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GoChat is a messaging app that offers multi-faceted control on the user's journey of effective communication
TIMELINE
28 weeks
TEAM
Fjord Middle East × Accenture Interactive
TARGET USERS
UAE residents and visitors
TOOLS
Sketch
MY ROLE
Research
Product Design
QA
CLIENT
Etisalat Telecom
IMPACT
4.5⭐️|1M+ downloads🎉
THE
CHALLENGE
With the objective of adopting and innovating on basis latest smart technologies, Etisalat was planning to revamp HiU, a messaging app that offers various functionalities for customers.
Before proceeding, the client wanted to obtain customer feedback with an aim to optimize the offering and improve the execution of the service as per customer expectations.
CUSTOMER PAIN POINTS WITH EXISTING MESSAGING APPS
These were the insights derived from qual/quant research and studying the competitor space in the Middle Eastern market
Propositions for an ideal chat app that will connect the people of UAE seamlessly.
Rewards
A rewards program that rewards the App users with points or discounts based on their usage
Video Conference
Video conferencing facility that allows seamless experience of video conferencing for 5 or more people
Voice to Text
Transforming voice commands into text messages that can be sent to the recipient of your choice
Privacy
Encrypted chat will enhance trust on the platform.
A way to stay online without being noticed.
Downloading the app does not send notifications to everyone.
Parental Controls
A feature that allows parents to have control over whether their children are using the app, who they are talking to, and for how long.
Categorization
Tabs for categorizing chats with personal, work, and
other contacts.
Ability to color code the chats (eg. friends blue, Family in Green etc.)
DESIGN PROCESS
BRD hand-off
01
-
Qual/ quant research
-
Market research report from CX team
Problem space identification
02
-
Wireframes
-
App sitemap
-
Building design system
Building the product
03
This is where I enter 🙋🏻♀️
Wireframes hand off from the UX team and implementing the design systems for GoChat,
I worked on two features
of the app:
Events and Polls.
Visual Design Phase
04
Implementation & Cross country Testing
Post-launch design audits and with dev team to check affordances and alignment with the established design guidelines.
As an offshore team member based out of India, I conducted cross-country testing with a team member from UAE to
user-test the functionality of the product.
Feature 01
Events
Planning feature to simplify the process of going to an event within a GoChat group for a hassle-free and quick responses
ENTRY POINT 01
Tap on ellipsis for the bottom sheet
ENTRY POINT 02
ENTRY POINT 03
EVENT CARD STYLES
Preview of the event with event details and primary CTA to view RSVP details of the event.
Placing primary CTA to RSVP on the bottom while highlighting event details in a card for better hierarchy.
Splitting card into two sections with non-clickable information on the left and clickable on the right.
SELECTED
Based on user testing and feedback from the devs, this layout of event card was finalized with changes in CTA positioning basis testing feedback.
Default
Deleted event
Reply to event
Events
Planning feature to simplify the process of going to an event within a GoChat group for a hassle-free and quick responses
Feature 02
Group Polls
Generating responses easily and more efficiently in a group chat with Polls so that no vote is missed in the chats
CREATING POLLS
CASTING YOUR POLL
ADDING NEW OPTIONS TO A POLL
POLLS CARD STYLES
Similar to the event cards, two types of polling cards cards were explored; one where the group members can vote upfront and the other one with an additional step of viewing the entire event.
Polls
Generating responses easily and more efficiently in a group chat with Polls so that no vote is missed in the chats
DESIGN AUDITS
Quality assurance rounds were conducted after the soft launch of the app on all digital distribution platforms to check for interface affordance, its alignment with the design guidelines and component library followed by audit hand offs with developers.
USER TESTING
Post implementation of design audits,
I co-user tested the app along with a colleague working out of UAE to test how the experience is cross-country followed by a final testing audit.
OTHER NOTABLE DESIGN PROJECTS WITH ETISALAT
•Built Carrier and Wholesale segment on etisalat.ae
•Research and visual redesign for Callertunes app
•Festival illustrations and component designs for Smiles
•Making etisalat.ae friendly for people with determination
•Built responsive screens for quick pay and recharge
•Conducted design audits for GoChat, Smiles and segments
of Etisalat app experience
• Built content and design system for post-service emailers
• Led skillshare workshop within the design team that
resulted in added skillsets for every designer
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