Designer currently based in Sydney.
Previously @ The New York Times.
Atlast – Digital Marketing Tool
UX/UI DESIGN
PROTOTYPING
BRANDING
PROTOTYPING
BRANDING
OVERVIEW
Atlast is a mobile-first application that offers an all-in-one digital marketing solution for small business owners. It provides an affordable and easy-to-use platform, enabling small business owners to create and schedule content easily, grow their businesses, and ultimately develop their own marketing know-how.
Capstone Project, 2023
Capstone Project, 2023
PROBLEM
PROBLEM
Within the first 5 years of operation, 50% of small businesses face failure. Compounded by the disruptive effects of COVID-19, these businesses have had to adapt to new trends, particularly the surge in digital marketing. Recognizing this, we began to ask ourselves…
USER INTERVIEWS
USER INTERVIEWS
To break down our problem, we focus on the first component: What exactly are the needs of small business owners?
We conducted 30+ interviews with a combination of marketing professionals and small business owners to gain a more comprehensive understanding of the obstacles and nuances at play.
We were able to validate our initial hypothesis that adopting trends and transitioning into digital marketing was challenging. Notably, the three most common pain points cited were: a lack of time, expertise, and capital.
We conducted 30+ interviews with a combination of marketing professionals and small business owners to gain a more comprehensive understanding of the obstacles and nuances at play.
We were able to validate our initial hypothesis that adopting trends and transitioning into digital marketing was challenging. Notably, the three most common pain points cited were: a lack of time, expertise, and capital.
We decided to focus on micro business owners, classified as businesses with an average of fewer than 10 employees. This demographic has been validated as our primary, broad segment for segmentation purposes.
COMPETITIVE ANALYSIS
COMPETITIVE ANALYSIS
After auditing digital marketing apps in the market I found...
Existing marketing tools typically target professional marketers rather than small business owners, requiring expertise for effective use. While hiring a marketing agency is effective, it's costly and often not feasible for small business owners, as highlighted by interviews.
Atlast offers a mobile-first interface, emphasizing simplicity and automation. It pioneers in serving underserved small business owners, setting itself apart from competitors despite sharing similar features.
Existing marketing tools typically target professional marketers rather than small business owners, requiring expertise for effective use. While hiring a marketing agency is effective, it's costly and often not feasible for small business owners, as highlighted by interviews.
Atlast offers a mobile-first interface, emphasizing simplicity and automation. It pioneers in serving underserved small business owners, setting itself apart from competitors despite sharing similar features.
IDEATION
IDEATION
Utilizing insights from our user research, we effectively structured the identified needs within our app's "content pipeline" framework. This pipeline mirrors conventional marketing practices and encompasses three key stages:
By leveraging journey mapping and crafting our information architecture, we've effectively structured our app to meet user needs at every step.
- Preparation
- Production
- Publication
By leveraging journey mapping and crafting our information architecture, we've effectively structured our app to meet user needs at every step.
VISUAL DESIGN
VISUAL DESIGN
Considering a more mature user base that may not be tech-savvy, it was important for us to prioritize minimal and straightforward UI that avoids unnecessary distractions.
Simplicity took precedence, utilizing white space, large text, and featuring clear buttons with ample surface area for ease of interaction.
Simplicity took precedence, utilizing white space, large text, and featuring clear buttons with ample surface area for ease of interaction.
CONCLUSION + NEXT STEPS
CONCLUSION + NEXT STEPS
This app was initially developed as part of a class project and did not undergo any user testing. However, in a real-world project scenario, the next crucial step would involve testing an initial version of the app through a series of carefully designed scenarios. Gathering feedback from users during this testing phase would help evaluate the effectiveness of the current app flow and identify any necessary improvements to ensure a seamless language learning experience. It is also important to consider the diverse needs of users that may have been overlooked in the initial design.
To conduct user testing, I would utilize a combination of tools such as UserTesting and Maze. These tools would enable me to collect valuable user insights and efficiently analyze the feedback received, allowing for iterative refinements to the app design.
Click on the icon below to access the prototype.
To conduct user testing, I would utilize a combination of tools such as UserTesting and Maze. These tools would enable me to collect valuable user insights and efficiently analyze the feedback received, allowing for iterative refinements to the app design.
Click on the icon below to access the prototype.