Set learning objectives
Phase 1
UI/UX Expert Analysis
Phase 2
User Testing
Phase 3
Making an impact
Phase 4
Set learning objectives
Where do we make the biggest impact? Not all areas of an app are equally important. Some tasks are performed over and over again by users while other screens are hardly ever visited.
Based on the most performed user tasks and the priorities freytag & berndt defined, we formulated clear learning objectives and set 5 specific focus areas for expert analysis and user testing.
#1 We want to learn what the difficulties and ambiguities of users are when getting started with the app.
#2 We want to learn about the users’ needs in terms of inspiration, planning, execution of a tour and afterwards and what priority these have for them.
#3 We want to learn where users have uncertainties and difficulties while using the app.
#4 We want to learn how to better explain the differences between free and paid versions to users.
#5 We want to learn how to bring the USP "curated routes and content" closer to users.
Phase 1
High altitude - high demands
freytag & berndt produces outdoor maps and hiking guides with the highest quality standards - and has been doing so for over 200 years.
This high quality standard, which their customers also appreciate so much, should also be reflected in their hiking app "Rother". To assure the app meets these high expectations, freytag & berndt teamed up with viable to conduct a detailed app UI/UX audit.
The goal was quickly defined: Create more value for existing and new users of the Rother hiking app for the upcoming hiking season and turn them into satisfied, paid customers.
So we started with our mission to examine the existing app from all angles and put it through its paces. - No usability flaw, no matter how small, should remain undiscovered. Together we came up with a plan to find all those little things that have the potential to drastically improve the user experience - while staying within a budget and timeframe that is economically feasible.
The masterplan for the project included 4 phases:
Our project goal - for clear directions
The focus areas we defined for UX expert analysis and user tests.
We went through various use cases...
...and examined the app screen by screen.
User-testing
A well-known principle of usability studies states that with only 5 user tests, ~80% of the core problems of an application can be identified. In accordance with this principle, we conducted user tests by talking to both new (2) and existing users (3).
The user-tests were conduced remotely - each user shared their phone screen, while also sitting in front of a PC, so we could observe their behavior while also seeing what they were doing within the app.
The users received specific tasks to complete in the app, after that we kept interruptions and asking questions to a minimum - to keep the tests an observation, rather than an interview.
Through these interactions, we were able to identify pain points in the app's usage and gain valuable feedback on what functions are working well and which require further improvement.
Phase 3
Often 4 out of 5 users struggled with the same task...
... found the same things annoying or expected something else.
UI/UX Expert Analysis
Now it was time for our UX experts to have a look at the app. Utilizing established usability heuristics and adopting the perspective of end-users, our team began to examine the existing app from all angles.
We examined the general user flow, interface, navigation, interactions, feedback mechanisms, brand consistency, where time could be saved and where users might face usability issues, friction points or fail to complete their tasks.
All usability issues and deficiencies we could find were collected -
In the next step we tried to find out if the "real" users would encounter the same problems - or find more of them.
Phase 2
Making an impact
Following a thorough review of the app by our UI/UX designers and the collection of feedback from users, we were able to reach conclusions.
It was immediately apparent that the bigger part of pain points were consistently identified by both our experts and the users. These "big" findings were complemented by insights of individual user test as well as feedback on the aesthetics of specific components.
Based on all these findings we formulated key take-aways and recommendations (strategic and structural improvements) as well as a few quick fixes (mostly aesthetic or small user interface issues).
Phase 4
״viable's professional UX analysis gave us a new look at our app and discovered a lot of potential for optimization. It has shown very well how we can improve our app״
Florian Tukker
Product Lead App
Services we provided
UX Expert Analysis
User Testing
Consulting
Client
freytag & berndt is an Austrian brand that specializes in the production of maps and travel guides. They are known for their high-quality and detailed maps, as well as their extensive range of travel guides for destinations around the world.
Summary
Next to freytag & berndt's vast amount of high quality map and hiking material, the content is accessible for users in the Rother Hiking App. The goal of our project was to create more value for existing and new users of the Rother app for the upcoming hiking season and focus on excellent usability.
We supported freytag & berndt on this journey by conducting a 360° UX review, consisting of an expert analysis and user tests.
A hike to new heights
Client: