SNAPSHOT
Case Study
Improving the way clients connect with photographers
Objective
Snapshot's goal is to simplify the process of connecting customers to photographers. Through research, we need to identify current frustrations within the market, then define and design a solution to improve this process. The newly designed site must be responsive and Snapshot will need all new branding developed.
Solution
We designed a user flow allowing clients to share their specific project details with multiple photographers all at one time. This helps save time by eliminating repetitive initial conversations. We also provided a way for clients to compare their favorite photographers side by side and even include customized notes. This helps users organize information and remember key details of each profile, all in one place. Snapshot sucessfully simplified the process helping users evaluate and connect with photographers who meet their specific needs.
Challenge
There are various events where clients seek out a photographer and often there is a multitude of details that must be discussed before booking. The process of finding the right professional can quickly become overwhelming and time consuming. It would be helpful to have an efficient way to narrow down options and track information all in one place. Users need a way to more easily search, connect and compare photographers.
Background
In its development phase, Snapshot aims to create a stress-free approach to connecting clients with photographers. With the staggering amount of photographer options available online, the selection process can be incredibly time consuming and frustrating. Streamlining this process and providing quality trusted vendors to capture clients most memorable moments is the driving force behind Snapshot.
Research/Empathize
Secondary Research, Competitive Analysis, Immersion, Interviews
Goals
During the research phase we are looking to -
1. Discover pain points of online customers searching and booking photographers
2. Identify customers un met needs and develop potential solutions
3. Understand photographer's priorities and their current process of connecting with clients
Process
To familiarize ourselves with the photography industry, we started through secondary research, trying to recognize current trends. Then through competitive analysis we dug deeper into current product offerings. Identifying strengths and weaknesses of competitors as well as understanding how the current standard process was structured and why.
We followed this up with immersion, completing the task of searching for a photographer while noting the challenges and beginning to empathize. Finally we interviewed potential users to understand their motivations, priorities, pain points and un-met needs. We also interviewed a current photographer to discover their current process of connecting to users.
Research Deliverables
Results
• Users typically call each photographer to initially discuss project details
• All users searched online, even if they were given a referral to validate their choice
• Keeping the specifics for each photographer straight was difficult
• Users are willing to spend time researching, for reassurance
• Users fear the lack of control if issues were to arise on the day of
• Most influential criteria is - portfolio, availability, budget, quality and convenience
• Clients are more confident when they have a referral or reviews
• Demand and value fluctuate with the market for this industry
Pain Points
• The time involved reaching out individually
• The depth of research before elimination
• Having the same repetitive initial conversation
• Tracking the specifics and impression for each option
Un-Met Needs
• User wants convenience
• Need one place to compare
• Ability to add custom notes
Define
Now that we knew the motivations of our customers and understood their priorities, we created a persona and empathy map reflecting the attributes a typical customer would have. These tools will help us achieve a deeper level of empathy and remind us to continue focusing on the user and their needs.
Persona
Empathy Map
To address a frustration discovered during research, we created a solution allowing the user to send their project specifics to multiple photographers at one time. This will relay the same initial information as a conversation and allow photographers to notify users of pricing or scheduling conflicts up front. Preventing wasted time since the user will quickly know if the photographer is a viable option to continue pursuing or whether to move on to other choices.
We also chose to include a compare feature, where a user could quickly flip between their favorite photographers. This area would need a space for users to add their own notes and impressions so they could more easily evaluate options.
Keeping these features in mind, our next step was to create a user flow for the process.
User Flow
Define Results Summary
• We created a user flow that allows the option to contact multiple photographer at the same time
• The form used will contain all the initial information needed for the photographer to understand the scope of the project
• We will include a compare page so users can quickly analyze the specifics of each profile they favorite
• Users will have the ability to add custom notes to help keep track of information throughout the process
People are willing to do the research needed to feel confident with their selection. The new flow and tools being created should add value, help smooth out the process and reduce user frustrations.
Branding
Before designing the interface, we needed to develop the company branding. Since there are many types of events using photographers we wanted to be inclusive and avoid isolate ourselves by identifying with only the primary categories. Instead we focused on common feelings around photography events. Since the majority of sessions are booked to capture positive occasions, we wanted an upbeat logo and color palette.
When creating the logo, we wanted to differentiate ourselves from other recognizable brands who use a camera, so we chose to create a distinctive flash element. It fit well with the "Snapshot" name itself and matched our initial inspiration.
Design
Now that we had a solid brand strategy, it was time to design the user interface. We first developed wireframes, then turned these into high fidelity designs, including responsive pages.
Wireframes
High Fidelity Designs
Responsive Web Design
Testing
Using Invision, we created an interactive prototype then performed usability testing with three participants and analyzed the results.
Goal
Through testing, we needed to determine if the user flow could be completed successfully and identify any areas of confusion, especially looking to catch any inconsistencies among interface elements. We also noted users overall reactions to the site and asked for feedback about the concept to ensure the new process worked well.
Process
We did in person usability testing with three female participants who had all recently searched online for a photographer. We provided the scenario of - being engaged and needing to find a qualified wedding photographer using Snapshot. Then asked them to walk us through how they would proceed. We took notes and recorded the users screen to have as a reference.
After testing we put together an affinity map to track common patterns and find areas of improvement.
Affinity Map
Findings
Overall the feedback was very positive and the participants were able to complete the flow without any errors. There were a few common areas that needed improvements. The prototype not being fully active caused some frustration itself, but the majority of the flow was completed very smoothly.
• 100% of participants were able to complete the flow, without error
• All participants liked the logo and design
• All participants wanted to scroll through the photos which was anticipated and is why this element is large in size. But due to limited time, this was not an active option in the prototype.
• 2 participants chose to favorite the photographer first
• Participants expressed their desire to go back and continue searching before contacting the photographer, which validates the concept. Due to limited time the prototype only had one photographer profile detailed out.
• The most common frustration was the X on the filters page. All participants hesitated and some said they were concerned they might lose their selections by using the X.
• We noticed participants looked for an apply button, at the bottom of the filters.
• Received feedback that the "favorite" tag color looked out of place
• Where the user could add custom notes "My impression" and "Notes" were inconsistent, would be more clear being "My Notes"
• Besides the filter page X, all other buttons were easily understood and clear
Conclusion Summary
Through research we were able to identify common frustrations with the current standard process of searching for a photographer. Using this information we created new tools and an updated flow that made the process more efficient. We were able to validate the concept through usability testing and received valuable feedback guiding our iterations. The next steps we'd like to focus on would be to work out the photographer's reply interaction and how those notifications would work.