Technology in Africa is on the rise. Raffia Palm aims to be the first point of contact for job-seekers and employers in the African tech sphere. In late 2016, I was contracted to create their logo sparking a partnership for future projects. This particular study dives into our journey of translating their existing web platform into a mobile application for new and experienced users.
AD Jr - COO, Raffia Palm
Arlin - UX Design & Mobile UI
Goke - Owner/CEO, Raffia Palm
The website was created before I was brought on board. Their initial vision did not include a mobile-specific platform. When Raffia's team, Oluwaseun, and Junior, conducted user testing on their web platform they found that a high need for a mobile-friendly design. For this project, the focus was set on creating a mobile prototype that could integrate with the current web platform. Ultimately providing users with an on-the-go connection to their profile to encouraging routine usage.
When analyzing the testing data, a number of qualitative pain points were raised. To improve the user's experience focus on onboarding seemed paramount.
Refinement of the signup process and efforts to improve profile creation became the ultimate goal.
To frame the perspective, I built a persona to outline our main user. Keeping mobile paradigms and the user pain points at the forefront, I began to build a user flow for the application in a mobile experience. Highlighting innate cues and synonymous smartphone interactions the user journey began to take shape.
Streamlining the user's gestural interaction to a tap and push flow. I created a prototype to communicate this experience and test on potential users.
Before testing, the owners were concerned about using “typical” gestures and interactions. I helped them to understand that the uniform interaction wouldn’t take away from their product. Instead, it would enhance user comprehension in initial interaction and prolonged usage.
Once we simplified the flow a full prototype was put into production and is in user-testing once again. Take a look at our early prototype here.
With any good user testing, iterations must be made. Once we land on the right prototype, Raffia Palm will use this work to fundraise for developing a mobile app.