[Case 02]
Location sharing through tower triangulation
Telco
When designing a feature to help keep users safe feels unsafe
A successfully unlaunched feature story
[Project Overview]
As part of their wellbeing pillar Optus was seeking to provide their user’s with a feature to share location with other services under the same account in order to keep them and their loved ones safe without the battery drainage.
[Problem Statement]
Optus customers would like a way to know their loved ones are safe but current location sharing apps demand high battery drainage and complicated set up process
[Industry]
Telco
[My Role]
Product Designer
[Platforms]
Desktop and Android
[Date]
2024
[Process]
[01] User Research
Conducted user interviews to understand their frustrations and preferences.
Analyzed user behavior data around earlier MVP version of the product
Benchmarked against competitors to identify best practices for location sharing experiences
[02] Insights
Users were frustrated by location sharing set up process and battery drainage
Some users had concerns about privacy
Users were not satisfied with accuracy of the approximate location and with not being able to invite other users
[03 Design Solution]
Easy onboarding and low battery drainage
Design for easy onboarding, invitations setup, map views and all different user statuses
Extensive work on map interactions and behaviour for both iOS and android
[04] Testing & Iteration
Considered previous data insights from earlier MVP product
Conducted concept testing, interviews, several rounds of user testing and guerrilla testing and refined the design based on user input
Strongly communicated, advised and pushed back on launching Live Location based on our risk assessment designs numerous times to work around technical constrains and mitigate potential risks
[Outcome]
Extensive design iterations in order to prevent/mitigate technical challenges and user risks
Created thorough documentation on potential risks to users and potential consequences for both users and company
40% improvement in perceived ease of use, as measured by post-launch surveys.
[Key Learnings]
‘Success is a user’s story’
An ‘unsuccessfully launched’ product can sometimes be a truly successful user story
Hold your horses
Always question an experience from all different angles, carefully contemplate and call-out potential risks to ensure users safety
Keep it user centred
Never compromise the ethical responsibility for the users we design for