User research and design for ULO.

Making premium gamified, audiovisual marketing content accessible to all emerging brands and artists.

Due to NDA limitations, the detailed version of this case study is password protected. Below is a short but sweet version of my work.

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00 Overview

ULO (Unidentified Landed Object) is a platform that allows companies to create immersive marketing experiences. ULO's gamified and AR experiences can bring to life a featured product, an upcoming event, and more. Their goal is democratize access to the creation of these premium marketing experiences for all emerging brands and artists.

The Goal

The CEO approached me to improve ULO's user experience in preparation for the product's release.

1. Evaluate current UX and identify usability issues.

2. Provide actionable design changes for the product's next iteration.

Role & Strategy

As the sole UX Researcher for this project, I reported directly to the CEO, and coordinated with the Lead Product Designer and Lead Software Developer.

‍I used a iterative design process for this project. I started with the established product, and moved through the process until passing the design along for iteration by the Product and Development teams.
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For this project, I conducted two rounds of usability testing with 15+ participants, using four different product versions to evaluate different templates. For the sake of simplicity, I will focus on one round of testing using one product for this case study.‍

01 Context

ULO

Immersive mobile marketing is proven to work, but the cost of creating such content makes it generally inaccessible to anyone other than the Coca-Colas & Nikes of the world. ULO addresses this by democratizing access to the creation of premium interactive, audiovisual marketing content for all emerging brands and artists.

Using ULO's build-your-own platform, brands can create customizable experiences from a selection of templates for a fraction of the traditional cost.

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ULO's build-your-own platform is not yet published for brands to access. Before brands can use ULO to make their own marketing experiences, ULO must go through a series of improvements and iterations to satisfy customer and stakeholder expectations.

The CEO wanted to have specific design recommendations to improve the product’s UX, and wanted to share my evaluation of the product’s effectiveness with the company’s stakeholders.

Raising the Stakes

Although the ULO platform is not yet accessible to the public, ULO has been working directly with brands to create marketing experiences for them.

Before the CEO approached me, ULO received a high-profile client. The ULO team was set to create an experience for Drake and Chrome Hearts to announce the launch of a custom made Rolls Royce.

Working with a client of this magnitude while the company is still in the funding stages made my work much more pertinent ULO’s success. I was honored to be trusted with a project of such influence.
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02 The Product

While the ULO developer team created the Drake and Chrome Hearts experience, I conducted testing with an experience featuring a different brand, but made with the same template. This allowed us to make changes to the Drake and Chrome Hearts experience as it was in being made, and then later validate those changes in the first round of testing with the updated product.

Drake x Chrome Hearts, an ULO Experience

Once ULO's team of developers finished creating the Drake and Chrome Hearts experience, it was time to conduct research with the new product.

Click here to view the actual product I worked on.

03 Research

Usability Testing

To evaluate the product's UX and identify pain points, I collected data through usability testing. Participants were people who regularly used their mobile phone, and recieved marketing text messages from at least one company. I conducted tests with near 20 participant, and used four different product versions.
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Each participant was given a series of tasks to complete using the product. Once the task was completed, we talked about the product and the participants experience with it.
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03 Wrap Up

The design recommendations I provided directly impacted the template used by Drake and Chrome Hearts to announce the launch of a custom Rolls Royce.
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