Equilibria // Design Solution

Class Project

What is Equilibria?

Equilibria is a CBD company designed specifically for women, led by women, dedicated to providing high-quality and dependable CBD products. Setting themselves apart, they are currently the sole CBD company offering personalized 1-to-1 dosage support, empowering customers to "craft your perfect daily routine" with tailored guidance.

Objective: In collaboration with a team of six, our mission for this project was to enhance and streamline customers' interactions with their dosage specialist at Equilibria. Our aim was to identify the elements that make customers feel genuinely cared for and establish a trustworthy brand identity in a relatively new and competitive market. To achieve this objective, we embarked on a comprehensive design process encompassing research, competitive analysis, prototyping, and user-testing.

Skills Used

Research

Wireframing

High-Fidelity Prototyping

Competitive Analysis

User Testing

Figma

Research & Competitive Analysis

“Equilibria stood out for its emphasis on fostering a strong connection with customers, especially first-time CBD purchasers, through personalized experiences and education on CBD's benefits. This customer-centric approach distinguishes Equilibria from competitors who may not prioritize these aspects.”

The team emphasized comprehensive research before proposing solutions to achieve project goals. Individual members conducted thorough research on the ACM Digital Library and explored competitors in the field to understand Equilibria's unique value proposition. Equilibria stood out for its emphasis on fostering a strong connection with customers, especially first-time CBD purchasers, through personalized experiences and education on CBD's benefits. This customer-centric approach distinguishes Equilibria from competitors who may not prioritize these aspects.
Based on our research findings, we determined that adopting an onboarding quiz would be the most effective approach to establish a stronger, personalized connection with the Equilibria brand. Our inspiration for this approach stemmed from successful onboarding quizzes, including the one from Nourish, and insights gained from articles such as "I Hear You, I Feel You": Encouraging Deep Self-disclosure through a Chatbot. By drawing inspiration from these resources, we positioned ourselves to craft the optimal personalized experience for new Equilibria users.

The research process covered various sources to gather insights. We specifically sought sources covering the following:

Emotionally supportive language
Successful onboarding quizzes
Medical Dashboards
Building trust with customers
and more

Prototyping

Upon identifying an onboarding quiz as a potential design solution, we initiated the prototyping phase in Figma to visualize what an Equilibria onboarding quiz might entail.

Throughout the prototyping process, we iterated through three versions, each building upon the improvements of the previous one. The questions incorporated into our onboarding quiz were directly sourced from Equilibria’s Dosage Specialist call script.

Key elements included:

Gentle and inclusive language
Easily recognizable iconography
Concise questions
Clean design
A responsive progress bar for easy navigation

The ability to save and quit the quiz for later completion
An adaptive support button providing contextual help
Transparent questions with explanations for the necessity of specific information

These features aimed to offer users flexibility, ease of use, and a supportive environment during the onboarding process.

User-Testing

After several design iterations, we deemed our onboarding quiz ready for testing!

Each team member conducted individual user tests following a standardized User Testing Protocol and Script (pictured below). This ensured consistency across tests and allowed us to gather insights in a uniform manner. Our primary goal for these tests was to assess the success of our design in making users feel supported and cared for, while also strengthening Equilibria’s brand identity.

[User testing - Protocol & Script]

Findings:

After conducting user tests, we compiled the gathered data into a unified document and initiated the identification of trends by categorizing the information into four distinct categories, aiming to enhance clarity and structure for a thorough analysis of user feedback.

Language

Positive perception of the onboarding quiz as direct and to the point.
Participants noted confusion at the pharmacist page language.
Desire for additional information on CBD and its correlation to each step of the checklist.

Interaction

Positive feedback on the ease of completing the quiz with no significant complaints.
Mixed perceptions on the app's visual appeal, with some finding it visually appealing and others finding it overwhelming.
Expectation for an immediate product recommendation was noted.

Design

Positive reception for the quickness of the quiz and enjoyment of the included pictures.
Seamless experience noted, with appreciation for the professional brand design.
User felt confident in completing the quiz without external assistance.
Desire for additional input fields to provide more elaborate answers.

Information

Positive feedback on the appropriateness of questions for determining CBD dosage.

Desire for more information on CBD
Recommendation to list the benefits of CBD at the beginning of the quiz.

Revisions

Based on our user testing, we determined that the following changes should be made:

Update the beginning to better introduce customers to quiz.
- Add “Estimated Time”
Update pharmacy slide
- Add skip option.
- Condense input text fields / Use “add more” instead of multiple text fields.
Add a note for when you will receive dosage from a dosage specialist.
Add an explanation on why we need customers' phone numbers.
Move “Is this your first time using CBD?” slide to the front
- add more information about CBD
Create mockup confirmation email with more information

Onboarding Quiz Walkthrough

After completing the revisions based on our user-test results I created a walkthrough video to showcase our final design solution and all of its features. Enjoy!

Click here to watch the full Onboarding Quiz Walkthrough with voice over.

Final Takeaways

“To create a successful design solution it is imperative to have a well-rounded understanding of the problem that you are setting out to solve.”

To create a successful design solution it is imperative to have a well rounded understanding of the problem that you are setting out to solve. It was through our research and competitive analysis that my team was able to really understand the scope of the problem that was in front of us. We were able to empathize not only with customers but also dosage specialists as they both played a key role in the solution. It was not until we were able to understand the pain points of these two groups that we were able to actually start working towards a successful solution. The prototyping and testing that followed then allowed us to refine and perfect our design solution based on feedback from end users. Following this process allowed us to create a design solution that not only made users feel supported and cared for but also reinforced Equilibria’s brand identity and level of trustworthiness.