Runwei
Runwei is a SaaS platform that utilizes AI technologies to empower underprivileged entrepreneurs by offering tailored opportunities and resources.
Role: Team lead, UX research, UX design, UI design, Project management
Team: 3 UX Design Interns, 1 Developer, Project manager, and Company host
Timeline: Oct 2023-Dec2023 (6 weeks)
Tools used: Figma, Fig Jam
Introduction
Runwei™’s mission is to disrupt the barriers limiting access to capital, networks, and resources for underprivileged entrepreneurs. Leveraging generative AI and predictive AI, they aim to level the playing field, providing tailored opportunities and personalized insights to empower entrepreneurs.
Business Goals:
To enhance the user experience of the Runwei™ platform.
Streamline the application process for small businesses to access capital resources.
To increase user engagement and satisfaction.
Apply user-centric design principles throughout the project.
Conducting user research and interviews to gain insights into the needs and wants of the target audience.
Designing wireframes and user interface elements to create a high-fidelity prototype.
Testing the prototype with users and making improvements based on feedback
Problem Statement:
How might we provide tailored opportunities, personalized insights, and resources to underprivileged entrepreneurs to elevate their success?
Solutions:
Designed a one-stop destination for underprivileged entrepreneurs, providing access to diverse resources and opportunities. Also, a dashboard solution that will assist users in conveniently accessing their user profile and monitoring their resources and matches.
My Design Approach
Understanding the current Landscape
Project Plan
Following the initial client meeting, where I gained insights into the deliverables and the company's challenges, I developed a comprehensive project plan. This plan included deadlines, time frames for each task, and a detailed work mapping. This mapping facilitated a clear understanding of the workflow, ensuring that all necessary steps were identified and accounted for within the plan.
Secondary Research:
1. Competitive Analysis:
Conducting secondary research enabled me to gather data through competitive analysis of three distinct companies: Gust, Fundid, and Mogulmillenial. This process offered valuable insights into the strengths and weaknesses of these competitors, as well as prevalent design trends within the market.
Gust, Fundid, and Mogulmillenial have limited free resources available for underprivileged entrepreneurs, lacking non-diluted and non-debt options.
Gust offers a dashboard solution for users to track their journey and utilizes an interface that encourages recognition and aids in information retention.
Mogulmillenial offers a $139 plan for access to funding resources.
Fundid provides free resources for grants, loans, and finance but is text-heavy, potentially overwhelming users with excessive information despite its simplicity.
Swot analysis of Runwei helped me evaluate the company's overall performance by studying its strengths, weaknesses, opportunities, and threats.
2. SWOT Analysis:
User Research and Information Architecture
User interviews
We selected four entrepreneurs from Runwei's pilot user list and conducted user interviews to comprehend their goals, motivations, and pain points.
The primary objectives of this user interview were to uncover:
The inspiration behind the user's business idea and their overarching goals.
Early-stage obstacles or roadblocks encountered during the startup's inception.
Awareness levels regarding the necessary resources for their startup.
Their confidence or preparedness in establishing a startup, considering their education.
Their awareness of prevailing market trends within their area of interest.
Insights
Challenge 1: Accessibility of Resources
Lack of Clarity: Entrepreneurs often find it difficult to navigate the complex landscape of available resources, with many feeling overwhelmed by unclear eligibility criteria and lengthy application processes.
Educational Disparity: Those with limited educational backgrounds may face additional barriers due to unfamiliar terminology and requirements.
Challenge 2: Financial Hurdles
Capital Constraints: The initial stages of a startup often involve significant financial burdens, making it challenging for entrepreneurs to secure necessary funding, grants, or accelerator programs.
Limited Investment Opportunities: Many entrepreneurs struggle to find investors or lenders who understand the unique risks and rewards associated with their ventures.
Challenge 3: Guidance and Support
Lack of Mentorship: New entrepreneurs may benefit from guidance from experienced mentors who can provide valuable advice and support.
Tailored Assistance: Identifying the specific resources and services needed to address individual challenges can be overwhelming for startups.
User Persona:
Pain points:
Securing funding was difficult for Dawn due to the high volume of applicants.
Dawn is unable to find the accelerator program that would further establish her business.
Goals:
Dawn wants to provide accessible nutrition in her community.
Want to branch out to other communities.
Create wellness programs for schools to help children learn more about basic nutrition.
Pain points:
Ben already spent $150k of his 401k on the traffic safety device to get a patent.
Needs to push his project further without exhausting personal funds.
Not a strong grant writer or storyteller.
Ben is not able to find appropriate help in return when reaching out for assistance.
Goals:
Get matched with resources who can assist him in moving forward with his business ventures.
Receive funding for his ongoing project.
Feel confident in the process of reaching out to others for business assistance.
Sitemap
After understanding users’ pain points and goals, I crafted specific routes that users would take to achieve their goals.
I consolidated all the opportunities into one section, allowing users easy access to scholarships, grants, incubators, accelerators, and consultants
After consulting with the client, we restructured the sitemap, introducing a dashboard system for the users. This modification notably enhanced the sitemap’s user-friendliness and efficiency.
Responding to the client's request, we also replaced 'consultants' with 'providers.'
Userflows
Next, we crafted user flows based on our sitemap.
Style Guide Design
Design Solutions
Homepage: Designed a one-stop destination for underprivileged entrepreneurs, providing access to diverse resources and opportunities.
Dashboard: The dashboard solution will assist users in conveniently accessing their user profiles and monitoring their resources and matches.
User Profile: Upon completing a set of questions, users will create a profile. With the assistance of AI, users will be matched with opportunities and resources based on their entered answers.
My Resources: In 'My Resources,' users, matched with resources aided by AI, can effortlessly access their events, providers, and bookmarks. Additionally, users can conveniently bookmark their favorite matched resources for quick access.
Providers: Providers would assist users in advancing their businesses by offering guidance and support that would further enhance their success.
Events: Users will be matched to bootstrapping startup events based on their location, facilitating networking opportunities and connections with fellow entrepreneurs.
My Matches: With the aid of AI, users will be matched with accelerators, incubators, and grants based on their user profile.
New Matches: If users are unsatisfied with their matched resources, they can access new matches with the assistance of AI.
Usability Testing and Findings
The primary goals were to assess:
The user's ability to set up their profile.
Accessibility of all available resources to users.
User success in finding resources matched via AI.
Actions taken by users when dissatisfied with the matched resources.
User proficiency in tracking their applications.
User capability in locating nearby events.
Determination of the most beneficial resource compared to others available on the platform.
6 Major improvements in my design
1. A 'submit' button was added to the user profile setup form. Additionally, we also replaced the radio buttons with square checkboxes, enabling users to make multiple selections more conveniently.
2. A picture and name of the user were added to the side menu bar and changed the font size to big to make it visible to the users.
3. Filters by (location, event type, and industry) were added to the events page.
4. Incorporated filters by (location, & organization) to the provider’s page and replaced the contact button to connect. Also, logos of organizations offering mentorship facilities were included.
5. Filters by (program type) were added to the matches and a refresh icon was placed to allow users to check new matches.
6. Filters by (industry, deadline, and award amount ) were added to the grants page.
High-Fidelity Screens
High-Fidelity Screens
Client Feedback
Following the presentation of the final design to the company host, three additional iterations were finalized on the providers' page.
Final Design
Before
After
Prototype Link:
Takeaways
I discovered that open communication and idea-sharing play a pivotal role in the design process.
Working with Runwei has been a challenging and rewarding experience. Initially, we faced communication challenges, but embracing open dialogue and sharing our thought process with the company's host helped us grasp the core issues.
As a team leader, I facilitated discussions and guided the team in overcoming design challenges.
Maintaining the team's focus on crafting user-centric solutions remained a crucial aspect of my role.
Future Directions
1. The second round of the Usability testing:
To finalize the designs, we need to complete the second round of usability testing. Gathering user feedback on the new dashboard design will offer us a clearer perspective on tracking the user journey.
2. Providing user reviews:
Offering reviews about resource providers would be immensely beneficial to users. This feature would assist new entrepreneurs in selecting the most suitable resource provider, ultimately contributing to their success.
3. Set up reminders for deadlines:
Introducing a calendar feature where users can set reminders for application deadlines would be incredibly helpful. It would assist users in staying organized and on track with important dates.
