Starting with market research is essential to gain a complete understanding of the market landscape. This enables me to determine what is already known, what needs to be explored, who the intended audience is, and what the latest trends or news are. The information gathered from this initial research is the basis for creating user personas and crafting effective questions for primary research.

Microlearning is on the rise, which involves:

In quantitative terms, the direction so far looks modest. In 2019, the microlearning market was equal to $1.5 billion, even though it has the prospect of reaching $2.7 billion by 2024 at an average annual growth rate of +13.2%.

Popularization is among the strongest trends in mobile learning. By 2020, the volume of global mobile learning promised to approach $38 billion, and, according to experts, calculations justified. The largest share of the market is North America, but Europe and countries not much of Asia-Pacific lag behind her. By 2024, the market size is expected to reach at least $70.1 billion, with an average annual growth rate, according to various estimates, of 17–23%.

In 2018, the digital educational market products built on gaming principles were measured at $2.4 billion, and it is expected that by 2024, it will increase to $4.3 billion. The most interested in game interaction, young generations have not reached the peak of influence. Meanwhile, by 2025, millennials are expected to be 75% of the world's workforce.

Examining companies that lead the market in online learning platforms is important. By analyzing their approaches to challenges similar to ours, I can gain valuable insights into their strengths and weaknesses. This helps me identify any features our product may be lacking. You can access the full report on competitive research by clicking the link provided.

The next step was to determine where our product could fit within the diverse landscape of competitors in the online learning market. I facilitated a workshop session with stakeholders and created a competitive matrix to address this.

After gaining a general understanding of the market and our target audience, I deepened our connection with our users through primary research. I created an interview guide to streamline the user interview process, featuring ten open-ended questions to encourage participants to share their experiences and stories. In total, we conducted interviews with seven participants to discuss any past experiences they may have had with learning the guitar.

I created an empathy map to analyze qualitative insights from user interviews, revealing valuable findings and identifying user needs.

After gathering ample information about our target audience, objectives, and requirements, I developed user personas to represent significant audience segments. These personas are a specific tool for tackling the most crucial issues related to our primary user groups. They provide a mix of fictional and realistic elements for efficient problem-solving.

To pinpoint the issue, I formulate Point-of-View (POV) Statements to guide goal-centric brainstorming and How-Might-We (HMW) Questions to set the stage for solution-oriented discussions. These statements and questions are directly informed by the insights and needs I've captured in my Empathy Map.

Using the How-Might-We (HMW) questions, I outlined project objectives that serve dual purposes: they guide future product development and help us decide which features should be included in our mobile application. These goals were synthesized from the user insights gleaned from the empathy map, user persona, and the business objectives outlined in the project brief.

I organized the product goals into a well-defined product roadmap, categorizing features as Must-Have (P1), Nice-to-Have (P2), Surprisingly Delightful (P3), and Future Considerations (P4). These categories align with both business objectives and user needs. The product roadmap is a strategic guide, ensuring we focus on developing the most impactful features first.

I constructed an application map after establishing the product goals and selecting the necessary features. This visual tool helps me understand the relationships between different content elements and assess their hierarchy within the app.

To convert a guitar course taught by an instructor into an online mobile app experience, I first identified the key elements of each section and designed an initial hierarchy structure. After finalising the course hierarchy, I created the initial layout for our mobile application.

Our team collectively decided that the best approach would be to start by testing just one lesson from the course with users, serving as the Minimum Viable Product for our project.To achieve this, I created a detailed map outlining all the essential content for the first lesson and another for the quiz activity within our mobile app.

I created three task flows focused on our product's key features to guide users more effectively through the app and pinpoint their primary journey while accomplishing tasks. This helped me clarify what needed to be designed and thoroughly examine the user experience at each step. Below, you can see the first task flow. Here, by the link, you can see all the task flows.

The first task I designed was for a persona named Justin, who has just installed the app and is curious to discover the music theory content within our mobile application.

Expanding on the task flow, I designed user flows that align with the previously identified tasks. This exercise allows me to step into the user's perspective and consider various scenarios they might face.

My first step was to design an overarching structural layout for our upcoming mobile app, complete with specific user flows for different task scenarios. Detailed structure of different scenarios. You can see it here by the link. The first scenario you can see below:

My next step was to create a UI Requirements Document. I included a to-do list specifically aimed at designing the key screens identified in the earlier task flow and user flow analysis. Document with UI requirements you can check here by the link.

In designing mid-fidelity wireframes, my goal was to zero in on visual consistency and hierarchy before adding styling. I integrated tried-and-true design patterns observed in competitor products and incorporated elements to meet our users' needs and alleviate their pain points. I followed Apple's Human Interface Guidelines throughout the design process since the app is for iOS. Here, by the link, you can check the full prototype.

I anticipated a 100% completion rate for all the tests conducted, given that the tasks are standard operations within a learning app. I also set an expectation for a 90% error-free rate, acknowledging that the prototype is not fully functional and users might attempt actions that haven't yet been implemented.

Before diving into usability testing, I created a comprehensive plan outlining the objectives, subjects, methodology, tasks, and evaluation criteria. This ensured I had a clear plan for what I wanted to achieve and test, setting the stage for a well-prepared and effective evaluation process. Check the usability testing plan here by the link.

I carried out remote usability testing with five participants. During these sessions, I observed their interactions with the prototype and transcribed their actions, errors, and points of confusion. These transcripts serve as valuable raw data for identifying patterns and understanding how users interact with the prototype. Usability test transcription is here by the link.

I assigned a unique color code for each participant in the usability tests and organized the observations into categories: successes, recurring patterns, and frustrations. I only documented patterns that were consistent among the majority of participants. I derived one insight for each recurring frustration and formulated a corresponding recommendation. These recommendations were then prioritized, focusing first on issues that impact key functionalities of our application and those critical for customers' quick brand recognition. Here, by the link, you can check the affinity map.

Before moving on to design the visual language and company logo, I organized a workshop with key stakeholders. This session aimed to collect diverse inspirations for the specific attributes outlined in the project brief. This collaborative effort helped me set the tone for the subsequent design of the logo and style elements.

I started the process by brainstorming ideas that aligned with the brand's attributes, as my goal was to create a mascot character that exuded friendliness. I then took my top sketches digital, fine-tuning a few select options. To finalize my choices, I evaluated their readability at various scales.

The UI Kit serves as a collection of existing UI elements from the mobile app, offering a reference point for future design efforts and team collaboration. It's also a dynamic document that will be updated with each design iteration.

Finally, I created a detailed prototype in Figma, incorporating our brand's style and UI Kit. This enabled me to conduct further user testing, gather feedback, and generate insights to help us evaluate our hypotheses about the mobile learning process.

I designed an interactive prototype using the established styles, allowing me to assess the app's overall aesthetic and visual balance. This prototype also aids our development team by providing a clearer guide for building the test version of the mobile app.

Additionally, I've created branding elements that resonate with the ethos and value of the service. Moving forward with the team, I plan to delve further into developing those "nice-to-have" features from our roadmap. Implementing these features would enhance the uniqueness of our product and bolster our competitive edge.

Having tested and refined the design, it's now primed for the development stage. I meticulously marked up and structured my design assets in Figma and used GitHub for a seamless handoff. I'm also on standby to address any queries or clarifications the development team might have.

I cherish my job, not just for the professional growth as a product designer but also for the personal development it offers. This project immersed me in the world of music theory and guitar learning. So much so that I was inspired to buy a guitar for myself. Now, in my spare moments, I relish practicing and playing on it.