CASE STUDY
INTU8 Magic 8 Ball
How To Create an Intuitive Magic 8 Ball App
Roles:
Sadie Cruz
Project Manager, Prototyper,
Researcher, Visual Designer,
Co-Information Architecture
Isaac Wei
Co-Researcher
Danna Balassyano
Information Architect,
Co-Researcher
Deliverables:
Brand Strategy, User Research Plan,
Wireframes, Style Guide, Prototype
Tools:
Figma, Google Forms, Google Sheets, Miro
Time:
4 Weeks
UNDERSTAND
The Problem
The challenge was to create a magic 8 ball app for people as a way to ease anxiety during the pandemic. We began the project researching the origins of the Magic 8 Ball and creating multiple competitive analysis of apps on the market.
We found from our initial research that the magic 8 ball founder was influenced by his mother who was a clairvoyant and believed in spiritual properties. We also found through our competitive analysis that people were constantly testing the magic 8 ball apps and wanted a more authentic answer that related to them. They wanted a more personalized app and answers.
These users were turning to a novelty app for honest advice and this was causing enough frustration that they were opting for a less fulfilling option.
So, our team asked…
How might we make the answers to an
8 ball app more intuitive for our users?
UNDERSTAND
The Market
We learned a lot about the Magic 8 Ball app market while conduction our competitive analysis. We researched our direct and indirect competitors to fully understand the users of these apps. We used
this research for insight on the strengths and weaknesses of the
functionality and the design of these competitors.
We discovered that most of the apps in this market are simple to use, are customizable, and use nostalgia as a strength. There were also weaknesses in the market that we looked at as opportunities. We believed our app should focus on a personalized experience, offered a premium version so that we would not have to use ads in the free version.
We also realized that the market was highly saturated and looked for ways to separate our app from the other. Using the information from our initial research, we chose to focus on the spiritual aspect of the magic 8 balls and decided to use astrology as a way to personalize the user experience.
Magic 8 Bit
8 Ball
This app uses its 8-bit design to bring a nostalgic feel to its app.
UNDERSTAND
The Results
Insight from our Magic 8 Ball Survey
We created a user survey to test our hypothesis and understand the thought process of people interested in magic 8 balls and astrology.
We discovered that most of the apps in this market are simple to use, are customizable, and use nostalgia as a strength. There were also weaknesses in the market that we looked at as opportunities. We believed our app should focus on a personalized experience, offered a premium version so that we would not have to use ads in the free version.
43% Often
How often do you look outside of yourself
to help you make a decision?
56% Yes
Do you think Astrology can help you
make decisions?
What is your biggest fear or concern about using an intuitive 8 ball app? (open-ended)
Reliability, Accuracy, Privacy
IDENTIFY
The User
We conducted user interviews and combined those findings with our results from our research and created user personas for the app. These personas describe the demographic that we trying to reach for our app.
From our research, we selected a niche market of people who believe in astrology. Those users would use the INTU8 app as one of the tools they use in their decision making.
IDENTIFY
The User Journey
After understanding our user persona we creating a user journey representing the experience of a person who would use INTU8. By gaining that step by the step thought process of a user it made it easier to understand what features we needed to add to our app. From our user interview, we understood the pain points of our personas and created the app with that in mind.
INDENTIFY
Key Insights
After creating the user journey, we wanted to hone into the main insights of our qualitative and quantitative research. This was a chance to combined those thoughts to create principles to helps us with the design of the app.
Nostalgia
Nostalgia is the main feature to using an 8 ball app. We want our user to feel like they are reminded of toy aspect to the 8 ball.
Personalization
Personalization helps sperate us for the rest of the market and helps the user connect to the app and make it their own space.
Authenticity
Authenticy is one of main concerns that surveyers had, and motivated us to make it as intuitive as possible and partner with professional astrologers.
Spirituality
Conneting to the origins of the 8 ball app made us realize that the 8 ball can be more than a toy and can be used as actual tool to help grow user's intuition.
IDENTIFY
The User Story
Creating a user story came easy after our user interviews we understood more about the thought process our user would go through to want to use our app and how using it will help them get to their answer.
IDENTIFY
The User Flow
After creating the story maps and the user journey we created our user flow. We took consideration each step our user would have to go through to make sure they get the right answer to their questions using horary astrolgy.
EXPLORE
The Sketches
We idated and sketched the interface for the app. We wanted to get a chance to brainstorm and combine our ideas to make the best looking interface for our app.
EXPLORE
The Wireframes
We conducted user interviews and combined those findings with our results from our research and created user personas for the app. These personas describe the demographic that we trying to reach for our app
EXPLORE
The Results
We put our information arcutecture to the test in the usability test of our first clickable prototype. We realized three things that we needed to fix.
Missing
How often do you look outside of yourself
to help you make a decision?
Confusing
Payment flow for premium sign-up, loading screen for decisions, affordance of forgiveness
Reviewed Nielsen's 10 Heuristic guidelines
Checklist
EXPLORE
The Brand
Combined with the competative analysis and the initial research we decideded that the design elements for INTU8 had three themes in mind: a video game feel, a mystical and spiritual vibe, and a astrological dark but colorful design.
8 ball
Highlights the magic 8 ball
Hourglass
An hourglass represents the time which is a major aspect
of horary
Sand
The sand is in the shape of a triangle because it represents an aspect of astrology called Trine meaning the easy flow of communication.
EXPLORE
The Prototype
We conducted usability testing for the wireframe and that helped us create the first version of our high-fedelity prototype. Using that feedback we edited the first version and conducted another round of usability tests that helped us create this latest version of INTU8.
OUTCOME
#1: Sun sign to Moon Sign
In our usability test with Sanaa, professional astrologer, she pointed out that in Horary astrology the moon sign is more relevant to decision
making. The moon sign represents the emotional aspects of a person which is very important to the decision making process and the horary chart.
BEFORE
AFTER
OUTCOME
#2: Menu Bar
In a usability test, it was pointed out the oddity of adding an about page to main menu. After checking in with other sources, we decided to change the four menu buttons to three.
BEFORE
AFTER
OUTCOME
#3: Personalized Profile
When conducting the usability test most of the participants wanted more options for the page. I so we add a button to change the photo that we miss in the first fram and added the moon sign information to personalize the page a bit more.
BEFORE
AFTER
OUTCOME
#4: Results Page
While working on the prototype, we had an official reading done by an astrologer as an example to the main aspects that needed to be shown to help make the user make a decision. Her direction made the app more accurate. We also added an "ask another question" button to make it easier for the user to start over.
BEFORE
AFTER
OUTCOME
The Tested Prototype
We conducted user interviews, used the key findings from our research, and learned from our user testing to create the intuitive magic 8 ball infused with horary astrology.
EXPLORE
Next Steps
This project has taught me a lot in regards to researching for a niche market and making sure that their needs are met by this app. How to organize and plan with a team. Many things can go wrong but it how you handle the issues is all that matters.
During the final rounds of testing we found a few more ways to make INTU8 more intuitive.
New Astrology
Members Friendly
Even though there is a guide page on the app, we want to make the app more accessible to newcomers to astrology.
Usability Testing
We need to do another round of usability testing for the changes that we made based on our previous round of usability testing.
Disclaimer
We want to ease the concern for getting too attached to the app and we need to brainstorm a plan to do that. A possible solution could be disclaimers.