Turtlfly
Mobile app to help immigrants in their immigration process.
End-to-End
Mobile
Branding
Role
User experience, user research, visual design, user testing, prototyping
Tools
Figma, FigJam, Otter.ai, Google workspace
Duration
4 weeks
CONTEXT
Inspired by my own journey
Moving to another country either temporarily or permanently is a big and difficult decision. People move to new countries either for better job opportunities, education for their children or to reunite with loved ones (family reunification). The process of planning and executing such a move can be overwhelming, filled with uncertainties, and daunting tasks. The challenges that people who are willing to move face can lead to stress, confusion, and even discourage them from making or having made this significant life transition.
As an immigrant myself, I vividly remember the overwhelming feeling of navigating complex paperwork, battling the language barriers, and feeling lost in a sea of unfamiliar information during my immigration process. Similar sentiments have been shared by those close to me who have undergone similar transitions.
Problem
Navigating the complex and often confusing process of gathering information about moving to a new country is a significant barrier for prospective migrants.
Solution
Empower immigrants with clear information on what they need and supportive connections to navigate their immigration journey confidently
Keep track of your journey
Personalized immigration checklist based on your information and plans
Matched mentors
Mentor recommendations based on your situation and availability
Mentor sessions
Videocall with mentors who can answer your questions and help you on your journey
Hypothesis
Immigrants face difficulties navigating the complex process of moving to a new country due to:
Information overload
Difficulty finding relevant and reliable information.
Lack of Guidance
Unclear processes and limited support available.
Scattered Resources
Information fragmented across various sources, making it hard to access.
SURVEYS
First impressions: What do immigrants have to say?
I wanted to gain a quick snapshot of the experiences of future immigrants throughout their immigration journey, particularly their current stage, their thoughts and frustrations, the information they find most valuable, and the tools they use.
Recruiting immigrants presents unique challenges. To maximize my time effectively, I broadened the scope to include any prospective and established immigrants regardless of which country they want to immigrate to. In the end, I surveyed 11 diverse individuals.
Key user insights
Immigrants face difficulties navigating the complex process of moving to a new country due to:
82%
of participants use google when planning their immigration
45%
of participants seek information from friends or family who have migrated
72%
of participants use government or official websites when planning their immigration
72%
of participants are considering and researching
6 out of 9
participants said they felt confused and lost with all the information
2 out of 9
participants said they felt the information could not be trusted
SECONDARY RESEARCH
What is out there to help?
I searched for any website that could be a competitor and did a competitive analysis to identify their strengths and weaknesses. I also searched for features which could be helpful, based on the survey results.
I analyzed 4 direct competitors and 1 indirect competitor (NICHE). I decided to analyze NICHE since it does a great job in simplifying complex problems, which in this case is researching and applying to colleges. This can give me an idea in how to help the users.
Direct competitors
Indirect competitors
Key findings
Offer a good amount of resources not only focusing on visa
There is an option to view information quickly per destination country
NICHE offers a simple way to provide the information based on the user profiles (needs), as well as providing comparisons or reviews if needed
With current competitors there is no way to know if the information is updated or verified
With current competitors there you cannot view the information needed depending on your origin country and your destination country
USER RESEARCH
Hearing their stories and unveiling their needs
Imagine stepping into a new country. Everything is unfamiliar, information is overwhelming, and questions swirl in your mind. For immigrants, this first-glance experience shapes their needs and frustrations. I wanted to hear their journey and experiences from their own voice.
I got to talk with 6 amazing people; however, they had already immigrated and 2 of them were planning/thinking of immigrating to another country.
Research questions
To understand what pain points and frustrations experienced by prospective immigrants when seeking information about moving to a new country
To learn the most critical information needs and priorities of prospective immigrants when considering immigration
To understand how prospective immigrants plan for immigration
Analyzing user interviews
Key user insights
Feeling lost
Visa applications are a time-consuming maze, riddled with unclear instructions and hidden requirements. Immigrants feel overwhelmed and frustrated, unsure if they've ticked all the boxes.
Checklists are not enough
Immigrants crave structured guidance, not just a list of tasks. They need clear instructions, visibility into each step, and an understanding of what to expect. A simple checklist just doesn't cut it. They need to know what to do, how to do it, and where they are in the process.
What to trust
Reliable information is crucial, but official channels often leave them wanting. Immigrants rely heavily on word-of-mouth and established agencies, seeking guidance and support from those who've walked the path before.
“Anyone can google and find this information. But the HOW, that's the real challenge”
- Participant 1 -
USER PERSONA
Who I design for
Based on the user interviews and affinity mapping, I created a user persona which represent the target audience.
HOW MIGHT WE
Turning users needs into "How Might We" questions
Based on the knowledge of who I am designing for and the key insights derived from the research, I defined various How Might We (HMW) questions.
How might we...
simplify the immigration process for migrants by breaking down complex procedures into manageable steps and reducing bureaucratic barriers?
facilitate access to reliable information and support networks for immigrants to make informed decisions and navigate challenges effectively during the immigration process?
foster collaboration and knowledge-sharing among migrant communities to promote transparency, empower migrants, and address common concerns and needs?
FEATURE ROADMAP
A journey takes flight: Defining the MVP
Based on my research, the main features for the MVP (minimum viable product) in order to help people like our user Elena are:
Onboarding quesstionnaire
Interactive questionnaire for users to share their information, laying the foundation for their unique journey checklist
Checklist
Based on their input, users receive a personalized checklist outlining key steps for their journey to stay on track
Expert Guidance
Video calls with mentors matched to their chosen journey, who can offer personalized advice
These core features address users' need to have information tailored to their specific journey and that is both reliable and easy to digest.
SITE MAP
Blueprint of the MVP
This sitemap functions as the groundwork for the website's navigation, delineating the primary user paths and content divisions. Through a strategic arrangement of the information infrastructure, my goal was to simplify the user's quest in finding their desired information, thus cultivating a favorable initial impression.
USERFLOWS
Mapping the user experience
This sitemap functions as the groundwork for the website's navigation, delineating the primary user paths and content divisions. Through a strategic arrangement of the information infrastructure, my goal was to simplify the user's quest in finding their desired information, thus cultivating a favorable initial impression.
SKETCHES
Sketching the MVP
To translate the user flows and sitemap into a tangible user interface, I created low-fidelity wireframes for Turtlfly's MVP. These wireframes prioritized functionality over aesthetics, focusing on structure and core user interactions. By exploring various sketches, I was able to iterate quickly, test different layouts, and ensure the design aligned with user needs before investing time in high-fidelity mockups.
USABILITY TESTING
Validating the design: Usability testing informs Hi-Fi wireframes
Before investing significant time in high-fidelity wireframes, I wanted to validate the design's effectiveness and identify areas for improvement early on. To ensure Turtfly resonated with real users, I conducted a moderated usability test with 5 participants using a mid-fidelity wireframe prototype.
Success metrics
While the overall feedback and test results were positive, several very important points were raised that impact Turtlfly's core purpose.
Worked
“Nice to have progress right at the beginning”
“I like the amount of information you put. It's not too much or too little where I'm wondering how I'm supposed to do something, especially considering this would be like an immigration app.”
“I think if this was a thing already before I moved, I would have definitely used something like this”
“I like in general everything”
Improve
“[When marking a task as done] The way it is now I feel like I didn't do anything”
“I didn't know the checklist was down, but I would scroll anyways”
“I would like to see who has rated or if they had comments about the mentor before I booked”
BRANDING
Shaping Turtlfly's identity: Defining brand voice and visual language
After prioritizing user feedback, I embarked on crafting Turtlfly's brand identity. This involved defining the brand voice and visual language that would resonate with the target audience and embody Turtlfly's core values.
Brand's values
Empowerment
Prioritize giving users the knowledge and resources they need to feel in control of their immigration journey.
Clarity
Provide clear, concise, and up-to-date information to eliminate confusion and ensure users understand the process.
Welcoming
Strive to create a supportive community to all immigrants from all backgrounds where users can connect with mentors, share experiences, and feel part of a larger community
ITERATIONS
User feedback builds effective high-fidelity wireframes
Before investing significant time in high-fidelity wireframes, I wanted to validate the design's effectiveness and identify areas for improvement early on. To ensure Turtfly resonated with real users, I conducted a moderated usability test with 5 participants using a mid-fidelity wireframe prototype.
Addressing user challenges: Improved checklist visibility and feedback
Solving user uncertainty: Introducing personal metrics, search tools, and detailed mentor profiles
FINAL RESULTS
Turtlfly prototype
After integrating the branding, below is the prototype of the final result.
Next steps
Refine the design through usability testing
Conduct usability tests with high-fidelity wireframes to identify any user experience issues and ensure the design is intuitive and efficient.
Validate monetization strategy
Conduct further user research to definitively determine user sentiment towards a paid mentorship model within the app. This will help solidify the app's business model.
Develop userflows for remaining functionalities
Create detailed user flows for the "Explore" and "Community" features, outlining the steps users will take to interact with these functionalities effectively.
What did I learn?
Maintaining focus is key
This project is a passion of mine, so initially, I wanted to do everything at once. Luckily, my mentor helped me refocus on the project's core goals whenever I got carried away. It's tempting to build an all-encompassing app, but sticking to the defined scope is crucial. Of course, changing directions is okay BUT early on and based on feedback.
Think on business
Through the project's development at first I was considering the payment of mentors; however, I changed it afterwards since the essence of the app at first was of people willingly (freely) giving advice to people going through what they went through. However during usability tests, some users expressed interest in paying the mentors. While this is an interesting idea, it would require further user research. This shift in user preference highlights the importance of considering both the user experience and the business model. As my mentor pointed out, attracting investors requires a clear path to profitability. Therefore, exploring a paid mentorship option alongside further user research could be a strategic move.
Iterate, iterate, iterate
Prioritize iteration for effective design. Explore multiple screen design concepts and gather feedback from a diverse audience, including both designers and non-designers. While time limitations may have restricted me to creating a few initial ideas, extensive iteration is crucial when possible. This allows for a broader range of options and ultimately leads to a more refined design.
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