Stakeholder Interview

The stakeholder interview was held via a Zoom call. The goal of the interview was to uncover the goals of the organization and understand current pain points. From the interview, it was gathered that there is a need for organization with the many different products OYNA offers and a need for a clear communication strategy to engage connected and unconnected users.

Deep Dive

Touchpoint Strategy Map

From the stakeholder interview and deep dive, I started the next phase of my research with a strategy map of OYNA’s current state touchpoint journey. The creation of this map allowed me to visually see how the current touchpoints fit together as well as visually see where users are not being engaged as derived from my initial research. This disconnect is indicated with the red slashes.

From the initial strategy map, I created a strategy statement to help guide my ongoing work:

“All user experience touchpoints for OYNA will help families identify meaningful and relevant product offerings so that they are able to connect and engage with their family. We will do this by effectively communicating OYNA’s product offerings and drafting meaningful content that communicates the value of OYNA’s products. As a result, we hope to see an increase in engagement and improved connectivity among families.”

Touchpoint Prototypes

After my strategy statement was created, I moved on to prototyping out the social media, website, email, and family recess deck touchpoints. For my prototypes, I focused heavily on the content that would go into those touchpoints so that later on in my concept evaluations, I would be able to evaluate its resonance with users.

Social Media Touchpoint

Website - Landing Page Touchpoint

Email Series Touchpoint

*Specifically for the email touchpoint, the client expressed an interest in an email series. This is reflected in the prototype.

Concept Evaluations

Following the drafts of my initial prototypes, I took them out into the wild to evaluate with users. All concept evaluations were conducted via a Zoom call and lasted approximately 30 minutes.

Synthesis

Transferred notes to an InVision board:

Affinity Diagram Data:

*I pinned the goals from the concept evaluations to help guide my diagramming.

Key Insights:

• Users are interested in hands-on, non-digital engagements that will benefit their child’s development.

• Users found the visuals and the playful nature of OYNA’s brand to be engaging but were not able to grasp the value of OYNA.

• Users are also highly engaged on social platforms and will sign up for email communication and share content and services they personally enjoy.

Key Touchpoints:

• In the stakeholder interview, the stakeholder expressed an interest in email sequencing to communicate with users. Since users are interested in hands-on, non-digital engagements, one of my touchpoints will be focused on the email sequence and how that can be used to communicate OYNA’s Family Recess game deck as it is hands-on and non-digital. This series of emails can be used to showcase to families how Family Recess can benefit a child’s development.

• Another touchpoint I choose to focus on was the landing page of the website. Many users did not grasp the value of OYNA. Users expressed how they wanted to be able to tell right away how this organization is different and the benefit of it.

  • Include pronunciation of OYNA

  • Include testimonials

  • Keep visuals

• The final touchpoint I decided to focus on was a platform where users can easily share content. In the stakeholder interview, the stakeholder expressed an interest in Kajabi. The addition of a community forum and a space to be able to share content will allow users access to OYNA’s knowledge and services. Users expressed the likelihood of sharing content or services they enjoy and creating a platform to allow sharing will give users accessible material and content to share.

Revised Touchpoint Strategy Map

After I gathered key insights from my research, I really got to thinking about how I can start connecting the various touchpoints users experience as well as add on to that experience to create a more holistic approach. This led me to revise the strategy map. The revised touchpoint strategy map showcases the awareness phase through the advocacy phase of a user’s interactions with OYNA. It is a visualization of how the current and additional interaction points fit together to start creating a cohesive journey for OYNA’s users. Along each of these phases, you can see the corresponding activity the user is performing and the user’s corresponding goal in that phase which were derived from my concept evaluations.

Revised strategy statement:

“All user experience touchpoints for OYNA will help families identify hands-on and non-digital product offerings so that they are able to connect and engage with their family and community. We will do this by effectively communicating OYNA’s product offerings and drafting meaningful content that communicates the value of OYNA’s products. As a result, we hope to see an increase in engagement and improved connectivity among families.”

Annotated Prototypes

With a revised touchpoint strategy map, I shifted my focus to revising and adding to my prototypes to include annotations. Please see below for select annotated prototypes:

*NOTE: Due to the size of the annotated prototypes PDF file, the file had to be reduced to be hosted on Squarespace, which decreased its fidelity a bit. For a more high-fidelity version, please contact me.

Check out my final presentation for this project!