Soona
Website Feature Proposals
CHALLENGE
Soona wants to improve and strengthen their photo and video shoot booking experience and process for users while continuing to provide fun and engaging interactions. Identifying potential pain points and opportunities within the booking process and flow for new users was their main focus area for revision. I was tasked with providing recommended features to propose for improvements and reasoning for these recommendations.
SOLUTION
I compiled a feature proposal packet for Soona that includes high-fidelity annotated wireframes and findings based on Kano Analysis survey results, as well as a few additional recommendations to consider for improving their booking process on the site. In the feature packet is a user journey map I constructed that outlines the current pain points and displays possible revision improvement areas from the features proposed.
Methodology
• Competitive Audit
• User Journey Map
• Personas
• Rapid Feature Ideation
• Feature Scoping Session
• Kano Analysis Survey
• High Fidelity Annotated Wireframes
• Prototyping
Tools
• InVision
• Miro
• Sketch
• Axure
• PowerPoint
Client Deliverables
• User Journey Map
• Feature Proposal Overview
• Interactive Prototype
Soona
Affordable
Soona is more affordable than stock, and the most affordable pro photo/video availableAccessible
Soona is the easiest way to get pro-level photo and video quickly, allows you to shop your content in real time as they create it in the studioAvailable
Soona is as easy as visiting their studio or virtual shoot sessions, bringing your self, your product or ideas
User
Primary User
B2B customers (primarily beauty & apparel industries) with an e-commerce store and/or social media retail presence
Secondary User
Individuals looking for headshots
Service industry professionals (e.g., realtors) looking for unique product shots
Software companies
Product explainers (or “YouTubers”)
Project Goals
Soona aims to:
Make revisions and advancements to online booking experience, ensuring potential customers have a clear understanding of what to expect when purchasing services and booking shoots
Identify areas where potential users may be getting confused or stuck in the current booking flow
Continue to be ahead of the curve, providing a fresh and invigorating experience throughout their site
Facilitate a more informed progression with users through their booking process and account setup
Research and Insights
Approaching the project with the understanding that Soona is centered on quick, innovative, and delightful services and themes, I began by examining what types of competitive spaces exist and what opportunities are clear in the Soona user journey. Following the goals that Soona outlined for the project I focused on the booking flow process of customers as they create photo or video shoots on Soona’s website.
First analyzing what competitive services or businesses exist in this space, I delved into what current models were successful or approachable for users that might benefit Soona to apply similar solutions to their service. I tried to examine the space that exists around this area and what could be possible competitor features that are more efficient and useful for the Soona customer and website.
Talking with stakeholders
Proceeding to conduct stakeholder interviews with the founder of Soona, along with a software developer from the organization, I inquired as to what they felt were opportunities on the booking process for customers.
A clear priority on acquiring new users and revising the possible confusion for initial customers booking shoots, I understood the priorities and user focus that would be most beneficial for Soona.
Hayley, the founder of Soona, additionally prioritized the acquisition of customer data and possible experience levels of photo and video shoots of users so that they can better understand who is using the site more often but is not yet a customer.
Rapid feature ideations and proposals for Soona’s website
Following the stakeholder interview, our entire team gathered as a group after each of us created a few of our own rapid feature ideations showing proposed solutions for Soona’s website.
Using an InVision freehand board to then place those proposed features in small card formats, each with a brief description on the feature, we all voted on which eleven features we wanted to move forward for the scoping session with James, the software developer at Soona working with our team. Features that received the most votes were shown to James so he could examine and scope out the estimated work time projections for each.
Group dot voting for feature evaluations in scoping session with developer
Understanding what users prioritize and value from proposed site features
After identifying each of the features work time estimation or budgeted hours from James, we compiled a Kano Analysis survey as a group. The survey was then sent out which assessed these features and provided us with data to interpret the results using the Kano Analysis categorization method and rules. This allowed us to understand if features proposed were expected from users and participants surveyed, as well as what features might be nice to include but were less pertinent to the needed changes and features to be added and updated.
Once results from the survey had been interpreted and categorized into importance using the Kano Analysis method, I identified the focus for my solution. From this point on I worked individually on solutions for features to add to the website’s photo shoot booking process, hoping these features would address possible opportunities for the identified booking process Soona aims to improve.
Annotated Wireframes
I proceeded to create high fidelity annotated wireframes on solutions that I decided as most relevant and important for the user experience. I chose to propose feature solutions on the booking process, directly in line with the goals that Soona outlined for the project, emphasizing the need of improving the booking experience.
Wireframe features:
Clarified image style selection examples during session setup
Post-photo shoot “images in progress” real time update
Booking flow progress bar during session setup
Optional “session shoot management” feature from Soona
View the annotated wireframes as a PDF here:
User Journey Map
I constructed a user journey map to highlight the highs and lows of the booking experience and journey of a user. Providing a persona named Sienna as the hypothetical user, this allowed a relevant example of a user who would potentially use and interact with Soona.
Sienna is a beauty business owner, looking for quick photos and video content for their site and wants to book services as soon as possible. This user journey map identifies pain points in the current booking process that Sienna encounters, as well as highlighting various points where my proposed feature solutions would improve the user journey, visible by the two bar lines on the map.
Prototype
Lastly I created an interactive prototype based on a few of my wireframes, intended to show the user booking flow process with my proposed features included. Soona can utilize this for possible user testing in the future.
They would be able to execute an A/B Test with each test conducted as a Think-Aloud Protocol. Users could proceed through either Test A: the current booking process on Soona’s website, while another group could use Test B: the revised prototype that also follows the booking process but includes recommended features. Users would then be able to provide insight and feedback on their experience with each site and Soona could compare those results to conclude the actions they need to take.
Interactive prototype walkthrough
This prototype walkthrough is intended to show the booking process with the feature proposals I provided to Soona. It’s intent is to provide feature and interaction examples for Soona if they decide to incorporate the provided suggestions for their site.
Next Steps
I additionally provided to Soona other recommendations which were not featured in my annotated wireframes but were identified as important solutions for improving the user journey with Soona.
These features did not fit within the 40 hour budgeted time set as the duration for Soona’s development team to build the provided solutions. Giving recommendations for further features allows them to prioritize feature additions with ample time to prepare on implementation plans.
Recommended features include:
Revised/clarified checkout and payment screen
Providing “prior experience” optional survey
Increased visibility of linked social media pages during account setup
