h4_case-study
gif_scrolling_20px

Mobile Apps
[Android + IOS]

Client

Buzzi

Status

Ongoing

Buzzi-Mobile-App-📱-Cover_1-5x

Responsibilities

Mobile Apps

Design System

Web App

Website

Team

Product Designer

2 Business Owners

4+ Developers

Date

2019
2020

9 min read

stage 01
setting the scene

a new start

Scene 01|03 - context

On the first day joining the company, the business owners explained to us in depth their new idea and strategy. The app will be focused on reviewing products and will leverage the blockchain technology to reward our active users who write reviews and interact with the app.

buzzi_stage1-scene1_context_200628

Scene 02|03 - my role - product designer

Since the outset of the project in February 2019, my role has been to lead the design of all the digital platforms related to Buzzi (Mobile Apps, Web Apps, Websites...).

Scene 03|03 - my role - product manager

As a lead, I also manage the planning and roadmaps, making sure everything is running well. As a product manager, I must strike a balance between managers’ expectations, business goals, developer’s voice, customers' needs and my role as a Product Designer.

buzzi_stage1-scene3_pm_200628

stage 02
rising action

the difficult balance between social and e-commerce

Scene 01|04 - business objectives

- Turn the idea into a profitable business
- Create a community of qualitative reviewers

Scene 02|04 - our early pitch

Like mentioned in the context, we started by leveraging a blockchain community called Steem. While building the MVP, I had convinced my managers to narrow our niche first and specialise into a specific category. My managers being parents, we started researching kids products and found out that the niche was not so crowded. Buzzi Kids was born.

Scene 03|04 - design problem

How to encourage people to interact socially with our app by creating and curating content, meanwhile keeping the e-commerce aspect?

Scene 04|04 - challenge

Our managers hired us (Hagos (Android developer) and me) right after the approval of their investors for their new business idea. Their idea being still in iteration phase, the challenge was to unify the “fresh blood” (us) with their full-stack developer (Soyeong) behind this new project. Creating a new team, a new product and a profitable project simultaneously while speaking 2 languages (English and Korean) ^^.

buzzi_stage2-scene4_challenge_200628

stage 03
climax

finding our identity, reshaping my process

Scene 01|03 - our mvp

We had 100 days; 100 days to create and develop 17 features.
To get quickly ahead of my developers, I started with wireframes for them to be able to tackle the back end. Once the wireframes were done, I jumped right into the UI.

buzzi_stage3-scene1_mvp_200630

Scene 02|03 - wireframes

As mentioned above, I started to work on the app by creating wireframes. My goal was to really focus on the UX. Everyone in the team was impatient to see the UI, but it was a good way for them to remain focused on the skeleton of the app. I also used usability testing to get feedback and re-adjust early on the UX.

buzzi_stage3-scene2_wireframes-2_200628

Scene 03|03 - an evolving process

My workflow is always evolving. In the other case studies of my portfolio, I went deeply into the process; on this one, I wanted to focused more on the points I improved and helped me the most.

Quicker iteration

In my previous experiences, I was going more in depth into the visual design exploration. For every feature, I was making 3 differentes routes, and it was time consuming. This time, I tried to focus more on a single route, iterate quickly and adjust based on the feedback. In any case, the features are always evolving so I can come back and improve them.

buzzi_stage3-scene3-1_iteration_200630

Prototyping

Prototyping really helped me when I was presenting the features. Being a small team, I was trying to use as much as possible a real device and make my colleagues interact with the prototype. For high quality prototypes, I used Protopie made by Fredo’s team, a Korean startup based in Seoul.

buzzi_stage3-scene3-2_proto-1_200628

Analysing

Getting user feedback and analysing the data is an important part of my role. To this day (October 2020), we have conducted a few user surveys, and we are checking the data frequently through Apps Flyer and Firebase. More about the numbers at the end of the case study.

stage 04
solving the problem

spotlight on few features

Scene 01|04 - create post

“Create post” is undoubtedly one of the features where we iterate the most.

Is gamifying the experience always the right solution?

For the first version, the idea was to split the process into steps to show progression. We also wanted something fun to keep users engaged. We tried to leverage the concept of dopamine rush effect and gamify the process to encourage users to go forward.

buzzi_stage4-scene1-1_game_200628

Testing it multiple times on the real app

After testing the process over and over on our app, we realized that the process wasn’t optimized.

Room for improvement

As expected with a digital product, the work is always in progress, so you have always room for improvement. The create process is now much shorter, and we tried to make it as simple as possible. The main takeaway here will be to ship the feature quickly to be able to test it in real and iterate.

buzzi_stage4-scene1-3_improvement_200925

Scene 02|04 - feed

Not instagram, yet

For a long time, the feed was our main page where people land. In mid-2020, we decided to push forward “discover” as the main. Our app is pretty young; users are posting but so far not following much. We have recommended posts in our feed, but once you follow a few people, your feed doesn’t update that fast.

Rebirth

To try to make the user journey lighter and shorter, we decided to erase the post page / product page. They are now combined into the post card, where the user can read product reviews and purchase.

buzzi_stage4-scene2-2_rebirth_200628

Scene 03|04 - discover

Con$ume

Discover is like every big social app. The goal is to encourage you to read more content, find users to follow and at some point purchase.

buzzi_stage4-scene3_consume_200628

Sharing the pie

We are also using “Discover” to showcase our “weekly top posts” and top users. The reason for these modules is to push people to interact with our app and get some points.

Scene 04|04 - my points

The user needs 10,000 points (deposit) and then can redeem with gifts cards. It is why I used the “progress bar“ below the points to motivate the users when they are close to unlock the gifts cards.

buzzi_stage4-scene4_points_200629

stage 05
(re)solution

launching, iterating, improving, updating

Scene 01|05 - Launching the MVP

My managers’ goal was to leverage the blockchain for the reward, so we went full into the "Steem" blockchain. A bunch of people registered; quantity was great for the start; quality was still not there. Steem ended up not being the best target, so we decided to take a step back for a better public launch.

Scene 02|05 - Launch Android

Android was the first platform that we kicked off with. The launch went well; we received positive feedback. We had bugs of course and room to improve, but the developers did very well.

Scene 03|05 - Launch IOS

In 2020, we offered a full time position to our talented IOS intern Kwanhui. Our launch started more slowly than Android but was quickly kicked off by the marketing ads.

buzzi_stage5-scene3_ios-launch_200628

Scene 04|05 - what I learned as a Lead Product Designer

Product Designer

With this experience, I learned from every aspect of my position. Being in a small company, you don’t limit yourself in a specific role and participate in all phases of a product; this is what I enjoyed.
Design system was one of the major challenges for me. I learned a ton online, and also am grateful for the help of my friend Maxence.

buzzi_stage5-scene4_learn_200628

Product Management

As my role is pretty intense, I had to be quick and efficient to balance business decisions, technical feedback and the user experience when making roadmaps and planning. With my position (between managers and engineers), communication and early collaboration are the key to make the product go forward and meet the deadline.

Scene 05|05 - our users

Marketing

What I realised with the data we acquired over the months was that marketing on Facebook ads / Google was effective to grow our community of curators. Good for quantity.

Influencers

We also worked with American and Korean influencers and despite the growth being much slower, the people joining were more inclined to create and participate socially in the platform. Good for quality.

buzzi_stage5-scene5_influencers_200628

Real users

The best reward for me is to see “real” users interacting with the platform, posting, commenting and making efforts to create good content.
Finally, the most important is to make an honest digital product where people can get, hopefully, value out of the app.

Thank you for reading.

buzzi_stage5-scene5_users_200628

selected works

Merch SquareDesign System

BuzziMobile App [Android + IOS] | Multi-language

Prop StoreWeb App

Sovereign WalletMobile App [Android]

RoborusWeb App + Website

based

brest_2x
rennes_2x
london_2x
seoul_2x

position

Graphic Designer

Web Designer

Digital Designer

product-designer_2x
footer-gif_lossy-ezgif

contact

Any questions, work inquiry, let’s get in touch.

logoflag_2x

Product Designer

Updated Sept 2020

Want to say Hi? đź‘‹

hello@kevin-quiec.fr

+82 10 7264 9105

Explore my social media

footer_astronaut_1-5x
footer_earth_1-5x