In order to create the best user experience my design process is focussed on validating new product features through repetitive user tests.

Qualitative User Interviews

Before starting with design-thinking I wanted to find out how users feel about their current experience with the app. We invited 15 active users in order to hear about current product problems. In that way we are able to generate quick wins for the app.

The interviews made clear that users love to watch the videos but they have difficulties when it comes to use the application itself. Mainly users wish for a better video guidance and a structured content hierachy.

Online Riding Learning Challenges for Users

Lack of Personalization
Online videos may not offer the option for personalized guidance tailored to the individual needs of the rider and their horse

Missing step-by-step guidance
Videos are often too general and do not show step-by-step guidance in detail

Quality and Trust Issues
The quality of online training content may vary, raising trust issues regarding the accuracy and effectiveness of the demonstrated methods

Inability to Adapt to Progress
Videos may not automatically respond to the rider's progress and recommend more advanced exercises or techniques.

Dependency on Devices and Internet
The need for a stable internet connection and suitable devices can pose challenges, especially in rural areas or with limited technical resources.

UX Review of Live Application

While reviewing the current application I revealed a few usability problems which needed to be improved.

• Further filter options are missing (e.g. difficulty, trainers, etc.)
  
  

• Video details are overlapping another video
  
  
• Videos are not bundled if they belong to a series

Bringing all information together before starting with interface designing will safe a lot of time and money within the process.

The Concept

Together with the founder of wehorse I created a new product strategy and reflected on our user research to define a valiable product.

I suggested single videos become entire courses with step-by-step course content guidance. I also wanted to enhance a straight and easy user flow for a clear usability for both – new and already existing wehorse customers. 

Wireframing & Prototyping

To make sure that the new product strategy is fitting our user we needed to validate it with a user test. Therefore I created a clickable prototype.

1st Step – Sketches/Wireframes

2nd Step – Low Fidelity Wireframes & Prototype

3rd Step – High Fidelity Wireframes & Prototype

Usability Testing

We invited multiple users to a user test to our office. We collected all of the feedback and started to reflect on our product. Afterwards I created an adapted prototype and we invited other users to a second user test. User testing helped us to validate our prodct vision and gave us the chance to focus on product features and workflows for real people using the product. 

Users love design patterns they already use on their current devices because they don't have to think about new interactions anymore. Non-thinking users will be happier users.

Collaboration with Developers

Creating an agile workflow with developers is very important to me because the design can just be as good as the developed outcome itself. Therefore I wrote detailed Jira tickets with a description and handoffs of every design feature.

UI Design & Pattern Library

The design aligned with Atomic Design Guidelines, and efforts were made to rebuild and maintain a cohesive design library.

The Outcome

Fully guided courses including multiple single videos

Enhanced search and filter options let users easily find courses they are looking for

Individual video recommendations based on user usage history

Truspilot score is 4.8 since launch

75% reduction in time-to-develop by creating a component library in Figma

Net promoter score averages 41.97% per month (+28% NPS increase)

Are you ready to level up your product? Then feel free to meet me for a virtual ☕

Contact

hello@annamariapohl.com
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