In order to understand the problem even further, I synthesized the user research findings from interviews conducted by GramCity and created and Affinity Map:
Once I synthesized the findings, I found that GramCity users prefer the following type of photo-op locations:
Through the same research, I also learned that GramCity users:
Once I found my key findings, I created proto-personas to help myself contextualize and empathize with the user:
With my photo personas established and with knowing the users’ behaviors, pain points, needs, and goals — the next step was to clarify the key challenges.
Because I needed to define a solution, I created some Key Challenges from the user research:
These statements clearly articulate the user problems to be solved for so I could ensure the correct solution is designed.
Create a feature for GramCity users that allow them to explore photo-op locations either near them or in different cities to plan ahead – and the ability to read user reviews/browse photos before visiting – all in order to enhance users’ GramCity experience.
My first step towards ideation was sketching a map of the end-to-end user experience as seen below:
Making a user flow helped me understand the issue/goal before jumping to fixes, preview complex steps, and compare against other competitor products.
