DREEMKACHER APP: BUILDING A CREATIVE COMMUNITY
in 2014, I was approached by Omnicon Group to collaborate on a client project with tech entrepreneur, Raygrid Calderon, to redesign an app that enables young creatives access to a wider network and easy payment transactions for creative services. Previously launched in 2013, DreemKacher had thousands of app store downloads, but faced challenges retaining customers. My task was to consolidate the fundamental issues and use design centered methodologies to create an experience young creatives value. For updates on the launch, check www.dreemkacherapp.com
This project was completed over a three-month period. Upon kick off, I did a comprehensive UX audit of the existing app, competitive analysis of similar products, and began sketching out key functionalities of the new design. After the first digital prototype was designed. I was the Lead UX/UI Designer on this project. Full scope includes:
- Personas for mobile application
- User Experience audit
- Competitive research and data gathering
- Concept development
- Content Strategy
- Information architecture
- User flow
- UX design
- Brand exploration
- User testing
- UI design
- Key stakeholder interviews
Learning from functionality that works
In their business plan, DreemKacher defined their target users as target demographic as millennials from ages 18 to 34 who are in the creative industries who use an iPhone (for now). Having such a specific audience (and being part of it) was helpful and allowed for me to easily bring in friends and acquaintances to user test the prototype in its earliest stages.
Scope and features
In their business plan, DreemKacher defined their target users as target demographic as millennials from ages 18 to 34 who are in the creative industries who use an iPhone (for now). After the competitive analysis, I went directly into the existing application audit, identifying deficiencies and opportunities. Having such a specific audience (and being part of it) was helpful and allowed for me to easily bring in friends and acquaintances to user test the prototype in its earliest stages.
After two weeks into the discovery phase, we were able to clearly define the scope and functions requirements for version 1.0. Some of these included details about the on-boarding process, account security, verification, payment, search, and filter.
Upon completing the first MVP, we gathered three young creatives and recorded their usage of key tasks on the app (viewing other users, messaging and booking. We gained our first insight into what kinds of things people wanted to see on profile screens and how they would like to reach out and stay in contact with other users and prospective talent.
first design iteration
With a deep discovery phase, competitive analysis, and user testing complete, I began to design the first concepts. In the screens below, a user sets up their account via e-mail and then receive the optional walkthrough screens of the core app functions. The user then looks at the two different modes listings (gigs and creatives), and explores the photography and video work of someone they might want to collaborate with.
In between design iterations, we set a day aside for user testing by guiding four users through open-ended and specific tasks. From an aesthetic perspective, we found that green did not resonate with with our audience as a energetic and meaningful. From a functionality perspective, we decluttered the profile screen by removing features that users did not view as important. We also moved the payment function into the chat screen – we found that users wanted to chat before releasing a payment.
Raygrid Calderon, CEO of Dreemkacher:
"Hiring James to work on our iOS app was the best decision for us. He exceeded my expectations with the finished product and his time management skills. What draws me more to refer him to others aside from his professionalism is his creativity, honesty and ability to tackle the many hurdles we faced due to Apple's ever changing iOS guidelines. James was very helpful, worked around my hectic unconventional schedule and we finished with a wonderful product."
Tasks: User Research, Competitive Analysis, User testing, UX/UI Design
Company: Omnicom, Dreemkacher
Team: James Vanié
Live site: Dreemkacherapp.com
- UX Audit Findings (Marked- up PDF Deck with recommendations/sketches)
- End-user personas
- Information Architecture Design
- Round I, Client review of wireframe sketches/digital designs MVP (Minimum Viable Product)
- Round II, Client review of wireframe sketches/digital designs MVP
- Round I, Client review of digital prototype designs ound II, Client review of digital prototype designs