Prototyping Brandefy

 Process mapping the journey of a customer after they arrive in store. 

Process mapping the journey of a customer after they arrive in store. 

 
 
 LOTS of Interviews at Target.... Double chins not included. 

LOTS of Interviews at Target.... Double chins not included. 

v1 Prototype - the Result of Development meetings!

 Themes from Consumer interviews:   - There should be a landing page that shows all of your options after search  - Consumers don't understand the "expert" rating, and think it should include ingredients, but they also want to see ingredients seperately  -Ingredients are the #1 thing consumers currently look at at shelf, but performance probably matters more, they just don't have a good gauge on this (where we can help)

Themes from Consumer interviews: 

- There should be a landing page that shows all of your options after search

- Consumers don't understand the "expert" rating, and think it should include ingredients, but they also want to see ingredients seperately

-Ingredients are the #1 thing consumers currently look at at shelf, but performance probably matters more, they just don't have a good gauge on this (where we can help)

 

Current ProtoType - V3

 Themes from Consumer Interviews:  - Add pictures  - Still not abundantly clear what "Brandefy Score" is

Themes from Consumer Interviews:

- Add pictures

- Still not abundantly clear what "Brandefy Score" is

 Themes from consumer interviews:  - They get that it is similar to brand, but want to see ingredients seperately. (There is a V2 we aren't showing in which people thought 'scores' were price differences and the up/down button was helpfulness. They prefer agree/disagree)  Other:  - From an overall design standpoint this is WAY too busy. 

Themes from consumer interviews:

- They get that it is similar to brand, but want to see ingredients seperately. (There is a V2 we aren't showing in which people thought 'scores' were price differences and the up/down button was helpfulness. They prefer agree/disagree)

Other:

- From an overall design standpoint this is WAY too busy. 

V4 - Honing in on what people care about - Performance & ingredients

 Users did not understand the bar, and a big update for this in the written section, we say HOW it is different.

Users did not understand the bar, and a big update for this in the written section, we say HOW it is different.

 We simplified this search screen a LOT and included pictures at the users' request.

We simplified this search screen a LOT and included pictures at the users' request.

 

Active link: https://pr.to/QEHSF4/

 We are concurrently running brand development. It has been a ROUGH road so far, but thanks to consumer feedback we are getting closer.  Qualities we want our branding to embody are: transparency & honest, fun, and helpful. 

We are concurrently running brand development. It has been a ROUGH road so far, but thanks to consumer feedback we are getting closer.  Qualities we want our branding to embody are: transparency & honest, fun, and helpful. 

 Board from the prototype fair! (We got a lot of great feedback. There are still a few things that are unclear/that consumers want, so we are continuing to Prototype. Chandra and I are testing a new version in Walmart & Target on Friday.)

Board from the prototype fair! (We got a lot of great feedback. There are still a few things that are unclear/that consumers want, so we are continuing to Prototype. Chandra and I are testing a new version in Walmart & Target on Friday.)

 Chandra and Meg spent 12/8 in Walmart testing the above prototype. It was clear that we still had work to do after the Darden Design Fair. We redid some features and went to test with a very different demographic. We have more changes to make but are that much closer.   Main problems with this prototype are:   - Stars are not relative - they read them as if they are the stars on Amazon  - the number one rhing they see is the ingredient score  - The Agree/Disagree buttons do not make any sense --> get rid of these  - Number of reviews by other customers does matter  - don't understand where the brandefy review is coming from

Chandra and Meg spent 12/8 in Walmart testing the above prototype. It was clear that we still had work to do after the Darden Design Fair. We redid some features and went to test with a very different demographic. We have more changes to make but are that much closer. 

Main problems with this prototype are: 

- Stars are not relative - they read them as if they are the stars on Amazon

- the number one rhing they see is the ingredient score

- The Agree/Disagree buttons do not make any sense --> get rid of these

- Number of reviews by other customers does matter

- don't understand where the brandefy review is coming from