Snuggle Case Study

Timeline

• March - May 2023 (8 weeks)

Problem

Novice Content Creators struggle to check their data metrics across multiple platforms

As an art student, I’ve noticed how my peers and I often upload on social media to showcase our artistic works. However, many of us failed to utilize social media data metrics as a form of feedback to our posts. This made me wonder why was there resistance to analyzing our data metrics.

The Solution

Reducing the time checking data metrics is the key

White Paper Research

Let content creation be creation time…

Starting with white paper research, I began to draw on research articles on the topic of goals, expectations, and achievements — when I stumbled upon a static from the MarTech Series and Medium:

Competitive Analysis + The gap

The competition had no streamlining cross-platform aspect.

With the knowledge of burnout in mind, I analyzed the 3 most used applications surrounding the idea of data metrics checking. I found out very quickly that almost none of them are made with user-friendliness in mind, including the data analytics tools from the platforms themselves. Almost all of the tools I researched are made for marketing professionals and usually only allow one type of platform to be used.

User Interviews

My interviewees were more likely to include data point checking into their routine if the process could be shortened.

Although I saw from research that content creation burnout happens to almost all creators, I’ve conducted 10 interviews with content creators who are having trouble keeping up with checking data points.

RESEARCH QUESTIONS

1. Tell me about your content creation process.

2. What was the most difficult part about checking data metrics?

3. What motivated you to be a content creator?

4. What is your biggest blockage when it comes to content creation?

5. How do you feel about data analysis overall?

The main insight

None of the previous apps my interviewees used worked due to the extremely long process of checking data metrics.

Based on the trends of my affinity map, I’ve noticed how my interviewees all felt extremely stressed when it came to checking their data points. This avoidance often leads to the result of creators not knowing what type of content their audiences crave, therefore, leading to inconsistent content.

The content creator peRSONA

dESIGN

Setbacks + a new direction for a streamlined process

At first, I spent 1 week trying to play with different layouts and designs. However, upon testing, feedback, and thinking of its effects I realized that my design was trying to eliminate all of my user’s problems, without tackling the root cause first. So, I did a complete redesign.

Testing + Improvements

3 major improvements in my design

Based on the feedback from 5 other design peers, my mentor, and 5 users, I continually iterated my design over 2 weeks. These are the 3 major improvements.

The final Screens

The final product

conclusions + lessons learned

What I learned this time.

1. Big Challenges require small steps.
   Take small steps, because big challenges can not be brought overnight, especially not just by application alone. Accordingly, develop more strategically meaningful and realistically applicable tools that steer in the intended direction.

2. Be open to research and let ideas go.
   I first approached my product with too concrete ideas and wanted to create a “perfect” application that could do it all. As a designer, I failed to correctly take into account some needs and challenges of the target group, and thus unfavorably designed the minimum viable product.

3. Practice makes perfect.
   Throughout my time creating Snuggle, I learned to consistently elevate the quality of my design by soliciting feedback from peers, and mentors. It was a tremendous growth experience to pitch and present my designs at numerous reviews, practice guiding open conversations, and share my point of view. This is the most valuable lesson for me, learning to ask questions to remove blockers that I was experiencing.

For more work inquiries or to grab a coffee do email me at minney.chiu@gmail.com ☕