UX CASE STUDY

!1L A Y L A G H A Z N A V I | L E A D U X D E S I G N E R

U X C A S E S T U D Y

S C H O L L Y E D I T O R

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T H E P R O J E C T D E TA I L SP R O J E C T O V E R V I E W

PRODUCT NAME: Scholly Editor, a SaaS platform by Scholly (myscholly.com)

DATE, DURATION: April 2018 - August 2018

MY ROLES: UX Designer, Visual Designer

TOOLS: Sketch, Invision, Photoshop, Keynote

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W H AT I S S C H O L L Y ?P R O J E C T O V E R V I E W

• “Scholly” refers to scholarship

• Scholarship-matching platform

• Funded by SharkTank, 2014

• Chegg and LendingTree have

tried to acquire the startup

• More services such as a college

prep helpbot, essay proofreading,

textbook search math help

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W H AT I S S C H O L L Y E D I T O R ?P R O J E C T O V E R V I E W

• Web-based proofreading

platform for Members

• Beta version (1.0) released

in February of 2018

• Early traction for the

feature led to interest in

platform improvement

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SCHOLLY EDITOR 1.0

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R E S E A R C H M E T H O D ST H E D E S I G N P R O C E S S

IDEATE BUILD & DEPLOY

TEST & ITERATE

DISCOVER & DEFINE

DESIGN & PROTOTYPE

RESEARCH METHODS:

• Stakeholder Interviews: their GOALS (deadlines, scope, intended audience), their OBJECTIVES, and what success looks like.

• UI Audit of Editor 1.0 (Beta)

• User/Audience Survey and Interviews

• Competitive Analysis

DEFINE:

• Business Requirements

• Issue Areas/Pain Points

• User Engagement Data

• Best Practices

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S TA K E H O L D E R F E E D B A C KT H E D E S I G N P R O C E S S

CEO & CMO “People love Editor! My friends love Editor! Let’s find out how to make it even better. I want to roll out an optimized version in 3 months or less for this big event we have in July!!”

PRODUCT/CTO “Editor was rolled out too fast with no beta release, it’s super buggy, poor user engagement. It doesn’t look bad, but we haven’t really user-tested it. Need more resources dedicated to it if we want it to be a profitable feature.”

IDEATE BUILD & DEPLOY

TEST & ITERATE

DISCOVER & DEFINE

DESIGN & PROTOTYPE

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U I A U D I T O F 1 . 0T H E D E S I G N P R O C E S S

IDEATE BUILD & DEPLOY

TEST & ITERATE

DISCOVER & DEFINE

DESIGN & PROTOTYPE

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S U R V E Y I N S I G H T ST H E D E S I G N P R O C E S S

IDEATE BUILD & DEPLOY

TEST & ITERATE

DISCOVER & DEFINE

DESIGN & PROTOTYPE

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U S E R & A U D I E N C E F E E D B A C KT H E D E S I G N P R O C E S S

“I don’t agree with all these

suggestions, a lot of the time they’re wrong!

“Difficult to go back and forth between tabs just to make corrections to my essay.

“Why does my format change? I wanna download my document in a different

format. Sometimes random characters are

added after I make a correction. This is a pain.

“I didn’t know I could analyze more than

once! You guys should make that more

obvious.

IDEATE BUILD & DEPLOY

TEST & ITERATE

DISCOVER & DEFINE

DESIGN & PROTOTYPE

“Is Scholly Editor free? I didn’t even know about it.

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C O M P E T I T I V E A N A L Y S I ST H E D E S I G N P R O C E S S

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GRAMMARLY

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C O M P E T I T I V E A N A L Y S I ST H E D E S I G N P R O C E S S

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PROWRITING AID

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C O M P E T I T I V E A N A L Y S I ST H E D E S I G N P R O C E S S

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WRITELAB

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D E F I N E T H E P R O J E C T

OPTIMIZING KEY USER TASKS vs. FULL PLATFORM REDESIGN? • Survey data identified glaring pain points that required deeper UI overhaul

KPIs: • Google Analytics for various click tracking data, engagement rate, number

of document downloads

CHALLENGES WE FACED: • Expedited and reactive deadlines from upper management

• No Product Manager or Agile system in place

• Split resources pulled onto other campaigns, competing priorities

IDEATE BUILD & DEPLOY

TEST & ITERATE

DISCOVER & DEFINE

DESIGN & PROTOTYPE

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I D E AT ET H E D E S I G N P R O C E S S

IDEATE BUILD & DEPLOY

TEST & ITERATE

DISCOVER & DEFINE

DESIGN & PROTOTYPE

Task Flows, Use Cases, Moodboarding UI Designs and Solutions

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S C H O L L Y E D I T O R R E D E S I G NT H E D E S I G N P R O C E S S

IDEATE BUILD & DEPLOY

TEST & ITERATE

DISCOVER & DEFINE

DESIGN & PROTOTYPE

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S C H O L L Y E D I T O R R E D E S I G NT H E D E S I G N P R O C E S S

IDEATE BUILD & DEPLOY

TEST & ITERATE

DISCOVER & DEFINE

DESIGN & PROTOTYPE

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I N T E R A C T I O N D E S I G N H A N D - O F F T H E D E S I G N P R O C E S S

IDEATE BUILD & DEPLOY

TEST & ITERATE

DISCOVER & DEFINE

DESIGN & PROTOTYPE

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F E AT U R E P R I O R I T I Z AT I O NT H E D E S I G N P R O C E S S

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O N B O A R D I N G T U T O R I A L D E S I G NT H E D E S I G N P R O C E S S

IDEATE BUILD & DEPLOY

TEST & ITERATE

DISCOVER & DEFINE

DESIGN & PROTOTYPE

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U S A B I L I T Y T E S T I N G & I T E R AT ET H E D E S I G N P R O C E S S

CONTEXTUAL INQUIRY/USER INTERVIEWS, QA USE CASES, SURVEYS

IDEATE BUILD & DEPLOY

TEST & ITERATE

DISCOVER & DEFINE

DESIGN & PROTOTYPE

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K E Y TA K E AWAY SO U T C O M E S & L E A R N I N G S

POSITIVE FEEDBACK & USER RETENTION IN THE PLATFORM • :12 seconds average user engagement time to 1:04 seconds

• 26% increase of users who completed all corrections

• Increase in number of improved downloaded essays

BETTER ENGAGEMENT RATE LEADS TO INVESTING IN PRODUCT • Sr. Level Product Manager

• CopyEditing Consultant

• Evolution of the product - feature request in the pipeline such as formatting resumes,

enabling different writing styles with citations, mobile-app integration

• Promotional Campaign

PERSONAL GOAL: • Establish culture of iterative design through continuous user testing

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P R O J E C T N E X T S T E P SO U T C O M E S & L E A R N I N G S

MARKETING CAMPAIGN + IN-APP PROMOTION