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02. Apple
03. Lioness
04. BWxD
BY NIGHT
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INFORMATION
About
Résumé
©helen peng 2024
fueled by 心 & mooncakes
fueled by 心 & mooncakes
Lioness is the only vibrator in the world that can literally show you your orgasm
Role
Product DesignUser Research
For
Lioness Sex ResearchWith
01. Overview
What is Lioness and what did I do there?CONTEXT
What is Lioness?
Lioness is a sexual health startup that creates smart vibrators that record pelvic floor movement. This data is linked to an app so that users can see their orgasm.
What is Lioness?
Lioness is a sexual health startup that creates smart vibrators that record pelvic floor movement. This data is linked to an app so that users can see their orgasm.
MY ROLE
Product Design Intern
I was the sole designer for Lioness and worked closely with Lioness co-founders to own 3 projects in experience design, brand strategy, and user research.
In this case study, I’ll be focusing on the Lioness Research Platform.
Product Design Intern
I was the sole designer for Lioness and worked closely with Lioness co-founders to own 3 projects in experience design, brand strategy, and user research.
In this case study, I’ll be focusing on the Lioness Research Platform.
02. Research Platform
THE OUTCOME
Sex Research Platform
Sex Research Platform allows users to opt-in to sex research, share their data, and track progress all in-app.
03. Motives
WHY SHOULD I CARE ABOUT SEX RESEARCH?
Sex Research for people with vaginas is underfunded.
Conditions such as erectile disfunction, treatments like viagra, have no counterpart for people with vaginas due to underfunding and lack of data.
Sex Research for people with vaginas is underfunded.
Conditions such as erectile disfunction, treatments like viagra, have no counterpart for people with vaginas due to underfunding and lack of data.
WHAT DOES LIONESS HAVE TO DO WITH IT?
Lioness has the world’s largest collection of orgasm data.
Lioness’s Research Platform allows users to share their data with sex research institions by opting-in via the mobile app.
Lioness has the world’s largest collection of orgasm data.
Lioness’s Research Platform allows users to share their data with sex research institions by opting-in via the mobile app.
PROBLEM
Why the Changes?
Although more than enough user opted into participating in research studies, only 30% of users who opted in completed their research participation.
Why the Changes?
Although more than enough user opted into participating in research studies, only 30% of users who opted in completed their research participation.
04. Solutions
WORKING WITH MENTAL MODELS
Centralizing all things Research
Introducing the Research Platform! At a glance, users can see their progress on studies, learn more about research, and opt-in to research.
By centralizing all research-related information, this helps build a clear mental model of the task so users know exactly where to navigate.
Centralizing all things Research
Introducing the Research Platform! At a glance, users can see their progress on studies, learn more about research, and opt-in to research.
By centralizing all research-related information, this helps build a clear mental model of the task so users know exactly where to navigate.
MINIMIZING DECISION BIAS
Not sure what to do?
A high-level checklist activates for any research study users sign up for. Detailed instructions follow for drill-ins.
Not sure what to do?
A high-level checklist activates for any research study users sign up for. Detailed instructions follow for drill-ins.
LIMITED WORKING MEMORY
Notifications
Still, thats a lot of information. Modals and push notifications help remind users to add to studies.
Still, thats a lot of information. Modals and push notifications help remind users to add to studies.
05. Behavioral Design
Understanding how our brains parse information to inform human-centered design.
1. IDENTIFY TARGET BEHAVIOR
Users who sign up for research also complete research.
The target behavior is the end “goal” of a UX. Consulting business, I defined this.
Users who sign up for research also complete research.
The target behavior is the end “goal” of a UX. Consulting business, I defined this.
2. HYPOTHESIZE BARRIERS TO TARGET BEHAVIORCognitive Heuristics limit ideal user flow
I identified key decisions in a user flow that could prevent a user from achieving the target behavior.
I identified key decisions in a user flow that could prevent a user from achieving the target behavior.
📈 Unreliable Mental Model + Decision Overload
Participants found completing tasks confusing and didn’t know where to find relevant information
🧠 Limited Working Memory
Participants found tasks exhausting and forgot to complete them
🤥 No Incentive
Participants were primarily motivated by monetary incentive.
Participants found completing tasks confusing and didn’t know where to find relevant information
🧠 Limited Working Memory
Participants found tasks exhausting and forgot to complete them
🤥 No Incentive
Participants were primarily motivated by monetary incentive.
3. TEST HYPOTHESIZED BARRIERS
Monetary Incentive is NOT a barrier for completion
After writing and conducting the survey, I distilled results. Contrary to my hypothesis, users were drawn to Lioness’s cause, not monetary incentive. Other barriers were validated.
*It should also be noted that participants who completed the survey might also be more likely to have completed research participation, potentially skewing results.
Monetary Incentive is NOT a barrier for completion
After writing and conducting the survey, I distilled results. Contrary to my hypothesis, users were drawn to Lioness’s cause, not monetary incentive. Other barriers were validated.
*It should also be noted that participants who completed the survey might also be more likely to have completed research participation, potentially skewing results.
4. DESIGN SOLUTIONS TO CONFIRMED BARRIERS
Simple solutions to satisfy our brain chemistry
Visual and interaction design solutions mitigate barriers to research completion.
Visual and interaction design solutions mitigate barriers to research completion.
📈 Unreliable Mental Model
- Consistent Design System
- Centralize Research Platform
📈 Decision Overload
- Streamline in-app experience
🧠 Limited Working Memory
- Limit Unnecessary Interactions
- Actionable Notifications
- Consistent Design System
- Centralize Research Platform
📈 Decision Overload
- Streamline in-app experience
🧠 Limited Working Memory
- Limit Unnecessary Interactions
- Actionable Notifications
04. Iterating
05. Reflection
Working with Collaboratively
Interning at a startup as the only designer meant that I had the pleasure to work very closely with both the business and engineering teams. I learned about the priorites of both structures as well as differences in communications that lay between disciplines.
Experience & Ethics in Sextech
Through working in the sextech field, I’ve learned how to talk about difficult topics and be a sensitive communicator, in talking to co-workers and users.