An MVP that helps students form the habit of logging their dreams daily
Yume
Decode your dreams
ACADEMIC | FALL 2023 | UX DESIGN | USER RESEARCH
ACADEMIC | FALL 2023 | UX DESIGN | USER RESEARCH
ACADEMIC | FALL 2023 | UX DESIGN | USER RESEARCH
My Role
My Role
My Role
Product Designer
User Researcher
Product Designer
User Researcher
Product Designer
User Researcher
Project Timeline
Project Timeline
Project Timeline
8 weeks
8 weeks
Design – 5 weeks
User Research – 3 weeks
Tools
Tools
Tools
Figma
Figma
Figma
The purpose of this project was to swiftly build a minimum viable product (MVP), of a habit-forming mobile application, with a ‘fail early to succeed sooner’ mindset.
The purpose of this project was to swiftly build a minimum viable product (MVP), of a habit-forming mobile application, with a ‘fail early to succeed sooner’ mindset.
The purpose of this project was to swiftly build a minimum viable product (MVP), of a habit-forming mobile application, with a ‘fail early to succeed sooner’ mindset.
Project Overview
Project Overview
Project Overview
What's the problem?
What's the problem?
What's the problem?
Have you ever puzzled over a strange dream and wondered what it meant? Some dreams can be unforgettable. This is especially true for students. They are often under a lot of stress as they juggle between coursework, job hunt, and mostly importantly planning their OOTD (no kidding). Students often have more intense and frequent dreams. This leaves them feeling unsettled.
Have you ever puzzled over a strange dream and wondered what it meant? Some dreams can be unforgettable. This is especially true for students. They are often under a lot of stress as they juggle between coursework, job hunt, and mostly importantly planning their OOTD (no kidding). Students often have more intense and frequent dreams. This leaves them feeling unsettled.
Have you ever puzzled over a strange dream and wondered what it meant? Some dreams can be unforgettable. This is especially true for students. They are often under a lot of stress as they juggle between coursework, job hunt, and mostly importantly planning their OOTD (no kidding). Students often have more intense and frequent dreams. This leaves them feeling unsettled.
Exploring the problem
Exploring the problem
Exploring the problem
I was looking for new ways to think about the problem. After talking to a few students, I discovered that nearly every student wanted to keep a track of their dreams, but everyone had one common problem of being unable to recollect what their dream was. Our dreams often slip from our memory. I noted that everyone I talked to wanted to know what their dreams meant and understand their link to their waking life.
I was looking for new ways to think about the problem. After talking to a few students, I discovered that nearly every student wanted to keep a track of their dreams, but everyone had one common problem of being unable to recollect what their dream was. Our dreams often slip from our memory. I noted that everyone I talked to wanted to know what their dreams meant and understand their link to their waking life.
I was looking for new ways to think about the problem. After talking to a few students, I discovered that nearly every student wanted to keep a track of their dreams, but everyone had one common problem of being unable to recollect what their dream was. Our dreams often slip from our memory. I noted that everyone I talked to wanted to know what their dreams meant and understand their link to their waking life.
Business Goals
Rapidly develop a habit-forming product using Nir Eyal's Hooked Model. Encourage recurring usage. Prioritize core features with quick design iterations. Focus on MVPs to speed up development.
Use techniques from Alberto Savoia's book "The Right It" to measure product features effectively. Embrace the "fail fast" philosophy. Gather quantitative and qualitative user data for decision-making.
Analyze user data to identify successes and areas for improvement or pivot. Employ usability testing to assess the product's desirability, feasibility, and viability in a cost-effective manner.
Impact
20% of students (1 in 5) on the app's fake landing page expressed interest in dream logging, indicating a potential user base of hundreds of thousands.
50% students were able to log their dreams regularly for a week and received a dream interpretation.
Problem Statement
Problem Statement
Problem Statement
How might we help university students in regularly logging their dreams to provide them with insights into their dreams?
How might we help university students in regularly logging their dreams to provide them with insights into their dreams?
How might we help university students in regularly logging their dreams to provide them with insights into their dreams?
Project Overview
Project Overview
Project Overview
What's the problem?
What's the problem?
What's the problem?
Have you ever puzzled over a strange dream and wondered what it meant? Some dreams can be unforgettable. This is especially true for students. They are often under a lot of stress as they juggle between coursework, job hunt, and mostly importantly planning their OOTD (no kidding). Students often have more intense and frequent dreams. This leaves them feeling unsettled.
Have you ever puzzled over a strange dream and wondered what it meant? Some dreams can be unforgettable. This is especially true for students. They are often under a lot of stress as they juggle between coursework, job hunt, and mostly importantly planning their OOTD (no kidding). Students often have more intense and frequent dreams. This leaves them feeling unsettled.
Have you ever puzzled over a strange dream and wondered what it meant? Some dreams can be unforgettable. This is especially true for students. They are often under a lot of stress as they juggle between coursework, job hunt, and mostly importantly planning their OOTD (no kidding). Students often have more intense and frequent dreams. This leaves them feeling unsettled.
Exploring the problem
Exploring the problem
Exploring the problem
I was looking for new ways to think about the problem. After talking to a few students, I discovered that nearly every student wanted to keep a track of their dreams, but everyone had one common problem of being unable to recollect what their dream was. Our dreams often slip from our memory. I noted that everyone I talked to wanted to know what their dreams meant and understand their link to their waking life.
I was looking for new ways to think about the problem. After talking to a few students, I discovered that nearly every student wanted to keep a track of their dreams, but everyone had one common problem of being unable to recollect what their dream was. Our dreams often slip from our memory. I noted that everyone I talked to wanted to know what their dreams meant and understand their link to their waking life.
I was looking for new ways to think about the problem. After talking to a few students, I discovered that nearly every student wanted to keep a track of their dreams, but everyone had one common problem of being unable to recollect what their dream was. Our dreams often slip from our memory. I noted that everyone I talked to wanted to know what their dreams meant and understand their link to their waking life.
Business Goals
Business Goals
Design a product that encourages regular use through rapid design and iteration, focusing on core features and MVPs to accelerate development.
Evaluate the product's desirability, feasibility, and viability by analyzing user data to pinpoint successes and areas for improvement or necessary pivots.
Utilize usability testing to collect both quantitative and qualitative user data, guiding informed decision-making for feature enhancements.
Design a product that encourages regular use through rapid design and iteration, focusing on core features and MVPs to accelerate development.
Evaluate the product's desirability, feasibility, and viability by analyzing user data to pinpoint successes and areas for improvement or necessary pivots.
Utilize usability testing to collect both quantitative and qualitative user data, guiding informed decision-making for feature enhancements.
Impact
Impact
Achieved a 97% success rate in helping users to easily meet their goals, significantly enhancing user productivity.
Attained a system usability score of 85.5, reflecting the high usability and user-centered design of the product.
Increased user recommendations by 20%, showcasing the exceptional user experience and driving higher customer loyalty.
Business Goals
Rapidly develop a habit-forming product using Nir Eyal's Hooked Model. Encourage recurring usage. Prioritize core features with quick design iterations. Focus on MVPs to speed up development.
Use techniques from Alberto Savoia's book "The Right It" to measure product features effectively. Embrace the "fail fast" philosophy. Gather quantitative and qualitative user data for decision-making.
Analyze user data to identify successes and areas for improvement or pivot. Employ usability testing to assess the product's desirability, feasibility, and viability in a cost-effective manner.
Impact
20% of students (1 in 5) on the app's fake landing page expressed interest in dream logging, indicating a potential user base of hundreds of thousands.
50% students were able to log their dreams regularly for a week and received a dream interpretation.
PRODUCT FEATURES
PRODUCT FEATURES
PRODUCT FEATURES
On the left is the interactive prototype designed in Figma. You may go through the features described below and try logging a dream yourself! Let me know what stood out to you.
Above is the interactive prototype designed in Figma. You may go through the features described below and try logging a dream yourself! Let me know what stood out to you.
Above is the interactive prototype designed in Figma. You may go through the features described below and try logging a dream yourself! Let me know what stood out to you.
Dream Logging - Yume simplifies dream logging into three steps. Upon waking, users can enter dream details such as the date, title, and description.
Mood Selection - After logging a dream, users can select their moods from a list or add custom entries. Users can accurately express their emotions with this feature.
Save draft - Users can save their dreams as drafts if they cannot log them immediately. This feature ensures all dreams get recorded. Users can complete entries whenever they want.
Statistics - Yume offers detailed statistics on dream patterns and mood breakdowns. It helps users understand their dreaming habits. Users can view their statistics weekly, monthly, or yearly to track trends over time. They can also share their dream statistics in PDF format.
Dream Interpretation - Users who log dreams for a week can unlock a dream interpretation reward. This feature motivates users to log dreams regularly.
Dream Logging - Yume simplifies dream logging into three steps. Upon waking, users can enter dream details such as the date, title, and description.
Mood Selection - After logging a dream, users can select their moods from a list or add custom entries. Users can accurately express their emotions with this feature.
Save draft - Users can save their dreams as drafts if they cannot log them immediately. This feature ensures all dreams get recorded. Users can complete entries whenever they want.
Statistics - Yume offers detailed statistics on dream patterns and mood breakdowns. It helps users understand their dreaming habits. Users can view their statistics weekly, monthly, or yearly to track trends over time. They can also share their dream statistics in PDF format.
Dream Interpretation - Users who log dreams for a week can unlock a dream interpretation reward. This feature motivates users to log dreams regularly.
DESIGN PROCESS
DESIGN PROCESS
I leveraged The Elements of User Experience by Jesse James Garrett to build a minimum viable product.
I leveraged The Elements of User Experience by Jesse James Garrett to build a minimum viable product.
I leveraged The Elements of User Experience by Jesse James Garrett to build a minimum viable product.
Ideation
Storyboard
Scoping
User Flow
Style Guide
Ideation
Storyboard
Scoping
User Flow
Style Guide
Ideation
Storyboard
Scoping
User Flow
Style Guide
DESIGN DECISIONS & OUTCOME
DESIGN DECISIONS & OUTCOME
DESIGN DECISIONS & OUTCOME
Making sure that I'm building an MVP and not a wedding cake
Making sure that I'm building an MVP and not a wedding cake
Making sure that I'm building an MVP and not a wedding cake
I developed a functional prototype. Before finalizing the design, I sought feedback from two students in my program. After considering their valuable input, I quickly iterated my design in a week by following Jon Yablonski's Laws of UX and Nielsen Norman Group's Usability Heuristics for User Interface Design before progressing to the next phase.
I developed a functional prototype. Before finalizing the design, I sought feedback from two students in my program. After considering their valuable input, I quickly iterated my design in a week by following Jon Yablonski's Laws of UX and Nielsen Norman Group's Usability Heuristics for User Interface Design before progressing to the next phase.
I developed a functional prototype. Before finalizing the design, I sought feedback from two students in my program. After considering their valuable input, I quickly iterated my design in a week by following Jon Yablonski's Laws of UX and Nielsen Norman Group's Usability Heuristics for User Interface Design before progressing to the next phase.
Insight
Users struggle to recollect dreams daily, leading to irregular logging.
Design Iteration
Made the progress bar simple and aesthetically pleasing.
Added information banners to help users understand how the app’s reward system works.
Got rid of the calendar.
Added clear title to each section.
Insight
Users struggle to recollect dreams daily, leading to irregular logging.
Design Iteration
Made the progress bar simple and aesthetically pleasing.
Added information banners to help users understand how the app’s reward system works.
Got rid of the calendar.
Added clear title to each section.
Insight
Users struggle to recollect dreams daily, leading to irregular logging.
Design Iteration
Made the progress bar simple and aesthetically pleasing.
Added information banners to help users understand how the app’s reward system works.
Got rid of the calendar.
Added clear title to each section.
Insight
Simplify the dream logging process to improve user experience and encourage more frequent usage.
Design Iteration
Reduced the number of steps for logging a dream and provided a progress indicator.
Streamlined the input fields by adding the ‘choose a date’ field to help users log their dreams effectively.
Got rid of main navigation and instead provided clear labels to help users efficiently log dreams.
Insight
Simplify the dream logging process to improve user experience and encourage more frequent usage.
Design Iteration
Reduced the number of steps for logging a dream and provided a progress indicator.
Streamlined the input fields by adding the ‘choose a date’ field to help users log their dreams effectively.
Got rid of main navigation and instead provided clear labels to help users efficiently log dreams.
Insight
Simplify the dream logging process to improve user experience and encourage more frequent usage.
Design Iteration
Reduced the number of steps for logging a dream and provided a progress indicator.
Streamlined the input fields by adding the ‘choose a date’ field to help users log their dreams effectively.
Got rid of main navigation and instead provided clear labels to help users efficiently log dreams.
MARKET RESEARCH
MARKET RESEARCH
MARKET RESEARCH
Rapidly validating critical assumptions
Rapidly validating critical assumptions
Rapidly validating critical assumptions
Instead of launching the product immediately after development, I used Alberto Savoia's 'fail fast' philosophy and pretotyping techniques from "The Right It" for effective evaluation. I mapped risky assumptions about the product's desirability, feasibility, and viability onto a 2x2 matrix, measuring my knowledge of these assumptions and their business impact. Using pretotyping tools, I de-risked these assumptions by conducting experiments, transforming them into XYZ statements, and validating them.
Instead of launching the product immediately after development, I used Alberto Savoia's 'fail fast' philosophy and pretotyping techniques from "The Right It" for effective evaluation. I mapped risky assumptions about the product's desirability, feasibility, and viability onto a 2x2 matrix, measuring my knowledge of these assumptions and their business impact. Using pretotyping tools, I de-risked these assumptions by conducting experiments, transforming them into XYZ statements, and validating them.
Instead of launching the product immediately after development, I used Alberto Savoia's 'fail fast' philosophy and pretotyping techniques from "The Right It" for effective evaluation. I mapped risky assumptions about the product's desirability, feasibility, and viability onto a 2x2 matrix, measuring my knowledge of these assumptions and their business impact. Using pretotyping tools, I de-risked these assumptions by conducting experiments, transforming them into XYZ statements, and validating them.
What is Pretotyping?
What is Pretotyping?
What is Pretotyping?
Did you know that nearly 90 percent of new products fail soon after launch, regardless of their potential or the quality of their execution? Alberto Savoia's book helps us accept this hard fact through what he calls ‘The law of market failure’. I've adopted his strategic approach to ensure that I'm building 'The Right It'. I've developed a market engagement hypothesis and gathered my own market research. I used some of his "pretotyping" tools to determine the viability of my product's market.
Did you know that nearly 90 percent of new products fail soon after launch, regardless of their potential or the quality of their execution? Alberto Savoia's book helps us accept this hard fact through what he calls ‘The law of market failure’. I've adopted his strategic approach to ensure that I'm building 'The Right It'. I've developed a market engagement hypothesis and gathered my own market research. I used some of his "pretotyping" tools to determine the viability of my product's market.
Did you know that nearly 90 percent of new products fail soon after launch, regardless of their potential or the quality of their execution? Alberto Savoia's book helps us accept this hard fact through what he calls ‘The law of market failure’. I've adopted his strategic approach to ensure that I'm building 'The Right It'. I've developed a market engagement hypothesis and gathered my own market research. I used some of his "pretotyping" tools to determine the viability of my product's market.
My MVP's sweet spot: If all my assumptions are right, I can implement the product idea successfully.
My MVP's sweet spot: If all my assumptions are right, I can implement the product idea successfully.
My MVP's sweet spot: If all my assumptions are right, I can implement the product idea successfully.
Pretotyping Results
Pretotyping Results
Pretotyping Results
DESIRABILITY
DESIRABILITY
DESIRABILITY
15%
15%
15%
students requested for their stats, when the stats were not sent for a week.
students requested for their stats, when the stats were not sent for a week.
students requested for their stats, when the stats were not sent for a week.
FEASIBILITY
FEASIBILITY
FEASIBILITY
50%
50%
50%
students were able to log their dreams regularly for a week and received a dream interpretation. No students could recollect their dreams everyday for 3 weeks.
students were able to log their dreams regularly for a week and received a dream interpretation. No students could recollect their dreams everyday for 3 weeks.
students were able to log their dreams regularly for a week and received a dream interpretation. No students could recollect their dreams everyday for 3 weeks.
VIABILITY
VIABILITY
VIABILITY
20%
20%
20%
landing page visitors showed skin in the game by providing their email address.
landing page visitors showed skin in the game by providing their email address.
landing page visitors showed skin in the game by providing their email address.
Psst! Can I let you in on a little secret?
Psst! Can I let you in on a little secret?
Psst! Can I let you in on a little secret?
After the pretotyping experiments, I sent a survey to understand users' experiences and pain points. Since the experience is still fresh in the mind of the user, they'll be able to provide accurate survey responses. This way, I'm confident that I'm receiving actionable responses.
After the pretotyping experiments, I sent a survey to understand users' experiences and pain points. Since the experience is still fresh in the mind of the user, they'll be able to provide accurate survey responses. This way, I'm confident that I'm receiving actionable responses.
After the pretotyping experiments, I sent a survey to understand users' experiences and pain points. Since the experience is still fresh in the mind of the user, they'll be able to provide accurate survey responses. This way, I'm confident that I'm receiving actionable responses.
USABILITY TESTING
USABILITY TESTING
USABILITY TESTING
Perfect scores! Should I launch the product already?
Perfect scores! Should I launch the product already?
Perfect scores! Should I launch the product already?
USERS
Users
9
9
9
Tasks
Tasks
115 min
115 min
115 min
Testing Hours
Testing Hours
Task Level Metrics
Task Level Metrics
Task Level Metrics
SUCCESS RATE
Success Rate
CONFIDENCE SCORE
Confidence Score
EASE SCORE
Ease Score
Test Level Metrics
Test Level Metrics
Test Level Metrics
NPS
NPS
=
% OF
PROMOTERS
% of
Promoters
–
% OF
DETRACTORS
% of
Detractors
85.5
85.5
85.5
SUS
SUS
I designed the usability test in three phases
I designed the usability test in three phases
I designed the usability test in three phases
EXPOSURE TEST
EXPOSURE TEST
EXPOSURE TEST
I asked users to explore the home screen for a minute. They should tell me what tasks they think they can do there.
I asked users to explore the home screen for a minute. They should tell me what tasks they think they can do there.
I asked users to explore the home screen for a minute. They should tell me what tasks they think they can do there.
TASK TESTING
TASK TESTING
TASK TESTING
I gave users tasks to test the app's intuitiveness, navigation, and user interaction.
I gave users tasks to test the app's intuitiveness, navigation, and user interaction.
I gave users tasks to test the app's intuitiveness, navigation, and user interaction.
FOLLOW-UP INTERVIEW
FOLLOW-UP INTERVIEW
FOLLOW-UP INTERVIEW
This helps me understand user opinions on my product. Users can provide feedback or critique.
This helps me understand user opinions on my product. Users can provide feedback or critique.
This helps me understand user opinions on my product. Users can provide feedback or critique.
Finding
Finding
The information banners were meant to explain the app but caused confusion. Users tapped the banner to access Dream history, Statistics, and Dream Interpretations.
The information banners were meant to explain the app but caused confusion. Users tapped the banner to access Dream history, Statistics, and Dream Interpretations.
"At anytime I can just open the app and click on this tab to see my emotional health…"
"At anytime I can just open the app and click on this tab to see my emotional health…"
Insight
Insight
Communicate the purpose of information banners to users. Ensure they understand their function to reduce confusion.
Communicate the purpose of information banners to users. Ensure they understand their function to reduce confusion.
Finding 1
The information banners were meant to explain the app but caused confusion. Users tapped the banner to access Dream history, Statistics, and Dream Interpretations.
"At anytime I can just open the app and click on this tab to see my emotional health…"
Insight 1
Communicate the purpose of information banners to users. Ensure they understand their function to reduce confusion.
Finding
Finding
Finding
Users thought tapping on each section on the statistics screen would show more information.
Users thought tapping on each section on the statistics screen would show more information.
Users thought tapping on each section on the statistics screen would show more information.
"…what are the possible ways to better my mood …tell me how I can improve…"
"…what are the possible ways to better my mood …tell me how I can improve…"
"…what are the possible ways to better my mood …tell me how I can improve…"
Insight
Insight
Insight
Allow users to tap on sections of the statistics screen for detailed information, enhancing interactivity.
Allow users to tap on sections of the statistics screen for detailed information, enhancing interactivity.
Allow users to tap on sections of the statistics screen for detailed information, enhancing interactivity.
Finding
Finding
Finding 3
Users want to sort dreams by preference.
Users want to sort dreams by preference.
Users want to sort dreams by preference.
"…a filter would've been useful …to sort the list in the ascending or descending order of date"
"…a filter would've been useful …to sort the list in the ascending or descending order of date"
"…a filter would've been useful …to sort the list in the ascending or descending order of date"
Insight
Insight
Insight 3
Users must be able to organize dream history by date using a sorting filter. This makes finding specific dreams easier.
Users must be able to organize dream history by date using a sorting filter. This makes finding specific dreams easier.
Users must be able to organize dream history by date using a sorting filter. This makes finding specific dreams easier.
THINGS I LEARNED
THINGS I LEARNED
THINGS I LEARNED
Usability testing alone isn't sufficient to measure a product's success.
Usability testing alone isn't sufficient to measure a product's success.
Usability testing alone isn't sufficient to measure a product's success.
While usability testing is indeed important for understanding a product's usability and user experience, it's also crucial to test the product idea itself. Not all our ideas are good, and it's vital to test them early and pivot when necessary. Hence, we should de-risk our product assumptions through market research.
While usability testing is indeed important for understanding a product's usability and user experience, it's also crucial to test the product idea itself. Not all our ideas are good, and it's vital to test them early and pivot when necessary. Hence, we should de-risk our product assumptions through market research.
While usability testing is indeed important for understanding a product's usability and user experience, it's also crucial to test the product idea itself. Not all our ideas are good, and it's vital to test them early and pivot when necessary. Hence, we should de-risk our product assumptions through market research.
IF I HAD MORE TIME, I WOULD…
IF I HAD MORE TIME, I WOULD…
IF I HAD MORE TIME, I WOULD…
Conduct market research in multiple test versions with a larger sample size.
Conduct market research in multiple test versions with a larger sample size.
Conduct market research in multiple test versions with a larger sample size.
Although it's generally accepted that five users suffice for most user research, in the context of pretotyping, I believe that the results may vary if the same research is done with a large sample size.
Although it's generally accepted that five users suffice for most user research, in the context of pretotyping, I believe that the results may vary if the same research is done with a large sample size.
Although it's generally accepted that five users suffice for most user research, in the context of pretotyping, I believe that the results may vary if the same research is done with a large sample size.
Perform market validation before building the MVP
Perform market validation before building the MVP
Perform market validation before building the MVP
Rather than working on multiple steps of the project simultaneously during the initial stages of research, I would take a step-by-step approach. This allows for more iterations based on research and increases the chance of ultimately delivering a product that users need.
Rather than working on multiple steps of the project simultaneously during the initial stages of research, I would take a step-by-step approach. This allows for more iterations based on research and increases the chance of ultimately delivering a product that users need.
Rather than working on multiple steps of the project simultaneously during the initial stages of research, I would take a step-by-step approach. This allows for more iterations based on research and increases the chance of ultimately delivering a product that users need.