Lemin needed users to be more engaged in order for them to see real results from their solution.
Lemin
Lemin is a coaching software for future-oriented team leadership and personal development and aims to equip employees and managers with the right soft skills.
It works partly by sending out coaching moments, called “nudges” to its users.
Role
I joined the start-up in its beginning stages, and was the only designer working on the team. I owned the entire design process, from ideas to finished design, and collaborated closely with the founder and the developer to get clarity on requirements and incorporate feedback.
Deliverables
Survey
Interviews
User Stories
Journey Maps
Wireframes
UI Design
User Research
Using a Survey & Interviews (and some behavioural science) to identify barriers to nudge-completion
As the initial phase of the project, my objective was to gain a deeper understanding of user interactions with the nudges, identifying potential areas for improvement. To accomplish this, I initiated a survey to gauge user satisfaction with the app experience and the nudges in particular. Additionally, I extended an invitation to survey participants for a more detailed interview, which allowed for a more personalized exploration of their experiences. The survey received responses from a total of 48 participants, with 7 individuals kindly agreeing to participate in the subsequent in-depth interviews.
Capability
“Sometimes reading and understanding the nudge takes too long, and then I don’t do it.”
Opportunity
Is there a certain time or situation in which you usually complete your nudges?
“I tend to complete them whenever they fit in with my current tasks and situations – sometimes there needs to be a meeting for me to complete a nudge so that is difficult to do on some days.”
Motivation
“I noticed a change in myself, and also in some colleagues – there was a lot of positive improvement in our team culture.”
Capability
Opportunity
Motivation
Is there a certain time or situation in which you usually complete your nudges?
“Sometimes reading and understanding the nudge takes too long, and then I don’t do it.”
“I tend to complete them whenever they fit in with my current tasks and situations – sometimes there needs to be a meeting for me to complete a nudge so that is difficult to do on some days.”
“I noticed a change in myself, and also in some colleagues – there was a lot of positive improvement in our team culture.”
In order to gain a comprehensive understanding of the obstacles hindering nudge completion, I chose to employ the COM-B model, which posits that behavior change stems from the interplay of capability, opportunity, and motivation. I formulated specific questions aligned with this framework to pinpoint barriers within these three dimensions. Provided above are illustrative questions for each category, along with a representative participant quote.
Addressing the Barriers
Implementing a more scannable design, the ability to set reminders, a filter option and improvement categories
Following the presentation of my findings to the team, we decided together on the most impactful design changes, prioritzing them accordingly.
Capability
To enhance quick comprehension of the nudges, we chose to make them more concise and to optimize the presentation for quick comprehension through scannable formatting.
Opportunity
To make sure that the right nudge would be available at the correct opportunity, we introduced two new features. Firstly, we implemented the capability for users to set personalized reminders, ensuring easy access to nudges precisely when they’re intended to be utilized, such as during meetings. Additionally, we added a filter option, allowing users to effortlessly locate nudges that are most relevant and beneficial for specific situations.
Motivation
To enhance user understanding of the potential benefits of completing nudges and increasing motivation, we’ve categorized each nudge improvement. This classification highlights the value and possible improvements they can gain from engaging with each nudge. By aligning each nudge with its corresponding improvement category, users can also make more informed decisions about which nudges to prioritize based on their personal goals.
Capability
Opportunity
Motivation
To enhance quick comprehension of the nudges, we chose to make them more concise and to optimize the presentation for quick comprehension through scannable formatting.
To make sure that the right nudge would be available at the correct opportunity, we introduced two new features. Firstly, we implemented the capability for users to set personalized reminders, ensuring easy access to nudges precisely when they’re intended to be utilized, such as during meetings. Additionally, we added a filter option, allowing users to effortlessly locate nudges that are most relevant and beneficial for specific situations.
To enhance user understanding of the potential benefits of completing nudges and increasing motivation, we’ve categorized each nudge improvement. This classification highlights the value and possible improvements they can gain from engaging with each nudge. By aligning each nudge with its corresponding improvement category, users can also make more informed decisions about which nudges to prioritize based on their personal goals.
Reflections & Next Steps
Our efforts resulted in substantial improvements in user satisfaction with both the app and nudge completion rates. It is important to note that to assess the nudge-completion rate, we utilized the self-reports within the app. This may not holistically reflect actual nudge completion and might be a consideration for future research. It’s also worth noting that the behavior of “nudge-completion” is considerably simplified, as each nudge may entail its own distinct behaviors and associated friction points. During this project, I treated all instances of nudge completion uniformly to align with our goal. Moving forward, a more nuanced approach might be beneficial, involving the categorization of nudges to more deeply evaluate individual barriers and friction points.
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