Client:
Runerra
My Role(s):
UX Design + Research
Tools + Methodologies Used:
Comparative Audit
Journey Map
Kano Model
Prototyping
Sketch
Research
Data Synthesis
Summary:
Runerra wants to demonstrate support for their users by focusing on bringing clarity to key points in their application.
By doing this they hope to create a larger user base , match application features with user expectations, and keeping their users connected within their communities.
Who is Runerra?
Runerra is a (favor sharing network) community-based service that connects those running errands with those in their community who need something from the store.
This buddy system saves time & money (and being great for the environment) while strengthening connections within their communities.
How It Works:
The app-based service notifies the community when someone is running and errand, and allows those within that community to add to the Runner’s shopping list while also handling the transaction side of things.
The Stakeholder Interview:
What are the Goals?
In order to demonstrate support for their users, Runerra is looking to bring additional clarity to key points in the application, match application features with user expectations, and keeping their users connected within their communities.
Matching user expectations
Runerra’s delivery service model differs from those with which users may be already familiar. Runerra is looking for ways to more effectively indicate the process and direct users to their next steps or actions.
Showing support for the users
Runerra prides itself on being responsive to user needs, from fielding feature requests to general customer support. Runerra is looking for additional ways to reflect this core component of their service model throughout the entirety of the app experience.
Keeping Users Connected
Runerra’s model only works if users continue to engage with their nearby or established communities within the app. Runerra is interested in exploring opportunities to keep community/group engagement levels high and meaningful.
The 3 User Groups
Runners
Those looking to help out a friend or neighbor by picking up items for them while they do their own errands.
Buyers
Those looking to get groceries, food, etc. picked up for them at an affordable cost.
Merchants
Those looking to provide additional ways for customers to purchase their product(s).
What Already Exists? What Is Missing?
Competitive Audit
In order to get a better understanding of Runerra and it’s users, and what differentiates them within their industry, I needed to find out how their app & service compared to other.
Runerra was kind enough to provide a list of industry competitors to start with:
Ritual
Joyrun
goPuff
Favor
DoorDash
During the Audit I was Focused On:
On-Boarding
Search Flow
Specialization
Time Expectation
Notable payments & costs
Understanding the User’s Journey:
Journey Map
After gaining inside on competitors and the industry landscape, I mapped out what I thought the Runerra Runner’s journey looked like.
Everything from touchpoint to thoughts as the Runner goes through the journey of:
Learning what Runerra is and how they might learn about it.
Integrating the use of Runerra into their routine or seeing the value of this kind of community interaction.
Going through the on-boarding process.
Connecting with others before going to the store.
All the way through to what customer loyalty would look like.
Thoughtful Ideas:
Features Proposed
In order to create clarity throughout the process, I noticed what gaps currently existed, then focused on those in order to make improvements.
I created these low-fidelity prototypes and scenarios to propose to the Runerra team:
Clarity of Items Requested
A Buyer has a very specific type of toothpaste they need and just ran out. They can take a photo to let the Runner know exactly what it is they need without confusion or second-guessing. They’ll also be able to define how many of that item they’re requesting. The user can also favorite an item which saves them from having to re-enter all this information again in the future.
Show Appreciation
You’ve been super busy at work and your coworker just did you a huge favor by picking up some much needed toothpaste on their lunch break. You want to show your appreciation and add a tip to your order. The percentage buttons allow the user to quickly add an amount to their order. They can also just type in a custom number. If you’d rather return the favor in the future, you can add Karma Points to their account to show them you’re sincere.
In-store Pick-up
A user can order online from their favorite store/restaurant and all the runner has to do is pick it up. For example the Buyer can give the Runner their Target In-Store Pick-up order number and assign the Runner as their order pick-up person. The order is all paid for and all the runner has to do is simply pick it up. No searching the store required.
List Creator via Import
A user is looking at the Target app and wants to request a package of facial tissues on the next group Target run. They are able to click the share button on the top right of the screen which brings up messaging options and actions. In the actions menu, they are able to import the item description, price, location, and quantity directly into Runerra. This not only creates clarity around what’s being requested, but helps the Runner find the product faster. This would also help the pricing to not have to be entered manually.
Connect to Bank
Adding a bank account or payment method is super manual. What if there was a way to quickly and securely connect Runerra to a banking system. The top of the screen has bank logo buttons and upon clicking them, a modal login screen for that bank appears. The bank credentials are entered and the user is ready to pay or accept money.
Technology Scoping
The Budget
Now that we know what the users want and to what degree they want it, I then try to strike a balance between what fits best within the budget and both the business and user wants/needs.
I’ve worked with developers in the past and have a general understanding of what can be done. During this projects technology scoping, I was able to follow along with Ashley as she explained what she thought needed to be done on her end and why it needed the amount of time she was speaking to. With this understanding, I was able to come in a couple days shy of the 40 day budget. There is a prioritized backlog of feature updates that can be pulled from if any of these projects are completed faster.
Annotated Wireframes:
This is a series of annotated wireframes that were proposed to the client showing each feature as well as annotations explaining how each part of the feature works.
Conclusion
With these application updates, you will be able to demonstrate to your user that not only are you there for them, but you’re listening to their feedback.
Being engaged in the usage of the product is as important as the engagement of your users within their communities.
The feature gaps noticed were improvements around clarity and not on vital application usability, which means the app has a great starting point. With the feature changes, you should see improved engagement levels, especially if Runerra runs a marketing campaign after a soft launch with current users.
Thank You
I want to thank Runerra for letting me work with them on this project! I especially enjoyed learning about this niche market and what makes it thrive. I cannot wait to see where they take things.
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