensive. https://images.squarespace-cdn.com/content/v1/603010532e38540279e323d8/1613953879007-UII8C7YJ7EHMKHFRRSA7/IMG_9286-1024x683.jpg Produce Panther - Persona: Andrea Braithwaite Andrea works as bartender and fitness instructor. She is a thirty year old single black woman who is active in her community and is close to receiving her masters degree in Microbiology. Her rent is high and she often doesn’t eat a well balanced nutritious meal. She is motivated by fast and easy methods for shopping for healthy food options. https://images.squarespace-cdn.com/content/v1/603010532e38540279e323d8/1613787468290-KUU1INE7TC11PFDI2ZOW/AMAZONSWOTANALYSIS.png Produce Panther - SWOT Analysis Strengths, Weaknesses, Opportunities and Threats of Amazon. https://images.squarespace-cdn.com/content/v1/603010532e38540279e323d8/1613787356015-LZ6M972MKNFJ7TEC6BOX/Group+4+11.png Produce Panther - User Stories Journey maps help us understand a typical day in the life of someone’s shoes. In this case, we have Geoff tasked with picking his son up from daycare and getting groceries after a busy day teaching Calculus to 11th graders https://images.squarespace-cdn.com/content/v1/603010532e38540279e323d8/1613787397858-ACDBFRZR3MEBII4WVLA9/WIREFRAMESKETCHES+1.png Produce Panther - Information Architecture Minimal viable product. The MVP for any UX designer is vital for truly understanding client goals. To see how I determined my MVP, take a look at my user stories, wireframe sketches, digital wireframes and user tested tasks that showed me how people really interact when using my mobile application. https://images.squarespace-cdn.com/content/v1/603010532e38540279e323d8/1613787274083-REOKA20PH8MUL7JKLJFC/Group+569+copy+3.png Produce Panther - Wireframe User Flow Sketches User flow sketches often showcase the application in stages. Here we have five stages that can be seen. This quick sketch allows for me to work with developers and other designers quickly without having to open any software to make corrections. https://images.squarespace-cdn.com/content/v1/603010532e38540279e323d8/1613787312392-3DA1DUAT1ZNVKKPJW51I/CRAZY8+1.png Produce Panther - User Stories:Geoff This quick sketch is called the crazy 8 method. It breaks a scenario into 8 squares, in which the UX designer must showcase a scenario of how the product or service they are making is utilized in a real world scenario. Here again, we have Geoff and his son Remy. Geoff needs to pick up his son and get groceries, but can do so easily with the Produce Panther. https://images.squarespace-cdn.com/content/v1/603010532e38540279e323d8/1613787186912-1UR3PRYQCRDUBEP70YW5/Group+569.png Produce Panther - User Stories: Andrea This quick sketch shows how Andrea, a friend of Geoff, is invited to a BBQ. She is tasked with bringing vegetables. Andrea is nearly out of money, but her Produce Panther app allows her to see if she qualifies for free food. She does and now she has the confidence to go to the BBQ. https://images.squarespace-cdn.com/content/v1/603010532e38540279e323d8/1614063867000-YU46U8E8CVCTFMTLJT6U/Group+2+9.png Produce Panther - User Flow Chart User flow is one of the most crucial elements of UX design. With this chart, I can create a framework for how the average user will attain the minimal viable product on my application. https://images.squarespace-cdn.com/content/v1/603010532e38540279e323d8/1613787147151-XKI9F6L12TEXDFUSCNZD/Group+65.png Produce Panther - Wireframes With digital wireframes I can begin to create a skeletal structure that allows me to see spacial relationships that elements have inside the dimensions of my predetermined screen. Much of this stage is about blocking out and framing work for prototyping. https://images.squarespace-cdn.com/content/v1/603010532e38540279e323d8/1614063372629-HRWO5NRA2QOY8LE8HT0E/Branding.png Produce Panther - Branding Content, it is always about content. With branding I start to work on content. With elements of design I can showcase imagery or specific design styles that describe the ethos of a brand. https://images.squarespace-cdn.com/content/v1/603010532e38540279e323d8/1613786917354-0FX0G8EC0V0IIUOMMYJC/INSIGHTEXTRACTION+1.png Produce Panther - Brand Development This product is for anyone who can operate a mobile device. The age range for the average customer for The Produce Project was 22 to 45 years old, according to Google survey data. The majority of them were Caucasian. See how I developed this brand further by coming up with designs that represent the target audience and market towards a potential shift in demographic data. https://images.squarespace-cdn.com/content/v1/603010532e38540279e323d8/1613787075426-7OJEZEQKG1Y351NNGOYO/Group+2.png Produce Panther - In-Person Usability Testing With in-person user test, I can see people’s reactions and hear instant feedback. It is the most valuable form of testing that can be done, in my opinion. https://images.squarespace-cdn.com/content/v1/603010532e38540279e323d8/1613786853320-VH1XQXEWISIRD1XO1XJH/IMG_2811+3.png Produce Panther - Sketches The Produce Project is a nonprofit volunteer based organization. With a product and service that has more impact I could increase awareness about their operation. Using sketching in the early stages of design I am able to better understand my goals for concepts. See how sketching allowed me to create ideas that form design decisions. https://images.squarespace-cdn.com/content/v1/603010532e38540279e323d8/1613786809939-49OXNG79MNG281WYS6GC/IMG_2770+1.png Produce Panther - Sketches Sketching helps me create concepts, ideas and logos. It is a valuable tool that gives me visual design inspiration for further stages of the https://images.squarespace-cdn.com/content/v1/603010532e38540279e323d8/1613786686341-6O8EC1R8TPNV0PELCLER/Screen+Shot+2021-02-09+at+1.23.53+PM.png Produce Panther - Typography Typography is sometimes referred to as the most important tool a designer can use. See how adhering to Bauhaus style typography allowed me to develop designs that are functional, aesthetically pleasing and efficient. This design method helps designers and developers to create intuitive, user-friendly design that focuses on legibility and ease of use. https://images.squarespace-cdn.com/content/v1/603010532e38540279e323d8/1613957406445-C6IKYUWW2WLLFBYYBD81/Moodboard.png Produce Panther - Moodboard With a moodboard I can play around with color, fonts, icons and images. This allows me to have a good understanding of what my design aspirations look like for the Produce Panther. I chose a split complementary design scheme for this project. By using vivid pictures of fresh produce, simple and easily legible icons, I can increase speed and enhance usability. https://images.squarespace-cdn.com/content/v1/603010532e38540279e323d8/1613955976769-9L8KLZC2OE54PV61R9IA/Group+590.png Produce Panther - Color Palette Understanding user psychology unlocks decisions about how to utilize color theory. How we associate colors often will lead to a pleasurable or unenjoyable experience. See how color impacts my design, as I use dark blues and purples to ease tension and eye strain. I also allow bright yellow to highlight call-to-action areas. Using these colors allows for a more enjoyable and efficient experience. https://images.squarespace-cdn.com/content/v1/603010532e38540279e323d8/1613956589447-1WRQUUUI7FOL7YVMGEJL/Group+591.png Produce Panther - Style Guide Creating style guides allows me to reference typography, color hex codes, specific sized buttons, text and more. With these best practices, I can work alongside the largest workforce without having to stop and miss a single ounce of efficiency. See how style guides helped my concept get out of draft, into prototype mode and ready to be white labeled. https://images.squarespace-cdn.com/content/v1/603010532e38540279e323d8/1613786646462-IIB6MFV95FTWCG0M7QEU/Group+4.png Produce Panther - Logo Design The Produce Project is an admirable organization that needed a strong logo to help their nonprofit volunteer based organization stand out in the hearts and minds of the people in Raleigh. https://images.squarespace-cdn.com/content/v1/603010532e38540279e323d8/1613891982224-29HS1R9BE9QXWG9LIDWL/PROTOTYPE+GROUP+VOL.png Produce Panther - Prototyping My user interface design concepts can help nonprofit organizations like The Produce Project streamline their volunteer process, allow for customers to reserve produce and even donate. All at the touch of a button. Now customers can skip the hassle of bureaucratic paperwork and get busy helping others and themselves in the process. https://images.squarespace-cdn.com/content/v1/603010532e38540279e323d8/1613784798548-P6Z38GE9HPJSW4T6O7HG/IMG_2146%2B1.jpg Produce Panther - Paper Prototyping With more iterations comes more understanding. By creating simple paper prototypes, a UX designer can start to generate ideas and responses quickly without having to utilize any software. See how these simple and unassuming designs can help create groundbreaking ideas for later work. https://images.squarespace-cdn.com/content/v1/603010532e38540279e323d8/1613891518921-PSDV5VV056KODYRQ35SY/FEEDBACK+DON8+PROTOTYPE.png Produce Panther - Feedback: Social Interaction Summary Of Feedback: The third revision I made came from an interview with a Walmart UX designer named Keri Ashton Fullwood that I conducted via Zoom. She praised my idea and asked that I think about expanding the app to include cooking tips and social media. https://images.squarespace-cdn.com/content/v1/603010532e38540279e323d8/1613781398075-KF8EJZ1V27VYZPYFNGG9/Group+151.png Produce Panther - Usability: Outcomes & Results The solution to this problem was easy. The Produce Project did not have a mobile application. A mobile application could help people reserve baskets of produce while on the go. It also allows for more people to interact with the business and reduce waste. https://images.squarespace-cdn.com/content/v1/603010532e38540279e323d8/1614065454000-EA9UPUDWQM9QM7A29GTS/Group+589.png Produce Panther - Rationale: Fast Checkout Rationale and Process: My original idea for this project was to design for the MVP for the Produce Project. So, for my MVP, I wanted to showcase how easy it would be to reserve a produce basket. I modeled my checkout and payment process to be as seamless as Amazon. Once a customer enters their information they can check out in a few clicks and swipes. https://images.squarespace-cdn.com/content/v1/603010532e38540279e323d8/1613892487492-4D7BU3VI40A1EYE2C2P7/Group+584.png Produce Panther - Produce Panther: Revised Iteration Revision Made: I created several pages from a dropdown hamburger menu. This showcases the start of addressing the potential for promising features for this mobile application. With cooking tips, recipes and links to social media, people can share their love for creating healthy dishes with the produce that they purchase. https://images.squarespace-cdn.com/content/v1/603010532e38540279e323d8/1614065383016-LJHQCPMN6DESQNZFCPFY/Group+587.png Produce Panther - Ready To Shop? What I learned is that less is more. Giving the customer too many options slows down the checkout process. By using Gestalt theory, doing user research, conducting surveys and creating multiple design iterations I have begun to make a mobile application prototype that I feel is ready to become operational. https://images.squarespace-cdn.com/content/v1/603010532e38540279e323d8/1613781151513-CRYJ1L33EVNYHVF1RLAY/Media%252BObject%252Bcopy.jpg Produce Panther - Final Thoughts Many issues need to be addressed in our country with regards to food waste. To achieve my MVP, I focused on speed and efficiency when customers check out. However, there is much more that can be done with this application. I am presenting to a team of UX designers in March and I am working on further iterations for white labeling this application for other businesses, as well. https://www.willketcham.com/about daily 0.75 2021-05-14 https://images.squarespace-cdn.com/content/v1/603010532e38540279e323d8/1613865544523-39R4LCCSL03072PCL32Q/Screen+Shot+2021-02-20+at+6.58.06+PM.png About Then, after long months under COVID-19 restrictions, I saw an advertisement on Instagram. Thinkful was offering a chance to take an intensive bootcamp program. My experience in all my fields were going to be challenged and tested. I felt like a student in a sociology or anthropology course and at the same time I was thrown back into my fine arts and design courses at UNC Asheville. I learned UX design tools like Google Analytics, Figma, Miro, Sketch, Squarespace, Webflow and other programs. With these new tools came newly learned skills. Skills, that I had to hone. Skills like conducting surveys, gathering data, creating user flows, making wireframes and clickable prototypes. These skills have the capability to emulate a client and agencies potential product or service and really impress them with potential possibilities. The only way to truly master these skills is to keep on this winding path of learning. I have come this far and I don’t plan on stopping. Like the Pablo Picasso once said, “Everything you can imagine is real”. This has been a creed of mine for quite sometime. I want to become involved in the production of AAA title video games. I also want make creative solutions for complex issues for lots of companies, not just companies that make video games. Why not do both? With augmented reality and virtual reality soon becoming readily available, I see myself finding a niche among these emerging fields in UX and UI design. With my background in liberal arts, fine arts and technology I can begin to realize that all along I was meant to become a UX designer. It has been a long and winding road for me, but, every step of the journey has allowed me to become the person I am today. And, those experiences have shaped me to become a more empathetical and knowledgeable UX designer. https://images.squarespace-cdn.com/content/v1/603010532e38540279e323d8/1613802983708-NRBTO1DMMZOQ15XQ5ABO/DSC8287-Charlotte-NC-Black-White-Photo_xgaplus.jpg About - Photoshop Figma Sketch HTML/CSS Illustrator Unreal Engine Maya 3DS Max Javascript Game Maker Studio Google Sketch Up https://images.squarespace-cdn.com/content/v1/603010532e38540279e323d8/1613865449347-9J293IE0EXN9Z4SRDD86/screen-shot-2015-10-19-at-11-32-10-pm-e1496611830384.png About Later on in life I graduated and moved to the OBX. I moved to the beach, worked as a screen printer, managed a surf shop, cleaned windows and beach homes, painted rental houses, surfed beaches and couches. One day, I decided to leave the OBX. The seasonal work was too difficult for me to make a living and I decided to live with my older brother Robert in Raleigh, NC. I have lived in Raleigh ever since. Raleigh has been good to me. I studied simulation and game development. I began working seasonally for Ubisoft in Morrisville, NC. I became a bartender. I sold computers. I did landscaping. I moved furniture and I did security. I worked a lot of jobs to pay my rent. I had fallen on hard times. I was existing, but not living. I worked as a bartender often. I earned good money, but I did not feel like I was living to my fullest potential. I began to question often how I could get back into pursuing a career that utilizes technology to enhance my love for design. I often thought about working again for a AAA title video game company. Maybe I would go back to Ubisoft and try my luck with another application in 3D animation? Maybe, I would learn more about programming and get a career involving web design? https://images.squarespace-cdn.com/content/v1/603010532e38540279e323d8/1613810307132-WH71M1KG3L1IAH1XPLI7/Screen%2BShot%2B2021-02-19%2Bat%2B6.07.27%2BPM.jpg About - The Winding Path: My UX Design Journey Tobias Keene, D.D.S. Hailing from Richmond, Virginia, Dr. Tobias Keene brings a bit of unabashed Southern hospitality to all his patients. He moved to Washington, D.C. over thirty years ago as a freshman at Ivy College. Right after graduation, he attended World University’s School of Dentistry. Before opening Keene Dental in 1994, he worked for free clinics and some of the finest practices in the District. He is part of the 123 Dental Association and stays up-to-date on the latest dental discoveries. When not striving to keep his patients happy and healthy, he’s enjoys hiking with his family in Rock Creek Park. https://www.willketcham.com/darwin daily 0.75 2021-03-29 https://images.squarespace-cdn.com/content/v1/603010532e38540279e323d8/1616488446866-1IZZ6HYUUNBDTBVJ14PV/Group+810.png Darwin - Summary To provide a product and service for outdoor enthusiasts that makes them feel excited and safer when exploring and exercising in nature. By using database and AR technology to alert people about recent sightings Darwin allows people to experience nature like never before. https://images.squarespace-cdn.com/content/v1/603010532e38540279e323d8/1616488475509-UG0XQOMOIARC46VBNZ3T/Screen+Shot+2021-03-23+at+4.29.15+AM.png Darwin - Roles & Responsibilities Conducted user research and testing. Developed wireframes and task flows based on user needs. Collaborated with designers and developers to create intuitive, user-friendly software. https://images.squarespace-cdn.com/content/v1/603010532e38540279e323d8/1616487334579-8QCN3XP1PRAU7KZFLURK/Group+1.png Darwin - Overview During this assignment, I was limited to a four week time sprint. The typical GV sprint is usually a five-day process for answering critical business questions through business strategy, innovation, behavior science, and design thinking. Like Google Ventures, each week we worked on either designing, prototyping, or testing ideas with customers. https://images.squarespace-cdn.com/content/v1/603010532e38540279e323d8/1616488770077-ZJ3T15F8HQ77S4PRW8EC/GettyImages-86284936_full-1.jpg Darwin - Problem Many people feel unsafe when they are embarking on a hike, trail run or mountain bike trail by themselves. Most people want to document and track their fitness, to make sure that they are healthy and achieving goals in athleticism. https://images.squarespace-cdn.com/content/v1/603010532e38540279e323d8/1616488919547-L9PQ5DBAY2AJ4Z6LFQD9/Screen+Shot+2021-03-23+at+4.41.32+AM.png Darwin - Audience My audience consisted mainly of 26-34 year olds who enjoy nature, but felt like hiking, trail running or mountain biking alone was a bit unnerving. It should also be noted that this application is for anyone who wants to enjoy and feel safe while exploring nature and, at the same time, track their personal fitness goals. https://images.squarespace-cdn.com/content/v1/603010532e38540279e323d8/1616489517104-PT0HQY11K9QRC6OJLOXG/Group+811.png Darwin - Solution With Darwin, the only thing to fear, is fear itself. By creating a mobile application, that not only tracks people’s fitness, but allows them to communicate with one another. With constant updates on ever growing database, people can be notified about plants or wildlife that they want to see or avoid at the click of a button. https://images.squarespace-cdn.com/content/v1/603010532e38540279e323d8/1616489772578-E31GCUO9L3VED4G0EJXT/Screen+Shot+2021-03-23+at+4.55.52+AM.png Darwin - Research and Discovery Process With a survey, I was able to begin the process of finding out more about people’s views on safety when exploring nature, conservation, exercise and other aspects. This allowed me to better understand my average user. https://images.squarespace-cdn.com/content/v1/603010532e38540279e323d8/1616516789873-7ZDUGYXQ94Z50F1STCYS/Screen+Shot+2021-03-23+at+5.29.43+AM.png Darwin - Hudson Smith Motivations - Hudson wants environmental issues to be taken seriously. When he is not doing web design, he is hiking, rock climbing with friends or surfing. He loves being active and in nature. As a surfer and hiker he has witnessed lots of evidence of littering and people not cleaning up after themselves. He really loves seeing wild animals and is always thinking about photographing or getting a video of his encounters. Goals - Photograph and study animals quickly and easily. Not endanger himself or the animals. Accomplish tasks quickly while exploring nature. Frustrations - Lack of time. Litterbugs. People not respecting nature Bio - Hudson lives in Boulder, CO. He is a single 30 year old white and pacific islander male. On his days off from web design and being a design consultant he enjoys going to a national park with his friends or by himself. He loves nature and if he can he will take a flight out of Colorado and try to go surfing whenever possible. https://images.squarespace-cdn.com/content/v1/603010532e38540279e323d8/1617044019031-OTE6M0ZX9RHA8NJ3M647/SWOT-for-web-design.jpg Darwin - SWOT Analysis of Nat Geo Strengths -Wide range of programs Opportunities - Use emerging technologies such as AR and VR Threats - Internet reduces curiosity of exploration Weaknesses - Unwanted advertising in programs https://images.squarespace-cdn.com/content/v1/603010532e38540279e323d8/1616493473117-RQ3DXV1PD4HYVU01VS8S/apple-major-competitors.png Darwin - Competitive Analysis of Apple Apple is the second largest smartphone company in the world. The iPhone, one of its main products, faces a number of powerful competitors in the global smartphone market. It’s global market share is 26.91% and its main competitors and their global market shares are as follows Samsung: 29.14% Xiaomi: 10.02% Huawei: 09.83% OPPO: 5.02% https://images.squarespace-cdn.com/content/v1/603010532e38540279e323d8/1616490321529-VD7QEFUSAUFXJE1R7TG3/Screen+Shot+2021-03-23+at+5.04.53+AM.png Darwin - Survey Data What I learned from this project, is that people would like to exercise more in nature. They want to explore and witness nature first hand, but are afraid of venturing out without safety measures. With my survey data, I have proof that people want to become explorers and naturalist, if they felt safer in the process. https://images.squarespace-cdn.com/content/v1/603010532e38540279e323d8/1616492783384-40ABUHV3E77XHX1PQA01/NK1.png Darwin - Competitive Analysis of Nike ● Strengths- Global Brand/Logo Recognition ● Advertising budget has spent over $6.3 billion in three years ● Weakness- Perception of manufacturing facilities ● Opportunity- Digital sales/marketing ● Expansion into international markets ● Threats- Maintaining positive image manufacturing products https://images.squarespace-cdn.com/content/v1/603010532e38540279e323d8/1616517912952-VOA9HCE3C17PYVZXMYIO/Screen+Shot+2021-03-23+at+12.44.43+PM.png Darwin - Jessica Wilson Motivations -Jessica has desires to travel more. She works hard as an IT manager helping her company stay efficient, secure and nimble. She believes in volunteering time to help the community and she strives to photograph more on her down time when she is away from work. She wants to have an active life outside of work with her husband. She loves nature documentaries and watches them often with her husband and friends. Goals - Travel safely to remote areas. Achieve goals when traveling to parks or other remote destinations. She wants to learn about nature and aspects of wildlife conservation. Frustrations - Lack of time. Nervous about navigating trails . Not being healthy. Being stuck inside a IT center workspace for most of her week. Bio - Jessica lives in Memphis, TN. She is a 28 year old black female. She has a husband. On her days off she enjoys going to the bowling alley, watching nature documentaries and making travel plans for parks that she wants to visit. She likes to go on walks with her husband in her favorite park. https://images.squarespace-cdn.com/content/v1/603010532e38540279e323d8/1616492487524-XUAYF0YWRPZ9KQKVQ563/DARWIN-SWOT+GRAPH.png Darwin - SWOT Analysis of Pokemon Go By reviewing Pokemon Go’s business strategy, I was able to better understand how to use opportunities in my app to capitalize on some of their weaknesses. With a company like National Geographic who has years of experience with layout and design and digital marketing. It is possible that mirroring this strategy could be highly advantageous. https://images.squarespace-cdn.com/content/v1/603010532e38540279e323d8/1616517196845-K1B2O3ZC6U5XDZAELU2A/Screen+Shot+2021-03-23+at+12.29.46+PM.png Darwin - Debra Patel Motivations - Debra is eager to get her book on botany published for her dissertation. She hikes all over Florida to find rare and exotic species of plants. She loves mountain biking and enjoys playing tennis with her husband and daughter. She is an avid environmentalist and wants people to enjoy and respect nature. She wants to show other women around the world that they can be just as adventurous as men. Goals - Document rare plant species in the Everglades National Park. Not get eaten by a saltwater crocodile or Burmese python. Accomplish tasks quickly while hiking through dangerous areas. Report people who abuse or destroy fragile ecosystems and the animals that inhibit them. Frustrations - Worries about safety, carrying too much gear and feeling over-encumbered and having gear get ruined or lost in the swamp Bio - Debra lives in Key Largo, FL. She is a 33 year old Indian female who works for a biotech company studying botany. She has a loving husband and 12 year old daughter. On her days off she enjoys playing tennis and goes on hikes in the Everglades to work on achieving her PhD. She likes to go on walks with her daughter and husband. https://images.squarespace-cdn.com/content/v1/603010532e38540279e323d8/1616516379679-WITLTW63ZU1KY55842XU/Screen+Shot+2021-03-23+at+5.29.21+AM.png Darwin - Personas For this project, I had to create three personas. Based of my survey, I choose to represent three different people. Hudson Smith, who is White and Pacific Islander, Debra Patel, who is Indian and Jessica Smith who is Black. https://images.squarespace-cdn.com/content/v1/603010532e38540279e323d8/1616522854462-IXSVZTX9GXKAJKVN4U4C/Screen+Shot+2021-03-23+at+2.02.51+PM.png Darwin - User Flow # 2 Jessica is using Darwin for the first time and is interested in finding specific wildlife. She can find trails where reptiles were recently spotted. She soon is on her way to identifying wildlife, plants, trees and other aspects of nature, which she can share with an online community. https://images.squarespace-cdn.com/content/v1/603010532e38540279e323d8/1616523190488-0LJT4P5WUYOQGF16XMIF/Screen+Shot+2021-03-23+at+2.02.39+PM.png Darwin - User Flow #3 Jessica is using Darwin for the first time and needs to access to running trails. She can access them easily and on the way she identifies some birds and amphibians. https://images.squarespace-cdn.com/content/v1/603010532e38540279e323d8/1616521601693-AVH11PKTR4YGX356DDXR/Group+761.png Darwin - Jessica Wilson For the rest of the project I choose Jessica as my sole persona for user flows. Since, she accurately depicts the data that I gathered and because she shows how trends in outdoor activities may change with the advancement of technology. https://images.squarespace-cdn.com/content/v1/603010532e38540279e323d8/1616522701319-3FZ3LLI5QWR7DDHSCXQV/Screen+Shot+2021-03-23+at+2.03.04+PM.png Darwin - User Flow #1 Jessica is using Darwin for the first time and needs to access to mountain biking trails. She can access them quickly and on the way she identifies some plants and trees. https://images.squarespace-cdn.com/content/v1/603010532e38540279e323d8/1617051532712-AJS5C87QK98897U3FHD0/Group+742.png Darwin - Persona: Jessica Wilson Jessica has done well for herself. She is in charge of a large IT department and has a great salary and benefits. Unfortunately, she does not get to exercise or get out in nature as often as she would like. She loves her friends and her family. She often goes bowling with her husband and friends, but dreams of planning camping getaways. https://images.squarespace-cdn.com/content/v1/603010532e38540279e323d8/1616523629539-J4XSK2P20WJXLBQ16Z6H/Screen+Shot+2021-03-23+at+2.01.48+PM.png Darwin - User Flow #5 Jessica is using Darwin for the first time and is interested in finding specific wildlife. She can find trails where fish were recently spotted. Soon she is on her way to identifying wildlife, plants, trees and other aspects of nature, which she can share with an online community. https://images.squarespace-cdn.com/content/v1/603010532e38540279e323d8/1616523392328-MCR22J320W874KCZIL5V/Screen+Shot+2021-03-23+at+2.02.18+PM.png Darwin - User Flow #4 Jessica is using Darwin for the first time and needs to access to hiking trails. She can access them effortlessly and on the way she identifies mammals and reptiles. https://images.squarespace-cdn.com/content/v1/603010532e38540279e323d8/1616520316864-0XWQ7M1MU5PM7XWOV2J8/Darwin+-+Empath+Map.png Darwin - Pain Points Jessica works from 10:00-7:30 Monday thru Friday as a IT manager for an aerospace and defense company in the Memphis, TN. She has little time to get outside in nature. Her husband is working part-time and spending most of the time helping their bowling league make it to the semi-finals. They often watch nature documentaries and desire to get outside more and go camping. Gain Points Jessica has a great work ethic and loves her community. She works helping her business manage projects or networking issues. She has made great friends with their bowling league. Her strong community ties have allowed Jessica to volunteer her time to get inner city youth more involved in nature and science. https://images.squarespace-cdn.com/content/v1/603010532e38540279e323d8/1616523851458-EDC9Y30OAWBB89BNLNHC/Screen+Shot+2021-03-23+at+2.04.16+PM.png Darwin - Site Map Just like a user flow map, a site map can allow a UX designer to better understand a user’s basic needs. Also, it can help designers understand how users might navigate the entire application. With this site map, I had grand intensions of having a shop where I could show off my love for industrial design and branding. However, it is mostly designed to help people find particular hiking, running and mountain biking trails without getting lost during navigation. https://images.squarespace-cdn.com/content/v1/603010532e38540279e323d8/1616524930660-OCKM1L6XE89V2M4GIE7W/IMG_3586+1.png Darwin - User Stories Journey maps help us understand a typical day in the life of someone’s shoes. In this case, we have Hudson who just got done with a client website. He has some free time and wants to spend the rest of the day hiking at his favorite spot in El Dorado Canyon. He picks his trail using Darwin and is notified about a black bear sighting, he chooses another trail and is soon at his favorite waterfall wear he is notified about a rare salamander that was seen yesterday. https://images.squarespace-cdn.com/content/v1/603010532e38540279e323d8/1616524686266-PVXUPKY4ZXLT72Q9OGPI/Screen+Shot+2021-03-23+at+2.37.15+PM.png Darwin - Information Architecture Minimal viable product. The MVP for any UX designer is vital for truly understanding client goals. To see how I determined my MVP, take a look at my user stories, wireframe sketches, digital wireframes and user tested tasks. These show me how people really interact when using my mobile application. https://images.squarespace-cdn.com/content/v1/603010532e38540279e323d8/1616525577232-FMASB0ZEYTJIH9MG3KX0/IMG_3807.png Darwin - Wireframe User Flow Sketch #2 User flow sketches are also fun ways to inspect existing technology and work on ideas that can be potentially used at a later point in time. Here, I am sketching out ideas for the Apple watch and how it can work in tandem with a user’s iPhone when operating Darwin. https://images.squarespace-cdn.com/content/v1/603010532e38540279e323d8/1616525440723-62PAZQ2SRBKP4A0PGVSN/Screen+Shot+2021-03-23+at+2.48.46+PM.png Darwin - Wireframe User Flow Sketch #1 User flow sketches often showcase the application in stages. Here, I am working with a rough idea on how to plan for easy attainment of MVP for my user. This quick sketch allows for me to work with developers and other designers quickly without having to open any software to make corrections. https://images.squarespace-cdn.com/content/v1/603010532e38540279e323d8/1616530518840-DE8X796H3B5WC809QF7I/IMG_3808.png Darwin - Wireframe User Flow Sketch #3 User flow sketches can sometimes help me think through ideas that I cannot yet understand how to accomplish. With this sketch, I am formulating the possibilities of developing AR technology with Apple Glasses and the iPad Pro for future use with Darwin. https://images.squarespace-cdn.com/content/v1/603010532e38540279e323d8/1616531097238-AA2D1HTNZKFYNS4T91XJ/Group+757.png Darwin - Wireframes With digital wireframes, I can begin to create a skeletal structure that allows me to see spacial relationships that elements have inside the predetermined dimensions of my screen. Much of this stage is about blocking out and framing work for prototyping. https://images.squarespace-cdn.com/content/v1/603010532e38540279e323d8/1616531839881-TE18NDMT53KQYX27RO88/0-1+1.png Darwin - Brand Development This product is for anyone who can operate a mobile device. The age range for the average customer for Darwin is 26 to 34 years old, according to Google survey data. The majority of them were Caucasian. See how I developed this brand further by coming up with designs that represent the target audience and market towards a potential shift in demographic data. https://images.squarespace-cdn.com/content/v1/603010532e38540279e323d8/1616531699805-YZ8KO92IGSIMEEKTDU1Q/0+1.png Darwin - Branding Content and branding are crucial for showcasing impact in design. With elements of design, I can showcase imagery or specific design styles that describe the mood and feel of a brand. https://images.squarespace-cdn.com/content/v1/603010532e38540279e323d8/1616531357595-E3WXUMG018Z47IDXRO1O/Group+750.png Darwin - In-Person Usability Testing With in-person user testing, I can see people’s reactions and hear instant feedback. It is the most valuable form of testing that can be done, in my opinion. https://images.squarespace-cdn.com/content/v1/603010532e38540279e323d8/1616532019836-VE4VG4O5G4TC73S4VEQC/IMG_3812+1.png Darwin - Sketches: Logo Design Darwin is a potential mobile application for National Geographic, which is one of the largest nonprofit scientific and educational organizations in the world. Using sketching in the early stages of design I am able to better understand my goals for concepts. See how sketching allowed me to create ideas that form design decisions. https://images.squarespace-cdn.com/content/v1/603010532e38540279e323d8/1616541650243-CRTYNQPFDM3QF6AMWUYU/Group+747.png Darwin - Sketches: Product Design Sketching helps me create concepts, ideas and logos. It is a valuable tool that gives me visual cues inspiration for further stages of the design process. This is a product design concept I have for a Nike x Bob Ross x National Geographic clothing collection that could be marketed on Darwin’s web store. https://images.squarespace-cdn.com/content/v1/603010532e38540279e323d8/1616532376691-ROM2DE5KP22KGW6A2XHW/Screen+Shot+2021-03-19+at+4.37.11+AM.png Darwin - Moodboard With a moodboard, I can play around with color, fonts, icons and images. This allows me to have a good understanding of what my design aspirations look like for Darwin. I chose complementary design scheme for this project. By using cool greens, bright yellows and burnt oranges I give the viewer the resemblance of a digital version of a Golden Guide book or a National Geographic magazine. With simple and easily legible icons, I can increase efficiency and enhance usability. https://images.squarespace-cdn.com/content/v1/603010532e38540279e323d8/1616533280668-78D24TNT19Y8RZJ17R2E/Group+765.png Darwin - Typography Typography is sometimes referred to as the most important tool a designer can use. See how adhering to Apple mobile application guidelines influenced me on this project. This design method helps designers and developers to create intuitive, user-friendly design that focuses on legibility and ease of use. https://images.squarespace-cdn.com/content/v1/603010532e38540279e323d8/1616533853217-YURY0WKM6EJTNHF2LR6Q/Group+590.png Darwin - Color Palette Understanding user psychology unlocks decisions about how to utilize color theory. How we associate colors often will lead to a pleasurable or unenjoyable experience. See how color impacts my design. I use a cool green to give sense of calm. I also allow the exact golden yellow of National Geographic to encase all frames of my design. Burnt orange is used for call to action, as it pops off the page without being too loud. https://images.squarespace-cdn.com/content/v1/603010532e38540279e323d8/1617034794750-655KR1WAXFPOI98EWLEG/Group+768.png Darwin - Style Guide Creating style guides allows me to reference typography, color hex codes, specific sized buttons, text and more. With these best practices, I can work alongside the largest workforce without having to stop and miss a single ounce of efficiency. See how style guides helped my concept get out of draft, into prototype mode and ready to be white labeled. https://images.squarespace-cdn.com/content/v1/603010532e38540279e323d8/1616534085379-NWJAE60FAMSM6ZSU3DJL/Screen+Shot+2021-03-23+at+5.14.09+PM.png Darwin - Logo Design Darwin aims at being an extension of National Geographic. To do that I needed to make a strong logo to help their nonprofit organization stand out and at the same time allow people to recognize a connection with quick glance. https://images.squarespace-cdn.com/content/v1/603010532e38540279e323d8/1616536654329-4XQMRGJ95HACG53LPPEP/Group+809.png Darwin - Prototyping My user interface design concept allows for people to feel comfortable and safe when they are exercising and exploring nature. With notifications and alerts they can easily be aware of their surroundings. Also, with the ability to track hikes, runs and bike trails, fitness in nature is exciting and personally challenging. https://images.squarespace-cdn.com/content/v1/603010532e38540279e323d8/1616536014836-E9KUVNYUPLMPQE8TAFOL/Group+767.png Darwin - Paper Prototyping With more iterations comes more understanding. By creating simple paper prototypes, a UX designer can start to generate ideas and responses quickly without having to utilize any software. See how these simple and unassuming designs can help create groundbreaking ideas for later work. https://images.squarespace-cdn.com/content/v1/603010532e38540279e323d8/1616537134800-2LX13MHHXY13DPTGKAVY/pexels-photo-701016.jpg Darwin - Usability: Outcomes & Results The solution to this problem was clear from the start. A mobile application like Darwin could help people feel safe and increase people’s confidence to get outside and enjoy nature. With Darwin the average person can become a great explorer who contributes and protects the natural world around them. https://images.squarespace-cdn.com/content/v1/603010532e38540279e323d8/1616537688418-K1UY07ADNNG2ZB721AJ0/Screen+Shot+2021-03-23+at+6.14.36+PM.png Darwin - Feedback: Social Interaction Summary Of Feedback: The first revision came from my mentor Mike Dekker. He noticed that my mobile app needed to have more continuity. He said that my onboarding looked different than the rest of my app. https://images.squarespace-cdn.com/content/v1/603010532e38540279e323d8/1616538480971-B0F8PFNYK42MZMV5CDRX/Group+839.png Darwin - Rationale: Law of Proximity Rationale and Process: My original idea for this project was to design for the MVP. To do that I thought about using big buttons and low and accessible search bar that would allow people to click easily. I realized that Mike was correct and that my app could still utilize these design strategy, while still mimicking the shape of the onboarding procedure. https://images.squarespace-cdn.com/content/v1/603010532e38540279e323d8/1617035209577-1GNXDLASTMXZFOVO9ICO/Group+844.png Darwin - Darwin: Revised Iteration Revision Made: I created several screens showcasing various forms of wildlife, I included more white space and I made sure continuity and ease of use was the main focus of my design. I also changed my icons color to reflect web content accessibility guidelines. By changing my burnt orange color, (D95E32), to a creamsicle orange color, (FAE8E0), people can now search and respond to alerts with the use of one hand. By utilizing the law of proximity and adhering to WCAG protocol, users can still sense cohesion throughout the app and easily recognize symbols and icons without eyestrain or having to learn a new mental model. https://images.squarespace-cdn.com/content/v1/603010532e38540279e323d8/1616539024274-7Q5ULPCR1N3F8FPA0CJU/photo-1531868970214-2d09069327b5.jpg Darwin - Final Thoughts Now, more than ever, people need to enjoy the wonders of nature. But to do that they should feel safe and also be respectful of the wilderness they explore. I learned that people are interested in nature, but may be too scared to journey out on a trail by themselves. I also learned that people are interested in AR and VR. This technology is being built at Apple and is expected to be released very soon. With my idea, I could perfect this app and pitch to someone at National Geographic, Apple or Nike and possibly impress someone with my concepts about emerging technology. https://images.squarespace-cdn.com/content/v1/603010532e38540279e323d8/1617035558759-OXLY01LMV49O1VAV9AAZ/Group+844.png Darwin - Ready To Explore? To achieve my MVP, I focused on quick access to hiking, running and mountain biking trials. However, there is much more that can be done with this application. I learned so much about wildlife and nature with this project. By using Gestalt theory, doing user research, conducting surveys and creating multiple design iterations, I have begun to make a mobile application prototype that I feel is ready to become operational. https://www.willketcham.com/buslightyear daily 0.75 2021-03-24 https://images.squarespace-cdn.com/content/v1/603010532e38540279e323d8/1616393787116-5TW4JXHZT6V2X0O1IZ50/shutterstock_1146436022_rn5j7l.jpg Bus Lightyear - Roles & Responsibilities Conducted user research and testing. Developed wireframes and task flows based on user needs. Collaborated with designers and developers to create intuitive, user-friendly software. https://images.squarespace-cdn.com/content/v1/603010532e38540279e323d8/1616392901048-FCU6WSHE89S4GYAJWL7H/designthinking_illustration_final-01-01.png Bus Lightyear - Overview The goal of this project was to combine my love for branding, technology and art into a cohesive design. This would work for a mobile application for a public transportation system that serves a city in the midwest. I was limited to 4 weeks, so I had to design efficiently and quickly. https://images.squarespace-cdn.com/content/v1/603010532e38540279e323d8/1616394248187-PPN1KGGFVEQLGF5GS01W/passengers-waiting-bus-city-queue-town-road-flat-vector-illustration-public-transport-urban-lifestyle_74855-8493.jpg Bus Lightyear - Problem People in Detroit, Michigan are having to deal with a brand new and increasingly expanding public transportation system. They cannot figure out when their bus will arrive and which specific bus is arriving. People who are riding on the bus need to know this information so they can calculate how much time they need to get to the bus stop. https://images.squarespace-cdn.com/content/v1/603010532e38540279e323d8/1616393399797-69AG05OR31A1HVX1ILG5/Group+817.png Bus Lightyear - Summary The goal of this mobile application would be to restore faith in the Detroit public bus system by helping people get a faster, more reliable and more efficient method for using public bus transportation. https://images.squarespace-cdn.com/content/v1/603010532e38540279e323d8/1616395627823-8ZKF25JUS5WG0SS7CPG4/Group+823.png Bus Lightyear - Solution Detroit can have extreme temperatures and people should not have to wait for hours in the elements without knowing if a bus will show up on time or even at all. The people of Detroit had no mobile application for their bus system. With Bus Lightyear, people can reserve a seat, get confirmation of bus arrivals and get access to information about bus routes at the click of a button. https://images.squarespace-cdn.com/content/v1/603010532e38540279e323d8/1616614268009-MWTWBL7LPSNRSPN4MOQ1/Screen+Shot+2021-03-24+at+3.30.25+PM.png Bus Lightyear - Audience This mobile application is for anyone who can operate a mobile device. My target audience is the elderly, since a large part of my user base is in the age range of 70-85. If I plan to design for accessibility I will have a mobile application that is usable and enjoyable for everyone. https://images.squarespace-cdn.com/content/v1/603010532e38540279e323d8/1616397937165-QHOPSHQ5T2XPYF77T4RV/Group+3.png Bus Lightyear - Google Maps SWOT Graph By studying Google Maps, I was able to find a baseline for how a great web mapping service works. By offering satellite imagery, aerial photography, street maps, 360° interactive panoramic views of streets (Street View), real-time traffic conditions, and route planning for traveling by foot, car, bicycle, air (in beta) and public transportation, Google Maps stands as a pinnacle for web mapping applications. https://images.squarespace-cdn.com/content/v1/603010532e38540279e323d8/1616399134755-4UE80DLZX2E2QKBZNG6V/Group+2.png Bus Lightyear - Proto-Persona Getting preconceived notions and bias out of the way. With a proto-persona a designer can come up with what they believe will be the typical user for their application. Sometimes generalizations are correct and often times, they are not. With this proto-persona, I created a female in her late twenties, who has a young child to take care of and a job as a cosmetologist to keep. As it turns out, this was accurate, as this age group was common on my survey. https://images.squarespace-cdn.com/content/v1/603010532e38540279e323d8/1616396968946-NE3FBUABB7BOV6G72UDU/Screen+Shot+2021-03-22+at+3.09.02+AM.png Bus Lightyear - Survey Data What I learned from this project is that people have extreme difficulties using public transportation. They need to get to work and they want transparency and accountability from their public bus system . With my survey data, I have proof that people need a public bus system that is conscious of accessibility and ease of use. https://images.squarespace-cdn.com/content/v1/603010532e38540279e323d8/1616396410458-YDSZOM4V10TYD8W2MALR/Screen+Shot+2021-03-22+at+2.59.52+AM.png Bus Lightyear - Research and Discovery Process With a Google survey, I was able to begin the process of finding out more about current activities, people’s view’s on personal safety, accessibility and how individual peoples needs differ from one person to the next. https://images.squarespace-cdn.com/content/v1/603010532e38540279e323d8/1616401028971-NQXOSR94GX76U93AZATH/Group+528.png Bus Lightyear - Motivations Delores has desires to help her daughter have a happy life. She is retired, but often takes the bus to watch over her granddaughter, while her daughter works hard as a cosmetologist. She is a recent widow and often goes to the park to feed and watch birds. She loves interacting with her previous students and plays Dungeons & Dragons with them when she can. Goals Help her daughter with watching her granddaughter. Go to the park and get outside with friends. Accomplish her goals without falling or getting hurt. Frustrations Mobility and lack of accessibility. Finding the correct bus route. Not being able to help her daughter. Bio Dolores is retired anthropologist who has recently been made a widow. She gets to see her daughter, who works a lot, so she also gets to spend time with her precious grandchild. She gets exercise by walking to the bus stop from her daughter’s house. Dolores enjoys the company of passengers and people she meets at the park. https://images.squarespace-cdn.com/content/v1/603010532e38540279e323d8/1616401844308-5L8UVSUM3JOVOXQD5FV9/Group+3.png Bus Lightyear - Gain Points Dolores is retired. She can go to the park and enjoy feeding birds. She can go read or meet up with her pottery group. She keeps up with Instagram, Facebook and Pintrest. Even though she uses them seldomly, she gets inspiration from them often. She gets to see her daughter and granddaughter. Dolores enjoys the company of passengers and people she meets at the park. https://images.squarespace-cdn.com/content/v1/603010532e38540279e323d8/1616399566245-ZAOIKMDJ5H5QELT2OZB5/Group+2.png Bus Lightyear - Persona: Delores Echazu Delores has a wonderful life, but not without its share of challenges. She is a retired anthropology professor and widow. She loves her daughter Miranda and does her best to help her when she can, by watching her daughter while Miranda works. She goes to the park often, but has struggled in the past with mobility. She loves her friends and his family and wishes it were easier for her to get on and off the bus.. https://images.squarespace-cdn.com/content/v1/603010532e38540279e323d8/1616402266979-DOKXCZOTQ7SII27FLSUL/black-and-white-grayscale-photo-of-closed-eyes-woman-portrait-portrait-image.jpg Bus Lightyear - Pain Points Dolores husband passed away three years ago. Since then, she has had to ride the bus routes by herself. The bus could be more accessible. It is difficult for Dolores to get onto the bus. She feels like her voice is not heard. She is frequently early to the bus stop and has to wait due to unreliable bus routes information. https://images.squarespace-cdn.com/content/v1/603010532e38540279e323d8/1616409079367-PZZO1UZUYB02WB40D1S9/journey+map.png Bus Lightyear - User Stories Journey maps help us understand a typical day in the life of someone’s shoes. In this case, we have Delores tasked with getting her bus route scheduled so she can babysit her granddaughter, while her daughter goes to work. https://images.squarespace-cdn.com/content/v1/603010532e38540279e323d8/1616404800919-WJO3SVWRJ6FJR07B78A7/SKETCHES.png Bus Lightyear - Information Architecture Minimal viable product. The MVP for any UX designer is vital for truly understanding client goals. To see how I determined my MVP, take a look at my user stories, wireframe sketches, digital wireframes and user tested tasks that showed me how people really interact when using my mobile application. https://images.squarespace-cdn.com/content/v1/603010532e38540279e323d8/1616409846102-G8CN8BUSD6BPB1T1ZM6K/Group+478.png Bus Lightyear - Wireframe User Flow Sketches User flow sketches often showcase the application in stages. These quick sketches allows for me to work with developers and other designers quickly without having to open any software to make corrections. https://images.squarespace-cdn.com/content/v1/603010532e38540279e323d8/1616409434225-8C3UGYFUCFMRJ9CH4JIF/IMG_1228+1.png Bus Lightyear - Crazy 8 Sketches:Delores This quick sketch is called the crazy 8 method. It breaks a scenario into 8 squares, in which the UX designer must showcase a scenario of how the product or service they are making is utilized in a real world scenario. Here we have a layout of what the mobile app will look like from start to finish for someone like Delores or Miranda. https://images.squarespace-cdn.com/content/v1/603010532e38540279e323d8/1616410969035-4DIFNM0241PKRW74YMIY/Group+2+copy.png Bus Lightyear - User Flow With user flows a UX designer can better understand how to achieve the minimal viable product for a typical user. With a few taps, I can allow users like Delores to get on the bus and get to her destination with ease and confidence. https://images.squarespace-cdn.com/content/v1/603010532e38540279e323d8/1616411307673-TLPUSUV19CDGGCIYIO7L/wireframes.png Bus Lightyear - Wireframes With digital wireframes I can begin to create a skeletal structure that allows me to see spacial relationships that elements have inside the predetermined dimensions of my screen. Much of this stage is about blocking out and framing work for prototyping. https://images.squarespace-cdn.com/content/v1/603010532e38540279e323d8/1616410998576-GJIYH0PE2BIWTKHJA8HE/Group+1+copy.png Bus Lightyear - Site Maps Just like a user flow map, a site map can allow a UX designer to better understand a user’s basic needs. Also, it helps designers understand how users might navigate the entire application. With this site map, I had grand intensions of having a shop where I could show off my love for branding and design, but mostly it is designed to help people find particular buses and bus times without getting lost during navigation. https://images.squarespace-cdn.com/content/v1/603010532e38540279e323d8/1616411755071-KXNWZQKT08U6S9O3K0B6/Group+479.png Bus Lightyear - Landscape Mode When designing for accessibility, we needed to have an application that is responsive. We were tasked with making designs in horizontal, as well as vertical layouts. https://images.squarespace-cdn.com/content/v1/603010532e38540279e323d8/1616412119347-8YJRLINH7ZLIVI8FV0TV/Screen+Shot+2021-03-22+at+7.18.21+AM.png Bus Lightyear - In-Person Usability Testing With in-person user testing, I can see people’s reactions and hear instant feedback. It is the most valuable form of testing that can be done, in my opinion. https://images.squarespace-cdn.com/content/v1/603010532e38540279e323d8/1616442410937-2B6DFZE5INXYLZWVHV3D/Group+493.png Bus Lightyear - Branding Content, it is always about content. With branding I start to work on content. With elements of design I can showcase imagery or specific design styles that describe the ethos of a brand. https://images.squarespace-cdn.com/content/v1/603010532e38540279e323d8/1616413518866-K4S0X5VBD7GILV2WC12D/Screen+Shot+2021-03-22+at+7.39.04+AM.png Bus Lightyear - Michaela Guthrie https://images.squarespace-cdn.com/content/v1/603010532e38540279e323d8/1616414069595-OB6XD1UHK1TWKU0VD1FD/Qual+vS+Quan.png Bus Lightyear - Qualitative Data vs Quantitate Data https://images.squarespace-cdn.com/content/v1/603010532e38540279e323d8/1616413254967-9IFJB7YGXSO5SJTD2M8J/Screen+Shot+2021-03-22+at+7.39.30+AM.png Bus Lightyear - Cornell Thomas https://images.squarespace-cdn.com/content/v1/603010532e38540279e323d8/1616412399344-0BD8214AXW7C0JV12YOG/Stand+Ver.png Bus Lightyear Standard Mode https://images.squarespace-cdn.com/content/v1/603010532e38540279e323d8/1616413190599-7LXPGAXKAA1BN8MU6FNT/Screen+Shot+2021-03-22+at+7.39.00+AM.png Bus Lightyear - Rain Watson https://images.squarespace-cdn.com/content/v1/603010532e38540279e323d8/1616412475505-4Q3RL1413NJWZNW2EFFN/Access+Ver.png Bus Lightyear - Accessibility Mode https://images.squarespace-cdn.com/content/v1/603010532e38540279e323d8/1616413398652-5ZSSHNKALC6TQLQQK8FS/Screen+Shot+2021-03-22+at+7.18.31+AM.png Bus Lightyear - David Cannady https://images.squarespace-cdn.com/content/v1/603010532e38540279e323d8/1616442626520-J3OL1978BM9LE27KR83H/image+24.png Bus Lightyear - Brand Development This product is for anyone who can operate a mobile device. The age range for the average customer for The Bus Lightyear is 21 to 80 years old, according to Google survey data. See how I developed this brand further by coming up with designs that represent emerging audiences and markets towards a potential shift in demographic data. https://images.squarespace-cdn.com/content/v1/603010532e38540279e323d8/1616412566886-CETOHQVXXLNTV2TWY58O/Priv+Pro.png Bus Lightyear - Privacy Protected Mode https://images.squarespace-cdn.com/content/v1/603010532e38540279e323d8/1616413348169-V9F164VC5QCDH5A564MG/Screen+Shot+2021-03-22+at+7.18.37+AM.png Bus Lightyear - Cody Parsons https://images.squarespace-cdn.com/content/v1/603010532e38540279e323d8/1616442876468-U8JI6OZT7TP564CW2UDS/IMG_1520+1.png Bus Lightyear - Sketches Sketching helps me create concepts, ideas and logos. It is a valuable tool that gives me visual design inspiration for further stages of design https://images.squarespace-cdn.com/content/v1/603010532e38540279e323d8/1616442810524-SELXTAGV5GR9YNHX2YGN/image+12.png Bus Lightyear - Sketches Bus Lightyear is a mobile application for an existing public transportation system. With a product and service that has more visual impact I could increase awareness about new changes in their operation. Using sketching in the early stages of design I am able to better understand my goals for concepts. See how sketching allowed me to create ideas that form design decisions. https://images.squarespace-cdn.com/content/v1/603010532e38540279e323d8/1616443214630-R7ANVKNQD1XOGAQVD36P/Screen+Shot+2021-03-22+at+3.56.31+PM.png Bus Lightyear - Moodboard Moodboards allow me to have a good understanding of what my design aspirations look like for Bus Lightyear. I chose a color scheme and design that echoes Disney’s beloved character Buzz Lightyear. By using a flat UI concept, I was able to keep a clean and legible look with crisp icons that increase speed and enhance usability. https://images.squarespace-cdn.com/content/v1/603010532e38540279e323d8/1616443357307-GHC2PHTHQDS0M539CEGO/Screen+Shot+2021-03-22+at+4.01.44+PM.png Bus Lightyear - Typography Typography is sometimes referred to as the most important tool a designer can use. See how adhering to Bauhaus style typography allowed me to develop designs that are functional, aesthetically pleasing and efficient. This design method helps designers and developers to create intuitive, user-friendly design that focuses on legibility and ease of use. https://images.squarespace-cdn.com/content/v1/603010532e38540279e323d8/1616443533672-LHTPKWM0AD5S8RW1A9WG/Screen+Shot+2021-03-22+at+4.05.00+PM.png Bus Lightyear - Color Palette Understanding user psychology unlocks decisions about how to utilize color theory. How we associate colors often will lead to a pleasurable or unenjoyable experience. See how color impacts my design, as I use light grey and green to echo Disney’s design. I also allow dark purple to highlight call-to-action areas. https://images.squarespace-cdn.com/content/v1/603010532e38540279e323d8/1616444879506-JMWCR82E4GUJR1JWSCQ9/Screen+Shot+2021-03-22+at+4.27.27+PM.png Bus Lightyear - Style Guide Creating style guides allows me to reference typography, color hex codes, specific sized buttons, text and more. With these best practices, I can work alongside the largest workforce without having to stop and miss a single ounce of efficiency. See how style guides helped my concept get out of draft, into prototype mode. https://images.squarespace-cdn.com/content/v1/603010532e38540279e323d8/1616444452767-ROCS9MYMSUV3I0URUKZR/Screen+Shot+2021-03-22+at+4.17.38+PM.png Bus Lightyear - Logo Design The people of Detroit needed a reliable bus system. The logo design for Bus Lightyear needed to to have impact and be seen from far away to let people know that there was a shining beacon of hope and trust that was around every corner to help those that needed comfortable transport in city of steel. https://images.squarespace-cdn.com/content/v1/603010532e38540279e323d8/1616445431176-BJO3QA9I29SIY01YRTBH/Group+828.png Bus Lightyear - Prototyping My user interface design concepts can help people of the city of Detroit pay for fares, find routes and more; all at the touch of a button. Now users can skip the hassle of waiting in the elements not knowing if a bus was going to arrive on time or even show up at all. Plus, they even have different options for specialized buses that cater to accessibility needs for people with specific disabilities. https://images.squarespace-cdn.com/content/v1/603010532e38540279e323d8/1616445643891-UMUVCJMNL4WUZBPWAY5F/Screen+Shot+2021-03-22+at+4.40.15+PM.png Bus Lightyear - Usability: Outcomes & Results Efficient connection of wealth and labour to the marketplace. Riders can now commute with reliability and confidence. Removal of productivity bottlenecks, route confusion and missed buses. Maximized opportunities for individuals, business and government to increase income and asset value. https://images.squarespace-cdn.com/content/v1/603010532e38540279e323d8/1616446185505-UPWPY25RG3KN3XOZAAMM/Group+835.png Bus Lightyear - Feedback: Accessibility Mode Summary Of Feedback: The revision I made came from an interview with a fellow UX designer named Zuki Modunkwu that I conducted via Zoom. He liked my idea of incorporating Disney into the project and asked that I think about expanding the app to include an accessibility mode. https://images.squarespace-cdn.com/content/v1/603010532e38540279e323d8/1616446716743-QFCKNEIJ9K7C3RF3RJEK/Group+823.png Bus Lightyear - Bus Lightyear: Revised Iteration Revision Made: I created three paths from the start of when a user opens the mobile application. With adherence to accessibility standards I made typefaces bigger and bolder. I also made another path for people who do not want GPS tracking. https://images.squarespace-cdn.com/content/v1/603010532e38540279e323d8/1616446507398-5EAPUDABDSR07QTTY3YX/Group+828.png Bus Lightyear - Rationale: Quick Access Rationale and Process: My original idea for this project was to design for the MVP for the Bus Lightyear. So, for my MVP, I wanted to showcase how easy it would be to reserve a seat on the bus or find a particular bus route. I modeled my process after Google Maps. Once a customer enters their information they can check out in a few clicks and swipes in standard mode. https://images.squarespace-cdn.com/content/v1/603010532e38540279e323d8/1616468173823-7KK4JVDHVTROEY6LHHP5/Group+835.png Bus Lightyear - Ready To Ride? What I learned is that accessibility and ease of use is everything when designing a product or service. By using Gestalt theory, doing user research, conducting surveys and creating multiple design iterations, I have begun to make a mobile application prototype that I feel is ready to become operational. https://images.squarespace-cdn.com/content/v1/603010532e38540279e323d8/1616468093616-TNUNMJ1COY8Z10DQBTN6/Group+3.png Bus Lightyear - Final Thoughts The number of rides from the Detroit Department of Transportation fell from 35.7 million rides in 2010 to 23.3 million rides in 2018, a 35% decrease. The Suburban Mobility Authority for Regional Transportation's annual ridership fell from 10.3 million rides to 8.6 million rides. Public transportation is necessary for many people. To achieve my MVP, I focused on speed, efficiency and reliability. However, there is much more that can be done with this application. I am working on further iterations for potential applications for Disney, Tesla, GM, Nike and Carhartt WIP, as well. https://www.willketcham.com/donate daily 0.75 2025-05-12