X MarkFeature Inventory
For competitive analysis, we did feature inventory check and we discover that there are several features that Golden Village is lacking in comparison to their competitors. Most notably, Golden Village does not indicate the price when users are selecting seats.
Task Analysis
In addition, we conducted a task analysis and find out that GV has a longer booking process as well so we aimed to streamline and shorten the process.
X MarkMoscow
Due to the tight project timeline, we prioritize the features we need to redesign using the MoSCoW method to ensure that we have a minimum viable product that solves the more critical usability problem by the submission deadline.
User Flow P3X Mark
Before we dive straight into designing the prototype, we drew up a high-level user flow so that we identify the tasks and components we need to redesign; reveal the decision points that the user may encounter; and discover potential problems in the flow.
User flow
X Mark
Design System
In terms of color palette, we wanted to retain the original yellow/golden color that people remembers Golden village. As people in the cinema would watch movies in the dark, we went with a dark background based on this association. The components were created with respect to the color palette as you can see from the buttons and the dropdown list.
GV Typography
For typography, we decided to use Helvetica which was used at the current GV website and app as there was no justification for us to change it and then created a typography scale for the website and the mobile app.
GV Brand Guide
We retained the Golden Village logo because that is what people are familiar with. As movie cards were something that is constantly shown throughout both platforms, we standardize how movie cards are presented across different platforms.
GV Color PaletteView full design system
Confetto Banner
Project Overview
UX Design
Confetto is a virtual social media assistant. Confetto gives users inspiration on what they should post and when they should post it. It automatically designs content that would suit the users' needs and style. It's the only tool you'll need to plan, design and publish all your social media content.
Roles in ConfettoTeam Members in ConfettoConfetto Tools Used Project Duration
This is a pro-bono project for our client, Confetto. Certain portion of the project may not be available for public viewing due to a non-disclosure agreement and will only be available for viewing under certain conditions.
Double diamond process for confetto
Social media has been a platform for users to advertise and market their products or themselves. However, many of them lack the marketing knowledge required to reach their target audience successfully.

A lot of trial and error is involved before eventually finding the optimal social media marketing strategy which is usually costly and takes up too much time.
Image of frustration
Why:
Why is there a problem?
What:
What is the problem?
Unsure of optimal time
Hard to keep track of special events
Preliminary Usability Testing was conducted on the original Confetto prototype to identify where the usability issues are. We tested on 6 participants on the Mobile prototype and 5 participants on the Website prototype.
We interviewed 12 users, who had some marketing experiences, to understand their experiences and frustrations when they engage in social media marketing. Here are some of the key insights we gathered from the interviews.
Through our Usability Testing on the current Confetto platform with 11 participants, we discovered that users struggled with labels and icons on both platforms. In addition, there were many issues regarding the navigation between screens. We aimed to solve these issues and include the additional functions that the client needs to fulfill their business goals.
UT1 Mobile ResultsUT1 Website Results
Due to the NDA, the tasks would not be revealed in this case study.
Competitive Analysis
To ensure that the product we designed is competitive, we analyzed 45 potential competitors and comparators on what they are currently offering and what we can learn from them.

We wanted to explore how to expand the creation, branding and design aspects on Confetto's platform so that users will be guided through the application and gain experience on social media marketing.
Problem Statement
Who:
Who is facing the problem?
‍Based on our research findings, we established a persona to help align the team's design direction. We identified the persona's goals, needs and pain points which helps us to craft the problem statement.
When:
When does the user faced the problem?
Using the persona and key insights from our research, we established the customer journey map when using this product. From the journey map, our persona, Alex, faced the most frustrations when creating content. In particular, when they are designing the content to post.
Where:
Where does the user faced the problem?
Subsequently, we did some sketching and wireframing to help us ideate. We then presented our sketches and ideas to our client before proceed to prototyping. This is to ensure that our designs are aligned to the client's business goals. Below are some of the key screens of the wireframe.
After coming to a consensus, we conducted usability testing on version 1 of our prototype. We recruited 5 participants each for both the mobile and website prototype. The key insights that we gathered:
Lo-fi Dashboard Website
How:
How we solved this problem?
Based on the results we gathered from the previous usability test, we consulted the client about the design changes we are proposing. Aside from original improvements, there were several other changes that the client wants to include. A lengthy discussion ensued as we need to make sure that we are able to balance the business goals and user needs.

After applying these changes, we did our final round of usability testing and these are the main usability issues that users faced.
Validation
System Usability Scale - Usability Test 2
UT2 SUS ResultsUT3 Mobile Task success rate
Task success Rate
As there were additional features added to the product, this would explain why there were 3 additional tasks that was only done for the final usability test

Taking into account all the data gathered across the three usability tests, we can validate that there are significant improvements from the initial version of the prototype to the final version. Most of the participants found the product to be comprehensive, useful and easy to use.

UT3 SUS Results
On average, the mobile prototype scored 70 on the system usability scale while the website prototype scored 64 on the scale. According to the ratings, 68 is the average.

Therefore, at this juncture, the mobile prototype is deemed to be above average while there are still a lot to improve on the website prototype
For the final usability test, the mobile prototype scored 78 on average. while the website prototype scored 68.5 on average. There has been huge improvement on both platforms based on the score.
UT3 Website Success Rate
System Usability Scale - Usability Test 3
Key Takeaways
In this pro-bono client project, I had to apply everything that I have learnt in the previous project and more. There were more factors that we have to take into account. For example, aside designing to fulfill the user needs, we had to consider the client's business goals as well. On top of that, we had to establish what is the unique selling point of the product for it to be competitive in the market.

Overall, it was a great experience. This project gave me an opportunity to work on a real product at startup and understand more about actual challenges that a UX designer will face. The images below are some of the key screens of the final prototype. Complete prototype will only be available upon request.
Final Desktop DashboardFinal Desktop Content Creation
Key screens of the Final Website Prototype
Final Mobile DashboardFinal Dashboard CalendarFinal Dashboard Analytics
Key screens of the Final Mobile Prototype

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