Service Design Project Highlights
Optimizing a service requires studying both user types and the system. Journey maps, as shown below, are an effective tool to connect these elements and summarize research findings.
PerZeption Customer Journey Map
PerZeption offers rapid, self-administrable, and AI-guided vision diagnostics. The results gained via their products have a higher diagnostic resolution than conventional products currently available on the market.
To summarize how the different user types might interact with this digital diagnostic tool, I created this system and journey map. Across the four stages of the process, I outline the system steps along with the wants, opportunities, and pain points of each user type. This map will help potential investors or customers understand the vision for the product across its various use cases.
Summarizing Observations with an Empathy Map
A major part of our user research for the map involved natural observation during beta testing sessions of PerZeption’s Find exam at Northeastern’s psychology lab. As the team’s user experience researcher, I attended these sessions to assess how participants responded to and navigated the exam’s current MATLAB-based UI and the overall structure of the exam.
Although the observed studies were limited to college-aged students, the research gave us valuable insights into the user experience and allowed us to see firsthand the PerZeption difference. These insights informed our design of both the webpage and the brand, helping us develop a clearer image of the users and the mission we were designing for."
With these observations in mind and my personal experience of taking the full 2-3 hour test, we combined our key takeaways into an empathy map.
Sorting the Customer Base into 3 Personas
From the more general starting point of the empathy map, I developed three unique personas that embody the disparate use cases and concerns of the user base.
Each persona embodies a different set of key differences in our user population:
At-home vs in-office scenarios
Consistent vision testing needs vs annual checkups
Visual impairment vs those without impairment
Children vs adults
The PerZeption Difference
With a better understanding of the user experience, I compiled key points highlighting PerZeption's strengths over traditional testing methods. This list is featured on the company’s landing page to outline the "PerZeption Difference."
PlayerFirst Data Walk
As PlayerFirst, an athletics management platform, looked toward the future of its apps and website, I developed this journey map to illustrate how user data would be collected and utilized to provide actionable insights.
This map supports a key company initiative to enhance data collection, enabling PlayerFirst to better serve and guide administrators, parents, and athletes in managing athletic programs. Each step in the journey is tailored based on the specific sport, program type, and user role.
Adding Interactivity for Stakeholders
Given the many variations required to accommodate journeys tailored to each sport, program, and user type, I developed an interactive version of the data walk. This interactive format allows stakeholders to seamlessly navigate to their specific journey of interest and open image assets in a modal for relevant steps.
FarmHand Customer Journey
FarmHand is a proposed web solution that enables farmers to sell their produce digitally, often through recurring CSA bundles, strengthening the communication between farmers and customers.
Created as a team of student designers through interviews and surveys, the customer journey map visualizes the actions and emotions pertaining to both farmers and customers at each of the four phases of the platform's overarching process.
DSW Online Customer Journey
DSW is leading online shoe provider. This journey map outlines the customer experience of choosing, purchasing, and receiving shoes with their site.
The map highlights the actions and emotions of both of the customer and backstage actors.
Systems Thinking Workbook
This 54-page workbook details my exploration into example systems that surround design, technology, human behavior, and beyond.
The piece heavily considers how design process in itself is a system and how designers can leverage this heuristic to meet careful problem analysis with holistically considered intervention.
