Kreativo
Role
UX Designer, UX Researcher, Branding/UI
User Interviews, Card Sorting, Wireframing, Logo Design, Style Guide, Responsive Design, Prototyping
Methods
DesignLab Project
Design a responsive mobile-first platform to learn a new skill.
Scope
4 months (March 2024-August 2024)
OVERVIEW
Background
Learning a new creative skill can be both exciting and intimidating at the start. The resources we choose—whether online or in-person—can significantly influence how we acquire those skills. Personal learning preferences play a key role, as everyone has different styles: some thrive through hands-on practice, while others prefer the convenience of virtual options. This also extends to how we choose to learn—whether independently or collaboratively. Motivation and consistency in mastering these skills can be challenging, with both internal and external obstacles often standing in the way of progress.
Problem
Many individuals hesitate to take the first step in learning a new creative skill due to a lack of confidence in their abilities.
Solution
Kreativo a mobile-first, responsive platform that enables creatives to connect, fostering a sense of community and providing access to virtual and local spaces where they can expand their skills.
Creatives can build their confidence in learning a new skill through community.
SOLUTIONS
Create an Account
SOLUTION 01
Users can create an account that reflects their current interests to match them with potential groups to join along with recommended connections.
Users can join a group that aligns with their creative interests to participate in meetups/workshops.
Join a Group
SOLUTION 02
SOLUTION 03
Connect with Creatives
Users can form connections with creatives by adding them based on similar interests.
SOLUTION 04
Create a Meetup
Users can coordinate meetups with friends to collaborate on projects/get to know each other.
Empathize
SECONDARY RESEARCH
Competitive Analysis
Limited Community Spaces→ While all platforms feature comment sections for courses and videos, none specify a dedicated community space for creatives to connect with others nearby.
Large Course Sizes Impacting Personal Engagement→ Course sizes vary significantly, with some courses enrolling thousands of students, making it challenging to foster a close-knit learning environment where students can engage more personally with one another and instructors.
No Progress Tracking→ Not all platforms offer progress trackers, limiting users' ability to track their course progress and set personalized goals.
I researched 3 direct competitors (SkillShare, Domestika, and CreativeLive) and 1 indirect competitor (YouTube) to evaluate their features. After analyzing these platforms, I identified common features they shared and pinpointed opportunities for enhancing the user experience.
USER INTERVIEWS
Getting to know our users
I recruited participants who were actively learning or interested in learning a creative skill to identify the challenges they face in their creative journeys. The interviews involved six participants, including five women and one non-binary individual, aged 19-31. The interview was divided into three main sections: participants' background in learning creative skills, their motivations, challenges, and path to mastery, and their ideal learning style and environment.
The interviews revealed that for many participants, the social aspect played a significant role in their desire to learn a new skill and shape their ideal learning environment. Additionally, some participants highlighted the importance of the physical space where they learn, an aspect I had not previously considered.
Learning Preferences
Most participants used YouTube for tutorials, with 2 also using TikTok.
Some participants enrolled in courses related to their skill.
2 participants were introduced to their current skill by family, building their foundation.
Friends and family were key resources for most participants.
Motivations
Most participants were open to collaborating or working in groups to share ideas and gain community support.
2 participants preferred working independently, with 1 open to taking courses with coworkers or friends.
4 participants favored in-person learning environments with an instructor or peers for community and mutual learning.
Resources
Participants cited self-fulfillment—through accomplishment, enjoyment, and connection—as key motivations for learning a new skill.
2 participants noted that their skill helped them connect with others, one aiming to strengthen family bonds.
1 participant mentioned their partner as a key motivator for exploring both current and future skills.
Challenges in Learning Creative Skills
When participants were asked to identify obstacles, they faced when learning their current creative skill they responded time, learning new tools, accepting imperfection, and intimidation to start as their main challenges. From these challenges the two most pressing challenges that would be beneficial to explore included
01
Exploring ways to help creatives locate safe and inclusive spaces to exercise their creative hobbies.
02
Exploring ways to build creatives’ confidence when wanting to learn a new creative skill to help them get started on their journey.
Card Sort
Completion Time→ ~9 minutes for participants to complete the card sort.
Uncertainty in Key Categories→ Out of the 4 participants 3 were unsure of certain categories those being: Space, Gallery, Feed and Chat.
Collaborative Category→ All participants sorted the topic “Collaborative” under the category “Groups”.
Consensus on Key Topics→ Majority agreed on the topics: Activity, Discover, Message, Meetups, Calendar, Help, Motivation, and Preferences.
After completing user interviews, I conducted a hybrid open card sorting exercise to begin shaping the information architecture for Kreativo. The card sort included 4 participants (ages 18+), who sorted 37 cards into 9 predefined categories, with the option to create new ones.
Define
Independent Iris & Mellow Mina
USER PERSONAS
Using the responses gathered from user interviews during the research phase, two main personas were created to reflect the needs of the users.
Independent Iris: A creative who is seeking to build up new skills but has self-doubts on own skills. She needs an environment that feels safe and motivates her.
Mellow Mina: A creative who wants to overcome learning curves and dedicate time to their craft. She needs a space to share and exchange ideas.
Ideate
To inform the development of user and task flows, I referenced the following user stories as the foundation for constructing the navigation of Kreativo.
Navigating through Kreativo
IDEATE
01
“As a new user I’d like to create a profile to connect with creatives.”
02
“As a new user I’d like to create a meetup to collaborate with other creatives.”
03
“As a new user I’d like to join a group that aligns with my interests.”
User Flows
I created user flows to visualize the user’s journey through using the app to identify the screens needed for each feature. Through my research I discovered the need for identifying areas of interest, scheduling meetings for collaboration and providing an opportunity to join a community. With this research in mind the following user flows were created for users to navigate with ease through the app.
1. Onboarding Process
2. Create a Meetup
3. Join a Group
Task Flows
I developed task flows for account creation, setting up a meetup, and joining a group to help refine potential designs for each process.
Flow 1: Create an Account
Flow 2: Create a Meetup
Flow 3: Add a Group
Site Map
Using the results from the card sort conducted, I created a sitemap to structure the navigation of the website. I took into consideration the terms participants suggested to ensure an intuitive navigation.
Wireframes
Low Fidelity Wireframes
Next, I refined the low-fidelity sketches into mid-fidelity designs, covering the onboarding process, key screens (Dashboard, Friends, Discover, User Profile), and the Meetup creation flow.
Mid Fidelity Wireframes
DESIGN
Using the user and task flows, I began sketching potential screens for the initial design to bring into mid-fidelity. I explored both desktop and mobile layouts for the frames.
Usability Testing
Optimizing User Flow: Insights from Mid-Fidelity Usability Testing
MIDFIDELITY TESTING
The mid-fidelity testing session involved 2 participants, (ages approximately 19–23). Participants were asked to test 4 task flows: creating an account, joining a group, adding a friend, and creating a meetup.
Users primarily suggested streamlining the onboarding process, as it felt lengthy, with some sections they'd prefer to complete later. Additionally, feedback on the Meetups page highlighted confusion with the calendar placement and difficulty finding the 'Create a Meetup' button.
Along with mid-fidelity testing, I conducted A/B testing with participants to inform design decisions for the main navigation. Users found Nav 1 and Nav 2 overwhelming due to information overload and suggested it could be simplified or split for better clarity. In contrast, they were drawn to the design of Nav 3 and Nav 4, appreciating their easy accessibility from the main page.
Refining Navigation: Insights from Mid-Fidelity and A/B Testing
Hi Fi Testing : Evaluating Updated Prototype
After incorporating the feedback from mid-fidelity testing, I started planning the next testing session for the updated prototype. The hi-fidelity testing session involved 5 participants, (ages approximately 19–31), all with experience in a creative skill or a desire to learn one.
Participants were tasked the previous 4 task flows from the mid fidelity session: creating an account, joining a group, adding a friend and creating a meetup. All 5 participants were assessed on the following during the session:
UI and Architecture Refinements
Leveraging user feedback, I focused on refining Kreativo's UI and information architecture by streamlining the onboarding process, simplifying the main navigation, and reorganizing the Meetups page.
The bio field was made optional, allowing users to complete it later, and the 'Create Meetup' button on the Meetups page was repositioned to the top, as users were mistakenly selecting the calendar to create a meetup.
IDEATION
Prioritization
After receiving feedback from users post hi-fidelity testing, they provided suggestions to address existing issues and highlighted areas of opportunity. With this feedback, I began sorting based on the level of effort and need to integrate into the next iteration of the prototype.
After identifying key areas of improvement, I made revisions for the final prototype through updating the following:
Main Navigation→ Consolidated pages and repositioned the search feature to the top right for better accessibility.
Message Feature→ Added to user profiles for creatives to directly connect within the platform.
Friends Page → Separated existing connections and new friends as the previous version made it challenging for users to distinct the two.
Meetups → Introduced suggested meetups to encourage users to join local groups and attend events, removing the pressure of having to create their own. Users were also given the option to view past meetups, enhancing their ability to engage with the community.
Hi-Fi Revisions
Branding
VISUAL STYLE GUIDE
Branding
The name "Kreativo" is derived from the Spanish word "creativo," meaning creative. The visual identity of Kreativo was designed to embody a playful, modern, and collaborative spirit. The spark represents the inception of an idea and the connection that forms when creatives come together, merging their ideas in harmony.
Final Hi Fidelity
Landing Page
Login Onboarding
Side Menu
Dashboard + Friends Page
Discover Groups Page
Meetups Page
Final
Prototype
My Takeaways
This project allowed me to explore a variety of research methods, which proved to be valuable in future projects. By incorporating diverse approaches, I gained a deeper understanding of users' different needs and was able to start developing tailored solutions.
I thoroughly enjoyed creating the visual identity for this project, as it gave me the opportunity to apply my graphic design skills within the framework of a mobile-first approach. I carefully considered accessibility standards to ensure the design was not only visually engaging but also functional and user-friendly.
Next Steps
Due to time constraints, I focused on designing the MVP. With more time, I would have proceeded with the development and testing of additional pages for the platform such as finding local spaces. During the testing session, participants showed a strong interest in the gallery feature, viewing it as a valuable tool for exploring other projects and finding inspiration.