COMPANY
TomTom
ROLE
User Research
Journey Mapping
Sketching / Prototyping
Visual / Interaction Design
DURATION
10/2018 – 11/2018
TomTom disrupted the market in 1991 with their Portable Navigation Device (PND). Today TomTom is not just a pioneer in SATNAV and PND but a solid player on the developer market arena.
Although not as known among developer circles as the rivals, TomTom has its own developer portal which provides a wide array of coding documentation, use cases, demos and other relevant features for developers to take advantage of.
PROJECT OVERVIEW
PROBLEM STATEMENT
Currently the portal is not designed in the most effective and aesthetic way to be easily navigable. It needs improved structure and enhanced scalability and access. In addition to that, TomTom is not as known among developer circles as the rivals. We need to break the stereotype of it being a SATNAV and PND company and claim our spot in the API segment.
VISION STATEMENT
Mobility is key. The website can be structured into a native app which will provide mobile access to the services TomTom is offering.
The focus of this project was on the following user flows:
• Log in / Sign up • Obtain an API key • Access dashboard
• Search (via keyword) • Search (via quick links)
• Access the codepage via documentation page • Log out
CURRENT DESIGN
JOURNEY MAPPING
ONBOARDING
EXPERIENCE
The journey map below demonstrates the current experience of the user when trying to get an API key. The biggest issue identified was the unnecessary switch back and forth between the two ecosystems: website – email client – website.
ACCESSING TOOLS & DOCS
In this journey map the biggest pain point is at the very end of the experience which is a sign of a user experience that is in need of improvement.
AFFINITY DIAGRAMMING
After conducting user interviews and identifying the key goals, behaviors, motivations and pain points, I out them together in the groupings which later help me establish a developer persona.
DEVELOPER PERSONA: JOHN
BIO
John has a stable job but is looking to advance in his career. He loves everything related to gadgets & technology and is constantly upgrading his knowledge. In his spare time after work, he watches series on subscription channels, listens to music, and writes software that benefits the entire web community.
GOALS
• Looking to advance in his career
• Writes software that benefits the entire Web community
• Wants to build a location-based app
MOTIVATIONS
• A gaming enthusiast
• Has a stable job
• Switches jobs every 2- 3yrs
• Loves everything related to gadgets & technology
• Constantly upgrades his knowledge
• More active in the night and stays mostly indoors
PAIN POINTS
• Doesn't want to rush with purchasing a new software unless he took enough time to test it
• Wants to have a fast and smooth Web experience
• Prefers to go mobile
TASK FLOW
In the task flow below I'm demonstrating the key solutions for the native app: three main buttons (Home, Search and Profile) at the bottom of the screen and the "burger" Menu button.
The screens the user gets redirected to are in rectangles and the actions the user takes are indicated in diamonds.
LOW-FIDELITY WIREFRAMES
MEDIUM-FIDELITY WIREFRAMES
