SELECT STRAINS
PRODUCT DESIGN
User Testing
2019
Select Strains, a leading cannabis company, aimed to develop an all-inclusive cannabis app for a diverse range of cannabis users.
Project Overview
Our goal was to improve the Select Strains Cannabis App's User Interface (UI) and User Experience (UX) in specific areas: the locator map, wallet/loyalty program, and passport feature.
Approach
We leveraged past research, conducted new user testing, and collaborated closely with the development team to iteratively enhance the Location feature of the app.
Scope
Our focus areas included making the locator map more user-friendly, streamlining the wallet/loyalty program, and enriching the passport feature.
OUTCOME
Through this project, we aimed to deliver an app that aligns with the brand identity, exceeds user expectations, and enhances the overall cannabis user experience.
Utilizing Personas
One of the initial steps in our project involved creating user personas. These personas were designed to help us comprehend HOW users might interact with the app's features we were updating. By fostering empathy for our users, we could better anticipate and meet their needs as they navigate the product. To develop these personas, we utilized data from Curaleaf's internal research team, supplemented by insights gathered from user testing.
Two of the main personas we focused on,
"Explorer" and "Seeker," throughout the project:
Feature Prioritization: "Explorer" guided us to prioritize the locator map and loyalty program for variety and rewards, while "Seeker" inspired a user-friendly and educational design.Content Strategy: We tailored content to both personas, emphasizing product range and discounts for "Explorer" and educational resources for "Seeker."Testing and Iteration: Regular user testing sessions with personas helped refine the app to meet the evolving needs of both groups.
Cannabis Enthusiast "Explorer"
Sarah is a knowledgeable and experienced cannabis user who values variety and enjoys exploring different strains and products. She seeks an app that simplifies product discovery and makes it easy to find dispensaries with a wide selection. Sarah is also interested in tracking her purchases and loyalty rewards conveniently through the app.
Novice Cannabis User "Seeker"
Alex is a novice cannabis user who is cautious about trying cannabis products. They are looking for an app that provides guidance on selecting appropriate strains and products based on their needs and experience level. Alex also wants the app to offer educational resources to help them learn more about cannabis in a user-friendly and approachable manner.
Understanding the User
Using the behavior patterns identified from our User Personas, we formed hypotheses on how to improve the Store Locator, Loyalty Section, and Wallet features of the product. We approached the updates in a systematic manner, focusing first on the Store Locator, then the Loyalty Section, and finally the Wallet. This iterative process frequently involved simultaneous A/B testing of two different solutions. After repeatedly testing and collaborating with stakeholders for their approval and to ensure alignment with the project's objectives, we successfully created a working prototype of the final product.