For the initial investigation, Rohit and his team worked with General UI, a Seattle-based design firm, and Mamalode magazine to understand their goals for the next version of the Mamalode magazine iPad app: to expand readership beyond Montana by creating a terrific experience for iPad users.
The team then conducted user research through semi-structured interviews, social network mapping, testing the existing application, and conducting an online survey. They arrived at four main findings:
- Mothers crave reflective, guilt-free reading time
- What they end up attaining most often is opportunitistic reading
- Content relevance is very important
- Article sharing must be selective and meaningful
Once there there were clear findings in place, Rohit and his team created personas to better understand the user base, did free form idea generation, organized their ideas with a card sort, and created a series of low-fidelity sketches.