Multiple Choice
Image Answer Options
Project Overview
Feature for Crowdtap mobile app, mobile web, and desktop. Crowdtap is a gamification platform where members share their opinions to earn rewards, gift cards, and free product samples.
This feature enabled members to view a new question type where images were shown as options in place of text.
Role
UX Researcher
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Competitive Analysis
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Collected Business Requirements
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Usability Testing
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Test Report
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UX Designer
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Wireframing
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Prototyping
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Presentation
Final Design
Challenge
How to design a feature that doesn't exist on the platform but app members have a mental model for? ​​
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This project was conducted over the span of 4 months. In that time, I conducted a Competitive Analysis, defined requirements with head of Product and Project Manager, mocked up Wireframes, Prototyped flows, and conducted 2 rounds of Usability Testing with 30 participants and collaborated post feature release with Quality Assurance.
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TLDR
What is Image as Answer?
Crowdtap is a gamification platform where members share their opinions to earn rewards, gift cards, and free product samples.
This new feature enabled members to view a new question type where images are displayed as options in place of text.
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In order to create this new question type, I researched competitors such as, Survey Monkey, Survey Gizmo, Toluna, and Zappi in order to find out who else is using images as answers for surveys and how they implement design, as well as, success and road blocks experienced by already existing products.
I then compiled an analysis from the competitive analysis and proposed requirements to department stakeholders.
We spoke about considerations for alt text, image caption length, and stimuli upload capabilities.
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I collected feature requirements over meetings with Stakeholders, Client Success Managers, Engineering, Audience teams, Customer Support, and Product.
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Next, I created lo-fidelity wires and prototypes inspired by competitors, incorporating business requirements and keeping tech constraints in mind (i.e. clients would have no way to edit uploaded images during question setup).
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I conducted two rounds of internal usability testing with 30 participants from Client Success, Audience, and Marketing teams in order to update the survey builder and enable image uploads. At the same time, I conducted testing with Crowdtap app and desktop members 7 times with 500+ participants overall. I analyzed results and iterated between each round.
Issues uncovered during testing:
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Confusion around viewing 'pre-roll stimuli' and enlarging images on the screen.
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The CTA was difficult to see.
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Three solutions were proposed during a work session with EXD, Product, and Stakeholders, then tested with Crowdtap members. Ultimately, I proposed a version that members reported as easiest to use.
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I then presented the final version to department stakeholders. Lastly I handed the experience designs off to UI to be made into high fidelity wires.
Solution
Usability Testing
Design
Feature Requirements
Competitive Research
