UX Case Study: Nightkey
Nightkey, a physical membership card subscription based business, which offers exclusive access and discount to partnered bars & restaurants within London, gave us a set of deliverables to take their business into a freemium based mobile app model while exploring the benefits this would (or would not) bring.
With a team of 4 and just a 2 week deadline restriction, we decided to focus on two main areas which we thought would be most valuable to the client; research and analysis into their competitors, current customers and target demographic, as well as producing a minimum viable product in high-fidelity.
To get started, we spoke to as many people within the target demographic as possible, both current and potential users. From this information and with such a long list of potential feature requests, we put together a user story map which helped us better understand the users pain points which would in turn help us better decide in which areas of the product we should base our time around in the time constraints that we had.
Ultimately, a trend was forming, pointing towards the necessity of users need for convenience of finding and booking a restaurant or bar within the Nightkey partner list— this was to be the core feature of the app.
From there, we created 3 personas based on the findings from our user research (user interviews & contextual analysis), each of which had different requirements and pain points.
Our users were represented by Sam (the foodie), Sarah (the occasional discount hunter) and Richard, the socialite.
Sam being our primary persona as we felt he best represented the core of the current Nightkey members.
“It’s all about the experience for me” — Sam
After analysing the core journey and producing user flows, we kicked off the creative process with a Design Studio, inviting the two co-founders of the company to come along and participate. This helped generate some initial rough ideas of how the app might look on some of the core screens.
Following this, low-fidelity rapid prototyping wireframes were sketched up and user tested to help us validate some of our assumptions.
We were interested to know what features users valued most and whether the interface was easy enough to onboard to.
During the iterations, we felt it a good idea to keep the client in the loop throughout this process and have their feedback.
After several iterations, the sketches were quickly made into a digital clickable prototype using MarvelApp, this allowed us to further validate more accurately how users responded to both our design and feature choices.
All our results and recommendations where presented to them in person and drafted up into a design specification document.
Some of our assumptions from our initial research were incorrect. User feedback suggested that Nightkey’s branding of luxury exclusivity did not go well with discount benefit of the— this question we felt needed to be further addressed to help feature prioritisation.
We discovered a number of insightful user needs through user testing which we declared to the client for future prospects, the predominant ones being; calendar synchronisation and geo-location functionality.
Ultimately, we felt we delivered a minimum viable product successfully for further testing or development, along with valuable research and documentation to be tapped into as the project moves forward.
Prototype link: https://marvelapp.com/25a5f69