Abderezak KAFI — 2+ years
delivering UX/UI design
projects as a consultant.
I love solving
problems !

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my work process else you can visit my WORK

This portfolio is 5 years old
New portfolio available on request

For every project, I take a different approach. This one it's about Quizzito Familly which won the 1st place in STEP

Summary

1. Brief
2. Research
2.1 Stakeholders interviews
2.2 Existing product audit
2.3 Competitive analysis
2.4 Audience
2.4.1 User groups
2.4.2 User Personas
2.5 User research
3. Analysis
3.1 Affinity diagram
3.2 Empathy maps
3.3 Journey maps
4. Ideation
4.1 Main functionalities
4.2 User task flows
4.3 Information architecture
4.4 Wireframes
5. Prototypes
6. What did I learn?

Brief

Quizzito family was designed for Eurl Kitabquiz an Algerian enterprise interested in kids’ education. They asked me to redesign both their mobile app user experience and user interface. We did it to add some functionalities and solve some usability problems.
Kid’s, in general, don’t enjoy reading and parents don’t find enough time to follow with them although they know the importance of such a thing.
This app encourages kids to read more books by enabling them to win points for each played quiz (quizzes are about books). After collecting enough points, the kid can use them to buy gifts. The parents suggest both books and gifts.
My challenge was to merge the two existing applications and design a new experience for two different users while keeping the same identity.

Research

Stakeholders interviews

At our first interview I prepared a few precise questions to know more about the strategy and business objectives. I found that we can resume the concept in three words: Read, Play, Win.
Quizzito Family push the kids to read the maximum number of books. The parents choose those books from the app library where they can search and filter using many criteria. Furthermore, it suggests to them suitable books using artificial intelligence. Second, it offers what kids like the most, playing and having fun. It aims to give them an enjoyable experience through tailored quizzes screens. Finally, if they understood the books, they will win points which enables them to buy the suggested gifts.
Additionally, to the parents, Quizzito Family has a reading competitions section in order to grow their DAU.

Existing product audit

First, I started with the parents' side. My first impression was that it looks very standard with poor material UI. Once started using it I noticed a bad information architecture and design. But the critical issue was the misleading storyboarding (It was not clear for the parent how and when to add gifts). When I discussed this with stakeholders, they admitted that they had a significant user drop because of this issue.
Second, I moved to the kids’ side. I found that it was not matching the business objectives. A bad quality pictures, no vivid colors, no micro interactions... The first question that came to me is: how they expect the kids to enjoy this experience.

Competitive analysis

It’s important to look into the other players on the market. Thus, I started with the local market then went global. I did not find direct competitors, however, some products like Epic, Wanderful, and Hoopla aim the same audience. Therefore, I analyzed each of them to see which content and functionalities they offer.

Audience

User groups

Parent: know the importance of reading especially for kids. As a result, he wants to motivate his kids to read more books while being able to choose them
Goals / Needs:
1. Follow the reading progress of his kids
2. Find and choose between suitable books
3. Unlock the gifts automatically when the objective is reached

Kids: Want to play and have a fun. The enjoy using the technology. Their main motivation is the gifts
Goals / Needs:
1. Get the gifts as soon as possible.
2. Have fun while using the technology.

User personas

Here is one of the personas I created for our parent user group

User Scenarios

Once I finished the personas, I started writing scenarios to clarify how they will be using our future design.

User research

For me, doing this phase right is the first step for a successful project. So, first of all, I organized a meeting with stakeholders to determine the research questions. For each one, I chose a research method to answer it. Once I finished, I defined recruitment criteria and started recruiting participants. A part of them were already our users, but I had to go to specific events to find others. Finally, I was able to start the research after getting their informed consent. Then I started analysis.

Example
Research question Do parents add enough gifts to motivate their kids
1- Parents side
Research method: Observation (in a usability test)/Interview
a. Observations/Questions : observe user behavior
• Do parent add gifts after adding the kid
• How many gifts for each kid?
b. Interview :
• What kind of gifts your kid prefers?
• Do your kids ask to add more gifts?
2- kids side
Interview:
• Do you like the suggested gifts?
• When do they like to play?

Analysis

Affinity diagram (simplified)

I started grouping the collected information to summarize/share what I learned in the interviews and validate the hypothesis

Empathy maps

Next, I did some empathy maps. You find below one about our persona Khaled who wants his kids to start reading books, so they get used to it.

Journey maps

Now we have empathy for the users It is necessary to search what are their pain points with the existing app so I created few empathy maps with different lenses:
• Finding Quizzito family
• The first app use (existing onboarding for both parents and kids’ side)
• Payment process
Elaborating journey maps enabled me to see precisely what I need to change in the onboarding, the payment process, and other areas. It also helped us as a team to have a unified vision. Note: Before the changes, some parents were not adding any gift for their kids. This was the major issue for their user drop. Now, the parent adds at least 3 gifts just after adding their first kid.

Ideation

Main functionalities (simplified)

The next step in the process was to write and priorities functional specs you find following a simplified version.

the parent will be able to :
• add, remove kids
• follow kids progress
• add, remove gifts
• search, filter, and suggest books
• find contests
• Onboarding
• Sign in / up
• Purchase Quizzito family (getting access to unlimited quiz)
• Edit settings

The kids will be able to :
• Search, find, and read books
• See gifts
• Ask the parent to add a gift
• Purchase gifts using won coins
• See / join contests
• Follow his progress

User task flows

Once the functional specs got approved, I started making the user flows. I choose to keep them simple so we can go faster and do as much iterations as we need. Here an example for the parent onboarding:

Information architecture

Before to start prototyping, I like to be sure that I satisfy our users from both sides: functionalities and content. Thus, elaborating a good information architecture is a must.

Wireframes

After getting a solid base from research, I was able to start prototyping having my users in mind so here are some chosen screens.

After doing many sessions revising those prototypes I was ready to move to the last step

Prototypes

Following Quizzito strategy I elaborated a graphic charter so it can be a reference for all the team. Next, I started implementing the screens

What I learned ?

I chose to work on Quizzito Family because of the noble purpose. While building something helpful for the youth, I was able to learn a few things. First of all, I learned how to work better within a team. I developed the way I was presenting my research findings. Furthermore, I was able to argue about all the design choices I made.
Second, I worked under multiple constraints the major one was the limited skills of the front-end developer. Hopefully, I'm from a computer science background, I coded before and I know what does it mean to develop certain functionalities. Thus, I was taking into consideration the team skills and the time constraint also.
Third, it's all about iterations. Every time I was doing a usability test, conducting an interview or just observing the user behavior I was learning new thing especially from the kids. So I'm able to say that a designer mission will never finish, we can always make things better.

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