SITUATION
With 4.6 million annual users, Coinbase Learn is a promising tool for user acquisition. However, research found that Learn isn't realizing its potential. In order to lead users towards action, Coinbase is looking to reimagine the Learn experience:
How might Coinbase Learn empower users to continuously learn and build the confidence necessary to operationalize that knowledge in making tangible and ongoing investing actions?
Through a series of moderated usability tests, I tested two Learn concepts and investigated the value of user intent when it comes to learning about crypto.
I leaned on the findings and collaborated with design to improve on the prototypes for a compatible and easier-to-understand product flow.
IMPACT
Defined a modified solution for structured learning for further experimentation and testing.
CHALLENGES
What experiences need to exist?
Which modules are required?
What are metrics that define success?
What are users' intent for learning about crypto?
What is the credibility of learning from Coinbase?
TOOLS/ METHODOLOGIES
1 Quantitative Survey
2 Moderated Usability Test
UserTesting
Figma
Sprig
TEAM
Product Manager, UXR (My Role)
Product Designer
SITUATION
In order to help shoppers move between reviews and products more efficiently, the Visual Shopping Team explored opportunities with Picture-in-Picture (PiP) to make the user-video interaction more fluid and interactive.
For this exploration study, I used a mixed-methods approach to uncover the general uses and possibilities of PiP vis-à-vis online shopping.
After some research sessions, I learned that long-form content with robust audio was most compatible with PiP. Multitasking and pogo-sticking were also discovered to be among top uses of PiP.
Synthesizing my findings, I outlined effective use cases for PiP that would drive the highest value, and defined guidelines, tenets, and recommendations for new feature implementation.
IMPACT
Influenced strategic re-prioritization and outlined opportunities to optimize a PiP experience on the Amazon Shopping App.
CHALLENGES
What goal(s) do PiP help users accomplish?
What types of video content are compatible with PiP?
What are the drawbacks to PiP?
When might PiP enhance a users' shopping experience?
TOOLS/ METHODOLOGIES
2 Quantitive Survey
1 Qualitative Survey
14 Day Diary Study
Dscout
Camtasia
TEAM
1 Product Manager
1 UX Researcher (My Role)
2 Designers
SITUATION
The engineering education community wants to understand the barriers that prevent students from applying to engineering graduate programs. In this project, I utilized human-centered design (HCD) as the underlying methodology to conceptualize potential models for an ideal graduate school experience.
To understand this problem, I began my research journey with an in-depth literature review on topics of creativity, collaboration, and interdisciplinary education. I then leveraged this data to analyze 29, one-on-one, interviews with undergraduate engineering students.
Pooling my data, I found five key obstacles students face when applying to engineering graduate programs: (1) A perceived lack of creative fulfillment (2) Barriers to entry (3) Lack of student well-being (4) The pull from industry and (5) Few perceived interdisciplinary options.
CHALLENGES
1. Discover: Understand student needs and barriers to attending engineering graduate programs
2. Define: Frame and communicate user needs.
3. Deliver: Prototype, Evaluate, Iterate
TOOLS/ METHODOLOGIES
In-depth Interviews
Literature Review
Rapid Ideation
Low-Fidelity Prototyping
Card Sorting
Podcasting
TEAM
IMPACT
2 Principle Investigators
1 Lead HCD Researcher (My Role)
1 Assistant HCD Researcher
Inspired and drove the prototyping process for Monsters of Engineering, a ten-minute video game that translates topics of interdisciplinary collaboration, mental health, and curiosity within engineering graduate programs.
Findings serve as the foundational research for academic paper, Interdisciplinary Collaboration and Engineering: Models for Teaching and Research, which is currently under review for publication.
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SITUATION
There is an untapped opportunity of engaging teens and their parents in the crypto economy. With GenZ Teens comprising of 32% of the global population, the younger demographic has the potential to be an influential player in the crypto space.
This project is both exploratory and generative. The goals of this project are to (1) Understand motivators and barriers to Teen interest in the crypto economy (2) Uncover hesitations Parents (gatekeeper) face when allowing their Teens to invest in crypto, and (3) Leverage Teen/Parent input to draft and get feedback on early design concepts.
The design team worked on a few preliminary design concepts that I tested during interview sessions, where I sought to understand (a) Which features resonated mostly with Teens and (b) What safety guardrails Parents expected from a crypto product for Teens.
Overall, I found that in order to engage Teens right now, we shouldn’t focus on a trading product. Instead we should emphasize Teens’ desire for clout and community.
Working closely with design, the direction we took was to focus the product on learning about emerging technologies and highlighting social interactions with features such as a venmo-esque social feed, and profile customization.
CHALLENGES
What experiences must exist?
What safety guardrails are required?
What are the motivators/barriers to Teen-crypto interest?
How do Parents/Teens respond to early design concepts?
How do Teens respond to parental guardrails?
TOOLS/ METHODOLOGIES
2 Quantitative Surveys
12 In-depth, one-on-one Interviews
12 Guided Moderated Usability Test
Literature Review
Competitive Analysis
UserInterview
Qualtrics
TEAM
Product Manager, UXR (My Role)
2 Designers
NDA
This project is still underworks and much is tied to NDA. I look forward to when I can share these ideas with the world.
Hello, I'm Kaia.
I'm a data-driven Product Manager and Designer building memorable experiences that enable moments of meaning and social joy.
At work, I enjoy leading ideation workshops across teams. On the weekends, you can find me at a fabrication lab or coaching private swimming lessons.
Reach me here to talk design, or here to book a private swimming lesson!
Experience
UX Research
2023
UX Research
2022
UX Research
2021
Noon
Product Manager / UXD
2020
HCD Researcher
2019
Design & Maker Fellow
Class of 2022, Cum Laude
Thanks for stopping by.
Reach me here to talk AI, design, and anything in between.
