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Client Name

Eloquent Praise and Empowerment Dance.

Project Name

End-to-end Redesign Of Eloquent Praise App

Role 

Lead UI UX Designer

Duration

4-6 weeks

Results

My designs were chosen from a group of 20 then four and I became the lead UX UI designer on the team.

 

We created hid-fidelity prototypes and prepared handoffs, ready to be sent to developers.  

Brief:

To do a full redesign of the current Eloquent app, one that is easy to navigate and interactive.

Four designers including myself were tasked to create mid-fidelity wireframes based on the above brief. We then had to present their mid-fidelity wireframes in two stages. During the first round, we were to present our designs individually, from there two designs were chosen out of the four. The two chosen designers will each work with the two other designers to develop their designs out further.  During presentation two, one of the two developed out mid-fidelity wireframes will then be chosen by the client to go forward into high fidelity and development. 

Overview

Eloquent Praise started in 2014 out of the need to fill a gap between youth organisations and the performing arts centres in Birmingham. 

 

What initially started as exclusively a dance school quickly turned into more when students would come to the school to offload personal issues. They decided then decided to incorporate empowerment into their name. Eloquent Praise wants to give young people the opportunity to develop in the creative arts whilst providing support systems that help them grow in their personal life. 

 

This was a real-world collaborative project, organised by the Black Valley Mentorship Scheme. I was one of four UX designers on the team and we worked closely with the project manager and the stakeholder to produce mid - high fidelity wireframes and then prototypes. 


 

Background 

Some of us just breathe, eat and live dance. Apple famously declared in 2009- “There’s an app for that”. Your Smartphone can now bring you closer to your favourite dances too!

 

Whilst the pandemic has pulled so many creative performers further from the studio and thus further from their art form, dance apps are emerging more and more making it easier for dance companies and studios to connect with their students. Most apps will not only give you a choice of the genre but also a choice of teacher.  These dance teachers go from casual teachers right up to celebrity choreographers. Being able to access studio classes on your phone without having to go to a physical studio means that its not just professional dancers that can use dance apps but also everyday people. 

Understanding the problem

Once the brief and the time frame was set, the next steps were to organise a client meeting so that we can fully understand the client's vision and get a scope of the user pain points. For the meeting I prepared some UX audit questions, the answers to these questions informed my business research and later down the line, my design decisions.

My key takeaway from this initial meeting was that the client had a vision of what she wanted from the app but was still quite vague, which to me meant that there was an openness yet a lack of confidence in her vision and therefore in her understanding of her user. This meant that it was my job was to dig deeper and uncover the actual problems.   

The previous week I attended a design challenge with Black Valley, this design challenge taught me the importance of contextualizing the environment, therefore I decided to create a table below, outlining the User goals, needs and constraints. 

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Problem Statement

 

Eloquent Praise is a dance company of 100 members, some of whom are as young as 4. 

Therefore, it won’t be just dance students having access to but their parents too. The current app is very limiting and doesn’t have a user journey that completes the end goal, which is to access dance classes, support and mentorship. 

 

Pain Points

 

  • Currently, there are no appropriate options for the user to identify themselves and their level of dance through the app, therefore they cannot get the best use out of the app. 

  • All of the major functions of the app link out back to the website which can be frustrating for the user. 

  • Cannot book dance classes or take classes online

  • Does not offer the empowerment/personal growth features

 

Hypothesis

  • A clear and easy user journey with an end goal. 

  • An app that is usable for parents, staff and students. 

  • A function that allows users to book and manage dance classes. 

  • An empowerment section that provides personal support for members/users outside of dance. 

My Process

My chosen UX design proccess is the double diamond process, my favourite thing about this method is that it reminds me that a project doesn't end at the deliver stage, that research is an ongoing process. This allows me to be iterative with my designs and puts me in an agile mindset. 

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Discover

Once the Audit and mini design challenge is done, I then embarked on the first phase of my double diamond process, the 'Discover', here I will perform business and user research, using insights from my background research and UX audit. 

For my business research, I have chosen to do a competitor analysis, this gives me a wider view of the market and where the Eloquent app sits within that market. I am also able to gather invaluable quantitative data. My chosen direct competitors were Steezy and CLI Studios as Steezy was a direct competitor brought to us by the client. For my indirect competitor, I chose a generic dance app.

Business Research

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Key takeaways: 

Dance app colour palettes usually consists of grey, blacks and whites with a pop of colour.

People do not like unexpected cost when using a dance app. 

User want more control over scheduling and curating their classes

Users want to be able to curate the videos they consume, i.e add to favourites etc.  

Reflection

Upon reflection, I and the team quickly realised that the majority of the research we had collated was centred around the dance element of the app, at this point, the client was still quite vague about what she wanted for the empowerment section. I decided to take the initiative and research personal growth and meditation apps, as they best reflect her vision. 

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Discover

Who are your users? 

Before I draw up a user persona, I like to get a full understanding of who the possible end user could be, I try to contextualize them, understand their environment , feelings and therefore what problems they could face. 

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User Persona

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Develop

Mind Mapping.

The develop phase of my design process is where I take all my findings and formulate ideas and possible solutions to the pain points. Mind mapping, especially on Miro allows me to share my ideas freely in a way that is still organised. 

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Crazy 8s

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Low Fidelity Wireframes

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Presentation 1: Mid Fidelity Wireframes

Requirements: 

Separate interface for dance and empowerment. 

 

Wants an app that enriches its users 

Personally and spiritually.

 

In app messaging.

 

Suitable for android.

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Feedback

The client liked that I took her on a journey across the screens 

Wants the login process to include the different dance levels instead of age groups. 

Loves the empowerment landing screen and the biblical message at the bottom, would love to see more. 

Next Steps: 

To develop out the screens and make them more detailed, i.e add full login journey and the empowerment screens. 

Apply data collected from surveys to high fidelity designs. 

Add a personal progress screen to the empowerment section of the app. 

Presentation 2: Mid Fidelity Wireframes

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Amendments

Added in the different dance levels and login screens 

Based on my research and the fact that using the app for personal growth was very important for the client, I added goals and achievements screens.

As this was the second stage, I was working with another UX designer, we decided to incorporate an upload function into the community window, this will allow all users to share their own videos and images, thus adding to that community element.  

Feedback

Client would like to see a staff login journey within the app.

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Deliver

High Fidelity Wireframes

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Design decisions: 

We found a way to incorporate more red in the designs without potentially putting the user off - looked into apps such as Santander, Bank of America and decided to add the red in the bottom navbar as opposed to keeping it as white. 

Based on research, we decided to add a progress bar on the login screens just so users are aware of how many they need to complete and therefore more control over their journey. 

Empowerment and Dance share the same UI elements for 'Previous classes' and history. We decided on adding a slide feature on those screens so the user can switch between dance and empowerment more easily. 

In the progress tracker, we decided to in saturation of the green in progress tracker, every time the user achieves a goal, this allows the user to celebrate smaller wins. 

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Retrospective 

This project came with its own set of challenges and constraints, one of which was the inability to carry out user research. I found that in situations such as these it is important to be nimble and work through the challenges. Carrying extensive business research and organising usability future usability testing was our way of working around this. As a team, we plan on carrying out further user research as now that we have prototypes we can gather qualitative data. As this was my first project as a UX lead, I presented with my own unique challenges but I was overall excited as I was within a team and sharing knowledge. 

Results

My designs were chosen from a group of 20 then four and I became the lead UX UI designer on the team.

 

Created hid-fidelity prototypes and prepared handoffs, ready to be sent to developers.  

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