DATA4900
Innovation and Creativity in Business Analytics
Assessment 4
UX, CX and Ethical innovation case study
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Introduction
Concurrently, as the COVID-19 pandemic has made most things virtual, and followed through with Social Media and online dating platforms, apps have become more essential in the social interaction landscape. Indeed, most features in popular apps tend to be very user-friendly in supporting finding meaningful connections. This report describes the development of a new dating app inspired by Bumble Premium, with a twist on women empowerment and safety concerns, using the guiding principles of design thinking. It allows women to make the first move, hence introducing safety into the platform. This report uses publicly available datasets from different platforms such as Kaggle to discuss how UX and CX are applied in the design and testing of an app and looks into the legal and ethical perspectives on user data privacy and security.
Discovery and Design
Problem Statement
The key challenge is in the design of a dating app that offers a secure and safe avenue on which women take the lead in establishing connections. It will have filters for viewing admirers and a travel mode, all to make sure that one travels safely. Security features will ensure users are comfortable. Unwanted advances will be filtered through the safety protocols managing it.
Target Audience
Adults: This is younger, demographically, and most vigorously looking for deep relationships or connections with others in society.
Partner Seekers: Those seeking life partners.
Explorers: Some users are just looking for friendship or socializing with people from inside and outside their countries.
Figure 1: Complain by Marital Status
This is tree map representation of the Customer Personality Analysis dataset. In this the whole area is categories in different sections based on legend available in dataset. It has mainly four categories including, Married, Single, Divorced and Together. The highest area is occupied by the married category (Patel 2021).
Figure 2: Income by Marital Status & Complains
This is stacked column chart representation of the dataset based on Customer Personality Analysis. Here Blue columns show no complains in last 2 years while purple columns show that there is complains in last 2 year. According to this column chart representation Single’s has most number of complains in last 2 years, while Divorced has least numbers of complains.
Figure 3: Amount Spent of Each Category by Education Level
This is matrix representation of the dataset; this way of visualisation helps to categories the data in different columns according to the need. In this matrix chart different products are categories as customer’s education level.
It develops a captivating experience for these varied users through informed design by analyses of marketing data and feedback received from users in this target group.
Persona
Figure 4 persona
Emma is cheerful, fashion-conscious, and enjoys an application that places her at the center of the action. Safety was also very important and expressed a need for a place to go where she would be in power, in control, and mediated.
Customer Journey Mapping
Figure 5 customer journey map
Emma launches the app in five steps:
1. Discovery: She sees an ad for the app on Instagram and likes the fact that the ad speaks to women's empowerment.
2. Signup: The actual process of signing up is rather straightforward, but Emma is skeptical about what the application does with her personal data.
3. Profile Setup: She likes playing with the profile setup, but is not quite sure about the privacy settings.
4. Browse Matches: She likes that Beeline shows her who has liked her, but the filters should be more inclusive.
5. Making the First Move: Emma said she loves that she can make the first move and is really attracted to the self-deleting message feature promoting security.
This will help drive Emma through the pain points and areas of improvement, especially those linked to privacy and control (Patti et al. 2020, p.7).
Idea Generation & Design
Ideation
The ideas are supported by "How Might We," give focuses on safety, privacy, and empowerment for women. Some of the key questions are
Safety and Privacy: How is the information of the users safeguarded, at the same time as core smoothness for the end user is maintained?
Empowerment: How do we make the users female feel more empowered during the interactions?
Efficiency: How could each of the features in the App be streamlined to get faster usage without compromising on control?
Lo-fi Wireframe Design
A wireframe was created simple, in black and white, with the main features of the app.
Figure 6: lo-fi wireframe design
- Login Page: Basic login screen where a person can log in using their email, Google, or Facebook.
- Mapping page: where you find a lot of new people. Choose them according to you.
- Filters: Two dropdowns to select filters by interests, distance, and activity level.
- Safety Features: Prominent "Report" and "Block" buttons appearing on all pages ensure safety for the users at all times.
This wireframe has gone a long way in making the app unconsciously intuitive, therefore focusing on ease for users such as Emma in navigation (Santoso, 2024, p.281).
Test & Iterate
Testing Approach
Initial wireframe testing shall include a small group of female users who represent the persona of Emma. Testing will be done by focusing on how easily access to safety features and filters shall be, and on the comfortability of the users in making the first move.
Key areas of feedback:
- Pain Points: Poor filtering options confuse users on some of the privacy settings around.
- Positive: The Beeline feature is something well-liked and the primary move is tremendous for ladies.
Fast Iteration
Quick iterations are made against the pain points. For example, improving filters with more granular options, and adding a tooltip explaining privacy settings. These iterations repeat until the app meets both user and business expectations.
Standpoints of UX and CX
Feasibility
UX Speaking, it is highly viable for an app of this nature. The proposed features in your deck draw from already existing technology examples, filtering through matches by algorithms and also self-deleting messages. The app can be scaled as the user base grows (Quaresma et al. 2022, p.5).
Requirements
The design is user-centered, attuned to Emma's needs, taking into consideration her safety concerns with features like self-deleting messages and robust privacy settings. It is also easy to use, which would fit into her busy lifestyle. The app's focus on women's empowerment will entail that it consequently aligns with Emma's values.
Legal and Ethical Considerations
First, there is the legal issue of the security of user data according to regulations such as GDPR. This covers the encryption of sensitive data and clearly informs users how their data is to be used. Ethically, the app needs to ensure it will provide a respectful and safe space for all users, but mainly women. Features like self-destruct messages or serious reporting tools are necessary to help the application keep users' trust (Stoll et al. 2020, p.7).
Conclusion
The proposed dating app, based on Bumble Premium, aims at UX, and CX design centered on ethical considerations. Empowering women, keeping user privacy, and providing a safe environment, this is an app satisfying the needs of users like Emma. The iterative design process makes the application repertoire during the path of continuous development through user feedback, thus ensuring a scalable and successful business.
References:
Patel, A 2021, Customer Personality Analysis. Kaggle.com. viewed on 27 September 2024. <https://www.kaggle.com/datasets/imakash3011/customer-personality-analysis>.
Patti, C H van Dessel, M M & Hartley, S W 2020, ‘Reimagining customer service through journey mapping and measurement’, European Journal of Marketing, vol. 54, pp. 1-10, pp. 2387-2417, viewed on 27 September 2024. <https://www.emerald.com/insight/content/doi/10.1108/EJM-07-2019-0556/full/html>.
Quaresma, M Soares, M M & Correia, M 2022, ‘UX Concepts and Perspectives–From Usability to User-Experience Design’, In Handbook of Usability and User-Experience, pp. 3-16. viewed on 27 September 2024. <https://www.researchgate.net/profile/Marcelo-Soares-21/publication/360608922_UX_Concepts_and_Perspectives_-_From_Usability_to_User-Experience_Design/links/62a15b45c660ab61f86dedee/UX-Concepts-and-Perspectives-From-Usability-to-User-Experience-Design.pdf>.
Santoso, M F 2024, ‘Implementation Of UI/UX Concepts And Techniques In Web Layout Design With Figma’, Jurnal Teknologi Dan Sistem Informasi Bisnis, vol. 6, no. 2, pp. 279-285, viewed on 27 September 2024.<http://103.241.192.17/~jurnalunidha/index.php/jteksis/article/view/1223/758>.
Stoll, J Müller, J A & Trachsel, M 2020, ‘Ethical issues in online psychotherapy: A narrative review’, Frontiers in psychiatry, vol. 10, p.498439. viewed on 27 September 2024. <https://www.frontiersin.org/journals/psychiatry/articles/10.3389/fpsyt.2019.00993/full?s2=N1233600626_1683676810830379312>
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