Currō

The solution

01 Understanding the problem

DockYard conducted interviews with key Mavrck stakeholders to establish principles and business goals to follow for the project, collect information about the target audience, and give the clients an opportunity to discuss success criteria as well as possible points of failure.

We also hosted a group discussion with influencers at varying stages of their careers to understand the day-to-day responsibilities for running an influencer business — particularly how they managed their brand collaborations and finances. Paired with a design kick-off and gauging app design taste with influencers, we hit the ground running.

02 Evaluating existing assumptions

We hosted remote user interviews to understand the current process for influencers when managing brand partnerships. We then asked them to run through a series of tasks in the MVP to evaluate Mavrck’s hypotheses around user preferences and behavior.

Through these sessions, we discovered Currō’s rate calculator feature was easy to use, but did not provide the value we were striving to deliver. We kept the feature, but no longer considered it a core offering of Currō. Over the course of the project, we continued evaluating hypotheses to devise solutions that addressed real user pain points. We ultimately moved towards creating a more educational product.

03 Rapidly testing and iterating designs

After establishing an initial project roadmap, we initiated four weeks of sprints. Each week, we ran sketching workshops with Mavrck, created high-fidelity prototypes, and executed remote user tests with four to six users. Armed with user insights, we quickly evolved designs from low-fidelity sketches to high-fidelity, working prototypes we showed users the following week.

Our ability to work efficiently and in close collaboration with Mavrck — who was instrumental in the research sessions — allowed us to be more nimble and hone the visual language through real-time feedback. At the end of each sprint, we surveyed research participants to gain additional feedback on features to prioritize.

04 Bridging feature insights to create a seamless end-to-end experience

For the final two weeks of our sprint cycles, we evaluated all user insights to develop a more robust prototype that took participants through the entire platform vs. incremental features of the experience. By unifying all of the features, we were able to evaluate the end-to-end experience in a working, clickable format. This prototype incorporated much of what was unearthed in the sprints and helped us gather feedback on the overall experience to help identify which features to prioritize for future iterations.

05 Creating mutual value for the business and users

At the outset of the project, we set a mid-engagement, deep-dive session for DockYard and Mavrck to meet in person to discuss key learnings. To maintain the delicate balance between user and business goals, we ran two separate workshops. Using the RICE product prioritization framework, we hosted a workshop with users to understand their priority features. We held a separate workshop with the business — using a UX design technique called card sorting — to identify the most valuable features for the business. This “deep-dive week” enabled us to map the remainder of the project and progress from the clickable prototype to a high-fidelity, polished deliverable for the engineering team at Mavrck.

06 Establishing a feature playbook for continued evolution

We used business and user insights to establish a feature playbook outlining a clear path to refine the experience and finalize Currō designs. We also created a Sketch Library, built out each version of the application for desktop, tablet, and mobile views, and provided a handy guide to enable the Currō team to pick up where we left off and continue to grow and evolve the platform for users.