Week 3: User Personas, User Flows & Competitor Analysis

User Personas

A user persona allows us to ‘extract relevant elements towards deriving the design of the main functionalities of the user interface’ (Idoughi, D et al, 2021). By creating an archetype of a group of users, it allows us to understand who we are designing for, to empathise with their concerns, recognise themes from research and define the core needs for the key users rather than designing for everyone.

User personas can be created by product, UX, sales and marketing teams, either individually or as a combined effort depending on their objective.

Primary Persona

Following the synthesis of my generative data, I wanted to create a primary user persona that represented the largest groups found in my affinity mapping. This captures the key concerns derived from my research and represents multiple participants.

Fig 1. User Persona

User Flows

User flows are a visual depiction of the user’s journey whilst using your product. It lays out the steps they take, from start to finish. They are usually created following user research and synthesis, and they are the building blocks of the design. They encourage us to better empathise with our user by breaking down the critical stages and possible routes when using the product.

They are often referred to at many stages of the product development cycle and can also be created to understand flaws or glitches in existing products. They also help to validate our design choices when presenting to developers or clients.

Part of this week’s challenge activity asks us to test out our newly learned skills on creative user flows using an example of an activity we carried out. I decided to create a user flow on Whimsical (never used before) for my experience using the IKEA app to order a bookcase.

Fig 2. Diagram of User Flow when buying a bookcase from the IKEA app

Competitor Analysis

I carried out some competitor analysis to gain an understanding of what apps are currently available on the market that address the problem area of my brief. I decided to use the pulse/delta analysis method. I did struggle to find many specific apps for planning destinations for a dog walk, and so I included some other general walking apps that some reviewers had suggested they used for dog walking.

Fig 3. Competitor Analysis of Dog Walk Apps - Pluses and Delta

Dog walks is an app that is most like the app I would like to develop, it is made in conjunction with the company Countryside Books, and so lists dog walks that feature in their publications. Users found this app to be easy to use, with clear instructions and does have some interesting walks available. On the other hand, it was felt that a yearly subscription was not value for money as it unlocked the ability to download map route and written directions but did not allow access to any more features or walks. One clear delta is that users themselves cannot upload their own walks, and often dog walkers using this app knew of lots of great walks that were not part of the Dog Walks catalogue.

I also looked at Tractive Dog Walks, which is an app that works in conjunction with a GPS collar. The primary function of this app is to map the walk once you and your dog are on it, rather than to be used for planning ahead, finding new destinations. The app has a nice function where the user can take photos from within the app. It again requires a subscription as well as the purchase of the collar to get access to the full features. Users also refer to accuracy issues with GPS and that the app must be open whilst walking to log the walk.

Finally, I looked at Map My Walk, this is a popular walking app, but like Tractive Dog Walks, offers the ability to log your pace, route, calorie burn, and elevation. You can share progress with other users/friends, and there are gamification features such as challenges and contests. You can also add photos taken on your walk, and sharing abilities seem to work more seamlessly that Tractive Dog Walks.

Task/Element Analysis

I wanted to take a closer look at the Dog Walks app, as this appeared to be the only major competitor app that offered the ability to find localised destinations for a dog walk. I decided to carry out a task analysis, as a new user wanting to find a local dog walk. This is quite a simple interface and so I used this opportunity to also analyse the elements on the pages.

Fig 4. Task/Element Analysis of 'Dog Walk' app

I was quite surprised by how simple this app was to use. As with most apps, I expected I would be required to make a profile, but this was not the case. I think as it is an app-based front for the publishing company, it quite simply shows the walks featured in the books, and gives you the possibility to download the route/directions (with a yearly subscription upgrade) or to buy a physical copy of the book.

Without subscribing you do have the ability to see some limited information, such as duration of walk, length, nearest car park and to open up the directions in OS Maps. This is great, but I did find very limited walks listed within a large radius of my location. I also think the information given about the location is a little broad. It tells you a bit about the scenery with a nice photo included, as well as some information about the terrain. User problems identified in my interviews and subsequent synthesis would not be addressed with this app.

Conclusion

I found it very useful to carry out competitor analysis. There are gaps in the market for an app that allows a dog owner to find interesting walks that are suitable for their individual dogs needs, and that are stimulating for the owner. I intend to develop an app that allows user submissions, as well as the ability to offer ratings. I would like to include some gamification, as I believe these elements make other apps, like Map My Walk, very enjoyable to use. I could look at perhaps having markers/levels achieved if a user carries out so many different walks, or if they take a particular walk again and again, they can become an expert. Or if a walk they submit receives so many positive peer reviews, they become verified.

In addition, I want to offer the ability to create a profile, and to filter the walks to suit all the different dog needs highlighted in my research. Are there areas you can let your dog off the lead, are they secure, are there any safety concerns such as areas of livestock, or cliffy parts where you need to keep your dog on the lead.

Referring to my user persona Sally, she has a busy lifestyle and an active dog. She wants an app that she can trust to suggest walks that suit her dog but also give herself and her family enjoyment. Her time is precious and so she wants confidence that a dog walk destination would be enjoyable – and I believe this is where ratings and peer reviews would be beneficial. She also wants to connect more with friends, and so the ability to share her walks, upload images and arrange meet ups with friends would really suit her.

References

Idoughi, D., Seffah, A. and Kolski, C., 2012. Adding user experience into the interactive service design loop: a persona-based approach. Behaviour & Information Technology, 31(3), pp.287-303.