Bitmo
Bitmo is an iOS and Android native app that provides people with a convenient & quick solution to sending a gift to a friend.
Discovery
At Bitmo, our goal is to create an easy, convenient method to gifting. One of the main problems we aim to solve, is being stuck with gift cards from brands and retailers that will likely not be used. Besides the ability to exchange brands, we are currently working on adding more value to our product by allowing users to earn points on purchases, which are redeemable for more gift cards.
We also provide value on the B2B side, which includes retailer partnerships -
An issue for retailers is the anonymity of consumers using gift cards. The goal on the retailers' side is to provide partnering brands with user data such as who is spending what amount and their overall purchasing behavior.
Research & Analysis
Through our initial research, we learned that a motivation for a lot of people to send a gift card using Bitmo, is the feature of exchanging brands. Most users also expressed that it is important to them that their recipient has a good experience, and if they were unsure of the experience on the receiving end, they were more hesitant to send a gift.
Another key observation: based on our data, many users send themselves gift cards as a way of budgeting, but especially when a promotion is present. This behavior was different than our original hypothesis.
Ideation
First, I create a task flow, which is usually comprised of notes and quick sketches of how the user gets from point A to point B in achieving their goal, and what paths they may take. After this is fleshed out, I really try to get into the mind of a user. How they might feel and think during each step of the process I have framed. From here, I iterate my flow to help ease the lower points of satisfaction or pain points in a flow.
Sketch
Once I have a pretty solid understanding of the flow and user journey, I begin to do quick sketches with pen and paper, mostly focusing on the content and hierarchy, and how might I transition from one step to another. My entire process is iterative, so here I may end up needing to tweak my task flow if I feel it is needed. At each step I gather feedback from users, but most commonly I will get feedback in the sketching or wire framing stages. Below are a few initial sketches of the rewards points program which is in progress still.
Wireframe
After sketching, I create wireframes in Adobe XD & Illustrator, which I eventually use for a wire-flow. Once this is created, this is usually one of the points where I bring in stakeholders to review before spending time on high-fidelity designs. I work very closely with the development team throughout my process, however this piece is very important for me to make sure we have worked out any kinks that may exist or recognize any flaws in the flow. I also work with them to figure out how long development may take, and from there together we consider tradeoffs and prioritize features of the new concept.
High-Fidelity
Based on the UI Style Guide I created, I designed high-fidelity screens in Adobe XD. From here, I usually do a quick prototype to help the developers understand my intentions, as well as flesh out detailed specs before handing off to development.
Feature Release
Once the feature is released, I am able to gather feedback from our users as well as analyze data using MixPanel. From here, I can see how users behave and measure against the success criteria which was constructed at the time of writing the product requirements. Based on the information, we can refine the feature or iterate as necessary.