Oasis (AtheNav)
Startup App Design
Role
Chief Design Officer (CDO) | Product Designer
Timeline
3 weeks
Team
CDO Me | CEO Richard Koteles | CFO Bogdan Beckers | CMO Avery Thursby | CTO Aarush Panda
Tools
Figma | FigJam | Microsoft Office | Adobe Illustrator | Adobe Photoshop | Google Drive
Project
Overview
Oasis was created at the European Innovation Academy in Porto, Portugal. We were tasked to find a problem and create a new product to solve it. Through user research, wireframing, prototyping, business canvas modelling, and marketing, we completed the first iteration of Oasis in 3 weeks - through agile sprints - to pitch to international investors. Oasis is a safety navigation app that suggests the safest routes to help you reach your destination based on a series of key criteria, including populous, well-lit streets, areas frequently patrolled by authorities, and places that are CCTV-monitored.
Client Goal
Disclaimer*
The live site is still the previous version. The client intends to relaunch the redesigned version once new product photos are completed.
The client wanted to increase product sales by optimizing the website to bridge the gap during slow periods when not actively selling at the local markets. They also wanted a more specific brand identity that would help tailor the website towards their target audience.
The
Problem
There is a lack of assured safe navigation and easily accessible reporting systems for travellers who explore on foot.
My
Goal
Create an app that enables travellers to make informed decisions at a glance to decrease the chance of people finding themselves in uncomfortable or dangerous scenarios.
Receive over 300 email sign-ups to validate the problem.
Design
Process
Double Diamond was the framework chosen for this startup app design, as we only had 3 weeks to complete the project. Each week, we had different phases to complete, as well as daily tasks. Using the agile methodology, through weekly sprints and the double diamond framework, allowed us to go back and forth with each phase of our startup to iterate on our work.
Process Overview
Sprint 1: Explore and Validate
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Problem and Customer Discovery
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Competitive Analysis
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Customer Validation
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Product Features
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Lo-Fidelity Sketching
Sprint 2: Design and Build
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Logo and Brand Design
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Medium-Fidelity Wireframes
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Marketing Campaign and Design
Sprint 3: Polish and Pitch
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High-Fidelity Prototype
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Business Models and Financials
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Grand Pitch for International Investors
With only 3 weeks to complete our work, all 5 of us had different goals to achieve by pitch day. My main focus was on the UX/UI and brand design for our startup app. I was involved with business, marketing, and financials as well, but on a much smaller scale.
Through daily keynotes, workshops, and one-on-one time with mentors, we were able to complete our first sprint. We discovered our target audience and validated our problem through surveys.
Customer Discovery
With a problem in mind, my team narrowed down what we wanted to focus on and picked a specific user to target. Below shows the persona that led us through the 3 weeks.
Validation
Using Microsoft Forms, we created a form to ask the public whether or not our problem was one that needed to be solved. Each user needed to sign up with an email to show support for our cause.
We received 150 sign-ups in one day.
This volume proved to us that this problem needed to be solved, and we were on the right path.
I also conducted 5 user interviews where I asked questions more specifically about branding. I asked what colours the words "men, outdoors, rugged, and grit" made them think of. This gave me insight into what colours users would expect to see when entering the website.
40% mentioned beige/tan.
80% mentioned green.
100% mentioned brown.
Lo-Fidelity Wireframes
Through competitive analysis and survey answers, I determined that:
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Having a live map was essential for users to see information clearly.
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A simplistic design was necessary for quick interactions.
Sprint 1
Sprint 2
Time was moving quickly going into the second week. I wanted to create a working prototype for the startup expo. This event was for all EIA students, mentors, and outside participants to learn about each startup and ask questions.
Medium-Fidelity Wireframes
Using Figma, I created 9 medium-fidelity wireframes to gather mentor feedback from. Once approved, I continued with our branding before completing the high-fidelity prototype.
Branding
As this was a safety app, I needed to keep the design professional, while also inviting for users. I considered these factors when selecting the colour palette and typography.
High Fidelity Wireframes (Solution)
Simplified Homepage
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Easily accessible report button in case of emergencies.
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A clear route map guides the safest route to walk.
Alerts Page
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Selection of the most common unsafe walking concerns in the area.
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Images and text provide an accessible and clear selection.
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Multiple options can be selected.
Confirmations
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Instant acknowledgment of reports.
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Symbol for pending and verified reports to confirm unsafe routes.
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A reward system to encourage users to report unsafe situations.
Sprint 3
Before our final pitch, my team solidified 380 sign-ups to validate our problem. We were allowed to continue to pitch to investors. Within 2 weeks, I created a working prototype to be shared at the startup expo. Through research, I was able to pinpoint common alerts that travellers would want to report easily. After this point, the remaining week of EIA was focused on financials/investment, and less about design.
AtheNav was a rebranded name we created in place of Oasis. This would be used if we were to continue with this startup in the future. AtheNav was nominated for a Nixon Peabody Trademark Artisan Award.
Reflection
Working in a cross-functional team in an international setting was one of the COOLEST experiences I've been a part of. I had just finished my first year of school with a small amount of Figma and UX knowledge at this point. To create a startup brand and working prototype in 2 weeks was the biggest and most rewarding challenge I've had.
Challenges
2 week design timeline.
The 3 weeks were set up so that the design portion was one of the first steps to be completed. By week 3, we had moved on to intellectual property and investor pitching. It forced me to throw my ideas onto paper and run with them!
Lack of user testing and feedback.
I did not have enough time to conduct proper qualitative user research. Looking back, I wish I had found time to do this, as I believe my designs require more feedback and iterations.
Key Takeaways
Follow the problem the whole way.
Focusing on the problem we were trying to solve helped guide my design choices. The research I did always reflected my ultimate goals. This was crucial as we only had a limited time.
How to work together in a cross-functional, international team.
My team was full of students from multiple countries, including Canada, the USA, Belgium, and the UK. It was a unique experience as we had varying knowledge and opinions on certain factors that influenced our decision making.
I can create a startup product in 3 weeks.
Oasis was an idea that blossomed into a validated problem people wanted solved. To receive 380 sign-ups in a few days was incredible.
