Introducing Gatsby
Gatsby is a technology start up company based out of Brooklyn, NY.
The company is developing Peer-to-Peer internet sharing through a network system built on blockchain
and mesh technologies. Peer-Providers can offer unused data to Peer-Users in exchange for cryptocurrency.
Illustration: How Gatsby Works
Our Approach: Double Diamond
Discovery
– Screener Surveys, User Interviews,
& Contextual Inquiries –
• We focused our screener surveys to be able to
interview users who used public wi-fi, were
open to the idea of cryptocurrency and would
be open to changing their wi-fi service.
• Since we wanted to identify with users that
frequently used public wi-fi, two of us headed
to Bryant Park to observe users and conduct
contextual interviews.
We interviewed 5 people in the park where
public wi-fi is available in conjunction with the
NY Public Library.
– Competitive/Comparative Analysis –
Client Project Brief l Challenge
2.5 week sprint
Team:
Andy, Erin,
Michael, and Myself
Gatsby asked our team to help develop the mobile prototype for
the receiver/Peer-User (Users App as seen in above diagram).
After stakeholder meetings with Gatsby, our team proposed the
scope of the Minimum Viable Product we would provide.
Features of MVP
The minimum viable product would provide:
1) Connect Peer-Users to wi-fi spots by: showing wi-fi availability,
provide data plan options, and integrate cryptocurrency exchange.
2) Target Users who are not as familiar with cryptocurrency and in need
of public wi-fi.
Target Device
iOS app on iPhone
My Role:
• Aspects of User Research, Synthesis & Design
(team effort)
• Motion graphics/
Onboard animations
In total, we interviewed 18 Users:
5
were provided
by stakeholders
6
were sourced through
screener surveys & user interviews
7
were obtained through contextual inquiries
Here are some of our findings:
Synthesis
– Affinity Mapping –
We took our findings from our user interviews
and mapped them out to identify trends, attitudes and behaviors.
From here, we came up with 8 "I Statements"
What I use
my phone for:
Thoughts on using
public wifi:
Thoughts on data plans and usage:
Thoughts on
cryptocurrency:
"I use my
phone for
everything"
"I use
too much
data"
"I use public
wifi
anywhere
I can"
"I don't know much about cryptocurrency and I find it mildly suspicious"
"I want more data but it's too expensive"
"I avoid using data whenever possible"
"I use public
wifi when
I travel
abroad"
"I find public
wifi to be
unreliable
and insecure"
Opportunity:
Expensive data plans and unsecure & unreliable
wi-fi are pain points that Gatsby can directly address with their service
Challenge:
Many people are not familiar with
cryptocurrency and even those who
are familiar, are very skeptical.
We later used this challenge to develop:
- Initial onboarding to introduce Gatsby
and how "what" Gatsby is.
- Dynamic onboarding for cryptocurrency
and how to set up and use.
– User Persona & Journey Map –
After identifying pain points and needs, we developed a persona, user journey map and problem statement to focus in on what how to target our MVP.
SHOULD
MUST
-
Reviews "Yelp"
-
Data metrics
-
Exchange rate
-
Map
-
Crypto wallet
-
Data planner
-
Profile
-
Onboarding
-
Search
WON'T
COULD
-
Buy/purchase cryptocurrency in app
-
Pay Peer-Providers directly
-
Time frame of data availability
-
How much $$$ saved
-
Favorite hotspots
– MoSCoW Method –
After brainstorming ideas for the Receiver/Peer-User app, we needed
to to pare down our ideas to produce
the MVP within our 2.5 week sprint.
To do so, we used the MoSCoW
method to prioritize our features.
Design
– MidFi Wireframes–
With our main features in mind, we quickly sketched out our ideas on whiteboard - then we created our midfi wireframes. We focused on creating: wifi locator & map, data usage screens and finally a cryptocurrency wallet.
The following are screens for main features:
Wifi locator, Map & Reviews
Data Plans
Cryptocurrency: Wallet set up & Token purchase
Usability Testing
After we completed our first prototype, we moved on to usability testing. We interviewed users and assigned task scenarios to observe ease of use and identify/correct any design issues.
In total, we asked 15 Users:
3
task
scenarios
3
rounds
of testing
4
rounds
of iterations
Task 1
Connect to nearest wifi node.
​
Task 2
Set up your crypto wallet and
purchase Gatsby tokens.
​
Task 3
Using your new Gatsby tokens,
purchase a data plan.
5 Users per round
Midfi to HighFi
Here are our results and insights:
Task 1
Connect to nearest wifi node.
​
Redesigns were based on making icons more clear:
if connections were successful or not, make indicator(s)
on ​what type of plan they were on
​
-
94% of users found the task easy to complete
-
Users found the map, icons, and feedback from
the app intuitive
-
Wifi details and ratings were found to be informative​
Task 2
Set up your crypto wallet and
purchase Gatsby tokens.
​
Redesigns were based on users wanting to understand
the value of their tokens, clearing up confusion of
onboarding - it was an explanation not the solution
​
-
67% of users found the task easy to complete
-
Onboarding was found to be useful to help
users complete the task
-
After 3 rounds of testing, users still had major
difficulty was with concept of cryptocurrency​
Task 3
Using your new Gatsby tokens,
purchase a data plan.
​
Redesigns were based on users needing more
information on what they were purchasing - details,
dollar value vs. token value.
​
-
90% of users found the task easy to complete
-
Users felt the flow and checkout details and
confirmation was helpful
-
Users easily understood dollar value to
crypto pricing
​
Deliverables
– Site/Application Map & User Flows –
Soon after we finalized our MVP, we prepared a site/application map and user flows.
Our user flows were based on the three main tasks in our usability test.
Click to pause or play slideshow
or advance to next image
– Initial Onboarding –
Another feature we wanted to include is initial onboarding. This is for when a user first downloads the Gatsby App and opens it up. Our objective is to make Gatsby more familiar to the public in a more delightful way.
We focused on 3 main areas to visually explain:
What Gatsby Does
How to Connect to Gatsby Wifi
Connecting with Coinbase.com
to get Gatsby tokens
– Final Prototype –
To interact with​ clickable prototype, go to: https://projects.invisionapp.com/share/G8NU6XSYUTK#/screens
​
​
These are the tasks to keep in mind/
to do while in the prototype:
Task 1
Try to connect to nearest wifi node.
​
Task 2
Set up your crypto wallet and
purchase Gatsby tokens.
​
Task 3
Use your new Gatsby tokens to
purchase a data plan.
Next Steps
-
Change target users to early adopters: users with experience in cryptocurrency
-
Consider launching in areas with high levels of crypto-literate users
-
Launch app with Fiat and Cryptocurrency to remove the high barrier of entry. Example screens below:
4. Short term:
-
Usability test app in conjunction with Coinbase set up
-
Add VPN feature for more robust security
5. Long term:
-
Begin designs for provider pathway between mobile and desktop apps