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UX CASE STUDY
!1L A Y L A G H A Z N A V I | L E A D U X D E S I G N E R
U X C A S E S T U D Y
S C H O L L Y E D I T O R
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T H E P R O J E C T D E TA I L SP R O J E C T O V E R V I E W
PRODUCT NAME: Scholly Editor, a SaaS platform by Scholly (myscholly.com)
DATE, DURATION: April 2018 - August 2018
MY ROLES: UX Designer, Visual Designer
TOOLS: Sketch, Invision, Photoshop, Keynote
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W H AT I S S C H O L L Y ?P R O J E C T O V E R V I E W
• “Scholly” refers to scholarship
• Scholarship-matching platform
• Funded by SharkTank, 2014
• Chegg and LendingTree have
tried to acquire the startup
• More services such as a college
prep helpbot, essay proofreading,
textbook search math help
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W H AT I S S C H O L L Y E D I T O R ?P R O J E C T O V E R V I E W
• Web-based proofreading
platform for Members
• Beta version (1.0) released
in February of 2018
• Early traction for the
feature led to interest in
platform improvement
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SCHOLLY EDITOR 1.0
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R E S E A R C H M E T H O D ST H E D E S I G N P R O C E S S
IDEATE BUILD & DEPLOY
TEST & ITERATE
DISCOVER & DEFINE
DESIGN & PROTOTYPE
RESEARCH METHODS:
• Stakeholder Interviews: their GOALS (deadlines, scope, intended audience), their OBJECTIVES, and what success looks like.
• UI Audit of Editor 1.0 (Beta)
• User/Audience Survey and Interviews
• Competitive Analysis
DEFINE:
• Business Requirements
• Issue Areas/Pain Points
• User Engagement Data
• Best Practices
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S TA K E H O L D E R F E E D B A C KT H E D E S I G N P R O C E S S
CEO & CMO “People love Editor! My friends love Editor! Let’s find out how to make it even better. I want to roll out an optimized version in 3 months or less for this big event we have in July!!”
PRODUCT/CTO “Editor was rolled out too fast with no beta release, it’s super buggy, poor user engagement. It doesn’t look bad, but we haven’t really user-tested it. Need more resources dedicated to it if we want it to be a profitable feature.”
IDEATE BUILD & DEPLOY
TEST & ITERATE
DISCOVER & DEFINE
DESIGN & PROTOTYPE
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U I A U D I T O F 1 . 0T H E D E S I G N P R O C E S S
IDEATE BUILD & DEPLOY
TEST & ITERATE
DISCOVER & DEFINE
DESIGN & PROTOTYPE
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S U R V E Y I N S I G H T ST H E D E S I G N P R O C E S S
IDEATE BUILD & DEPLOY
TEST & ITERATE
DISCOVER & DEFINE
DESIGN & PROTOTYPE
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U S E R & A U D I E N C E F E E D B A C KT H E D E S I G N P R O C E S S
“I don’t agree with all these
suggestions, a lot of the time they’re wrong!
“Difficult to go back and forth between tabs just to make corrections to my essay.
“Why does my format change? I wanna download my document in a different
format. Sometimes random characters are
added after I make a correction. This is a pain.
“I didn’t know I could analyze more than
once! You guys should make that more
obvious.
IDEATE BUILD & DEPLOY
TEST & ITERATE
DISCOVER & DEFINE
DESIGN & PROTOTYPE
“Is Scholly Editor free? I didn’t even know about it.
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C O M P E T I T I V E A N A L Y S I ST H E D E S I G N P R O C E S S
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GRAMMARLY
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C O M P E T I T I V E A N A L Y S I ST H E D E S I G N P R O C E S S
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PROWRITING AID
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C O M P E T I T I V E A N A L Y S I ST H E D E S I G N P R O C E S S
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WRITELAB
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D E F I N E T H E P R O J E C T
OPTIMIZING KEY USER TASKS vs. FULL PLATFORM REDESIGN? • Survey data identified glaring pain points that required deeper UI overhaul
KPIs: • Google Analytics for various click tracking data, engagement rate, number
of document downloads
CHALLENGES WE FACED: • Expedited and reactive deadlines from upper management
• No Product Manager or Agile system in place
• Split resources pulled onto other campaigns, competing priorities
IDEATE BUILD & DEPLOY
TEST & ITERATE
DISCOVER & DEFINE
DESIGN & PROTOTYPE
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I D E AT ET H E D E S I G N P R O C E S S
IDEATE BUILD & DEPLOY
TEST & ITERATE
DISCOVER & DEFINE
DESIGN & PROTOTYPE
Task Flows, Use Cases, Moodboarding UI Designs and Solutions
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S C H O L L Y E D I T O R R E D E S I G NT H E D E S I G N P R O C E S S
IDEATE BUILD & DEPLOY
TEST & ITERATE
DISCOVER & DEFINE
DESIGN & PROTOTYPE
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S C H O L L Y E D I T O R R E D E S I G NT H E D E S I G N P R O C E S S
IDEATE BUILD & DEPLOY
TEST & ITERATE
DISCOVER & DEFINE
DESIGN & PROTOTYPE
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I N T E R A C T I O N D E S I G N H A N D - O F F T H E D E S I G N P R O C E S S
IDEATE BUILD & DEPLOY
TEST & ITERATE
DISCOVER & DEFINE
DESIGN & PROTOTYPE
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F E AT U R E P R I O R I T I Z AT I O NT H E D E S I G N P R O C E S S
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O N B O A R D I N G T U T O R I A L D E S I G NT H E D E S I G N P R O C E S S
IDEATE BUILD & DEPLOY
TEST & ITERATE
DISCOVER & DEFINE
DESIGN & PROTOTYPE
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U S A B I L I T Y T E S T I N G & I T E R AT ET H E D E S I G N P R O C E S S
CONTEXTUAL INQUIRY/USER INTERVIEWS, QA USE CASES, SURVEYS
IDEATE BUILD & DEPLOY
TEST & ITERATE
DISCOVER & DEFINE
DESIGN & PROTOTYPE
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K E Y TA K E AWAY SO U T C O M E S & L E A R N I N G S
POSITIVE FEEDBACK & USER RETENTION IN THE PLATFORM • :12 seconds average user engagement time to 1:04 seconds
• 26% increase of users who completed all corrections
• Increase in number of improved downloaded essays
BETTER ENGAGEMENT RATE LEADS TO INVESTING IN PRODUCT • Sr. Level Product Manager
• CopyEditing Consultant
• Evolution of the product - feature request in the pipeline such as formatting resumes,
enabling different writing styles with citations, mobile-app integration
• Promotional Campaign
PERSONAL GOAL: • Establish culture of iterative design through continuous user testing
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P R O J E C T N E X T S T E P SO U T C O M E S & L E A R N I N G S
MARKETING CAMPAIGN + IN-APP PROMOTION