Tribe of Five

by: Carrie Chen, Julia Choy and Yvonne Chang

MVP Concept to iOS App

Model

5 People 1 challenge

30 Days

Share/Check in

Keep each other accountable

Process

TestingDesignResearch

• Validate Problem, Need and Design Ideas

• Past User Research • Competitive/

Comparative Analysis

• Goal Setting Behavior Survey

• Persona Development

• Feature Prioritization

• Design Studio • Med-High

Prototype 1 • Med-High

Prototype 2 • Hi-Fi Final

Prototype

Documentation

• Design Studio • Prototype 1 (A/B

Testing) • Prototype 2

• Takeaways • Style Guide • App Map • Prototype 1 -2

Wireflows • Final Prototype

Annotation of Interactions

Research Highlights

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HabitBull

Stickk

Coach.me

One to One

One to Many

Tech SolutionTribe of Five

Non Tech Solution

Tony Robbins

Motivational Speakers

Personal Coach

Personal Tutor

Personal Trainer

Ted Talks

Competitive/Comparative Landscape

Unique Position Unique Format iOS App Development

Research Highlights

Goal Setting Behavior: 1. Professional (72%)2. Personal growth (69%)

34 respondents

1.Reminders (58%) 2.Accountability (41%)

Methods that help achieve goals:

Problem Statement

People have goals that they want to achieve, but aren’t taking consistent steps to achieve those goals because they are lacking in

motivation, guidance, discipline and accountability and therefore fail.

Accountability, can overcome lack of motivation and discipline.

Personas

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PAIN POINTS:

Unable to stay motivated to completing tasks and following through on goals. Hates book clubs because they are too strict on book type and meetings.Circle of friends only consist of fellow sales managers

Motivation Recommendations Network ProgressInspiration Sense of Connection

Like to creates to do listsFeels guilty for not finishing non-work related goals.Browses Instagram for cool photos and inspiration.A book enthusiast, but not a regular reader.

BEHAVIORS:

“As a busy, on trend, social newcomer, I want to put more time and effort towards developing myself and finishing personal goals, so that I can further develop my mind and focus on myself versus just my job.”

Kevin is a 28 year old sales manager who just moved to NY from California. He spends a lot of time looking at what’s trending, but is feeling that he needs more focus, especially since small aspects of his life are going by the wayside. His lists of things that he wants to do and learn about keep growing, but he’s not taking any action towards them. He begins to try new things all the time,but he fails at following through because he’s always pursuing the next big thing.

Persona: Personal Growth & Development

Needs inspi rat ion for mot ivat ion to complete tasksRecommendat ions and other perspect ives to broaden h is point of v iewWants to make f r iends and connect ions d i fferent f rom h is current c i rc leWants to see progress towards h is goal

NEEDS:

HOW WE CAN SERVE:

Name: KevinAge: 28Status: SinglePlace: New YorkJob: Sales ManagerGoal: Make new connections and check off something on his To Do l ist.

Name: Ava Age: 40 Status: MarriedPlace: Austin, TXJob:Executive Assistant at an Ad AgencyGoal: Change Careers

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Took part-time online PM courseUses Reddit as a resourceListens to lots of podcastsUses Excel spreadsheet and Trello to track resources, connections, etc. Weekends are usually spent with the family

BEHAVIORS:

Low motivation and time to focus on her career change. Has difficulty making time to go to networking eventsDissatisfied with current careerCurrently does not have any PM friends/network

PAIN POINTS:

“As a busy working mom who is unsatisfied with her job, I want to put more time and effort towards changing careers so that I can further develop and pursue something that I am passionate about.”

Ava is a 40-year-old mother with a 16-year-old son. She has worked the same position for the same company for the past 8 years. She is often busy at work taking care of menial tasks and continuously sees other people around her being promoted or leaving for other positions. More and more, she is feeling frustrated with the lack of challenging work that she is assigned. Lately, she has been looking for different jobs and careers that she could transition into. She wants to take the next step, but keeps falling short of taking real action due to her lack of knowledge and experience.

Persona: Professional Growth & Development

Someone to motivate her to continue job search & career transitionRead more valuable articles, resources and tipsAttend more networking eventsAdvice from others about her career change

NEEDS:

HOW WE CAN SERVE:

Resources Network Progress Guidance Some Structure Motivation

PersonaAva

• Dissatisfied with current career • Low self-motivation and time, has

difficulty prioritizing • No guidance • No friends/network in PM role or

Tech industry

Austin, TXExecutive Assistant

•Unable to stay motivated to completing tasks and following through on goals.

•Hates too much structure •Social circle consists of work friends

Pain Point Pain Point

Kevin

Sales ManagerNew York

Career change

Build a reading habit

How We Can Serve

Accountability

Dedicated Time Motivation

SupportProgress

Feature Prioritization

ust HaveM Ability to Chat, Ability to Check-in, Chatbot, Progress Bar/Streak T r acking

Should Have Ability to Share (photos, files, links)

Could Have Group Conference Call

Won’t Have Video Sharing, Money Incentives,Consequences, Assigned Leaders in Group, or T ribe Points

Prototype Demo

Before 30 Day Challenge

1. Sign in Stage

2. Day 0

3. Day 11

Start Day 10 Day 20 Day 30Introduction

(3) User Flow Timelines

Sign-in Stage & Day 0

Day 11

Key TakeawaysUser Test 1

A/B Test The flow of Sign in User Focus Tribe Face

We A/B tested tab bar vs. side

drawer menu and tab bar was the

more favored and least confusing

route.

We found it best to provide the users

basic details beforeasking them to sign up with an account

Users were more focused on their

own progress and stats, rather than group stats and

competition

Tribe member images were

associated more with profiles than direct messages.

Key TakeawaysUser Test 2

Tribe Page

We needed to adjust font, sizing

and coloring patterns to adjust

to iOS HIG.

Further conditional requirements / instructions are needed for Sign Up with accounts

as well as Check In page

More people feel the logo of the text should be

clockwise so we changed

directions to reflect this.

Included a count down of

days left in challenge on Tribe page to show more information,

HIG Clockwise Copy & Instruction

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Design Recommendations