View the Prototype:
View the Prototype:
View the Prototype:
Overview
Overview
Overview
My Role
My Role
My Role
Product Design Lead,
collaborating with 4 UX designers
Product Design Lead,
collaborating with 4 UX designers
Product Design Lead,
collaborating with 4 UX designers
Duration
Duration
Duration
5 week Sprint
5 week Sprint
5 week Sprint
Tools
Tools
Tools
Figma
FigJam
Trello
Zoom
Figma
FigJam
Trello
Zoom
Figma
FigJam
Trello
Zoom
Challenge
Challenge
Challenge
Framewrk has a web and mobile site in the beta stage that they are currently testing and gearing up to launch. They are looking to refine their onboarding process, improve the usability of their business diagnostics, and create a more immersive dashboard. Our team was brought on to conduct an audit of the existing web platform, establish feature prioritization, refine the site’s information architecture, and iterate on the existing onboarding and business diagnostic processes.
Framewrk has a web and mobile site in the beta stage that they are currently testing and gearing up to launch. They are looking to refine their onboarding process, improve the usability of their business diagnostics, and create a more immersive dashboard. Our team was brought on to conduct an audit of the existing web platform, establish feature prioritization, refine the site’s information architecture, and iterate on the existing onboarding and business diagnostic processes.
Framewrk has a web and mobile site in the beta stage that they are currently testing and gearing up to launch. They are looking to refine their onboarding process, improve the usability of their business diagnostics, and create a more immersive dashboard. Our team was brought on to conduct an audit of the existing web platform, establish feature prioritization, refine the site’s information architecture, and iterate on the existing onboarding and business diagnostic processes.
Goal
Goal
Goal
The team’s primary objective was to create an enhanced and engaging experience for the user from the moment they accessed the platform. Our goal was to dive into the world of Framewrk’s users and comprehend their perspectives more deeply. We sought to identify their needs and frustrations thru research and testing, which would lay the foundation for a newly designed platform more harmonious to both Framewrk and its users.
The team’s primary objective was to create an enhanced and engaging experience for the user from the moment they accessed the platform. Our goal was to dive into the world of Framewrk’s users and comprehend their perspectives more deeply. We sought to identify their needs and frustrations thru research and testing, which would lay the foundation for a newly designed platform more harmonious to both Framewrk and its users.
The team’s primary objective was to create an enhanced and engaging experience for the user from the moment they accessed the platform. Our goal was to dive into the world of Framewrk’s users and comprehend their perspectives more deeply. We sought to identify their needs and frustrations thru research and testing, which would lay the foundation for a newly designed platform more harmonious to both Framewrk and its users.
Design Process
Design Process
Design Process
Discover
Discover
Client research
Site audit
Competitive analysis
1st Design iteration
Usability testing
User interviews
Proto personas
Research synthesis
Define
Define
Personas
Problem statements
How Might We's
Design
Design principles
User flows
Site maps
2nd Design iteration
Wireframes
Deliver
Deliver
Prototype
Next Steps
Who is Framewrk?
Who is Framewrk?
Who is Framewrk?
Framewrk provides early-stage company founders the space to connect and the tools to grow their businesses through a combination of community, AI driven consulting services, and intuitive business diagnostics. Framewrk’s mission is to help 1 million startups and small businesses reach and grow profitability by helping them build a solid infrastructure and providing a safe space for founders to connect, help, and hold each other accountable for continued growth.
Framewrk provides early-stage company founders the space to connect and the tools to grow their businesses through a combination of community, AI driven consulting services, and intuitive business diagnostics. Framewrk’s mission is to help 1 million startups and small businesses reach and grow profitability by helping them build a solid infrastructure and providing a safe space for founders to connect, help, and hold each other accountable for continued growth
Framewrk provides early-stage company founders the space to connect and the tools to grow their businesses through a combination of community, AI driven consulting services, and intuitive business diagnostics. Framewrk’s mission is to help 1 million startups and small businesses reach and grow profitability by helping them build a solid infrastructure and providing a safe space for founders to connect, help, and hold each other accountable for continued growth.
Discover
Discover
Discover
The team kicked off our research by conducting an audit of the Framewrk site using a heuristic evaluation.
We also performed a competitive analysis to familiarize ourselves with the features that Framewrk’s competitors were offering. We specifically looked into GrowthMentor and Lunchclub, and they both would serve as inspiration in our designs.
After completing our evaluations, we were able to narrow down a few areas where we saw opportunity for improvement.
The team kicked off our research by conducting an audit of the Framewrk site using a heuristic evaluation.
We also performed a competitive analysis to familiarize ourselves with the features that Framewrk’s competitors were offering. We specifically looked into GrowthMentor and Lunchclub, and they both would serve as inspiration in our designs.
After completing our evaluations, we were able to narrow down a few areas where we saw opportunity for improvement.
The team kicked off our research by conducting an audit of the Framewrk site using a heuristic evaluation.
We also performed a competitive analysis to familiarize ourselves with the features that Framewrk’s competitors were offering. We specifically looked into GrowthMentor and Lunchclub, and they both would serve as inspiration in our designs.
After completing our evaluations, we were able to narrow down a few areas where we saw opportunity for improvement.
There are large blocks of text throughout the site, which users may not read through causing them to potentially miss important details. Using bulleted lists and more white space creates better visual balance and makes information more digestible and easily scannable.
There are large blocks of text throughout the site, which users may not read through causing them to potentially miss important details. Using bulleted lists and more white space creates better visual balance and makes information more digestible and easily scannable.
There are large blocks of text throughout the site, which users may not read through causing them to potentially miss important details. Using bulleted lists and more white space creates better visual balance and makes information more digestible and easily scannable.
There is no “Help” feature available on Framewrk’s platform, whereas this is a commonly available feature and available on GrowthMentor. A Help chat feature provides valuable assistance and support to users, and helps them troubleshoot any unexpected issues they encounter. It reduces frustration and increases overall user satisfaction.
There is no “Help” feature available on Framewrk’s platform, whereas this is a commonly available feature and available on GrowthMentor. A Help chat feature provides valuable assistance and support to users, and helps them troubleshoot any unexpected issues they encounter. It reduces frustration and increases overall user satisfaction.
There is no “Help” feature available on Framewrk’s platform, whereas this is a commonly available feature and available on GrowthMentor. A Help chat feature provides valuable assistance and support to users, and helps them troubleshoot any unexpected issues they encounter. It reduces frustration and increases overall user satisfaction.
We found the icons used for Framewrk’s business diagnostics are a bit confusing and would not meet users’ expectations as they are typically seen representing entirely different functions. Lunchclub does a great job using Icons to visually explain ideas and processes, which keeps users engaged and cuts down on text.
We found the icons used for Framewrk’s business diagnostics are a bit confusing and would not meet users’ expectations as they are typically seen representing entirely different functions. Lunchclub does a great job using Icons to visually explain ideas and processes, which keeps users engaged and cuts down on text.
We found the icons used for Framewrk’s business diagnostics are a bit confusing and would not meet users’ expectations as they are typically seen representing entirely different functions. Lunchclub does a great job using Icons to visually explain ideas and processes, which keeps users engaged and cuts down on text.
Growth Mentor used a guided tour to onboard their users by highlighting and explaining each feature. We found this to be a best-in-practice model, and would use this as inspiration for our own onboarding introduction to Framewrk.
Growth Mentor used a guided tour to onboard their users by highlighting and explaining each feature. We found this to be a best-in-practice model, and would use this as inspiration for our own onboarding introduction to Framewrk.
Growth Mentor used a guided tour to onboard their users by highlighting and explaining each feature. We found this to be a best-in-practice model, and would use this as inspiration for our own onboarding introduction to Framewrk.
Pause and Pivot
Pause and Pivot
Pause and Pivot
As Framewrk was gearing up for their fast-approaching launch date, the stakeholders asked that we pause any further research and prioritize a first design iteration of the onboarding process for the initial launch in one week’s time.
As Framewrk was gearing up for their fast-approaching launch date, the stakeholders asked that we pause any further research and prioritize a first design iteration of the onboarding process for the initial launch in one week’s time.
As Framewrk was gearing up for their fast-approaching launch date, the stakeholders asked that we pause any further research and prioritize a first design iteration of the onboarding process for the initial launch in one week’s time.
Usability Testing: Round 1
Usability Testing: Round 1
Usability Testing: Round 1
Before our team was brought on board, Framewrk had already conducted moderated usability testing on the beta platform with 4 participants. Framewrk focused on users’ impressions of the platform and how its offerings aligned with their needs. We combed thru the usability results collected by Framewrk, and we were able to glean 4 key insights.
Before our team was brought on board, Framewrk had already conducted moderated usability testing on the beta platform with 4 participants. Framewrk focused on users’ impressions of the platform and how its offerings aligned with their needs. We combed thru the usability results collected by Framewrk, and we were able to glean 4 key insights.
Before our team was brought on board, Framewrk had already conducted moderated usability testing on the beta platform with 4 participants. Framewrk focused on users’ impressions of the platform and how its offerings aligned with their needs. We combed thru the usability results collected by Framewrk, and we were able to glean 4 key insights.
Key Insights
Key Insights
Key Insights
Users were uneasy with disclosing their demographic information
Users were uneasy with disclosing their demographic information
Users were uneasy with disclosing their demographic information
Users were confused around terminology used
Users were confused around terminology used
Users were confused around terminology used
Users were most interested in Framewrk for building connections and networking
Users were most interested in Framewrk for building connections and networking
Users were most interested in Framewrk for building connections and networking
Users felt the platform was intended for founders in an earlier stage than themselves
Users felt the platform was intended for founders in an earlier stage than themselves
Users felt the platform was intended for founders in an earlier stage than themselves
We found it notable and quite interesting that although the users were identified as early-stage founders, all 4 users indicated that the platform seemed better suited for even earlier-stage founders than themselves.
We found it notable and quite interesting that although the users were identified as early-stage founders, all 4 users indicated that the platform seemed better suited for even earlier-stage founders than themselves.
We found it notable and quite interesting that although the users were identified as early-stage founders, all 4 users indicated that the platform seemed better suited for even earlier-stage founders than themselves.
Initial Design Iteration
Initial Design Iteration
Initial Design Iteration
As the team set out to iterate on the onboarding process, we first set our sights on the sign-up process.
Users are asked several intake questions during the sign-up process. We noticed that the phrasing of some of the racial identity options was unusually specific and unconventional, which may be drawing more attention to this standard intake question. Knowing that users already felt uneasy disclosing demographic information, we did some further research and looked to competitors’ practices to rewrite the racial identity options.
As the team set out to iterate on the onboarding process, we first set our sights on the sign-up process.
Users are asked several intake questions during the sign-up process. We noticed that the phrasing of some of the racial identity options was unusually specific and unconventional, which may be drawing more attention to this standard intake question. Knowing that users already felt uneasy disclosing demographic information, we did some further research and looked to competitors’ practices to rewrite the racial identity options.
As the team set out to iterate on the onboarding process, we first set our sights on the sign-up process.
Users are asked several intake questions during the sign-up process. We noticed that the phrasing of some of the racial identity options was unusually specific and unconventional, which may be drawing more attention to this standard intake question. Knowing that users already felt uneasy disclosing demographic information, we did some further research and looked to competitors’ practices to rewrite the racial identity options.
Users are also asked to identify which stage their company is in currently. This question specifically was identified by Framewrk as one of the key factors in helping to sort users into their curated peer groups. We learned that users were not sure how to answer this question as they were unfamiliar with the terms used to distinguish the different company stages. We resolved this by adding a brief explanation for each term to help founders accurately respond.
Users are also asked to identify which stage their company is in currently. This question specifically was identified by Framewrk as one of the key factors in helping to sort users into their curated peer groups. We learned that users were not sure how to answer this question as they were unfamiliar with the terms used to distinguish the different company stages. We resolved this by adding a brief explanation for each term to help founders accurately respond.
Users are also asked to identify which stage their company is in currently. This question specifically was identified by Framewrk as one of the key factors in helping to sort users into their curated peer groups. We learned that users were not sure how to answer this question as they were unfamiliar with the terms used to distinguish the different company stages. We resolved this by adding a brief explanation for each term to help founders accurately respond.
Framewrk’s existing onboarding process included a checklist on the main dashboard. We designed our own guided tour as part of the onboarding process that would walk the users thru the different features offered on the platform. As 3/4 users were confused by some of the terminology used on the site, we made sure to provide clear explanations of the features during the tour to help drive more users to these features.
Framewrk’s existing onboarding process included a checklist on the main dashboard. We designed our own guided tour as part of the onboarding process that would walk the users thru the different features offered on the platform. As 3/4 users were confused by some of the terminology used on the site, we made sure to provide clear explanations of the features during the tour to help drive more users to these features.
Framewrk’s existing onboarding process included a checklist on the main dashboard. We designed our own guided tour as part of the onboarding process that would walk the users thru the different features offered on the platform. As 3/4 users were confused by some of the terminology used on the site, we made sure to provide clear explanations of the features during the tour to help drive more users to these features.
Usability Testing: Round 2
Usability Testing: Round 2
Usability Testing: Round 2
We then tested our designs alongside Framewrk’s original designs with 4 additional users to gain insights on what the users are experiencing first-hand.
We then tested our designs alongside Framewrk’s original designs with 4 additional users to gain insights on what the users are experiencing first-hand.
We then tested our designs alongside Framewrk’s original designs with 4 additional users to gain insights on what the users are experiencing first-hand.
Key Insights
Key Insights
Users commented that they need more structure to achieve their big picture goals
Users commented that they need more structure to achieve their big picture goals
Users commented that they need more structure to achieve their big picture goals
Users were skeptical about why they were being asked for demographic information
Users were skeptical about why they were being asked for demographic information
Users were skeptical about why they were being asked for demographic information
Users were unsure where the results of the business diagnostics go
Users were unsure where the results of the business diagnostics go
Users were unsure where the results of the business diagnostics go
After completing the usability testing on our first iteration, we were able to gather several more insights.
We had 3/4 users report they needed more overall structure within the process of building their business. Understanding the steps necessary to achiever their goals would be valuable tools for each of these 3 users.
We also noted that 3/4 users were not sure where the results from the business diagnostics went after completion. We believe that the diagnostics are the resources these founders need to guide them on their entrepreneurial journey, but because there is no one place to monitor their overall journey, the value of the diagnostics is being lost, especially amongst the novice founders.
We also noted that the home office themes seemed to spark mixed reactions amongst the users we tested, as well as the users Framewrk tested. Although the users were divided in their reactions, there wasn’t any particular strong preference one way or the other.
After completing the usability testing on our first iteration, we were able to gather several more insights.
We had 3/4 users report they needed more overall structure within the process of building their business. Understanding the steps necessary to achiever their goals would be valuable tools for each of these 3 users.
We also noted that 3/4 users were not sure where the results from the business diagnostics went after completion. We believe that the diagnostics are the resources these founders need to guide them on their entrepreneurial journey, but because there is no one place to monitor their overall journey, the value of the diagnostics is being lost, especially amongst the novice founders.
We also noted that the home office themes seemed to spark mixed reactions amongst the users we tested, as well as the users Framewrk tested. Although the users were divided in their reactions, there wasn’t any particular strong preference one way or the other.
After completing the usability testing on our first iteration, we were able to gather several more insights.
We had 3/4 users report they needed more overall structure within the process of building their business. Understanding the steps necessary to achiever their goals would be valuable tools for each of these 3 users.
We also noted that 3/4 users were not sure where the results from the business diagnostics went after completion. We believe that the diagnostics are the resources these founders need to guide them on their entrepreneurial journey, but because there is no one place to monitor their overall journey, the value of the diagnostics is being lost, especially amongst the novice founders.
We also noted that the home office themes seemed to spark mixed reactions amongst the users we tested, as well as the users Framewrk tested. Although the users were divided in their reactions, there wasn’t any particular strong preference one way or the other.
User Interviews
User Interviews
User Interviews
To round out our user research, we conducted interviews with 6 founders at various stages. These users were asked about their entrepreneurial journey, resources they had relied on, pain points and areas of growth, and their experience with Framewrk.
To round out our user research, we conducted interviews with 6 founders at various stages. These users were asked about their entrepreneurial journey, resources they had relied on, pain points and areas of growth, and their experience with Framewrk.
To round out our user research, we conducted interviews with 6 founders at various stages. These users were asked about their entrepreneurial journey, resources they had relied on, pain points and areas of growth, and their experience with Framewrk.
We combed thru responses from our interviews and combined them with the feedback from Framewrk’s original 4 participants. We used the data collected from these 10 participants to inform and create 2 proto personas - The Novice Founder and The Seasoned Founder.
We combed thru responses from our interviews and combined them with the feedback from Framewrk’s original 4 participants. We used the data collected from these 10 participants to inform and create 2 proto personas - The Novice Founder and The Seasoned Founder.
We combed thru responses from our interviews and combined them with the feedback from Framewrk’s original 4 participants. We used the data collected from these 10 participants to inform and create 2 proto personas - The Novice Founder and The Seasoned Founder.
Proto Personas
Proto Personas
Proto Personas
We plotted our 10 users on a spectrum based on their experience.
We have 5 users that do not have a Minimum Viable Product yet and are very much in line with our novice founder proto persona. We grouped these 5 users together on the left end of the spectrum.
We grouped 3/5 of the remaining users together on the center of the spectrum as all 3 have moderate experience and are more likely to seek the resources Framewrk offered.
The remaining 2 users are considered more mature founders with much more experience, and are less likely to be in need of Framewrk’s services. These final 2 users were placed at the right end of the spectrum.
We plotted our 10 users on a spectrum based on their experience.
We have 5 users that do not have a Minimum Viable Product yet and are very much in line with our novice founder proto persona. We grouped these 5 users together on the left end of the spectrum.
We grouped 3/5 of the remaining users together on the center of the spectrum as all 3 have moderate experience and are more likely to seek the resources Framewrk offered.
The remaining 2 users are considered more mature founders with much more experience, and are less likely to be in need of Framewrk’s services. These final 2 users were placed at the right end of the spectrum.
We plotted our 10 users on a spectrum based on their experience.
We have 5 users that do not have a Minimum Viable Product yet and are very much in line with our novice founder proto persona. We grouped these 5 users together on the left end of the spectrum.
We grouped 3/5 of the remaining users together on the center of the spectrum as all 3 have moderate experience and are more likely to seek the resources Framewrk offered.
The remaining 2 users are considered more mature founders with much more experience, and are less likely to be in need of Framewrk’s services. These final 2 users were placed at the right end of the spectrum.
Plotting the users on this spectrum helped us to see 3 potential personas. This also enabled us to clearly understand who the users are and how best to target their needs. We zeroed in and targeted the 2 less experienced groups.
Plotting the users on this spectrum helped us to see 3 potential personas. This also enabled us to clearly understand who the users are and how best to target their needs. We zeroed in and targeted the 2 less experienced groups.
Plotting the users on this spectrum helped us to see 3 potential personas. This also enabled us to clearly understand who the users are and how best to target their needs. We zeroed in and targeted the 2 less experienced groups.
Interview Insights
Interview Insights
Interview Insights
We synthesized the data from our user interviews which revealed distinct similarities and differences between our 2 groups of users.
We synthesized the data from our user interviews which revealed distinct similarities and differences between our 2 groups of users.
We synthesized the data from our user interviews which revealed distinct similarities and differences between our 2 groups of users.
Similarities
Similarities
Both come to Framewrk with specific areas they want to focus on
Both use community and networking as their primary resource
Both are concerned with how the Mastermind groups are formed
Both come to Framewrk with specific areas they want to focus on
Both use community and networking as their primary resource
Both are concerned with how the Mastermind groups are formed
Differences
Differences
Novice Founders need more guidance in figuring out their next steps and would use tools and resources as guides to help them thru building and growing their business.
Seasoned Founders are looking to scale up, grow their team, and achieve financial stability.
Novice Founders need more guidance in figuring out their next steps and would use tools and resources as guides to help them thru building and growing their business.
Seasoned Founders are looking to scale up, grow their team, and achieve financial stability.
Similarities
Both come to Framewrk with specific areas they want to focus on
Both use community and networking as their primary resource
Both are concerned with how the Mastermind groups are formed
Differences
Novice Founders need more guidance in figuring out their next steps and would use tools and resources as guides to help them thru building and growing their business.
Seasoned Founders are looking to scale up, grow their team, and achieve financial stability.
Define
Define
Define
Personas
Personas
Personas
Now that we have completed synthesizing all the collected data and we have a much better understanding of who our users are, we created our 2 personas, who would go on to drive our next design iterations.
Now that we have completed synthesizing all the collected data and we have a much better understanding of who our users are, we created our 2 personas, who would go on to drive our next design iterations.
Now that we have completed synthesizing all the collected data and we have a much better understanding of who our users are, we created our 2 personas, who would go on to drive our next design iterations.
Meet Thomas, our Novice Founder persona…
Meet Thomas, our Novice Founder persona…
Meet Thomas, our Novice Founder persona…
and Charlotte, our Seasoned Founder persona….
and Charlotte, our Seasoned Founder persona….
and Charlotte, our Seasoned Founder persona….
Problem Statements
Problem Statements
Problem Statements
With Thomas and Charlotte at the forefront of our minds, the team then crafted the problem statements for our personas.
With Thomas and Charlotte at the forefront of our minds, the team then crafted the problem statements for our personas.
With Thomas and Charlotte at the forefront of our minds, the team then crafted the problem statements for our personas.
How Might We…
How Might We…
How Might We…
The team brainstormed and reframed Thomas and Charlotte’s challenges into How-Might-We statements, paving the way for solutions tailored to their needs....
The team brainstormed and reframed Thomas and Charlotte’s challenges into How-Might-We statements, paving the way for solutions tailored to their needs....
The team brainstormed and reframed Thomas and Charlotte’s challenges into How-Might-We statements, paving the way for solutions tailored to their needs....
Before moving into the Design phase, we wanted to compare the goals of our users with those of Framewrk to be sure we address both in our proposed Designs. Creating an enhanced experience that satisfies our users and drives their engagement, will ultimately contribute to Framewrk’s success and meet their goals.
Before moving into the Design phase, we wanted to compare the goals of our users with those of Framewrk to be sure we address both in our proposed Designs. Creating an enhanced experience that satisfies our users and drives their engagement, will ultimately contribute to Framewrk’s success and meet their goals.
Before moving into the Design phase, we wanted to compare the goals of our users with those of Framewrk to be sure we address both in our proposed Designs. Creating an enhanced experience that satisfies our users and drives their engagement, will ultimately contribute to Framewrk’s success and meet their goals.
Aligning User Goals with Business Goals…
Aligning User Goals with Business Goals…
Aligning User Goals with Business Goals…
Aligned Goals
Aligned Goals
Aligned Goals
Improve curation
Improve peer matching
Identify resources specific to user needs
Identify areas for growth
Improve curation
Improve peer matching
Identify resources specific to user needs
Identify areas for growth
Improve curation
Improve peer matching
Identify resources specific to user needs
Identify areas for growth
Differences
Differences
Differences
Framewrk wants to increase user engagement with all features, thereby increasing the users’ perceived value of the platform
Users want to selectively engage with features
Framewrk wants to increase user engagement with all features, thereby increasing the users’ perceived value of the platform
Users want to selectively engage with features
Framewrk wants to increase user engagement with all features, thereby increasing the users’ perceived value of the platform
Users want to selectively engage with features
Design
Design
Design
Design Principles
Design Principles
Design Principles
After carefully considering the data and key insights gained from our interviews and usability tests, we identified 9 different design principles that we wanted to prioritize in our designs.
After carefully considering the data and key insights gained from our interviews and usability tests, we identified 9 different design principles that we wanted to prioritize in our designs.
After carefully considering the data and key insights gained from our interviews and usability tests, we identified 9 different design principles that we wanted to prioritize in our designs.
Account for the needs
of each individual user.
Account for the needs
of each individual user.
Account for the needs
of each individual user.
Help users set goals
and meet key milestones.
Help users set goals
and meet key milestones.
Help users set goals
and meet key milestones.
Provide a step-by-step
plan to meet users’ goals.
Provide a step-by-step
plan to meet users’ goals.
Provide a step-by-step
plan to meet users’ goals.
Create a more
personalized experience
Create a more
personalized experience
Create a more
personalized experience
Connect founders
with like-minded peers.
Connect founders
with like-minded peers.
Connect founders
with like-minded peers.
Provide education
resources to founders.
Provide education
resources to founders.
Provide education
resources to founders.
Help founders secure
funding and financial stability.
Help founders secure
funding and financial stability.
Help founders secure
funding and financial stability.
Be transparent on the purpose and use of personal data.
Be transparent on the purpose and use of personal data.
Be transparent on the purpose and use of personal data.
Give users a place to
save and store content.
Give users a place to
save and store content.
Give users a place to
save and store content.
Sign-Up Process
Sign-Up Process
Sign-Up Process
The intake questions during the sign-up process determine how users are sorted into their curated peer groups. Knowing that users are concerned about how their demographic information is being used, we made sure to explain to the users that their information contributes to a more curated matching process throughout the sign-up process.
Users were also concerned about being matched with peers of all the same background. We gave the user a scale to express how interested they are in being matched with people of similar or more diverse backgrounds. This gives the user more agency to curate their own experiences.
The intake questions during the sign-up process determine how users are sorted into their curated peer groups. Knowing that users are concerned about how their demographic information is being used, we made sure to explain to the users that their information contributes to a more curated matching process throughout the sign-up process.
Users were also concerned about being matched with peers of all the same background. We gave the user a scale to express how interested they are in being matched with people of similar or more diverse backgrounds. This gives the user more agency to curate their own experiences.
The intake questions during the sign-up process determine how users are sorted into their curated peer groups. Knowing that users are concerned about how their demographic information is being used, we made sure to explain to the users that their information contributes to a more curated matching process throughout the sign-up process.
Users were also concerned about being matched with peers of all the same background. We gave the user a scale to express how interested they are in being matched with people of similar or more diverse backgrounds. This gives the user more agency to curate their own experiences.
Since users were skeptical about the purpose of the racial identity question, we changed the focus of the question from the individual to the business.
Since users were skeptical about the purpose of the racial identity question, we changed the focus of the question from the individual to the business.
Since users were skeptical about the purpose of the racial identity question, we changed the focus of the question from the individual to the business.
The sign-up process is also designed to identify each user as a “Novice Founder” or “Seasoned Founder” early on. Specifically, the question asking for the company’s stage will distinguish a novice founder like Thomas from a more experienced founder like Charlotte. The users’ responses to this question will help funnel the users into the appropriate onboarding tour.
The sign-up process is also designed to identify each user as a “Novice Founder” or “Seasoned Founder” early on. Specifically, the question asking for the company’s stage will distinguish a novice founder like Thomas from a more experienced founder like Charlotte. The users’ responses to this question will help funnel the users into the appropriate onboarding tour.
The sign-up process is also designed to identify each user as a “Novice Founder” or “Seasoned Founder” early on. Specifically, the question asking for the company’s stage will distinguish a novice founder like Thomas from a more experienced founder like Charlotte. The users’ responses to this question will help funnel the users into the appropriate onboarding tour.
Onboarding
Onboarding
Onboarding
The onboarding tour was designed as a more customized experience for the users. New founders will be given a more guided experience of the platform, whereas the more seasoned founders’ tour will focus more on the community-aspect of the platform. We mapped out the different user flows for better visualization.
The onboarding tour was designed as a more customized experience for the users. New founders will be given a more guided experience of the platform, whereas the more seasoned founders’ tour will focus more on the community-aspect of the platform. We mapped out the different user flows for better visualization.
The onboarding tour was designed as a more customized experience for the users. New founders will be given a more guided experience of the platform, whereas the more seasoned founders’ tour will focus more on the community-aspect of the platform. We mapped out the different user flows for better visualization.
Dashboard
Dashboard
Dashboard
The team mapped out the planned content rearrangement and refined navigation flow using a Site Map.
The team mapped out the planned content rearrangement and refined navigation flow using a Site Map.
The team mapped out the planned content rearrangement and refined navigation flow using a Site Map.
There were quite a few changes made in the redesign of the dashboard.
There were quite a few changes made in the redesign of the dashboard.
There were quite a few changes made in the redesign of the dashboard.
Ava, our AI virtual assistant, was pulled out of the side Navigation bar to float on the screen like a typical chatbot. This allows her to provide help wherever a user is on the platform.
The company profile page has been separated from the User Profile and moved to a prominent space on the Side Navigation bar. Our Novice founders are expected to use this regularly, and this position will allow easy use.
The 2 community features (Mastermind groups and Forums) have been moved from the pop-up chatbox to a prominent position on the Side Navigation right under the Company profile as all users will be regularly using these features.
All users are also interested in the Content Library (for education) and Venture lab (for funding), so these features are now next in line on the Navigation bar for when Framewrk is ready to launch them.
Ava, our AI virtual assistant, was pulled out of the side Navigation bar to float on the screen like a typical chatbot. This allows her to provide help wherever a user is on the platform.
The company profile page has been separated from the User Profile and moved to a prominent space on the Side Navigation bar. Our Novice founders are expected to use this regularly, and this position will allow easy use.
The 2 community features (Mastermind groups and Forums) have been moved from the pop-up chatbox to a prominent position on the Side Navigation right under the Company profile as all users will be regularly using these features.
All users are also interested in the Content Library (for education) and Venture lab (for funding), so these features are now next in line on the Navigation bar for when Framewrk is ready to launch them.
Ava, our AI virtual assistant, was pulled out of the side Navigation bar to float on the screen like a typical chatbot. This allows her to provide help wherever a user is on the platform.
The company profile page has been separated from the User Profile and moved to a prominent space on the Side Navigation bar. Our Novice founders are expected to use this regularly, and this position will allow easy use.
The 2 community features (Mastermind groups and Forums) have been moved from the pop-up chatbox to a prominent position on the Side Navigation right under the Company profile as all users will be regularly using these features.
All users are also interested in the Content Library (for education) and Venture lab (for funding), so these features are now next in line on the Navigation bar for when Framewrk is ready to launch them.
A large part of the users’ entrepreneurial journey is setting goals, achieving those goals, and meeting key milestones along the way. The team believes that the business diagnositcs can serve as a roadmap to achieveing these goals. We built out the Company Profile page to provide the users a place to input their goals, easily track their achievements, and store the results of the business diagnositcs. The users will also be able to save content from the Content Library on this page.
A large part of the users’ entrepreneurial journey is setting goals, achieving those goals, and meeting key milestones along the way. The team believes that the business diagnositcs can serve as a roadmap to achieveing these goals. We built out the Company Profile page to provide the users a place to input their goals, easily track their achievements, and store the results of the business diagnositcs. The users will also be able to save content from the Content Library on this page.
A large part of the users’ entrepreneurial journey is setting goals, achieving those goals, and meeting key milestones along the way. The team believes that the business diagnositcs can serve as a roadmap to achieveing these goals. We built out the Company Profile page to provide the users a place to input their goals, easily track their achievements, and store the results of the business diagnositcs. The users will also be able to save content from the Content Library on this page.
The business diagnostics are especially important to Thomas, our novice entrepreneur. The diagnostics provide Thomas with an actionable plan and help guide him step-by-step toward meeting his goals. While the diagnostics are extremely useful for Thomas, they are not as helpful for Charlotte. With this in mind, we moved the diagnostics into a collapsible menu on the navigation bar to make room for other features that are useful to all users.
The business diagnostics are especially important to Thomas, our novice entrepreneur. The diagnostics provide Thomas with an actionable plan and help guide him step-by-step toward meeting his goals. While the diagnostics are extremely useful for Thomas, they are not as helpful for Charlotte. With this in mind, we moved the diagnostics into a collapsible menu on the navigation bar to make room for other features that are useful to all users.
The business diagnostics are especially important to Thomas, our novice entrepreneur. The diagnostics provide Thomas with an actionable plan and help guide him step-by-step toward meeting his goals. While the diagnostics are extremely useful for Thomas, they are not as helpful for Charlotte. With this in mind, we moved the diagnostics into a collapsible menu on the navigation bar to make room for other features that are useful to all users.
Existing Design
Existing Design
Existing Design
Proposed Design
Proposed Design
Proposed Design
Proposed Design (expanded)
Proposed Design (expanded)
Proposed Design (expanded)
Knowing that each entrepreneur’s journey is unique, we utilized the real estate on the main dashboard to push customized content based on each users’ goals.
Recognizing that the home office themes garnered mixed reactions from our users, we’ve relocated it from the home dashboard and to a secondary dashboard accessible through swiping. Users will have full control over the features they use, giving them a more personalized experience.
Knowing that each entrepreneur’s journey is unique, we utilized the real estate on the main dashboard to push customized content based on each users’ goals.
Recognizing that the home office themes garnered mixed reactions from our users, we’ve relocated it from the home dashboard and to a secondary dashboard accessible through swiping. Users will have full control over the features they use, giving them a more personalized experience.
Knowing that each entrepreneur’s journey is unique, we utilized the real estate on the main dashboard to push customized content based on each users’ goals.
Recognizing that the home office themes garnered mixed reactions from our users, we’ve relocated it from the home dashboard and to a secondary dashboard accessible through swiping. Users will have full control over the features they use, giving them a more personalized experience.
Color Palette
Color Palette
Color Palette
Throughout our design process, we made sure to reference Framewrk’s style guide and honor their original branding. However, we checked the contrast ratios on the color palette and found that the contrast was too low for the majority of secondary colors. This combination may not be legible to users, which is a major accessability issue. Since these secondary colors were used primarily for headings, buttons, and various accents, we needed to address this issue. Out of necessity, we created a proposed color palette that includes some of Framewrk's original colors and a few new colors that meet accessability requirements.
Throughout our design process, we made sure to reference Framewrk’s style guide and honor their original branding. However, we checked the contrast ratios on the color palette and found that the contrast was too low for the majority of secondary colors. This combination may not be legible to users, which is a major accessability issue. Since these secondary colors were used primarily for headings, buttons, and various accents, we needed to address this issue. Out of necessity, we created a proposed color palette that includes some of Framewrk's original colors and a few new colors that meet accessability requirements.
Throughout our design process, we made sure to reference Framewrk’s style guide and honor their original branding. However, we checked the contrast ratios on the color palette and found that the contrast was too low for the majority of secondary colors. This combination may not be legible to users, which is a major accessability issue. Since these secondary colors were used primarily for headings, buttons, and various accents, we needed to address this issue. Out of necessity, we created a proposed color palette that includes some of Framewrk's original colors and a few new colors that meet accessability requirements.
Existing Palette
Existing Palette
Existing Palette
Proposed Palette
Proposed Palette
Proposed Palette
Deliver
Deliver
Deliver
Next Steps
Next Steps
Next Steps
Test and Retest
Due to time constraints of the project length, our final designs have not been tested. We would like to conduct further testing to validate the changes made.
Due to time constraints of the project length, our final designs have not been tested. We would like to conduct further testing to validate the changes made.
Test and Retest
Due to time constraints of the project length, our final designs have not been tested. We would like to conduct further testing to validate the changes made.
Update the Landing page
We found during testing that 3/4 users were confused about the terminology used on Framewrk's landing page. Users are not able to envision the full value of the platform because they don't understand what some of the features are. As this is the first entry point, we'd like to update the landing page with clearer explanations of the key features to draw in users and convert them into members!
We found during testing that 3/4 users were confused about the terminology used on Framewrk's landing page. Users are not able to envision the full value of the platform because they don't understand what some of the features are. As this is the first entry point, we'd like to update the landing page with clearer explanations of the key features to draw in users and convert them into members!
Update the Landing page
We found during testing that 3/4 users were confused about the terminology used on Framewrk's landing page. Users are not able to envision the full value of the platform because they don't understand what some of the features are. As this is the first entry point, we'd like to update the landing page with clearer explanations of the key features to draw in users and convert them into members!
Feature Prioritization
Feature Prioritization
While we see potential in the business diagnostics for founders like Thomas, both users were drawn to Framewrk for the community aspects. We'd like to improve the curation of peer groups and promote forums as top priority. We also learned users are very interested in a content library. We'd like to get this up and running quickly to add immediate value to the site.
While we see potential in the business diagnostics for founders like Thomas, both users were drawn to Framewrk for the community aspects. We'd like to improve the curation of peer groups and promote forums as top priority. We also learned users are very interested in a content library. We'd like to get this up and running quickly to add immediate value to the site.
Feature Prioritization
While we see potential in the business diagnostics for founders like Thomas, both users were drawn to Framewrk for the community aspects. We'd like to improve the curation of peer groups and promote forums as top priority. We also learned users are very interested in a content library. We'd like to get this up and running quickly to add immediate value to the site.
Define a 3rd Persona
Define a 3rd Persona
There is a potential 3rd persona who is far more experienced than Charlotte. Framework as it exists today is not built with these more experienced founders in mind. We would recommend doing further research around this 3rd person, and designing an experience on the platform for those users who may take on more of a mentor role and dispense wisdom rather than seeking it out.
There is a potential 3rd persona who is far more experienced than Charlotte. Framework as it exists today is not built with these more experienced founders in mind. We would recommend doing further research around this 3rd person, and designing an experience on the platform for those users who may take on more of a mentor role and dispense wisdom rather than seeking it out.