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Marco Mancera

Project

TURNER INC

What role did I play in this project

User Experience Designer
User Experience Researcher

Turner is a global entertainment, sports and news company that creates premium content and delivers exceptional experiences to fans whenever and wherever they consume content. Turner owns and operates some of the most valuable brands in the world, including Adult Swim, Bleacher Report, Boomerang, Cartoon Network, CNN, and more.

Achievements

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The result of our efforts was a product that was not only functional but also intuitive and enjoyable to use. The user feedback was overwhelmingly positive, and the client was extremely satisfied with the final result.

The process

In this case study, we will explore the decision-making process that led to the implementation of a discovery phase in a project. The project was facing various challenges and the stakeholders, during their first analysis meeting, provided valuable information about the problems that needed to be addressed.

After reviewing the information gathered from the stakeholders, it was clear that a comprehensive understanding of the user needs and behaviors was crucial to solve the problems. Based on this, I decided to implement a discovery phase that would focus on researching and understanding the target users and their needs.

Understand the problem, the tool and user needs
Conduct a discovery phase to gather data
Conduct early user testing with rough sketches to unveil unexpected pain points.
Defined an MVP and Focus on research results to create features that users really need

Problem Definition

The problem being faced by the users of "Brand Central" from TURNER INC. was a confusing and difficult-to-use interface. The interface design has led to frustration and confusion among users, resulting in lost time and decreased efficiency. The complexity of the interface has made it challenging for users to navigate and complete their tasks effectively, leading to decreased productivity and a negative impact on their experience with the tool.

As a result, the users are struggling to achieve their desired outcomes and are left feeling frustrated and unsatisfied with the product. This presents a significant challenge for the company, as it is essential to provide a user-friendly and efficient tool to meet the needs of its customers. It is crucial to address this issue to improve the user experience and increase user satisfaction, which will ultimately lead to a more successful and profitable product.

Research

In this case study, an investigation was carried out to understand the needs and desires of users of a specific product or service. Three main research methods were used: semi-structured interviews, user testing, and data analysis. During the interviews, specific questions were asked but participants were also allowed to speak freely about their experience with the product.

User testing provided valuable information on how participants interact with the product in a controlled environment. Finally, the data collected during the interviews and user testing was analyzed to identify patterns and trends that helped understand the needs and desires of the users. This combined approach allowed for a complete and detailed view of the users' experience with the product or service in question.

Personas

As part of the research and discovery phase of the project, we identified a diverse group of users with varying needs and behaviors. To ensure that the tool we were developing would effectively meet the needs of these users, we decided to create user personas.

The user personas for this project were developed based on the findings of our research, which included interviews with users. These personas reflect the different user segments and their unique needs, goals, and pain points. They provide us with a clear understanding of who our users are and what they need from the tool.

The user personas for this project include a young photographer, senior editor, and a expressive designer. Each of these personas has unique needs and goals, and the tool was designed to meet their specific requirements.

User Stories

The user stories for this project were developed based on the insights gathered from the workshops and research. They provide a clear understanding of the users' goals and how the tool will meet their needs. The user stories were written in a way that is easy to understand, using language that the target users would use themselves.

By using user stories in this project, we were able to design and develop a tool that is tailored to the specific needs and goals of the target users. This has resulted in a more user-centered product that is both functional and enjoyable to use. We believe that this approach will lead to increased user satisfaction and success for the tool.

User Flow

The user flow provided us with a visual representation of the steps users take to complete a task, from beginning to end. This helped us to understand the current user experience and identify any pain points or areas for improvement. The user flow allowed us to see the entire process from the user's perspective and made it easier to identify areas where the user experience could be improved.

Design Solution and prototyping

The design solution for Brand Central website was to aim in provide an intuitive and user-friendly platform for employees to search, preview, and download high-quality images for their company's marketing and communication needs. The design focuses on three key areas:

Search and navigation, Preview and Download and Image Management. The design solution incorporates feedback from key stakeholders and is informed by best practices in stock photography websites, ensuring that the internal stock photography website meets the needs of the company's employees and exceeds their expectations for a high-quality user experience.

Visual Design

The overall aesthetic of the website is clean and modern, with an emphasis on showcasing the images themselves. The website is optimized for both desktop and mobile devices, ensuring that employees can access the images they need no matter where they are.