Alicja Kalemba Portfolio

UX/UI Case Study

ZmieńFormat - easy-to-use, Polish-language file converter designed primarily for Gen X users. Mobile app & responsive website

character

Non-commercial, for UX Design Course

About the project

I created a fictitious client - a startup called Zmień Format Sp. z o.o. (Change Format Ltd.) that decided to release a tool which helps in everyday digital life. I also designed the company's logo.

tools

My role

Research, Design, Prototyping

duration

1 month, Jan 2024-Feb 2024

Problem

There is no file converter on the market specifically aimed at Polish users that offers a Polish language version and technical support contact. The designed converter should provide simplicity of use and a minimalist interface to accommodate users from Generation X and those with less developed technical and digital skills.

Solution

What did I do to solve the problem

I conducted research on the characteristics of Gen X users, both generally and specifically in Poland, focusing on their needs and the challenges they face in the digital world

I analyzed the file converter software market, considering both global trends and the perspective of the Polish Gen X users in mind

I constructed questions and conducted user interviews to confirm findings and make sure what are the users' expectations for this kind of product

Based on the research, I designed and prototyped a comprehensive product available as a responsive website and a mobile app

THE TOOL FEATURES:

•

a Polish-language interface with local customer support

•

a minimalist design, legible sans serif Poppins font, colors with AAA contrast level, building atmosphere of safety and credibility

•

no need to create an account or purchase subscription to convert files

•

automatically detecting input formats and suggesting suitable conversions

•

available conversion file formats are grouped by their purpose and categorized by colors

What did I do to balance business and user benefits

•

In the mobile app, users have the opportunity to convert larger files for free by watching in-app ads, which serves as an incentive for downloading the app, generating revenue for business at the same time

•

Via website, revenue is generated by one-time fees and banner ads

Design Process

DISCOVER

Find out as much as you can about the case / problem

Strategy:

Product Objectives (Business Requirements + SMART Success Metrics)
Target User Analysis
Market Research Regarding Target User
Competitor Analysis
User Interviews
Personas, Empathy Maps, User Goals

DEFINE

Synthesize data and define conclusions

Scope:

Research Summary
How Might We
Functional + Content Requirements (How Might We Solutions)

Scope:

Research Summary
How Might We
Functional + Content Requirements (How Might We Solutions)

DEVELOP

Try to create optimal solutions. Iterate

Come up with solutions

Structure:

Information Architecture (Sitemap)
Interaction Design (User Task Flow)

Skeleton:

Lo-Fi Wireframes
Hi-Fi Wireframes

Iterative user testing and getting feedback through the process

DELIVER

Finalize, validate, and implement solutions

Surface:

Design System
Hi-Fi Screens (Mockups)
Prototype
User Acceptance Testing
Final Conclusions

DISCOVER - Strategy

Product Objectives

Business requirement: Deliver a Polish-Language Interface with Local Customer Support

Implement a fully localized Polish-language interface and customer support to attract and retain Polish users.

Purpose: Gain users by making website reliable, providing a seamless and culturally relevant user experience.

Implement a fully localized Polish-language interface and customer support to attract and retain Polish users.

Purpose: Gain users by making website reliable, providing a seamless and culturally relevant user experience.

SMART Success Metrics:

Specific: Implement a fully localized Polish-language interface and customer support.

Measurable: Increase the number of successful conversions by 30%.
Achievable: Utilize native Polish speakers for both the interface text and customer support.
Relevant: Addresses the primary user need for a Polish-language tool and support.
Time-bound: Achieve the target increase in conversions within 3 months post-implementation.

SMART Success Metrics:

Specific: Implement a fully localized Polish-language interface and customer support.

Measurable: Increase the number of successful conversions by 30%.
Achievable: Utilize native Polish speakers for both the interface text and customer support.
Relevant: Addresses the primary user need for a Polish-language tool and support.
Time-bound: Achieve the target increase in conversions within 3 months post-implementation.

Simplify the Conversion Process with Minimalist Design

Design a minimalist interface with clear navigation and minimal steps for file conversion.

Purpose: Improve usability to increase the number of successful conversions and boost revenue.

Design a minimalist interface with clear navigation and minimal steps for file conversion.

Purpose: Improve usability to increase the number of successful conversions and boost revenue.

SMART Success Metrics:

Specific: Design a minimalist interface with clear navigation and minimal steps for file conversion.
Measurable: Increase the number of successful conversions by 30%.
Achievable: Apply best practices in UX design and test with real users from the target demographic.
Relevant: Enhances user experience, making it more likely for users to convert files and pay for the service.
Time-bound: Achieve the target increase in conversions within 3 months post-implementation.

SMART Success Metrics:

Specific: Design a minimalist interface with clear navigation and minimal steps for file conversion.
Measurable: Increase the number of successful conversions by 30%.
Achievable: Apply best practices in UX design and test with real users from the target demographic.
Relevant: Enhances user experience, making it more likely for users to convert files and pay for the service.
Time-bound: Achieve the target increase in conversions within 3 months post-implementation.

Target User Analysis

DEMOGRAPHICS

Age group: 35-50 (Gen X)
Location: Poland
Profession: all professions

Age group: 35-50 (Gen X)
Location: Poland
Profession: all professions

Technology is a tool

more than 50% use computer and Internet when they need it and treat it task-wise, using mainly for work purposes

Digital immigrants

they consider digital tools as useful and use them, but digital world is not a natural environment for them

More frequent downloads

they download free programs, music and movies more frequent than users in other age groups

Lower divisibility of digital attention

they perceive external factors as annoying and distracting (such as notifications, incoming messages, background music)

Digital cautiousness

they navigate in the Web with caution, they prefer to perform tasks sequentially, one by one, preceded by in-depth analysis

Transparent information

as they treat electronics with distrust, they want data on the Web to be clear and transparent

Text over image

they prefer text over images/ sound and are used to printed books, with high contrast - black text on a light background

Transparent information

as they treat electronics with distrust, they want data on the Web to be clear and transparent. They are used to

Market Research

Despite the small amount of data and information on the subject, I tried to find as much as possible. I reached out to the Verified Market Records File Converter Software Market Report - it cost $4,000, but a free excerpt was available, and it was, among others, the one I used for my analysis.

6,2 billion $

File Converter Software Market's size expected by the end of 2030 with a CAGR of 10,42% during the forecast period 2024-2030 (according to Verified Market Records)

20 files per second

is converted on average by online file converters

(according to CloudConvert and Convertio.co data)

is converted on average by online file converters

(according to CloudConvert and Convertio.co data)

over 14 000 reviews

to the FreeConvert.com converter on Trustpilot - people are using file conversions and looking for suitable, universal converters

most converters

are created in English for the international market - they often offer interpolated versions, although in case of difficulties with the program, there is no way to connect with customer service in Polish - the companies are foreign

Competitor Analysis

I chose 4 online file converters - two Polish- and two English-language - with the highest number of reviews on Trustupilot. I compared the content of the websites of the selected converters and based on that I created categories of analysis. Also, I identified the strengths and weaknesses of each converter.

direct

indirect

User Interviews

Gaining insights from desk research, I wanted to explore the user context qualitatively and make sure about users' needs. I conducted 5 IDIs with potential users with the above demographic characteristics, analyzing their experiences and frustrations with existing converters. Before the interviews, I asked them to use a Polish-language converter and an English-language converter. I also conducted two additional interviews with ChatGPT, instructing it to take on the role of such user.

questions i asked:

Please give example(s) of a situation when you needed a file converter.  
What caused you the greatest difficulty in using the converters you are familiar with? Was there anything that caused negative feelings or made you reject a particular converter?  
Do you remember the features that you liked/ made it easier for you in the converters you've used? What features do you think a converter should have so you would like to use it?  
What interface do you think the converter you would like to use should have? (design, amount of features, font size)  
When using a file converter, you often have to pay a fee to convert files larger than the specified limit. When using it, would you prefer to be charged once for a larger file, or periodically?

Please give example(s) of a situation when you needed a file converter.  
What caused you the greatest difficulty in using the converters you are familiar with? Was there anything that caused negative feelings or made you reject a particular converter?  
Do you remember the features that you liked/ made it easier for you in the converters you've used? What features do you think a converter should have so you would like to use it?  
What interface do you think the converter you would like to use should have? (design, amount of features, font size)  
When using a file converter, you often have to pay a fee to convert files larger than the specified limit. When using it, would you prefer to be charged once for a larger file, or periodically?

Research sources:
https://convertio.co/pl/
https://cloudconvert.com/about
https://pl.trustpilot.com/review/zamzar.com
https://pl.trustpilot.com/review/convertio.co
https://pl.trustpilot.com/review/freeconvert.com

https://datareportal.com/reports/digital-2023-poland

https://www.cbos.pl/SPISKOM.POL/2023/K_072_23.PDF
https://techieposts.com/importance-file-conversion/555552

https://www.investopedia.com/terms/d/digital-immigrant.asp
https://www.dailyrx.com/how-file-conversion-works-and-why-its-important/
https://blog.online-convert.com/why-people-will-always-need-files-conversion/
https://www.verifiedmarketreports.com/product/file-converter-software-market/

https://media.pracuj.pl/144250-urzadzenia-ktorych-uzywamy-zawodowo-badanie-pracujpl
https://www.dailynewsen.com/technology/8-reasons-why-you-should-use-a-file-converter-in-your-job-h111257.html
https://strefaedukacji.pl/cyfrowi-tubylcy-kontra-cyfrowi-imigranci-kim-sa-obie-grupy-czy-mowia-tym-samym-jezykiem/ar/c5-17313149
Jabłońska M., Człowiek w cyberprzestrzeni. Wprowadzenie do psychologii Internetu, Wydawnictwo Uniwersytetu Łódzkiego, Łódź, 2018

https://datareportal.com/reports/digital-2023-poland

https://www.cbos.pl/SPISKOM.POL/2023/K_072_23.PDF
https://techieposts.com/importance-file-conversion/555552

Persona, Empathy Map & User Goal

EWA, 45 YO

POLISH LANGUAGE TEACHER

Status: married, adult son

Location: Warsaw, Poland

Social media: none

Digital skills: basic

Use of computer: at work

BIO

Ewa is a Polish language teacher at a high school. With the development of remote learning and widespread digitalization, her work requires her to use various file formats, which often need conversion. Ewa searches for solutions online, but the available converters overwhelm her with too much information, causing her to give up and frequently ask her son for help.

BIO

"In my work, efficiency is the most important thing for me. I want the tools I use to assist me in teaching, not create difficulties"

FRUSTRATIONS

Inability to open the shared files
Time-consuming search for appropriate software
elementary English - difficulty with using available converters

Inability to open the shared files
Time-consuming search for appropriate software
elementary English - difficulty with using available converters

NEEDS

Independency in using file converters
Software in Polish
Clear website navigation without information overload
Ability to convert multiple files simultaneously

Independency in using file converters
Software in Polish
Clear website navigation without information overload
Ability to convert multiple files simultaneously

USER GOAL - STORY

As a Polish language teacher who is not very tech-savvy, I want a simple and efficient file converter with a Polish interface and clear navigation, so that I can easily convert and manage various file formats without feeling overwhelmed or needing to rely on others for help.

USER GOAL - STORY

SAYS

"New technologies are not my thing"

"Can someone help me open this file?"

"Sometimes I waste a lot of time trying to understand how the software I need works"

FEELS

Worried due to a lack of confidence in browsing the Internet

Confused by the variety of formats in which students send her files

Overwhelmed due to the abundance of available online English converters or those with too many options

THINKS

"Student sent me a file that doesn't open, what should I do?"

"I wish I didn't have to rely on help to open a file"

"There are too many things to click on this page - I'm afraid I might accidentally download a virus"

DOES

Navigates the Internet cautiously

Asks for help from her son, students, or other teachers when encounters difficulties

Persona, Empathy Map & User Goal

TOMASZ, 35 YO

TV JOURNALIST

Status: married, 4yo daughter

Location: Zabrze, Poland

Social media: Facebook

Digital skills: intermediate

Use of computer: at work, for hobby

BIO

Tomasz is an active journalist at a local television station. His job requires daily working with many files and formats. He understands technology, but due to limited time, he often looks for simple and effective tools to make his work easier. A regular visitor to the library, he would like to be able to immediately convert images of articles and books into PDF files.

BIO

"I need a converter that is like a good editor - fast, flexible, and always ready to work."

FRUSTRATIONS

Lack of time to search for the appropriate converter for each file type
Lack of a converter on the smartphone
Lack of the ability to convert large file from time to time with no subscription

Lack of time to search for the appropriate converter for each file type
Lack of a converter on the smartphone
Lack of the ability to convert large file from time to time with no subscription

NEEDS

The ability to use the converter on various devices according to needs
The ability to convert files directly from the phone
One-time fee option

The ability to use the converter on various devices according to needs
The ability to convert files directly from the phone
One-time fee option

USER GOAL - STORY

As a busy TV journalist who often works on the go, I want a flexible and fast file converter that works seamlessly on multiple devices, including smartphones, and offers a one-time fee option, so that I can quickly convert large files and maintain my workflow without interruptions or recurring subscription costs.

USER GOAL - STORY

SAYS

"Time is crucial for me"

"Technology should make things easier, I want a simple interface that won't cause me any trouble"

"I would like to be able to use the converter on various devices to adapt to changing work conditions"

FEELS

Hope for finding a tool that will make his work easier

Frustration because of inability to convert just one large file A.S.A.P. without being forced to subscribe

THINKS

"Converting various formats is a time-consuming challenge for me"

“In my work, I am often on the go. I need to be sure that the converter works on my smartphone just as efficiently as it does on my laptop”

DOES

Daily uses various types of file formats

Looks for alternatives - avoids subscriptions but can't convert large files one-time without one

Often works while traveling and does many things on smartphone

DEFINE - Scope

Research Summary

A brief summary of the research data - key insights why such a converter is needed?

Various devices and operating systmes

often require file format changes to ensure proper functionality

Increasing number of electronic materials

makes the need for file adaptation increasingly significant

Majority of file converters in English

could be a potential obstacle for many Polish users

Lack of digital proficiency

Gen X users find it hard to open various types of files - lack of proficiency and/or time to search for the appropriate software

Require of subscription

most available converters have a one-time conversion limit - to convert larger file sizes, a subscription is required, what discourages users who occasionally convert files

Digital distrust

lack of trust in cluttered file converter websites containing too many details and links to click on

How Might We

I was looking for answers to two key general questions: How might I meet the needs of users? How might I reconcile business goals? I broke down these into more concise questions, applying HMW formula from Interaction Design Foundation: “How might we” + Intended Action (as an action verb) + “for” + Potential User (as the subject) + “so that” + Desired Outcome.

How might we:

simplify the conversion process for Gen X users so that they can quickly and easily convert files without frustration?
design interface for Polish users so that they can navigate the converter without language barriers?
ensure compatibility for mobile users so that they can convert files efficiently on their smartphones?
design a minimalist interface for less tech-savvy users so that they feel confident using the converter without getting overwhelmed?
provide support for users so that they can resolve issues promptly and continue their tasks without delay?
ensure high accessibility standards for visually impaired users so that they can use the converter comfortably?
make the users feel safe using our website?
implement features for users so that they can convert files for free, growing business’ revenue at the same time?
offer payment options for occasional users so that they can convert large files without needing a subscription?

simplify the conversion process for Gen X users so that they can quickly and easily convert files without frustration?
design interface for Polish users so that they can navigate the converter without language barriers?
ensure compatibility for mobile users so that they can convert files efficiently on their smartphones?
design a minimalist interface for less tech-savvy users so that they feel confident using the converter without getting overwhelmed?
provide support for users so that they can resolve issues promptly and continue their tasks without delay?
ensure high accessibility standards for visually impaired users so that they can use the converter comfortably?
make the users feel safe using our website?
implement features for users so that they can convert files for free, growing business’ revenue at the same time?
offer payment options for occasional users so that they can convert large files without needing a subscription?

Functional + Content Requirements (How Might We Solutions)

•

Design product in Polish language version

•

The availability of a Polish phone and email contact for any doubts and questions from users

•

Limiting the features to a minimum to avoid confusing users

•

Create an atmosphere of safety with appropriate color schemes

•

Utilizing legible fonts and color schemes with AAA contrast checker level, suitable for low vision

•

A tool tailored for users not using social media - without requiring account creation

•

Charging a one-time fee based on file size (business benefit) - no need for subscription (user benefit)

•

Implementing responsive design for compatibility with various devices

•

Reducing the risk of conversion errors by automatically recognizing input file formats and suggesting conversions to the most suitable formats.

•

Implementing ad banners on the website (business benefit) and in-app ads for converting larger files in app for free (business and user benefit)

DEVELOP - Structure

Information Architecture - Sitemap

Interaction Design - User Task Flow

In FigJam, using UML, I created a flowchart of the key user action on the website - the file conversion process, with four possible scenarios:

uploading a file with an unrecognized format
uploading files up to 100MB
uploading files in the range of 100MB - 3GB
uploading files larger than 3GB

In FigJam, using UML, I created a flowchart of the key user action on the website - the file conversion process, with four possible scenarios:

uploading a file with an unrecognized format
uploading files up to 100MB
uploading files in the range of 100MB - 3GB
uploading files larger than 3GB

DEVELOP - Skeleton

Lo-Fi Wireframes

•

While sketching ideas: I changed the H1 concept several times. Ultimately, I decided to add a background to the H1 on both the homepage and the subpages, using contextually appropriate images to make the content more memorable.

•

I rearranged the content on the main page so that the CTA button is at the end, after the converter Terms of use. This way, users are more likely to read Terms of use before starting the file conversion process. My goal was transparency, ensuring that nothing is hidden from the user, such as information about potential fees.

•

I planned the placement of ad banners on the homepage under the H1, at the beginning of the content, so that the ads are noticeable when visually scanning the page for the CTA button. On the conversion process subpages, where users won’t scroll much, the banner is located right after the header to ensure it remains visible at all times.

(Sources: https://pollthepeople.app/banner-ads/, https://blog.hubspot.com/marketing/banner-ad-clicks, https://www.publift.com/blog/common-banner-ads-sizes)

Initial versions of the homepage

Final versions of the homepage

I decided to categorize the types of file formats by color, including a legend to make it easier to navigate the wide range of them.

mobile app screens

Hi-Fi Wireframes

layout grid

Homepage Desktop/ Tablet/ Phone

DELIVER - Surface

Design System

typography

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z

a b c d e f g h i j k l m n o p q r s t u v w x y z

1 2 3 4 5 6 7 8 9 0

Poppins

Bold

Medium

Regular

Light

color palette

White and black are naturally contrasting colors, which enhances readability. This classic color combination is common in printed texts, making it more familiar and understandable for those born before the digital age. I used various shades of blue in the color palette because I wanted to create an atmosphere of safety, credibility, calm, and professionalism, which the color blue symbolizes.

#000000

#FEFFFF

#E5F6FF

#5C92FF

#00B7FF

✅Contrast Checker for colors fulfilling WCAG conditions - all colors passed AAA level. Achieving AAA conformance means that the website meets the highest standard for color contrast, ensuring that the text is highly readable for users with visual impairments.

Made with realtimecolors.com

Sources:

J. Itten, The Art of Color, Van Nostrand Reinhold Company, NYC, 1973.
https://s3.amazonaws.com/uxpin/uxpin_color_theory_in_web_ui_design.pdf
https://manvisinghwal.medium.com/color-theory-in-ui-design-e0727d84550b
https://pl.wix.com/blog/artykul/kolory-logo

icons

buttons

Hi-Fi Screens Homepage

Hi-Fi Screens Conversion Flow

Files up to 100MB/ Tablet

Prototype

User Acceptance Testing

objective

The project aimed to create a reliable and culturally relevant file converter website tailored to Polish Gen X users. The primary business requirements were to implement a fully localized Polish-language interface and customer support, and to design a minimalist interface with clear navigation and minimal steps for file conversion. User goals focused on providing a simple and efficient file converter for non-tech-savvy users, and ensuring a fast and flexible conversion experience for users working on the go. To ensure the design met both business and user requirements, and to evaluate the design's effectiveness, efficiency, and user satisfaction, I conducted User Acceptance Tests (UAT) with a few Polish Gen X participants.

Methodology

Participants: I recruited five Polish participants representing Gen X, aged between 35-50. These individuals were the same I interviewed in user in-depth interviews.

Testing environment: I met participants in person and conducted the testing at their homes.

Tools: All participants tested desktop website prototype on their personal desktops via shared Figma link. 3 participants tested the prototype of the mobile app using the Figma app on their personal smartphones. Another 2 had traditional cellphones so they tested mobile app on my smartphone.

Qualitative data collection:

Participant feedback
Observations of user behavior and interaction patterns
Think-aloud protocol during testing

scenarios & Test insights

Scenario: Participants navigate the interface, focusing on Polish-language integration.

Goal: Ensure the interface is fully localized to Polish and that users can navigate it without language barriers.

Insight: Participants found the Polish-language interface easy to navigate, pointing on clear instructions and transparent terms of use.

Scenario: Participants look for customer support.

Goal: Verify that users can easily access customer support and that it is available in Polish.

Insight: Users found the customer support information without difficulty. The inclusion of Polish-language support was particularly appreciated and increased their confidence in using the site.

Scenario: Participants land on the homepage and convert a small file for free.

Goal: Ensure that Polish users can easily find and use the file conversion feature from the homepage. Ensure the interface is minimalist with clear navigation, making file conversion straightforward.

Insight: Users found the interface simple and straightforward, successfully converting files without feeling overwhelmed. Providing available formats categorized by colors helped users manage file formats easily. Participants were able to locate and use the conversion feature. They didn't need the guidance in completing the task.

Scenario: Converting file over 100MB on desktop, paying for the service.

Goal: Ensure that the payment modal for providing payment details is clear for users.

Insight: Users perceived the payment modal as not distracting and fount it easy to just provide debit card details. They appreciated the transparency about potential file size limits and associated fees.

Scenario (Mobile App): Converting file over 100MB.

Goal: Test the functionality and ease of use of the mobile app for file conversion.

Insight: Users were able to convert files efficiently on the mobile app. They noticed that it took them just few steps to convert the file and the option to convert larger file for free by watching ad was seen as a fair trade-off.

Final Conclusions

Prototype

desktop website

Mobile app

What this project taught me

•

I gained an understanding of the design process and what it should contain. I learned about the Design Thinking process, and Double Dimond model, as well as 5 User Experience Elements by J. J. Garrett, consciously combining them to guide my design work.

•

I developed foundational knowledge in UI design, including some of the color psychology and typography rules. I learned the basics of Figma.

•

I honed my ability to present and advocate for my design ideas, successfully presenting my case study to my UX Design course group.

•

I deepened my understanding of Gen X users, their characteristics, pain points, and design preferences, which informed the user-centered design approach of this project. I gained insights into the file converters market and the various file formats.

•

I learned how to use ChatGPT effectively to accelerate my work, discovering the right prompts to enhance productivity and gain quick insights.

User Acceptance Testing

objective

Methodology

Participants: I recruited five Polish participants representing Gen X, aged between 35-50. These individuals were the same I interviewed in user in-depth interviews.

Testing environment: I met participants in person and conducted the testing at their homes.

Qualitative data collection:

Participant feedback
Observations of user behavior and interaction patterns
Think-aloud protocol during testing

scenarios & Test insights

Scenario: Participants navigate the interface, focusing on Polish-language integration.

Goal: Ensure the interface is fully localized to Polish and that users can navigate it without language barriers.

Insight: Participants found the Polish-language interface easy to navigate, pointing on clear instructions and transparent terms of use.

Scenario: Participants look for customer support.

Goal: Verify that users can easily access customer support and that it is available in Polish.

Insight: Users found the customer support information without difficulty. The inclusion of Polish-language support was particularly appreciated and increased their confidence in using the site.

Scenario: Participants land on the homepage and convert a small file for free.

Scenario: Converting file over 100MB on desktop, paying for the service.

Goal: Ensure that the payment modal for providing payment details is clear for users.

Scenario (Mobile App): Converting file over 100MB.

Goal: Test the functionality and ease of use of the mobile app for file conversion.

Final Conclusions

What this project taught me

•

I developed foundational knowledge in UI design, including some of the color psychology and typography rules. I learned the basics of Figma.

•

I honed my ability to present and advocate for my design ideas, successfully presenting my case study to my UX Design course group.

•

I learned how to use ChatGPT effectively to accelerate my work, discovering the right prompts to enhance productivity and gain quick insights.

THANK YOU FOR YOUR TIME