TOTAGO + UMSI
UX for Getting People Outside
Short for Turn Off the App, Get Outside, TOTAGO is an outdoor recreation app that enables users to discover outdoor opportunities and access them using public transportation. As their user-base grew, TOTAGO struggled to gather accurate activity completion rates.
I was part of a team tasked by the University of Michigan School of Information (UMSI) to deliver an activity tracking solution that supported TOTAGO's mission of providing device-free outdoor experiences.
The Problem
Inaccurate activity completion rates
TOTAGO offers users a variety of outdoor adventures and transit options to access these activities. However, their application lacked adequate functionality to track activity completion rates amongst its users.
Previously, TOTAGO used MixPanel for funnel tracking: the higher number of steps in the funnel, such as clicks on the “Plan Trip,” “Go,” “Save,” and “Download” buttons, signifies higher completion. Yet, TOTAGO had no user research data that confirms these actions as accurate markers of activity completion.
Furthermore, TOTAGO implements its software onto white-label partners’ applications, creating variation in user experience; therefore, TOTAGO may not always be able to track these measures of completion across its network of apps.
Our high-level goals were to:
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Develop a function for TOTAGO to accurately track activity completion rates across all platforms and experiences.
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Balance functionality and utility while supporting TOTAGO's mission of turning off the app.
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Create a profile of TOTAGO users' attitudes, behaviors, and experiences with regard to their use of of technology outdoors.
Overview
My role
For this project, I was responsible for the design and architecture of the activity feed, form, overview, and goal tracking function. I also developed interactive prototypes for these features.
Additionally, I worked alongside my teammates to plan, conduct, and analyze user research and usability testing.
TOTAGO launched the mobile activity feed and activity form in February 2021.
Duration: Sep 2019 - May 2020
Team: 4 UMSI students, faculty advisor
Skills used: UX design, UI design, user research, prototyping, affinity diagraming, data analysis, competitive analysis, empathy mapping, heuristic evaluation, survey writing, user interviews, user journey mapping, user personas
Our process
Project Management
Project schedule, meeting schedule, weekly stand-ups
Design Phase
Sketches, wireframes, lo-fi prototypes, hi-fi prototypes (3 iterations)
Hand-off
UX specification, final report
UX Research
external research report, competitive analysis, survey analysis, heuristic evaluation, user interviews
Validation
A/B Testing, Survey
Primary and secondary user personas
User Research
Understanding TOTAGO and their competitors
As we began the project, we wanted to develop a strong understanding of our client, so our team could create a solution that fits their system and industry.
To do this, we conducted a heuristic evaluation of TOTAGO's mobile and web applications and a competitive analysis of direct and indirect competitors.
Heuristic evaluation
We conducted our heuristic evaluation using Nielsen's ten heuristics in addition to criteria that evaluated TOTAGO's existing tracking functionality.
Completed heuristic evaluation forms
Our evaluation uncovered these key findings:
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TOTAGO lacked an activity tracking functionality
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There was no visual indication of progress to motivate users beyond the app
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The system provided poor status visibility
Moving forward, we aimed to improve TOTAGO's user experience by focusing on these heuristics in our future solution.
Competitive analysis
Our heuristic evaluation uncovered that TOTAGO lacked an activity tracking function. Therefore, we conducted a feature analysis comparing TOTAGO against direct and indirect competitors. To discover potential solutions for TOTAGO's system, our team created comparison criteria that focused on features relevant to activity tracking.
Completed competitive analysis
Our competitive analysis uncovered an activity log is a primary function for tracking activity completion rates among TOTAGO competitors.
Before considering this solution for TOTAGO, our team needed to understand current users' attitudes towards activity logging to ensure its utility.
Understanding users' attitudes towards activity logging
Our team analyzed existing survey data and conducted user interviews to uncover qualitative insight into users' thoughts and experiences with activity logging.
Our goal was to answer the following questions:
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How do current and potential users feel about the integration of technology into their outdoor experiences?
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How are TOTAGO users currently tracking their completed outdoor experiences, if at all?
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What value do users derive from tracking their activity within the application?
Survey analysis
We analyzed untapped survey data collected in 2016 by our client. Then, we created an affinity diagram with data and notable quotes to identify patterns and attitudes consistent amongst TOTAGO users.
Affinity diagram based on pre-existing survey data
Overall, the data did not give insight into users' attitudes towards activity logging. However, the data did reveal what users find valuable about outdoor recreation apps.
TOTAGO users value the ability to:
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Benefit from community experience and knowledge
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View metrics from their hiking trips
User interviews
We created two scripts to conduct interviews with current TOTAGO users and non-users, leveraging monetary incentives to encourage interview participation.
The current-user script sought to determine what users value most as part of the outdoor experience and understand how users currently track their outdoor progress. Our recruitment strategy was to reach out to current users via email addresses provided to us by the client.
The non-user script focused on uncovering attitudes towards activity logging and how non-users integrate technology into their outdoor activities. We recruited non-users by reaching out to University of Michigan students in outdoor activities clubs and MeetUp groups in the Ann Arbor community.
Empathy map based on user interviews
After the interviews, we used an empathy map to analyze our findings and identify common feelings and themes amongst users. We identified the following themes:
Outdoor enthusiasts find intrinsic value in incorporating technology into their outdoor experiences.
Participants noted that tracking mechanisms offer a powerful tool to hit the ground running and monitor health-related statistics; however, there is a delicate balance between utility and value.
Activity log participation depends on the user's purpose for partaking in outdoor recreation.
Users that participate in outdoor recreation for exercise are more likely to track their activities for performance purposes. On the other hand, users that participate in outdoor recreation for the experience track their activity mentally.
TOTAGO users are motivated to log their activities if it provides value to their resources and community.
Users' willingness to engage in activity logging is motivated by a desire to help the community. TOTAGO users acknowledged the potential to benefit from sharing experiences and gaining exposure to those of their community.
Translating our findings in terms of user experience
Moving forward, we wanted to combine our research findings on TOTAGO's systems and users to change our problem statement into one that incorporates business goals and user needs.
To do this, we developed user personas and a user journey map to understand users' feelings and needs while experiencing TOTAGO's system.
Personas
Our team created three personas: one primary and two secondaries. TOTAGO is for advanced hikers, so our primary persona is an advanced hiker looking to improve their hiking expertise through different trail experiences. Our secondary personas are beginning and recreational hikers who want to explore the activity or discover a new area.
User journey map
To understand a regular user’s journey using TOTAGO products, we visualized the process using a user journey map. The map breaks down our primary persona’s experience. It establishes an agent, scenario, stages, emotion, thoughts, and opportunities. Visualizing the process helped create a common ground of the touchpoints between product and user.
User journey map with the primary persona
After analyzing the user’s pain points and thoughts, we discovered opportunities for a social aspect and logging sections. These features could solve TOTAGO’s activity tracking problem while being noninvasive to users’ outdoor experience because they are opportunistic and a similar desire between current users.
Our New Problem
Activity log functions provide essential data for TOTAGO's business plan; however, they contradict their goal of getting users to "turn off the app."
An activity log function would inherently require users to spend more time on the app. However, our research identified this trade-off would be worth it. Gathering activity completion rates would allow TOTAGO to determine the success of the app and persuade potential partners. Additionally, the activity log function serves TOTAGO user's motivation to help their community.
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Our Solution
An efficient mobile activity log and feed that informs users on the importance of activity sharing
Personal activity feed
The personal activity feed allows advanced hikers to track their previous hikes and activities.
1. Activity overview
The activity overview highlights a user's total time spent outside and activities logged to motivate our secondary users to participate in more activities.
2. Goal tracking
Goal tracking allows users to create and monitor goal progress. The purpose of this feature is to motivate beginner hikers to spend more time outside.
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3. Consistency and Standards
We applied iOS keyboards to align with users' experiences and expectations across other apps.
Activity form designed with usability heuristics in mind
To comply with TOTAGO's mission of turning off the app, I designed an activity form based on the Nielsen Norman Group's 10 usability heuristics for user interface design.
1. User Control and Freedom
The prominent placing of the exit button allows users an accessible emergency exit.
2. Recognition rather than recall
Users do not have to recall the exact location of their activity. The form provides suggestions based on what the user is trying to type.
4. Visibility of system status
Visual feedback confirms users' interactions. Confirmation allows users to flow through the process without a doubt.
Community activity feed
The community feed serves users' desire to help the community by allowing users to share their activity information. Sharing activity information
informs other users about trail conditions, helps TOTAGO keep their information up to date and supports public land funding.
First Iteration
Phase 1: Taking inspiration from our users
Early concept sketches
My initial designs were inspired by my interviews with TOTAGO users and outdoor enthusiasts. I wanted to incorporate features that would ease their pain points during their outdoor experiences.
Metric-forward designs
My first wireframes were metric-forward. User interviews revealed outdoor enthusiasts are motivated by personal metrics. Additionally, I learned from our competitive analysis many of TOTAGO's competitors are metric-forward. Therefore, early designs display several hiking metrics like distance, elevation, difficulty, and duration. Users also have the opportunity to input these metrics.
Early wireframes highlighting personal metrics
The "map tracker"
I added a feature on the activity form called a map tracker. The purpose of this feature was to assist in the upkeep of public lands. Users provide information about trail conditions to management and other users by adding a note to the trail map.
Map tracker wireframes
Design insights
To get insight into possible improvements, I conducted usability tests and a design review with my client. I gained the following feedback:
Interactions require more visual feedback.
Testing participants were unsure if they completed tasks.
Design, copy, and interaction should promote app-use after users' activity.
First-iteration designs encouraged app-use during outdoor experiences.
Our solution needed to avoid processing large amounts of data.
This is due to limited back-end capabilities at the time of the project.
Our new designs had to accommodate any outdoor activity.
At this time, TOTAGO was aiming to expand into other activity types.
Second Iteration
Phase 2: Keeping TOTAGO's mission at the center
Based on feedback, I felt my first designs veered away from TOTAGO's mission of encouraging device-free outdoor experiences. My second set focused on simplifying the scope to promote this mission.
Going outside for experience vs. exercise
From our user interviews, I discovered going outside for exercise requires different user needs than going outdoors for the experience. TOTAGO aims to promote the latter. Therefore, I removed performance related metrics. My new designs focus on tracking activity type and duration. Doing this accomdates for any activity, promotes app-use after the activity, and processes less data.
Old design
New design
Old design
New design
Simplifying the activity form
To increase the simplicity of tracking and goal setting, we decided to focus on duration outside as the primary metric, with the number of activities completed as a secondary option. I widened the scope of our solution to encompass all trackable outdoor activities by:
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Using language like "destination" rather than "trail name."
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Removing trail-specific metrics like "elevation."
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Eliminating the map tracker because it was too trail-specific
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First activity log design
Second iteration activity log design
High-Fidelity Designs & Prototype
Phase 3: Adding visual design and interactions
Next, I prototyped a high-fidelity version of our design, which we would use to conduct our validation study and confirm our final recommendations for the solution.
Personal activity feed
Our research identified a need for users to track and view past outdoor activities. Therefore we created a personal activity feed where users can view and document past activity.
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1. Filter
The filter allows users to sort and identify past activities.
3. Activity details
Tapping an activity will take the user to a page with activity details. Here, users can view their inputted information and edit it if needed.
2. Map Display
The map display acts as an image holder when an image isn't uploaded.
Activity overview and goal tracking
TOTAGO’s purpose is for its users to spend more time outside away from their phones. Therefore, we emphasized time in our design by highlighting duration and frequency. Additionally, goals also allow users to adjust and change their behavior. To avoid information overload and unnecessary scrolling, we added “Overview” into a separate tab. This way, personas who do need access to this information can easily toggle.
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1. Metric highlights
The activity overview screens encompass the user’s total metrics. The metrics we chose to track are time and number of activities.
2. Goal Tracking
We added a goal feature where users could create and track their goals related to outdoor activity. Users set goals based on the time or frequency of activities logged.
Activity form
The form is a retroactive feature that doesn’t require users to monitor their performance throughout their outdoor experiences.
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1. Destination search
Users can search by trail name or address. Destinations from TOTAGO's database will appear as users search. This is the only required input.
2. Activity type
Users can add multiple activity types. Recommended activities appear as the user types.
3. Camera roll
Users can add and share photos from their camera roll.
4. Share option
Users can share their information with TOTAGO and the community feed or keep it private by tapping the switch.
Community feed
When users opt to share their activity data, their entry is displayed in the TOTAGO community feed. Here they can view community activity. Viewing other hikers' experiences can help users evaluate, plan, inform, and motivate.
Interactive prototype
Validation
Understanding perceived usability and primary purpose
Our team conducted online, remote usability testing, accompanied by a post-test survey, to validate our design decisions and receive user feedback in our interactive prototype. We wanted to understand how users perceived the activity log and community feed's purpose.
Procedure and materials
Usability testing enabled us to compare the overall functionality of our design. We measured task completion time, test completion time, task completion, success/ error rate (number of incorrect clicks), and post-task ease, rated on a scale from one to five, ranging from very easy to very difficult. These metrics determined the perceived usability of each function in both quantitative and qualitative terms.
Our team also conducted a post-test survey to receive more qualitative feedback. Our survey utilized a combination of System Usability Scale (SUS) questions, comprehension questions, perceived usability questions, and preference test questions. By including a variety of question types in our survey, we addressed each of our research questions.
We made the following changes based on our findings:
Problem
Testing participants perceived the app more as a personal activity log than a feature that benefits the community.
Solution
Users can access the menu via tapping the "?"
A pop-up menu next to the share button explains the purpose of the feature.
Problem
Users can only log activity destinations within TOTAGO's database.
Solution
A form where users can submit a new location for TOTAGO to review.
Results
The activity log and social feed were implemented to TOTAGO iOS and TOTAGO web 2/1/21
Throughout this process, we have found our design solution to be the best approach to tracking TOTAGO users’ activity while still adhering to the company’s overarching goal of promoting technology-free outdoor activity. Implementing a retroactive activity log will enable TOTAGO to track accurate completion rates and encourage users to share their experiences with the broader TOTAGO community.
Moving forward, we recommend TOTAGO tests our final designs with a broader audience to ensure the language of the app is comprehensive.
Deliverables
All high-fidelity screens
Final interactive prototype
User flows for adding an activity, adding a goal, and adding a new destination
UX specifications
