Overview
Early Surf Report (ESR) is an app that allows surfers to share current surf conditions with the wider surfing community. Our team was tasked with redesigning the app to increase user engagement and report submissions while maintaining its unique position in the market.
Challenges
The client's main objectives were to:
1. Increase the number of active users
2. Boost the quantity of surf condition reports
3. Streamline the reporting process to under 1 minute
4. Balance social features with ESR's core reporting functionality
The client's main objectives were to:
1. Increase the number of active users
2. Boost the quantity of surf condition reports
3. Streamline the reporting process to under 1 minute
4. Balance social features with ESR's core reporting functionality
Discovery Phase
To gain a deeper understanding of our users and the surfing community, we conducted:
- 6 semi-structured interviews (30 minutes each)
- Extensive desktop research
- Analysis of 3 indirect competitors
- 2 affinity mapping sessions
- Features value/effort matrix
- Development of 3 user personas
- Customer journey mapping
- Heuristic analysis of the existing app
Key Insights
Our research revealed several crucial findings:
1. Diverse User Needs: Significant differences exist between beginner and advanced surfers' requirements.
2. Limited Information Sharing: Surfers typically share condition information within small groups (up to 15 people).
3. Data Interpretation Challenges: Users struggle to interpret data from various sources and match it to their skill level.
These insights highlighted our core challenge: encouraging users to share information when they are naturally inclined to keep it private.
Strategic Direction
After presenting our findings to the client, we decided to focus on enthusiasts and intermediate users as our primary target audience. We created a detailed persona for this group and mapped out potential features, which formed the basis of our product roadmap.
After presenting our findings to the client, we decided to focus on enthusiasts and intermediate users as our primary target audience. We created a detailed persona for this group and mapped out potential features, which formed the basis of our product roadmap.
Ideation and Design
User Flows
The team collaboratively created five initial user flows, which we then analyzed and combined into a final version. This flow was further refined after the first round of user testing.
The team collaboratively created five initial user flows, which we then analyzed and combined into a final version. This flow was further refined after the first round of user testing.
Wireframes
We progressed through several iterations of wireframes:
1. Initial individual wireframes
2. Team review and discussion
3. Final wireframes arranged into a cohesive flow
We progressed through several iterations of wireframes:
1. Initial individual wireframes
2. Team review and discussion
3. Final wireframes arranged into a cohesive flow
Custom Icons
To cater to beginner surfers, we designed a reporting system that explained conditions in three ways:
1. Custom icons
2. Descriptive names
3. Numerical measurements
This approach aimed to make the reporting feature both easy to understand and use.
To cater to beginner surfers, we designed a reporting system that explained conditions in three ways:
1. Custom icons
2. Descriptive names
3. Numerical measurements
This approach aimed to make the reporting feature both easy to understand and use.
Prototyping and Testing
Prototype Development
Our UI designer led the prototype creation, with support in developing components and colour palette. I designed custom icons illustrating various heights of waves, swell and directions of the wind - reflecting information valuable to surfers in a way that's relevant to those users.
Our UI designer led the prototype creation, with support in developing components and colour palette. I designed custom icons illustrating various heights of waves, swell and directions of the wind - reflecting information valuable to surfers in a way that's relevant to those users.
User Testing
We conducted two rounds of user testing:
1. First round: 5 tests, leading to significant changes (e.g., removing the search button)
2. Second round: 4 tests, resulting in updates to the confirmation screen
We conducted two rounds of user testing:
1. First round: 5 tests, leading to significant changes (e.g., removing the search button)
2. Second round: 4 tests, resulting in updates to the confirmation screen
Handoff and Final Presentation
The team collaborated on the final deliverables:
- Updated user flow
- Refined UI design
- Additional screens and app store images
- Comprehensive testing results
During the final client meeting, we presented the testing outcomes and the final prototype.
The team collaborated on the final deliverables:
- Updated user flow
- Refined UI design
- Additional screens and app store images
- Comprehensive testing results
During the final client meeting, we presented the testing outcomes and the final prototype.
Results
- Testers expressed high interest in the app, stating "there is nothing like this out there"
- Successfully achieved the goal of enabling reports to be submitted in under 1 minute
- Received requests for notifications when ESR becomes available
- Successfully achieved the goal of enabling reports to be submitted in under 1 minute
- Received requests for notifications when ESR becomes available
Lessons Learned
1. Balancing user privacy concerns with the need for shared information is crucial in community-driven apps
2. Focusing on a specific user segment (enthusiasts and intermediates) can lead to more targeted and effective solutions
3. Iterative design and testing are essential for refining user flows and interface elements
2. Focusing on a specific user segment (enthusiasts and intermediates) can lead to more targeted and effective solutions
3. Iterative design and testing are essential for refining user flows and interface elements
This project showcased our team's ability to tackle complex user behaviour challenges and create an intuitive, efficient solution for the surfing community.
