Q U O R A

Project #3 | UXDI | General Assembly

Quora’s logo

THE COMPANY

Quora is a question-and-answer website where questions are created, answered, edited, and organized by its community of users. Quora prides themselves on the quality of content their users produce and want to capitalize on this expert content by providing paid, group Q&A sessions.

THE CHALLENGE

With the growing popularity of AMA (Ask Me Anything) style interviews on Reddit and elsewhere, Quora sees an opportunity to leverage their expert user base by introducing video AMAs as a paid service for its users.

[ Project duration: 2 weeks ]

MY ROLE

Our team consisted of three UX designers. We worked closely throughout the entire project, dividing tasks and then cross-checking each other’s work. My contributions were the heuristic analysis, competitive user flows, personas, user scenarios, user stories, job stories, user journeys, user flows, wireframe sketching, and presentation design.

TEAM KDN | Kate, Danny, Nick

RESEARCH PROCESS

T E C H N I Q U E S

Business Analysis + Competitive Feature Analysis + Competitor User Flows + Heuristic Analysis + Monetization Considerations + Quora Points Case Study + Surveys + User Interviews + User Research + Affinity Mapping

As non-Quora users, we needed to first understand the company itself and the vast Q&A culture on the internet.

Q&A exists in various forms across websites, retailers, and AI

We then narrowed the scope of our research to study the immediate competitive landscape, gaining an understanding of where Quora sits in the market. Below is a comparison of features:

Feature analysis

Across the board, Q&A sites have a lot of potential value to the users, but are lacking in some basic usability tenets such as communication and delight:

Heuristic analysis: Asking a Question

From there, we conducted user interviews from candidates pulled from a screener survey.

Results from 47 surveys

User Interviews

selected outtakes from user interviews
All interviewees familiar with Quora believe it has a high reputation.
Long-time Quora users commented that the site’s exclusivity and content quality have diminished over the years.

Key Motivations for Using Quora

  • Found in Google search results
  • To find specific, detailed information/answers not available anywhere else.
  • To engage in Q&A sessions, either asking questions or providing answers to share knowledge and opinions
  • To be intertained: a means of passing time or killing boredom
affinity mapping : BEFORE
affinity mapping : AFTER

THE USERS

Team KDN collaborating

T E C H N I Q U E S

Personas + User Flows + User Journeys + User Scenarios

Our team took the findings from the affinity maps and transferred them to Trello boards for easy organization and synthesis. We developed personas to help identify our three users: host, paid viewer, and non-paying viewer.

User scenarios, stories, and journeys helped us understand users’ contexts, motivations, entry points, expected outcomes as well as frame our user flows and site nav.

User journey

We also learned that there is a distinct before, during, and after a user engages in an AMA session and incorporated these findings into the user flows.


SKETCHING & WIREFRAMING

Design Studio session

T E C H N I Q U E S

Design Studio + Sketching + Wireframing + Usability Testing

T O O L S

Sketch + InVision


selected wireframes

USER TESTING & DESIGN ITERATION

We conducted two rounds of user tests, which helped iron out several minor problems as well as address some larger problems.

One of the bigger changes we made was to simplify host’s question feed.

Iterations of host question feed


NEXT STEPS

  • Finesse wireframes to look more branded
  • Add subtitle feature to the Video Sessions so that hearing the live video isn’t necessary
  • Confirm accuracy of proposed monetization method & explore alternatives if necessary
  • Streamline checkout flow for paid AMA users
  • Redesign Quora Text Sessions to be more user-friendly
  • Design Quora mobile app
  • Continue user testing and design iteration
‘Snap’ icon | TEAM KDN
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