Jawbuck
About
Jawbuck is a brand new product designed to provide an anonymous space for thought leaders to freely discuss ideas. Users can start a discussion (an “exchange”) about any topic they want. If someone likes your idea they can tip you in real money! The reward based system ensures that the best ideas bubble to the top, regardless of who wrote them.
The problem
A brand new product, we needed to create custom system for users to write and engage with content-rich posts, allow users to engage anonymously with the platform, and incorporate an aspect of financial incentive and reward.
Business Goals
Inspire investors to support the product and invest in v2
Inspire users to create an account and actively engage with the product
Generate revenue for the client
My role
My job was to work directly with the UX lead to concept, architect, sketch and iterate the final product using a mobile first approach. From our strategy sessions, I created low fidelity prototypes out of paper. I then created interactive prototypes and worked with the Business Analyst to create documentation. Using an agile workflow, I worked seamlessly with the visual designer and developers to iterate in browser and refine interactions as necessary.
Main tasks
Designed the information architecture
Created initial wireframes which established the shape of the product and laid the foundation for the conceptual and interaction models
Designed final experience
Visual Designer: Liz Merchant
Success metrics
20 new users per month; 120 users in first 6 months
60% of users are actively engaging with the product, spending money and earning money
To comply with my non-disclosure agreement, I have intentionally not used real data.
Process
Fast and agile! With the expectation of high user engagement, we knew we needed to plan for complex layering of posts, comments, and replies. We started with a mobile first approach to ensure that the most complex features would meet all the user’s needs on the smallest screen sizes. To keep ideas flowing we created low fidelity prototypes with hand sketches and paper “screens”. Once ideas were fleshed out, we created high fidelity interactive prototypes.
To obtain user feedback we scheduled a private release, sending out invitations to 300 colleagues and friends. Changes were made in response to user feedback before the public release.
Success criteria
We knew our design needed to do these 3 key things:
Establish Jawbuck as a thought hub that allows people to engage in dynamic conversation
Create a sense of urgency around exchanges
Embed spending and earning money into the DNA of the product
Brainstorming
We tackled the most complex experiences at the smallest screen sizes first.
Wireframes
All experiences were designed mobile first to ensure the best user experience at all screen sizes.
Mockups
Keep an eye on the clock
Once started, each exchange was open for 7 days. Inspired by fantasy football websites, we created a sense of urgency by emphasizing the time remaining and amount of money spent and earned in an exchange.
View quick stats
For the exchange listing page we prioritized which ones were trending and how much money each one was generating.
Create your own exchange
Customers are invited to create their own exchanges and inspire discussion. This is their show and they have complete control over all the details.
Stakeholders
Our primary stakeholder was the self-funded founder. This was his brain child and he had a clear vision for what he wanted it to do. Designing for a user base of one was challenging, but we emphasized getting customer feedback during the soft launch phase.
Launch
We began with a soft launch, where we invited 500 friends and colleagues to join Jawbuck and let us know what they loved and where the friction was. We resolved some major misses immediately, and backlogged the remaining feedback for future iterations.
Post-launch
Under a tight timeline the final product far exceeded expectations. Jawbuck is now in the world and ready for users! The client is in the process of a big marketing push to increase their user base. All Google Analytics are in place to track user behavior on the site, which will inform future revisions and releases.
What I learned
Designing for a user base of one
Since the founder was also funding the entire project, he had a clear vision and was heavily invested in every decision. We engaged him in the design process early and partnered with him as much as possible, but sometimes we just had to do what the boss said.
Get user feedback however you can
Due to the tight timeline we relied entirely on the soft launch to obtain user feedback. This was not ideal and boxed us in to some early decisions that dictated certain aspects of the experience. I learned it’s imperative to prioritize getting user feedback in the mockup and prototype stage as much as possible. There’s no substitute for another person looking at your work and telling what you got wrong!