Confetto
Confetto aims design a virtual social media assistant that inspires small business owners with creative post ideas and automates content creation to reflect their unique style. Our goal is to gather insights into users' social media needs, enhancing Confetto into a comprehensive solution for planning, designing, and publishing content, ultimately empowering small business owners to engage more effectively with their audiences.
Background
This project was completed as part of my coursework at General Assembly, in collaboration with a client on a pro bono basis. In accordance with our non-disclosure agreement, any confidential information has been omitted from this case study.
User Research
Ideation, Wireframing, Prototyping, UI design
My Role
3 weeks
Timeline
Figma, Asana
Tools
4 UI/UX designers
Team
Our Challenge
Diverse users, varied needs.
The challenge lies in understanding and catering to diverse user needs while delivering personalised content solutions. This involves finding the right balance between automation and user control, being able to scale efficiently for businesses at different stages, and encourage user adoption of Confetto as their preferred social media management tool.
Guided Creativity with Personalised Flexibility
Our Solution
Suggesting topics and content
01
Users receive suggestions for trending posts and upcoming occasions, helping them identify opportunities for timely content creation. Alongside these insights, suggested captions and post designs streamline the posting process. Importantly, users retain the flexibility to customise every element to their liking, allowing them to balance guidance with personal expression. This approach ensures content is both relevant and uniquely theirs.
Evaluating the existing solution
Understanding the Business
We conducted usability testing on the current existing Confetto website and app to understand if the concept of a virtual social media assistant is hard for user to grasp.
The testing was done on 5 participants for the website and 6 participants for mobile.
Testing on Mobile
Testing on Website
Through our Usability Testings, we discovered that users struggled with the lack of labelling and confusing icons on both platforms. In addition, there were many issues regarding the navigating around the site due to missing screens in between. We aimed to solve these issues and include the additional functions that the client needs to fulfil their business goals.
We evaluated different competitors, with an objective to explore how we can expand the creation, branding and design portion in Confetto’s platform so that users will be able to get a guided experience through the app and gain experience on social media marketing.
Competitive Analysis
Persona
From here, we have identified the persona’s goals, needs and pain points which helps us to craft the customer journey map. Using the customer journey map, we found out that the users faced most difficulties when creating content which leads us to the problem statement.
Problem Statement
Alex, who has no idea where to start with social media marketing, needs to fill in the gaps in his marketing knowledge and access information on how effective his posts are, so that he can grow his brand more effectively.
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Read on to explore our processes
Wireframes
Mobile
Desktop
SUS Score
Desktop
Mobile
Desktop
Mobile
Task Success Rating
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.
Iterations were made to the issues met by the users and improvements can be seen in the System Usability Scale (SUS) and tasks success rating measured.
We conducted 2 rounds of usability testing with 5 participants for mobile, 5 participants for website for each round of testing, and we discovered the following key issues:
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Tutorial screens during onboarding were too lengthy and were not easy to skip
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Information overload for some of the pages resulting in confusion with certain labelings
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Optimal slots for posting of social media content were not prominently displayed on the calendar and calendar functions were not intuitive
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Lacking a search function
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Users wanted more freedom in customising their social media posts
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Users have issues accessing analytics across all their social media accounts and would like to see more details under the analytics page
Usability Testing
Final Solution
Mobile
Desktop
At the start of this project, in order to understand our users needs and pain points throughout their social media marketing planning, we interviewed 12 users who have experience in marketing.
Discovery & Research
From our interviews, we discovered that these are some of the issues our users are currently facing:
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Lack of social media knowledge
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Many trial & error had to be done before achieving a best practice
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Unsure of optimal time to market their post
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Hard to keep track of occasions, events or holidays to upload a post
Keeping consistency through a brand kit
02
Maintaining consistency through a brand kit is essential for small business owners, who may have limited knowledge of how to develop a cohesive brand identity. A well-defined brand kit directs the tone of voice, visual style, and how their business is portrayed to their customers.
To facilitate this, we provided a straightforward quiz that allowed users to explore their brand perceptions and identify their brand archetype. This understanding informed our tailored recommendations during the automated content generation process, making it easier for users to create social media posts that aligned with their brand identity and ensured a seamless, hassle-free experience.
Assisting planning
03
Users can schedule posts in advance, allowing them to preview how their content will appear on their feed and freeing up valuable time for other important tasks.
For those with a specific outcome in mind, they can create a social media plan, sharing their social media goals and desired timelines. With this, we provide tailored suggestions on posting formats, frequency, and optimal posting times to help achieve those objectives. This essential guidance is especially helpful small business owners who are handling every aspects of the business by themselves for effective social media management.
Getting Feedback for Improvement
04
Finally, users will have access to an intuitive dashboard that presents a comprehensive analysis of their social media data. This dashboard provides actionable insights, informing users about their performance and suggesting next steps to refine or enhance their postings. With these solutions, users receive end-to-end guidance for their social media efforts, empowering them to make informed decisions and drive success.