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<!DOCTYPE html>
<html lang="en">
<head>
<title>Portfolio - Amanda Alling Andrén</title>
<meta http-equiv="Content-Type" content="text/html; charset=UTF-8"/>
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<link rel="shortcut icon" type="image/x-icon" href="images/favicon.ico"/>
</head>
<body>
<header>
<div id="header"></div>
</header>
<!-- fixed action button -->
<div id="fab"></div>
<!-- Project section -->
<div class="parallax-container valign-wrapper" id="projects">
<!-- <div class="parallax"><img src="images/background2.jpg" alt="Unsplashed background img 2"></div> -->
<div class="container">
<div class="row black rounded_corners" style="margin-top:40px;">
<div class="image col s12 m12 l4 offset-l1 center" style="margin-top:40px;">
<img alt="The Dreams Academy overview page, with process bar" class="materialboxed responsive-img" src="images/projects/dreamsacademy/mockup.png" style="padding-top: 1rem;max-width: 80%;padding-bottom: 20px;margin: 0 auto;">
<!-- <img alt="Tabletop Simulator view of the game" class="materialboxed responsive-img" src="images/projects/construct&combat/tts1.png" style="margin-top: 1rem;margin-bottom:20px;"> -->
<a href="https://www.figma.com/proto/JF2clYkiuSwRYFOOvUkSVj/Project-1-Get-Dreams?node-id=264%3A1849&viewport=1944%2C537%2C0.9511101245880127&scaling=scale-down" style="margin-bottom:20px;" target="_blank" class="btn-large waves-effect waves-light">try the prototype</a>
</div>
<div class="col s12 m12 l6" style="padding-top:0px;margin-top:40px;">
<h5 class="header white-text" style="padding-left:10px;">Case Study</h5>
<h4 class="header" style="margin-top:0px;">Dreams Academy</h4>
<!-- <h5 class="header" style="margin-top:0px;">Table of Content</h5> -->
<ul class=" flow-text" style="padding-left: 10px;">
<li class="bullet"><a href="#defining" >1. Defining the Problem</a></li>
<li class="bullet"><a href="#research" >2. Research</a></li>
<li class="bullet"><a href="#sprint" >3. Design Sprint</a></li>
<li class="bullet"><a href="#testing" >4. Lo-Fi User Testing</a></li>
<li class="bullet"><a href="#iteration" >5. Iteration Sprint</a></li>
<li class="bullet"><a href="#feedback" >6. Client Feedback</a></li>
<li class="bullet"><a href="#takeaways" >7. Key takeaways</a></li>
</ul>
<ul class="collapsible">
<li>
<div class="collapsible-header black flow-text" style="margin-bottom: 0px;"><a>Case Study Summary</a></div>
<div class="collapsible-body"><span>
<p class=" flow-text">
<a href='https://www.getdreams.com/en/' target='_blank'>Dreams</a> is an app that teaches about savings and economics for young adults that are intimidated by economics.
<br><br>It removes the pain of economics by removing the fear factor, simplifying the information, and giving helpful suggestions.
<br><br>My role was to manage the project (client contact, present, time manage, report write, budget), interview, prototype, and design gamification and visuals.
<br>I collaborated with four other students.
</p>
</span></div>
</li>
</ul>
</div>
</div>
<!-- <div class="row " style="margin: 0rem;line-height: 2rem;">
<div class="col s12 m12 l6">
<div class="card-panel hoverable rounded_corners black">
<h5 class="center ">The Problem</h5>
<ul class="light flow-text">
<li class="bullet"><b>Challenge:</b> Engage users to learn economics</li>
<li class="bullet"><b>Client:</b> <a href="https://www.getdreams.com/en/" target="_blank">Dreams</a></li>
<li class="bullet"><b>School:</b> <a href="https://cmeducations.se/" target="_blank"> Changemaker Educations</a></li>
<li class="bullet"><b>Duration:</b> 3 weeks</li>
</ul>
</div>
</div>
<div class="col s12 m12 l6">
<div class="card-panel hoverable rounded_corners black">
<h5 class="center ">My Roles</h5>
<ul class="browser-default light flow-text">
<li class="bullet">Project Managing</li>
<li class="bullet">Interviewing</li>
<li class="bullet">Prototyping</li>
<li class="bullet">Gamification & Visual Design</li>
</ul>
</div>
</div>
</div> -->
</div>
</div>
<div class="container">
<div class="row">
<div class="col s12 m12 l12">
<div class="divider"></div>
</div>
<div class="col s12 m12 l8 offset-l2">
<blockquote>
<p class="light flow-text"><i>
"The amount of work this group has managed to pull off in three weeks is impressive, they poured so much energy and passion into this assignment!
<br><br>
We value the insights they gained, as well as their creative solution to our challenge. It is clear that they used a solid process for both insights generation and concept validation, which shines through in the quality of the proposed solution.
<br><br>
Well done!"
<br><br>
- <a href="https://www.linkedin.com/in/kathleenasjes/" target="_blank">Kathleen Asjes</a>
, Head of Research & Insights at Dreams
</i></p>
</blockquote>
</div>
<div class="col s12 m12 l12" id="defining">
<div class="divider"></div>
</div>
<div class="col s12 m12 l6">
<h6>1. DEFINING THE PROBLEM</h6>
<p class="light flow-text">
We started by interviewing the client <a href='https://www.getdreams.com/en/' target='_blank'>Dreams</a>, to identify their target audience
as well as creating a Business Model Canvas. During the project I held 2 creative pitches for the client, which made sure we aligned with their needs.
</p>
<h5>The Brief</h5>
<p class="light flow-text">
How can Dreams include a validated solution for education that increases financial wellbeing in their app?
</p>
<h5>Target Group</h5>
<p class="light flow-text">
Young adults who need a push to start saving & learning, because they have no interest in economics.
</p>
</div>
<div class="col s12 m12 l6">
<figure>
<a href="https://www.getdreams.com/en/" target="_blank"><img alt="Dreams Logo" class="responsive-img projects" src="images/projects/dreamsacademy/dreams_logo2.png" style="padding-right:100px;padding-left:100px;"></a>
<figcaption>
<p class="img-caption center">
To help you save, invest and pay off debt
</p>
</figcaption>
</figure>
<figure>
<img alt="MVP for the project" class="materialboxed responsive-img projects" src="images/projects/dreamsacademy/mvp.png">
<figcaption>
<p class="img-caption center">
We created an MVP Canvas to understand the problem
</p>
</figcaption>
</figure>
</div>
<div class="col s12 m12 l12" id="research">
<div class="divider"></div>
</div>
<div class="col s12 m12 l6">
<figure>
<img alt="Post-its of our assumptions" class="materialboxed responsive-img projects" src="images/projects/dreamsacademy/assumptions.png">
<figcaption>
<p class="img-caption center">
Green dots means that the assumptions are validated by interviews
</p>
</figcaption>
</figure>
<img alt="Survey results about what app they have heard about: Avanza 90%, Dreams 17%, Fundler 16.7%. " class="materialboxed responsive-img projects" src="images/projects/dreamsacademy/survey.png">
<figure>
<figcaption>
<p class="img-caption center">
One question in our survey about economics
</p>
</figcaption>
</figure>
<figure>
<img alt="An Empathy Map" class="materialboxed responsive-img projects" src="images/projects/dreamsacademy/empathy_map.png">
<figcaption>
<p class="img-caption center">
Our empathy map created with insights from intervies
</p>
</figcaption>
</figure>
<figure>
<img alt="Competitor analysis table: description, cost, focus, target group, difficulty, and education." class="materialboxed responsive-img projects" src="images/projects/dreamsacademy/competitor1.png">
<figcaption>
<p class="img-caption center">
I created a competitor research table
</p>
</figcaption>
</figure>
<figure>
<img alt="Competitor analysis chart, with Avanza, Dreams & Fundler. Avanza has the highest education value and cost value, and Dreams has the highest usability and saving focus." class="materialboxed responsive-img projects" src="images/projects/dreamsacademy/competitor2.png">
<figcaption>
<p class="img-caption center">
Then I created the competitor analysis for relevant areas
</p>
</figcaption>
</figure>
</div>
<div class="col s12 m12 l6">
<h6>2. RESEARCH</h6>
<p class="light flow-text">
We divided and conquered the research in order to gain as much knowledge as possible. We mixed both quantitative and qualitative research, as well as using the clients existing feedback, and relevant books.
</p>
<h5 class="header">Survey</h5>
<p class="light flow-text">
<b>Quantitative research</b>, where we asked roughly 50 people about their feelings and habits towards private finances & learning about economics. We based our interview questions on the insights & assumptions we gained from the survey.
</p>
<h5 class="header">Interviews & Empathizing</h5>
<p class="light flow-text">
<b>Qualitative research</b>, where we interviewed 4 people in the target audience. From this, we validated or discarded assumptions.
</p>
<h5 class="header ">Client-Provided Feedback</h5>
<p class="light flow-text">
<b>Existing feedback</b>, that Dreams had collected regarding their current Dreams Academy.
<br><br>
<i>Note: No insights from Dreams are presented in this case study, only our research & insights.</i>
</p>
<h5 class="header ">Behavioral Science</h5>
<p class="light flow-text">
<b>Behavioral economics</b>, to further gain insights into our client Dreams' needs and values.
</p>
<h5 class="header ">Gamification</h5>
<p class="light flow-text">
<b>We aimed to create a learning loop</b>, with feedback that drives learning and skill-building.
<br><br>
We wanted to create internal triggers and intrinsic motivation to complete the courses and tasks. Our concepts are designed to relieve the pain associated with economics since it is a core motivation in human nature to avoid pain points.
</p>
<h5 class="header ">Competitor Analysis</h5>
<p class="light flow-text">
<b>We identified the top two threats</b>, and aimed to create a solution that would compete with those existing companies.
</p>
</div>
<div class="col s12 m12 l12" id="sprint">
<div class="divider"></div>
</div>
<div class="col s12 m12 l6">
<h6>3. DESIGN SPRINT</h6>
<p class="light flow-text">
To read the details of a Design Sprint I've facilitated, read the case study for <a href="swingspeedradar.html">WatchItGolf</a>!
</p>
<h5 class="header">Lightning Demos & 4-Part-Sketching</h5>
<p class="light flow-text">
<b>Quick concept ideation & voting.</b>
We performed lightning demos where we focused on the most interesting parts of the competitors products.
<br><br>After that, we created quick concept sketches in several steps, which ended with a concept gallery that we heatmap dot voted on.
</p>
<h5 class="header">Our concepts</h5>
<p class="light flow-text">
<b>Gamification:</b> fun while learning, showing progress, interactive parts.
<br><br>
<b>Visualization:</b> small chunks of text, metaphors, graphs, illustrations, mascot, pop-ups.
<br><br>
<b>Customization:</b> setting difficulty level & interest, dynamic information, possibility to sign up for weekly tips.
<br><br>
</p>
<h5 class="header">Storyboard & Lo-Fi Prototype</h5>
<p class="light flow-text">
<b>Blueprint for the prototype.</b> The storyboard, together with the top-voted concept sketches, was the base of the prototype, which I was in charge of.
</p>
</div>
<div class="col s12 m12 l6">
<figure>
<img alt="Picture of three concepts and a wildcard idea" class="materialboxed responsive-img projects" src="images/projects/dreamsacademy/sketch1.png">
<figcaption>
<p class="img-caption center">
Our top voted concepts, and a wildcard: the tree/money visualisation
</p>
</figcaption>
</figure>
<figure>
<img alt="The user journey in app frames" class="materialboxed responsive-img projects" src="images/projects/dreamsacademy/sketch2.png">
<figcaption>
<p class="img-caption center">
We created the user journey inside the app
</p>
</figcaption>
</figure>
<figure>
<img alt="Picture of the first lo-fi prototype" class="materialboxed responsive-img projects" src="images/projects/dreamsacademy/lofi.png">
<figcaption>
<p class="img-caption center">
And then based the lo-fi on the sketches of the frames
</p>
</figcaption>
</figure>
</div>
<div class="col s12 m12 l12" id="testing">
<div class="divider"></div>
</div>
<div class="col s12 m12 l6">
<figure>
<img alt="Picture of the test user demographic: 50% women, 50% men. Age Breakdown: 60% 25-27 years old, 40% 28-32 year olds. Key Characteristics: 90% no interest in economics, 80% needs help to start." class="materialboxed responsive-img projects" src="images/projects/dreamsacademy/demographic.png">
<figcaption>
<p class="img-caption center">
Our test user demographic for both test sessions
</p>
</figcaption>
</figure>
<figure>
<img alt="Picture of trends, sorted into positive, negative, and neutral." class="materialboxed responsive-img projects" src="images/projects/dreamsacademy/trends.png">
<figcaption>
<p class="img-caption center">
Positive, negative, and neutral trends from test sessions
</p>
</figcaption>
</figure>
<div class="chatbox" style="margin-top: 10px;" type="textarea" >
<figure>
<p class="bubble you hoverable flow-text">"It was an eye-opener to gain insights on my expenses through the game!"</p>
<p class="bubble you hoverable flow-text">"Nice! Now I know what funds are! I'm even interested in learning more about it."</p>
<p class="bubble you hoverable flow-text">"The tree was a helpful and positive visualization!"</p>
<p class="bubble you hoverable flow-text">"[Reads a quote] 'Don't put all your eggs in the same basket', haha I love it!"</p>
<p class="bubble you hoverable flow-text">"Easy to understand and well explained"</p>
<figcaption>
<p class="bubble-figcaption center">
Feedback from test users
</p>
</figcaption>
</figure>
</div>
<br>
</div>
<div class="col s12 m12 l6">
<h6>4. LO-FI USER TESTING</h6>
<p class="light flow-text">
We tested on 5 target audience users, who were potential new customers.
</p>
<h5 class="header">Tested Concepts</h5>
<ul class="browser-default light flow-text">
<li class="bullet">Onboarding with customization & suggestions</li>
<li class="bullet">Learning with storytelling & pictures</li>
<li class="bullet">Game with personal info</li>
<li class="bullet">Visualization of funds</li>
<li class="bullet">Dynamic budget tool</li>
</ul>
<h5 class="header">Remote testing</h5>
<p class="light flow-text">
Since we couldn't be in the same room as the users, we had to make the prototype clickable & understandable through online meetings. This forced us to incorporate mid-fi or even hi-fi elements, which removed some of the profits gained from lo-fi prototypes.
</p>
<h5 class="header">Results</h5>
<p class="light flow-text" style="margin-bottom: 0px;">
<b>What worked:</b>
</p>
<ul class="browser-default light flow-text">
<li class="bullet">The game was an engaging and positive experience</li>
<li class="bullet">The flow of the app was good</li>
<li class="bullet">The way we presented information was easy to understand and relate to</li>
</ul>
<p class="light flow-text" style="margin-bottom: 0px;">
<b>What did not work:</b>
</p>
<ul class="browser-default light flow-text">
<li class="bullet">The growing tree-visualization was confusing</li>
<li class="bullet">Most users did not want to sign up to weekly tips</li>
<li class="bullet">The mascot was not noticeable</li>
<li class="bullet">It was a bother to use the budget tool</li>
</ul>
</div>
<div class="col s12 m12 l12" id="iteration">
<div class="divider"></div>
</div>
<div class="col s12 m12 l6">
<h6>5. ITERATION SPRINT</h6>
<p class="light flow-text">
During the iteration sprint we incorporated and adapted solutions from the testing, and further validated or discarded our concepts.
</p>
<h5 class="header ">Hi-Fi Prototype & User Testing</h5>
<p class="light flow-text">
I continued to work on the prototype, with insights we gained from the user testing in mind. I was very excited to use Figma's beta for <a href="https://help.figma.com/hc/en-us/articles/360061175334-Create-interactive-components-with-variants" target="_blank">interactive components & variants</a>!
<br><br>
We tested on 3 target audience test users, potential new customers.
</p>
<h5 class="header ">Result</h5>
<p class="light flow-text" style="margin-bottom: 0px;">
<b>What worked:</b>
</p>
<ul class="browser-default light flow-text">
<li class="bullet">The way we presented information in chunks</li>
<li class="bullet">The visual aid such as interactive graphs and illustration</li>
<li class="bullet">The storytelling aid such as metaphors and proverbs</li>
<li class="bullet">Showing the users how much time was left in the task was important</li>
<li class="bullet">The progress bar was motivating</li>
<li class="bullet">The game was engaging and useful to the users</li>
</ul>
<p class="light flow-text" style="margin-bottom: 0px;">
<b>What did not work:</b>
</p>
<ul class="browser-default light flow-text">
<li class="bullet">We discarded the idea of presenting a growing tree together with the interactive graph - they worked much better when separated</li>
<li class="bullet">We didn't get enough feedback on the mascot or the customization, due to technical limitations, to be able to validate the concepts</li>
</ul>
<h5 class="header ">Presentation & Report</h5>
<p class="light flow-text">
I created the structure of the report, proofread and edited it, finalized the budget, and then I presented to the client.
</p>
</div>
<div class="col s12 m12 l6 center">
<!-- <figure>
<img alt="4 hi-fi prototype frames: start of the academy" class="materialboxed responsive-img projects" src="images/projects/dreamsacademy/white_start.png">
<figcaption>
<p class="img-caption center">
Concept: onboarding with prompting pop-ups, personalization, suggestions to where to start (including time estimation), possibility to sign up to weekly tips
</p>
</figcaption>
</figure> -->
<figure>
<img alt="5 hi-fi prototype frames: reading about funds"class="materialboxed responsive-img projects" src="images/projects/dreamsacademy/read.gif" style="max-width:60%;margin: 0 auto;">
<figcaption>
<p class="img-caption center">
Concept: info in chunks, visual navigation, illustrations, metaphors & proverbs, clear headlines, suggestions on how to continue
</p>
</figcaption>
</figure>
<figure>
<img alt="6 hi-fi prototype frames: playing a game about costs"class="materialboxed responsive-img projects" src="images/projects/dreamsacademy/game.gif" style="max-width:60%;margin: 0 auto;">
<figcaption>
<p class="img-caption center">
Concept: informative, non-judging, no-losers game with insights into the users private finances
</p>
</figcaption>
</figure>
<!-- <figure>
<img alt="5 hi-fi prototype frames: visualizing money growing in funds"class="materialboxed responsive-img projects" src="images/projects/dreamsacademy/white_visualization.png">
<figcaption>
<p class="img-caption center">
Concept: visualization of growing money in funds & interactive graph, allowing the user to see the future of invested money
</p>
</figcaption>
</figure> -->
<!-- <figure>
<img alt="7 hi-fi prototype frames: budget tool"class="materialboxed responsive-img projects" src="images/projects/dreamsacademy/white_budget.png">
<img alt="7 hi-fi prototype frames: budget tool"class="materialboxed responsive-img projects center" style="max-width:80%;margin: 0 auto;" src="images/projects/dreamsacademy/budget.gif">
<figcaption>
<p class="img-caption center">
Concept: budget tool with suggestions based on the users input
</p>
</figcaption>
</figure> -->
<div class="chatbox" style="margin-top: 10px;" type="textarea" >
<figure>
<p class="bubble you hoverable flow-text">"Fun to play a game to learn"</p>
<p class="bubble you hoverable flow-text">"The tone of language was great"</p>
<p class="bubble you hoverable flow-text">"I didn't feel threatened by the app"</p>
<p class="bubble you hoverable flow-text">"Clearly presented information"</p>
<figcaption>
<p class="bubble-figcaption center">
Feedback from test users
</p>
</figcaption>
</figure>
</div>
<br>
</div>
<div class="col s12 m12 l12" id="feedback">
<div class="divider"></div>
<div class="col s12 m12 l6">
<div class="chatbox" style="margin-top: 10px;" type="textarea" >
<figure>
<p class="bubble you hoverable flow-text">"It [the report] is highly informative in terms of the depth of information and professionally edited. A joy to receive!"</p>
<p class="bubble you hoverable flow-text">"It is highly noticeable that your group enjoyed working together and had a strong project lead."</p>
<p class="bubble you hoverable flow-text">"A wonderful concept, really strong process, great work!"</p>
<p class="bubble you hoverable flow-text">"You did a really good job in connecting Dreams & learnings and to use illustrations to bring home the message."</p>
<p class="bubble you hoverable flow-text">"The idea of the memory game connected to the budget was a really neat idea, that’s something I'd like to try as well."</p>
<figcaption>
<p class="bubble-figcaption center">
Feedback from client
</p>
</figcaption>
</figure>
</div>
</div>
<div class="col s12 m12 l6">
<h6>6. CLIENT FEEDBACK</h6>
<p class="light flow-text">
The presentation was a success and we got very positive comments from the client, who said that they were very impressed with the concepts and overall work.
<br><br>
We had planned to show the prototype and concepts in a live walkthrough, so we were happy to hear the request to see more of the concepts! That also started a conversation about our recommendations and it was great to be able to discuss with them.
</p>
</div>
<div class="col s12 m12 l12" id="takeaways">
<div class="divider"></div>
</div>
<div class="col s12 m12 l6">
<h6>7. KEY TAKEAWAYS</h6>
<ul class="browser-default light flow-text">
<li class="bullet">Iterate on the interviews</li>
<li class="bullet">Remote testing of lo-fi concepts is hard</li>
<li class="bullet">Add a second iteration</li>
<li class="bullet">Define the research objectives more</li>
<li class="bullet">More time on the concepts during presentations</li>
</ul>
<p class="light flow-text">
We realized that we wanted to have a second round of interviews so that we could iterate on the questions and gain even more information and insights.
<br><br>
It would also be great with a second iteration sprint to validate the concepts even further. It's something we will bring with us to the next project!
</p>
</div>
<div class="col s12 m12 l6">
<img alt="Lightbulb" class="materialboxed responsive-img projects" src="images/projects/bulb.png">
</div>
</div>
<div id="embedded_prototype">
<div class="center col s12 m12 l12">
<div class="divider"></div>
<h6 class="center" style="margin-bottom:40px;">Prototype</h6>
</div>
<div class="col s12 m12 l12 center">
<iframe style="border: 1px solid rgba(0, 0, 0, 0);" width="800" height="800" src="https://www.figma.com/embed?embed_host=share&url=https%3A%2F%2Fwww.figma.com%2Fproto%2FJF2clYkiuSwRYFOOvUkSVj%2FProject-1-Get-Dreams%3Fnode-id%3D264%253A1849%26viewport%3D1944%252C537%252C0.9511101245880127%26scaling%3Dscale-down" allowfullscreen></iframe>
</div>
</div>
</div>
<div class="divider"></div>
<div class="row " style="margin: 0rem;line-height: 2rem;">
<div class="col s12 m12 l6">
<div class="card-panel hoverable rounded_corners black">
<h5 class="center ">Team</h5>
<ul class="browser-default light flow-text">
<li class="bullet">Amanda Alling Andrén (project Manager)</li>
<li class="bullet">Marko Ilic (facilitator 1)</li>
<li class="bullet">Beatrice Ferrera (sprint host, interviewer) </li>
<li class="bullet">Lina Elggren (interviewer)</li>
<li class="bullet">Elliot Dobetzky (facilitator 2)</li>
</ul>
</div>
</div>
<div class="col s12 m12 l6">
<div class="card-panel hoverable rounded_corners black">
<h5 class="center ">Tools</h5>
<ul class="browser-default light flow-text">
<li><a href="https://miro.com/" target="_blank">Miro</a></li>
<li><a href="https://www.figma.com/proto/JF2clYkiuSwRYFOOvUkSVj/Project-1-Get-Dreams?node-id=264%3A1849&viewport=1944%2C537%2C0.9511101245880127&scaling=scale-down" target="_blank">Figma</a></li>
<li><a href="https://ajsmart.com/design-sprints/" target="_blank">The Design Sprint - AJ&Smart</a></li>
<li><a href="https://gamethinking.io/" target="_blank">Game Thinking - Kim</a></li>
<li><a href="https://www.nirandfar.com/hooked/" target="_blank">Hooked - Eyal</a></li>
</ul>
</div>
</div>
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