User research (shared with Zian Dinh and Sarita Schaffer)
User personas (shared with Zian Dinh and Sarita Schaffer)
Customer journey (shared with Zian Dinh and Sarita Schaffer)
Young girls are departing from STEM-related (science technology engineering and math) activities at an alarming rate which means a talent deficit in STEM industries. Humm is an interactive app for all children ages 10-14 with a focus on young girls. Through game play, social interaction, and connection with and access to mentors, young people can engage with STEM-realted activities in a way that responds better to the typical learning and engagement styles of girls.
What if young girls could better engage with STEM in their daily lives?
Humm is an interactive app that allows girls to connect socially with their peers as well as mentors actually practicing in the world. Additionally, you can explore the world around you and find out about STEM related topics are relevant in everyday activities. Using a point system you can compete and earn backstage visits with STEM professionals and purchase cool clothing, jewelry, and experiences.
We conducted various stages of user research. We researched the existing market as well as the various and extensive studies that have been conducted exploring the problem of girls departing from STEM activities. We used that information to build a preliminary model through whiteboard brainstorming sessions and development of a feature list and rough app map.
We then took that research and infrastructure to a focus group of 11-13 year old girls. We explored their day-to-day lives to better understand when and how they might interact with the Humm app and let them guide the continued development of the features and functionality of the game and mentorship portions of the app. We also did a guided brand exploration to find out what kind of name, brand, and colors would be most appealing to that demographic (see bottom of page for video).
From our market reserach and our focus group we developed user personas. We brought the customer journeys into a visual expression that quickly told us how each user is feeling throughout the day. Here you can see a snapshot of our three hour session. In this clip we are doing a guided feature brainstorm.
After the initial user research was complete we began to wireframe, test, and iterate the functionality of the app. Working in an agile fashion we developed paper prototypes, wireframes, and ultimately designed screens that were tested on users at each stage. The first two rounds were done with pen and paper and we did light user testing to see if the flow made sense to different types of users.
We then took our wireframes to the computer and started doing more complex user testing and prototyping. At this point we were testing the ease of use and the overall interest of the interactions.
Using Marvel and Pixate we built high fidelity prototypes with our skinned screens and that gave us the opportunity to test on users in as close to areal life setting as possible. The first task that we wireframed and prototyped was engaging with the “Changemaker” feature of the app. This is a place where young girls can find out what female STEM professionals in their area are up to – and even earn a chance to meet them and see them in action! We also prototyped and tested the game play of the app. The play features are about discovery and engagement.