Problems We Faced
- Since mobile is an entirely different animal from desktop, we didn’t want to assume we knew where customers would go for performing tasks.
- We wanted to solidify where future items would go, even though they wouldn’t be put in version one, the minimum viable product.
- As a unique service, not many features/functions fell under “conventional categories.” For example, while most customers might expect the ability to change their email address to be under “My Account,” where would “Change My Lender’s Payment Address” go?
- We wanted to differentiate items for a Kano Analysis: required, desired, exciters, neutral, and dissatisfiers, to help us know what needed to be in the app.
How We Solved It
We asked! We used Directed Storytelling to avoid asking, “what are you trying to do?” but rather we engaged them to tell us a story about why they would need to check their account from a mobile device. “You’re going about your day and suddenly your bill pay account comes to mind… tell me what’s going on.”
It was most important to know customers’ goals, not tasks.
This allowed us to create Concept Maps and Affinity Diagrams. We began to see how customers aligned tasks with goals and more importantly, what they were thinking. Again we were putting the customers’ mental model first.
Fortunately we had already developed personas from a major redesign we did shortly before the mobile app project. We were able to take these already developed personas and bring them into the dialogue.
From the concept maps, affinity diagrams, and personas, we constructed our scenarios and use cases. I made the decision to bring in our development team at this point and get feedback from them before we moved on to design and prototyping. This way, we at least had a “yes, this is feasible” signoff. Anything outside this realm got put to the side for later.
We wanted to prioritize features, not based on guesswork, but on the expected impact on user satisfaction. We used the Kano Analysis to help us. We categorized all the features that came from our current website as well as anything new from our customer research.
- If the app allows you to change your debit date, how do you feel?
- If it does not allow you to change your debit date, how do you feel?
Based on answers such as, “I love it,” “I expect it,” “I don’t care,” “I can deal with it,” and “I don’t like it,” we were able to categorize and prioritize features.