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BoothIQ - Service Design

Service Design

To Get Most Out of a Trade Show

BoothIQ Web App Renovation

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Overview

BoothIQ is a web app platform supporting trade show organizers, especially bridal, baby, and home show, with the focus on the exhibitors, attendee engagement and post-trade show follow up. The ultimate goal for BoothIQ is to provide an easy solution for the exhibitors to increase Return on investment (ROI) and for attendees to better understand and interact with the exhibitors and the products.

Challenge

The trade show attendees feel untrustful and confused when they get on the web app in a trade show. They don’t know why they need to provide their phone number at first place. After logging in,  they got lost in the navigation and can’t effectively find the information they need.


Solution

To make the attendees feel comfortable providing their phone number, an on-boarding flow integrated with the log in process was created.

To make all the steps and functionalities self-explained, the navigation panel was re-designed and the information architecture was re-structured.

Outcome

BoothIQ has planned to implement our design solution into the next launch, which is expected in the end of 2018.

My Role

User research, Strategies, Visual design, Client Communication, Sketch, Prototype

Duration

Teammate

2 weeks


DISCOVER

A Little Bit More About BoothIQ

To understand current business status and challenges through meeting with our client, Prianka, the founder of BoothIQ

Meeting with BoothIQ

Currently, BoothIQ is mainly focusing on thebridal shows since the bridal lead value is hight and the entire market is growing. BoothIQ’s direct consumer is the trade show organizer, and to attract more organizers, they are aiming to increase exhibitor ROI and engage attendees with their web app during and post-trade shows.

BoothIQ’s primary concern would be people attending the trade shows don't know what the web app is for and how it works.

Therefore, they need to allocate staffs at the trade show entrance to help people logging in the web app, informing the features. From BoothIQ’s perspective, it’s not only time-consuming but also costly.

 

What The User Said

Usability test

5 participants were given the following tasks

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Takeaways

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DEFINE

Framing The Problems

Through affinity mapping, we synthesized the trends

 

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The high level insights from affinity map

High level insights from affinity map

High level insights from affinity map

 

Mapping The Big Picture

We mapped out the user journey to understand how a trade show attendee would experience at each phase of BoothIQ service.

After discussing with BoothIQ, we decided to prioritize the first three pain points (see the yellow circles), focusing on addressing those problems in terms of our time limitation:

  • Lack of onboarding Process: it’s the primary issue to solve since it not only makes users feel confused thus less willing to use the web app but also costs time the labor force at BoothIQ’s end

  • Confusion on where to find the information needed: the secondary issue would be to re-structure current information architecture which cause attendee’s frustration

  • Confusion on the different colors in the listing: the third challenge would be to make the existing color code more distinguished and meaningful

Journey map revealing touch points to which we are going to provide solutions.


DEVELOP

Let’s dive into the whole experience

User flow

We created a user flow covering BoothIQ service from before to during the trade shows, within to off the web app. As indicated below, what we are addressing would be within the web app.

First of all, we built the oboarding process to make sure the users feel safe and knowledgable before log in.

Secondly, we re-organized the navigation system and added filter on the listing page “All Offers & Contents” so that the users would have easier access to the information they need.

1. Designing Onboarding Process

 
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Paper Prototype

We first started with sketching & paper prototyping, and simultaneously getting feedback.

 

Feedback and Iteration for Paper Prototype

BoothIQ would like users to be able to log in on first step to save time while the users felt the brief Introduction and the tutorial pages at beginning helps in terms of understanding what this web app is for and how it works.

To reach a balance between the stakeholder and users, we decided to 

  •     Combine the welcome page and the log in page

  •     Add a “Learn More” button 

In this case, users can log in as soon as possible while they still have the option to know more about this app before log in

 

Low-Fidelity Mock-up

Feedback and Iteration for Low-Fidelity

The feedback we got from the lo-fi mock-up was that the layout of the text and icon made it not easy to read. In addition, since the on-boarding process is the facade of this app, making the style consistent with BoothIQ’s fashion. Therefore, what we would iterated in the Hi-fi mock-up are:

Before iteration and after iteration

Before iteration and after iteration

High-fidelity mock up

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2. Evolving the Navigation and Information Structure

 
Navigation restructure

Navigation restructure

 

Paper Prototype

Sketching the navigation panel

Sketching the navigation panel

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Sketch of “offer page”

Sketch of “offer page”

 

Feedback and Iteration for Paper Prototype

BoothIQ was convinced that the segmented control and new navigation makes sense and make the promotions easy to find.

Users reflected that the navigation was clear. But the “Pin the Exhibitor” icon was confusing at first place

Therefore, what we would like to change is:

  • Add text “Pin Company” to make the icon clear

  • Add company’s website and social media to ehibitor’s list

 

Low-Fidelity Mock-up

Feedback and Iteration

Feedback from the Sketch and the Lo-fi mock up showed positive reactions toward the new modification. Therefore, what we would iterate into the hi-fi mock up are:

  1. Add detailed information and micro-adjust layout

  2. Integrate with BoothIQ’s style guide

 

High-Fidelity Mock-up


Let’s Pull Everything Together

 
 

Reflection and Moving Forward

UX design is to balance the business goal and user needs

I understood the business need would be to get the users onboard as soon as possible while the users would like to know more about what the app is before/while they log in. To make a good design, we spent a lot of time communicating with each end and eventually reached a point that allows the users to start the logging process at first step, at the same time they also have the option to see the details on what the app is and how it works. Through this practice, I learned to prioritize the most valued needs, but never give up.

Understand the beauty of an industry by diving in the challenges it is facing

By understanding the bottlenecks of getting users onboard the web app during a bridal trade show, we also saw how huge the opportunity could be. There are so many people who need to get accurate information, and there are exhibitors ready to spread their promotions. As we getting to know the crowd size and the gap between the exhibitors and the attendees, we see a  glowing industry and our job is to build a strong and well-functioned bridge between them.