Kayle - iGO UX/UI

iGO Tech Brand

(personal project)

Role:

- User Research

- UX Design

- UI & Interaction prototype

Duration:

- UX research, document and design: 5 days

- UI design: 7 days (both web and app)

Problem:

Most of the competitors' already existing mobile apps don't have an appropriate design for the target audience (the visually impaired).

For instance, mobile apps or websites have poor UX, and we can see a complicated user flow. Users must take many steps to finish the task. Moreover, they don't have a screen reader and voice command, which are two overriding solutions for blind/low-vision people.

Their UI is also not helping the end-user, due to:

- Small text size

- Only one colour display mode

- A lot of text that overwhelms the end-user

The challenge:

- The previous name version of the brand was "Help me see." However, after a few attempts seeking a mighty name that can empower the target audience, I decided to go with "iGO" as treating the visually impaired as sighted people. The target audiences now have the same human rights. They can confidently say "I go" without any guide dog or company.
- The number of existing apps designed for Navigation purposes is very few, so there are not many apps being considered references. There are not many comments about the product on CH Plays or AppStore to be jotted.

The research:

On the one hand, based on research on balancefba.org (page 5/11), only in Ontario and Toronto, an estimated 189,000 people in Ontario are partially sighted or blind. Within Toronto Central LHIN boundaries, there is an estimated (9.3%) of the total population (the year 2012). And as of today (2021-2022), another research said more than 15% of Ontario residents have some form of disability.

The research also mentions that most visually impaired need more immediate support to enable them to live independently and seek assistance in using technology for daily living. Apps help with shopping online, banking, filling in government assistance forms, walking, etc. (page 5/11). As the population ages, the number of people who have a disability or require assistive technologies in some areas of their lives will only increase.

On the other hand, GPS tech would be useful for the visually impaired’s life. Besides using a white cane or a guide dog, GPS technology can help these people navigate better and safer.

About iGO brand:

“iGO“ is a technology company specializing in gadgets and advanced tech for the visually impaired worldwide but especially Torontonian.

“iGO“ is the head office of the “iGO“ app, which is available and can be easily installed both on Android and IOS devices.

After observing the visually impaired’s life (I use the Diary Study Methodology), iGO understands the needs of a reliable friend who helps navigate the directions. The “iGO“ app allows the visually impaired to catch bus/transportation/walk independently and safely from point A to point B.

Company’s name: iGO

Category: Portable gadgets and Smart/GPS devices

Sector: Technology

Tagline/Slogan: Enhance the visually impaired’s life

USP: iGO company specializes in gadgets, and new technologies for our target customers are people whose vision is impaired. We would never compromise our customer’s safety; therefore, by producing blind/low vision friendly UX/UI, we help enhance the user’s journey as a pedestrian.

STP (Segment - Target group - Positioning):

Segment: Individuals looking for smart devices.

Target group/audience: all genders, 18-35 years old, any marital status, high income group.

=> There is no upper age limit when using iGO's merchandise or app/web. However, at about 18 to 35 years old, they are the target who need to go to school hang out with friends, partners, et cetera, on a daily basis.

Positioning: iGO offers high featured and functional portable devices which are easy to use.

Positioning: High class

The project is considered successful when:

- The brand is widespread, at least over Toronto or Canada, and the next step is helping those people who have the same problem in other countries as the app supports different languages.

- A significant rising number in sales of products and installation on the App Store and CH Plays (about 500 or more installations a day)

- The company receives best wishes and dedicated comments from devoted customers after using our high-quality products.

Function:

When using the mobile app, the task can be done by only voice command (includes Speech Recognition, Speech to text) and screen reader. This tech is convenient and safe for the end-user to complete the task.

When using a website, the visually impaired are accompanied by a Braille keyboard (even if they have a regular keyboard) for websites. To navigate websites, they tend to use the keyboard most of the time. So, the iGO website allows them to search, change colour modes, et cetera with the keyboard.

Mobile app user journey map