PROJECTUBE

An online platform helps users easily access organizations and events that suit their needs.

Role:

UX Designer/ UX Researcher

Tools:

Devices:

Figma/ Adobe Photoshop/ Adobe Illustrator

Mobile/ Desktop

Award:

Top 10 excellent products Headway Awards 2021

— THE PROBLEM

High school student organizations, especially non-profits, are rapidly growing in Vietnam, offering valuable events and opportunities. However, students often struggle to find organizations and events that meet their specific needs.

— THE SOLUTION

Let's take a sneak peek into the 2 designs of Projectube

For this project, my goal is creating an AI-powered platform that suggests users with their preferred events and organizations based on categories that they are interested in.

Empowering AI to suggest users with their preferred events

Among plenty of event topics, users can choose up to 3 selections and our system will suggest events that match their interest.
Moreover, our system will also based on users’ frequently search as well as “saved events” to suggest the one that they might be interested in.

Viewing your own personal calendar

Users can effortlessly keep track of their registered events with a personalized calendar. Plus, they can stay connected by viewing their following organizations, people, and job recruitment - all in one place!

01. DISCOVERY

— THE SOLUTION

02. DEFINE

01. DISCOVERY

— QUANTITATIVE SURVEYS

03. IDEATE

04. PROTOTYPE

A survey asking participants which platforms they normally use to search for organizations and events in Vietnam.

A survey (n = 80) receives the result that Facebook and Ybox are the most prominent platforms and survey attendees responded some difficulties they faced when using them to search for organizations and events.

Through the process using the 1:1 Interview method, I gained insights from all individuals. These are 2 key challenges that reflect the difficulties students face.

The interview revealed varying perspectives of how students encounter difficulties when they look for activities and projects.

— USER INTERVIEW

— PROBLEM STATEMENTS

This involves targeting the user group that has been identified and synthesized after the Interview process, namely students. During the process of determining the Voice, I brainstormed and listed adjectives for communication that satisfy the character traits of Projectube. I then selected around 3-4 adjectives that satisfy all the traits of that character.

— VOICE & TONE

I proceeded to determine Projectube's Tone through 4 steps.

Step 1:
Identify Key Moments (What)

Step 2:
Identify Tone Objectives (Why)

Step 3:
Identify Tone Profile (How)

— LOW-FIDELITY PROTOTYPE

03. IDEATE

I created a multi-sided platform linking organizations with students to optimize marketing and deliver personalized, reputable events that are personalized for each user.

To become a "human-centric" product, a product needs to have its own soul and voice.

I consisted the prototype with pixel-perfect design and brand colors in both desktop and mobile.

I started doing lo-fi prototype for 5 main task pages, since they are the most important tasks that users most likely to explore within the app.

05. DESIGN SYSTEM

Event Management

Homepage: Viewed events that are suggested based on users’ interest

  • My assumption was that users would prefer seeing suggested events than organizations

  • I decided to design homepage with full of event-related contents

Event Page: Displayed all the important information about one event users clicked in

  • For some users, they might be more interested in events that have many people coming or their friends also participating in

  • I decided to include the participant avatars in this event page

Organization Page: Showed organization descriptions as well as their upcoming events

  • To showcase the most organizations’ branding, I implemented large spaces for organizers to add their cover and avatar

  • Influenced by social media platforms, the follow and contact button are designed to be visually appealing ensuring effortless interaction

Profile Page: Users can easily view/ edit all events on their personal calendar and manage subscribed organizations

02. DEFINE

Curated Finder

Easily find suitable & curated organizations and events to meet individual needs

Easily manage information about events and organizations

After analyzing both qualitative and quantitative data from my research, I discovered 3 main pain points users encounter.

3 How Might We questions were formulated to frame the problem around user needs.

Determining the context in each flow

To be able to identify the tones for each key moment, I need an overview of the entire flow, and the simplest way is to rely on the User Flow. At each key moment, I need to identify the situations and requirements for the tone of each of those situation.

Determining the purpose for tone

Determining the goal of the tone was accomplished by using the Tone Spectrum chart. The vertical axis of the chart represents qualities and the horizontal axis represents key moments in a flow.

Develop content for each context

At this step, I constructed the Tone Profile based on the 4 Primary Dimensions of Tone' researched by the Nielsen Norman Group, which include:

  • Formal & Casual: Degree of Formality → Informality

  • Funny & Serious: Level of Humor → Seriousness

  • Respectful & Irreverent: Level of Respect (Less authority than the user) → Humility

  • Enthusiastic & Matter-of-fact: Level of Enthusiasm → Matter-of-fact

  • Users can manage all events in their personal calendar

  • Shortcut to unsubscribe organizations is convenient

04. PROTOTYPE

Premium Upgrade Page: Users have choice to experience a more specialized events recommendations

  • The page is designed minimalism

  • Allows users upgrade their account with ease

Step 4:
Evaluation

Testing with users and adjusting the tone to be more fitting

The final step involves the participation of special characters - the first group of students to join the Projectube platform. I begin organizing the content developed for each flow into the first beta version of the platform within a week and have received the most genuine feedback. This serves as the foundation for us to further develop Projectube's personality to better resonate with users.

Some contexts within the 'Discover Organizations' flow

Inspired the current information architecture of Ybox, I brainstormed the task flows I want to design for Projectube.

— MAPPING OUT USER FLOWS

Starting from the home screen, users will have the options to explore either events or organizations that are highly recommended based on users’ preference. There will also be a profile page where users can can manage all events in their personal calendar and Projectube will sends notifications on the day before and the day that the events happen.

I defined user goals by analyzing challenges, ensuring better accessibility and usability.

By analyzing their perspectives, I identified three key difficulties users encounter. This approach helped me define user needs and refine solutions that enhance accessibility and usability.

Seamless Engagement

Easily participate in quality, reputable, and professional organizations and events

— USER GOAL

Projectube focuses on 3 distinctive factors compared to other platforms.

I analyzed gaps in existing platforms and ensuring that users can easily find relevant events through AI recommendations, access curated content, and navigate a clean, ad-free interface for a seamless experience.

— UNIQUE SELLING POINTS