Atlanta Pride's Scavenger Hunt

UX Designer & Researcher

I sketcheed, wire-framed, and high-fedility prototyped the UX/UI

I was responsible for end-to-end user research of survey, interviews, affinity mapping, user testing and heurstic evaluation

August 2020 - December 2020

Figma, Illustrator, Qualtrics, Miro

Ruvinee Senadheera, Austin Peete, Sav Phillips

Overview

Challenge

Atlanta Pride Committee(APC) had their very first virtual Pride Parade in 2020, and APC wanted to increase the engagement within the community. Our team was tasked to help them transition the Pride spirit into the virtual space.

Solution

Our team came up with the scavenger hunt mobile app that engage more diverse attendees, provide a dynamic space to interact and bring the community together to celebrate Pride. The app affords both virtual and in-person activities as well as team play or solo play. It also offers more dynamic forms of questions such as videos and images.  The messaging features among the participants aid the community to easily communicate. It also displays on-going Pride events and updates.

Collaboration with Atlanta Pride Committee

Our initial prompt for this project was to help people find future marches and protests. From the beginning, my team and I wanted to help and uplift the Atlanta Local communities. Pride is a celebration of the LGBTQ+ Community, and their goal is to promote unity, visibility and wellness of the community. Due to the on-going pandemic, APC hosted their very first virtual Pride Parade. Our team thought Atlanta Pride will be the perfect fit. We reached out to Atlanta Pride through their social media and they were willing to work with us. Their open-mind led us to sit in multiple meetings regarding Atalnta Pride 2020 and their pain points of the transfering Atlanta Pride into virtual format.

Identify Problem Space of APC

After many meetings, we learned that Atlanta Pride is facilitating their very first scavenger hunt game in order to increase the engagement and they needed the most help on this project.  As the target users for APC is the general LGBTQ+ community, we also set our target users as general LGBTQ+ community.

Our goal is to design a scavenger hunt experience that can engage more diverse attendees, provide a dynamic space to interact, and bring the community together to celebrate Pride.

Research

Our team came up with the scavenger hunt mobile app that engage more diverse attendees, provide a dynamic space to interact and bring the community together to celebrate Pride. The app affords both virtual and in-person activities as well as team play or solo play. It also offers more dynamic forms of questions such as videos and images.  The messaging features among the participants aid the community to easily communicate. It also displays on-going Pride events and updates.

Remote Survey
69 Participants
5 Minutes
Qualtrics
Goals

Users’ comfort level with virtual event
How users perceive their previous Pride experiences

Semi-Structured Interview
4 Participants
30 Minutes
Zoom
Goals

Defining what “engagement” means to our users in a virtual event
Their thoughts on Atlanta Pride virtual scavenger hunt
What motivates users to participate in a scavenger hunt

Remote Observation
100+ Participants
1.5 Hours
Socio Pride Parade Stream
Goals

Users’ comfort level with virtual events
How users interact within the virtual Pride Parade

Research Analysis

Affinity Mapping

Based on the interviews and surveys, we affinity mapped over 300 sticky notes of our research finding and came up with six main themes. Based on these, we were able to create personas and empathy map to understand the users need.

Persona and Empathy Map
The loving atmosphere and seeing that there are so many people who are either a member of the LGBTQ+ community or an ally is what makes Atlanta Pride special to me. - a survey participant

Key Findings and Design Implications

Based on the analysis, we have come up with four main design implications.

Key Findings
Design Implications
Preference for familiar platforms and devices
Familiarity
Biggest motivator in scavenger hunts is prizes
Prizes as Motivation
What users enjoy most about Pride is the community and people
Community Engagement
Users want both virtual and in-person participation
Allow Users to Participate Virtually/In-Person

Design Ideations

Based on the design requirements, our team each came up with multiple design ideas and combined the best ideas. We also separate some design features that we want to incorporate for this project. Out of 20 design ideations, we picked our top two designs that the best address problem space of the Atlanta Pride Virtual Scavenger Hunt. Then we created flow charts and sketches for those and interviewed experts on our top designs.

Top design 1: Board Game Mobile App

Our top design one is board-game like mobile app where the main page is the scavenger hunt map with a user's avatar along with other players. It also contains mini games on a certain level so that users can get more prizes as they progress the game. We created flow charts on this idea and interviewed experts on the idea and where we can improve these ideas. Then we affinity mapped the interviews.

Top design 2: Hybrid Team Scavenger Hunt Mobile App

Our top design two is hybrid scavenger hunt mobile app where it is lets users solve in-person and virtual scavenger hunt game. Users can message other users and can play game as a team or solo. We created flow charts on this idea and interviewed experts on the idea and where we can improve these ideas. Then we affinity mapped the interviews.

Evaluation

Through out the whole process, we have evaluated each and every step of our design iterations. Each evaluation revealed distinct pain points and as we progress, we try to mitigate these issues. These evaluation sessions are all moderated and remote.

Sketch Feedback
2 Users
30 Minutes
Zoom
Goals

Feedbacks on User Flow, Motivating Factors, Feature Preferences, Positive and Negative Reactions, Intention of Use, and General Feedback.

Wire-Frame Feedback
4 Users
30 Minutes
Zoom
Goals

Feedback Information Architecture, Navigation, Intuitiveness/Learnability, Visibility, General Design

Task Completion and
System Usability Scale
5 Users
30 minutes
Zoom, Figma, Qualtrics
Goals

SUS score above 80, over 90% Task completion rate, and general painpoints

Heuristic Evaluation
4 Experts
1 hour
Zoom, Google sheets, Figma
Goals

Nielsen's Heuristics with highest severity ratings less than 2

Sketch

Based on the sketch feedback session, we affinity mapped the responses of the each design based on the goals' categories. We have decided to move forward with Design 2, Scavenger Hunt Mobile App since the users think "it is straightforward, collaborative, rule-driven, and spontaneous." We also got more feedback on how we can improve the designs for each. Based on this information, we moved on to the Wire-Framing sections.

Affinity Map of Design 1 Feedback
Affinity Map of Design 2 Feedback

Wire-Frame

From the sketch feedback section, we have added the multiple modes of playing: Solo Virtual, Solo Hybrid(Virtual and in-person game), Team Virtual, and Team Hybrid. We also removed sharing their status on their social media since some of the users feel like this is unnecessary. Users also expressed that they want questions and answers that uses different types of media. Then we annotated each screen with their comments.

High-Fidelity Prototype

Final User Flow

Based on the Wire-frames feedback sessions, users found that the "Join/Create Team" difficult to follow. They also expressed that "Setting" button is hard to locate, some icons and jargons do not match with their mental model. We have taken account to those notes and have created a final user flow to create our prototype.

Visual Design Exploration

After finalizing the user flow, our team created multiple visual designs that conveys playfulness and representative of the Pride. We came up with more than a dozen different styles and picked our design language after we discussed it as a team.

Exploration of visaul design
Design Language

Prototype Screens

On-boarding screens
Friends and Leaderboard screens
Quest screens

Interactive Prototype

Adding teammates
Quest screen
Scanning QR and friend list

Evaluation 1: User Testing

Task Completion: 60%
User Usability Scale (SUS): 90/100

We have created 5 tasks for users to complete and created the user flow on each task. Although we received a great SUS score, our task completion for task 1 shows that our adding and editing the team member is difficult to navigate. Also our data for task completion is skewed because we did not take order effects into consideration.

Task 1

Navigate to the edit team page and add teammates

Completion Rate

60%

Avg completion time

74s

Task 2

Check your team's ranking on the leaderboard.

Completion Rate

100%

Avg completion time

74s

Task 3

Check your team's ranking on the leaderboard.

Completion Rate

100%

Avg completion time

11s

Task 4

Check your team's ranking on the leaderboard.

Completion Rate

100%

Avg completion time

42s

Task 5

Check your team's ranking on the leaderboard.

Completion Rate

100%

Avg completion time

21s

Evaluation 2: Heuristic Evaluatioin

Nielsen's Heuristic Evaluation
Severity Rating from 0-4

Match between System and the real world (2.25)
Visibility of system status (1.5)
Help and documentation (1.5)
Consistency and standards (1.5)

Evaluation Findings

From our evaluations we were gathered the next iteration ideas

Design Evaluation Findings
Next Step
Needs clear notification system on friends and team
Implement a new notification system
Pencil Icon is hard to find and does not follow the design guide
Increase the width and weight of the icon
Information on Pride and prizes can be more visible
Rethink the placement of the information

Reflection

As we moved through the journey of end-to-end research and human-centered design, I have learned valuable lessons on communications with the stakeholders and agile iterative design process. It was great to be part of the local community's celebrations, and I hope that our design solution brought APC more interactive engagement within the community. You can also view my Medium Article on benefits of having a community sponsor for UX project.

APC's shoutout to our team on their Instagram story
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