Tune Your Mind And The Rest Will Follow

MINDTUNE

MY ROLE

UX Designer owned end to end Experience and research

PROJECT

A user-customized Video-based content platform

MY TEAM

This is my final project in the study of the UX certificate at John Bryce As part of a Team of 3 students

BACKGROUND

MindTune is a professional development video-based content platform.
It offers users access to a personal development video library with quality advice from lecturers accessible anywhere and on the go.
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A PROBLEM TO SOLVE

The video content industry in the world of personal development offers many types of experiences.

What is missing today is a platform that truly understands the mental state and deep need of the users to offer content that will really suit them, and help them develop.

OUR SOLUTION

Create an accessible, customizable platform that allows users to easily access personalized video content without intrusive marketing content.

THE PROCESS

My process started with understanding the business needs, listening to user stories,

and doing in-depth reviews of enterprise business environments.
I then used wireframes and low fidelity prototypes to test ideas and support quick iteration.

Phase 1

UNDERSTAND

  • Stakeholder interviews

  • User interviews and questionnaire

  • Market research

  • Competitive analysis

Phase 2

DEFINE

  • Interpret findings

  • Define insights

  • Set design challenges

  • Defining the problem

  • Personas and mindset

Phase 4

DECIDE

  • Implement a design approach

  • Wireframes

Phase 5

TESTS

  • High fidelity prototype

Phase 3

SKETCH

  • Site map

  • Define insights

  • User flow

  • Visual concept

Phase 6

VALIDATE

  • User testing iteration

  • Feedback

  • Iteration

RESEARCH

We studied the delivery experience of video, streaming, and podcast services, in addition to how personal development, spirituality, and consciousness content are taught and learned.

RESEARCH METHODS:

In-depth user interviews: 5 interviews.

User survey: 24 respondents

Competitive research

• Literature review

INDUSTRY RESEARCH

In 2019, the personal development market was worth more than $38 billion.

By 2022, the industry is expected to grow by another $13 billion a year.

38B$

Industry value

13B$

Growth by 2022

5,000+

Lecturers

COMPETITIVE AND COMPARATIVE ANALYSIS

We reviewed similar and analogous companies to identify trends and gaps, competitors' strengths, and how we can capitalize on their weaknesses.


Competitors were categorized into 3 areas:
• Meditation and mindfulness services
• Personal development courses and video platforms
• Music and movie players (streaming)

THE DO'S

A strong visual identity that implements and supports the message

Use the community to maintain the relationship and motivation

Let the user proceed at his own pace

Consistent and uniform video length

Inspire and motivate for practical actions

Personal dashboards allow users to immediately access the content they’re looking for without too much effort

THE DONT'S

Aggressive upsells and marketing image

Focus on achievement progress and reaching goals

Diagnosing needs/preferences using exhaustive measures
 
Inconsistency in the actions the user needs to take for customization

Disconnect the community from the platform (Maintain it on another platform)

USER RESEARCH

We asked 24 participants in the target audience (consume personal web development content) about their content consumption habits.

Online survey | 24 participants | In their 30’s or 40’s

WHAT KIND OF CONTENT?

WHEN DO YOU HEAR THE CONTENT?

Most users listen while doing different activities

such as running, driving, or doing chores.

How often?

More than twice a week

How many?

More than one video in a row

Where from?

  • Personal development apps

  • Online searches

  • Social media

PERSONAS

The persona technique is not suitable for every project.

There are more diverse and complex audiences whose accuracy on the variables between them is more important, and there are audiences that are more convenient to group into several general categories.

At MindTune we were able to divide our users into several simple categories, mainly according to their interests and motivation. 

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Meet

ALLEN

Why Allen?

Allen was born from a combination of the findings of the user survey and from our personal acquaintance with personal development students we visited as part of the research for this project.

Some demographics

46, divorcee +2

Manager of a vehicle fleet in an industrial company.

in one word...

Conqueror

In many words

Allen loves to demonstrate knowledge and own the room. to talk and make conversation.

He sees himself experience in life. A beginner's mentor, he strives to give his knowledge to guide others.

He needs very accurate videos on a topic that interests him, so that all his important time will be spent learning and conquering new areas of knowledge.

"With my level of knowledge and experience, I need advanced videos content that suit me, I don't have time to waste in searches."

- Allen

CONTENT CONSUMPTION

WHEN?

Driving

Bedtime

Exercise

WHY?

Energy boost

Mastering

WHERE?

MOTIVATIONS

  • Conquer areas of knowledge

  • In-depth learning of topics

  • Time saving

  • High quality and advanced content

FRUSTRATIONS

  • Conquer areas of knowledge

  • In-depth learning of topics

  • Time saving

  • High quality and advanced content

"With my level of knowledge and experience, I need advanced videos content that suit me, I don't have time to waste in searches."

 - Allen

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ABBY

Meet

Why Abby?

Abby represents a market segment of personas we like to call "constantly learning" users. She was born out of a real acquaintance with students of personal development courses and the interviews conducted as part of the research

Some demographics

in one word...

Idealist

In many words

Abby loves to engage in spirituality, she meditates, reads books, and listens to lectures to always expand her knowledge about consciousness, subconscious, energies, etc.


Covid-19 brought with it new difficulties to her life with them, she tries to deal with the knowledge and advice of her favourite lecturers and mentors.

32, Single, Business owner,

alternative medicine therapist

"Life is a journey of learning, we study every day until our last day. recently life has surprised me with a struggle, so I am using sources of knowledge around me more than ever."

- Abby

CONTENT CONSUMPTION

WHEN?

Morning

Bedtime

Exercise

WHY?

Relaxation

Coping

WHERE?

MOTIVATIONS

  • Easy to use technology

  • High-quality videos

  • Expanding knowledge and getting to know new lecturers

  • have ah-ah moments of inspiration

FRUSTRATIONS

  • Longed search for the right video

  • Dealing with settings in the middle of use

  • Videos on irrelevant topics (Recommendations, search results, etc.)

RESEARCH KEY TAKEAWAYS

Our users are:

  • Not beginners – They know the world of content, know its benefits, and understand the value of consuming it.

  • Constant seekers - They have a constant desire to expand the scope of their knowledge.

  • Medium-level technology – Our users are proficient in consuming content such as videos and digital lectures.

  • Dynamic content consumers – The content that users consume is variable. There is no fixation on one subject or lecturer.

  • Often multitasking - The user experience with the app should be fast, efficient, and simple.

THE CHALLENGES

Maintaining freedom of choice

How to maintain the delicate balancing act of providing the user with personalized content while allowing them to discover other video content on their own.

Delivering an engaging experience
How to obtain the necessary information (especially the three W’s – what, when, who) to customize the experience without overwhelming the user with questions before providing value.

Integrating the business model

Identifying how to balance the need to promote the business model with the user while maintaining the product DNA of experience and content that is free from marketing and sales.

CONCEPT DEVELOPMENT

The app did not have a concept that would deliver its message in her brand name.

My team and I wanted to come up with a concept that would communicate the app's DNA in everything, especially it’s name.

So how Mindtune become Mindtune?
Inspired by self-Tuning Systems:

TUNING

Clear the noise one custom video at a time.

Get recognition for your specific needs.

Tune your mind and the rest will follow.

EXPERIENCE FLOW

As part of our research, we acquired superficial education in self-tuned systems.

Self-tuning systems are typically composed of four components: expectations, measurement, analysis, and actions.

We immediately saw how this pattern relates directly to our product structure

Before we built the use flow we started by dividing the experience into 4 parts

1 EXPECTATIONS

User preferences - When? Who? Why?

2 MEASUREMENT

Rate wellness level

3 ANALYSIS

Want to know what we found out? 

4 ACTION

Play your video

THE OUTCOME

THE QUESTIONNAIRE

Expectations

1

Measurement

2

Analysis

3

To build an onboarding questionnaire that diagnoses a mental state (among other things), my team and I had to educate ourselves on how to diagnose a mental state using questionnaires outside the digital world.
We consulted with psychologists, read research on the effectiveness
of wellness and wellbeing questionnaires

After understanding the recurring patterns, 
we were able to come up with (only!) 5 effective questions.
These questions allowed us to map user preferences,
user familiarity with the content world, and user mental state.

1 EXPECTATIONS

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2 MEASURMENTS

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3 ANALYSIS

4 ACTION

THE TUNER

The tuner is the heart of the app.

It is the home screen and the center of the user experience to which the user always returns.
The role of the tuner is to adjust users’ preferences to their mood (What are you tuned for?)

and to the situation in which they are in (What are you doing? Where are you located?).

The tuner will always keep the last preferences that the user set,

and the user can choose to redefine answers to two questions, one question, or none.

These are the 2 questions that tune the tuner in each use.

They focus on what's going on with the user right now by cross-referencing the answers of the onboarding questionnaire and the user usage habits to give him the most personalized content.

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Welcome to the tuner player, but you can call it the home page.

The selected video player

Tuner Preferences
To select the video to be played

get more informtion about the video’s tags, topic and lecturer.

Scroll back and forth between videos

Additional further

(Favorites, Share, Comments)

related to the lecturer or the topic of the lecture, according to the user's behaviors / preferences.

PREMIUM TUNER

Premium subscription tackles the challenge of promoting the premium package to free users without affecting the sensitive state of mind of users who want an experience clear of sales content. This was accomplished by creating a clean experience for sales and marketing using both functional and visual separation.

Simply put, the premium content was only accessible from very selected places in the app, and when you entered the premium world - it would look exactly like that - as if you were entering another world.

A free user has access to the Primes feature from only 2 screens:

Discovery and Profile

THE CLOSURE

MindTune’s goal is to influence users to improve their lives.

Call to action is necessary to take the advice into practice.
At the end of each video, the user will be presented 
with the closure screen - a summary of the video's central message and a matching task.
The closure appears on the screen for 15 seconds while the timer for the next video is counted down.

A free user has access to the Primes feature from only 2 screens:

Discovery and Profile

FINAL THOUGHTS

MindTune had a strong DNA that also brought with it business and image challenges that made it difficult for us to take an example from competitors.
But where competitive research has not been sufficient, the research on diagnostics using questionnaires has allowed us to provide the user with a light and effective first use experience.
Through extensive user research, we were also able to balance the content recommendation with freedom of choice that fits exactly with the nature of the experience we wanted to give the user.
As I always say, rely on research that will tune each experience to the right place. :)

EVERY GOOD EXPERIENCE SHOULD END WITH A GOOD CTA