MEMOIRE
BACKGROUND
Memoire is an early stage start up that allows users who receive a physical photo print to play a video of that photo on their phone using Augmented Reality (AR).
CHALLENGE
Explaining what Memoire was to users
MY ROLE
UX Writer and Product Designer
“I DON’T KNOW WHAT I’M BUYING”
In order to confirm our suspicions that new users of Memoire didn’t know what the UVP of Memoire was, user research was conducted on 8 individuals (4 as givers, 4 as receivers). We also created a persona for the “giver”, a young tech savvy man named Matthew, and “receiver”, a retired mother less familiar with technology named Karen.
None of the users tested were aware of Memoire’s AR technology. Many of the individuals tested as ”givers” believed that Memoire was a service that sent physical photos, and were surprised when I explained that they could watch a video when they put their phone over a picture.
BACK TO THE DRAWING BOARD
Multiple onboarding flows were created. They attempted to explain what Memoire was through a combination of picture, video, text, and animation. The most successful iterations are listed below, with a short explanation of the concept and why they failed to accurately explain Memoire to a new user of the app.
Ultimately, we considered it a success when users could accurately answer the question “What does Memoire do?”
LANDING PAGE
The App’s landing page was also the first step in its on boarding flow. There was no text explaining what Memoire was on the original landing page, and the work was delegated to a small video that no users watched. The revised landing page features a single sentence in much larger type, making it more challenging for a user to avoid or misread.
TOOL TIPS
Initial user testing revealed that the icons for “create a memoire” and “activate your memoire” were not clear. Just changing the design of the symbols wasn’t enough to solve the problem, however, so the text “create” and “activate” was introduced. Following the addition of just two words, all users were able to create or activate a Memoire on their first try.
