Competitor Analysis

I conducted a competitor analysis to understand how other apps and websites in the watersports market work and what users valued the most. Where the users needs met? I discovered that users’ needs were not met since all apps were specialized in particular sports and most of them are not particularly well-executed. I also found out that there were many different business models and no standardized system to display wind, wave, and weather information. Yet, they were all very complex and difficult to understand. This analysis included competitors’ profile, marketing, and business strategy, SWOT Profile, UX/UI, content, design, and performance quality. Based on the analysis, I drew up several core features that defined Shore’s MVP.

User Survey

Using Google Forms and a bilingual survey (Spanish, English), I found out that most users have a beginner or intermediate level and that they don’t need a lot of information to make the call. Besides, as I had already hypothesized, the fluidity between beach-goers and watersports aficionados was very high. Additionally, I discovered that over 90% of the users had extreme jellyfish and sharks fear, and that would wish to be warned about sightings and would participate in warning others.

User Interview & Analyzing the Data

Having run a successful survey previously smoothed the path for better interviews. I used the interviews to dig deeper into the feelings and emotions of the users, understand better the lifestyle of people who practiced watersports and unveil potential business possibilities.

During these interviews, I confirmed the will of users to collaborate in warning others. Another key aspect was to understand the feeling the app would have to communicate. Watersports are for many users a fun but particularly calming and fulfilling experience. Many people want to be in touch with nature and enjoy the feeling of lightness and serenity inside the water. This helped me to start defining the tone, and emotions to communicate through the UI.

I carefully analyzed all the data by creating Empathy Maps and Affinity Mapping. I divided the information in “App Features” and for each of them wrote down the findings, insights, and possible solutions.

At this point, I took two very important decisions:

• I decided to name the app Shore because it was not anymore only about the water, but also the beach.
• It was not going to be a responsive web app, but a native app and a responsive website with different functionalities than the app.

These are the main reasons why I decided on a native app:

• The app would be used in-situ, and native apps offer a better experience on the phone.
• Despite progressive web apps being a quick, cheap, and more efficient solution, users still don’t know how to install a progressive web app and might feel confused about it. Being an app that needs to grow and create awareness, a native app serves a better purpose.

Card Sorting

This was one of the most exciting parts of the whole process. I prepared cards using the online software Optimalsort and had 8 people sort them. It was very interesting to see how despite people think in different ways, there are tendencies in concept grouping. After analyzing the results, had to change some of the previous navigation for the better.

06 Test

After days of wireframing, I was very curious to see how testers would use the app and what I would find out. I consider this one of the most crucial moments of a UX Design process, and I think, that I should have conducted early-stage tests with low-fidelity prototypes. It would have saved me a lot of time and doubts to test more and earlier.

Usability Test

I conducted within 3 days, 6 moderated remote usability tests with potential users. The testers had similar characteristics to the user personas.

Using Zoom, I asked the testers to follow specific tasks and describe to me what they were expecting, thinking, seeing, and feeling. I found out that testers found it difficult to report jellyfish or shark spottings. Yet, most of the issues were rather aesthetic or minor usability issues, and that the app was easy to understand and use.

After the sessions, I watched every test I had recorded and wrote down each expectation, action, feeling, and thought on post-its. I created an affinity map and a rainbow spreadsheet.

07 Visual Design

At this point, I had to transport all my learnings into visual communication and ensure the consistency of the design. I enjoyed the challenges of creating illustrations, finding accessible colors that would make a beautiful color palette, developing a universally understood visual language system for the location and weather cards, and determining the right transitions between pages with animations.