I decided to change the field I was working previously for 6 years (video editing) and switch to the and UI design world. I’m looking for ways to practice what I’m learning. I’ve published A Guerrilla Usability Test and took a Daily UI Challenge, so now I decided to take the UX Challenge!

Challenge #1: Design the for a 

Design prompt: Interview a friend, try to get interesting findings from it and design the perfect wallet for this friend!

I picked my friend/husband for this exercise. He is minimalist, likes simplicity and is also very critical. I thought this could be an interesting challenge, to find out his perfect wallet!

The Process

I followed the IDEO’s human-centered design thinking process mixing it with ODI Process (JTBD).

The five stages of the process (Empathize-Define-Ideate-Prototype-Validate)

User Interview

To understand his current wallet, possible problems and get some insights, I started an interview with him. I transcripted everything, but for the sake of brevity, I’ll share only some sentences I considered important.

The interview was originally in Portuguese so I translated to English.

  1. Do you remember what was going through your mind when you choose your wallet?
    I have the impression that it came with one more part, this part that I’ve been using I think is the smallest one. I chose this part because it is small and can be carried in the front pocket. Also because when I used in the back pocket that fitted the bigger one, I sit on it and sometimes bend the card. I took this little one because it fits well in the front pocket. And I always bring little, I do not like having too many things on the wallet and it is easy to access the stuff.

2. What do you normally carry in it?

  • 1 Credit Card
  • 1 Credit/Debit Card
  • 1 Health Insurance Card
  • 1 Corporate Prox Card
  • The money I usually carry very little. I often walk with no money.
  • I use a harder cap on the Transit Pass. I do not put it inside the wallet.

Maybe it could be inside but it doesn’t have space and maybe if there was space I’d need a bigger wallet so I leave it separated.

3. So is it missing something that you would carry that you can’t carry today? 
It has this issue of the Health Insurance Card and the Corporate ID Card that are occupying the same slot. The Transit Pass I don’t know, maybe it could fit inside.
Maybe if I didn’t have to remove the Transit Pass all the time from the wallet and could use the two Transit Pass and the Corporate ID Card together in the wallet it would be useful. So I didn’t have to be carrying two things like that, just one.

4. What do you wish it could be different and which points do you like it 
One thing I would like to be different is the material not being leather. I don’t know if it is synthetic leather but it is something that bothers me. I would like not to advertise something with leather.

One point that bothers me is, I find it very useful to have this window that shows the ID document and at the same time, it bothers me when I have to remove it. Because people generally don’t like just seeing it here just like that.

I’m also putting 3 cards in one slot. I can carry it, I don’t know if there are any better proposals. But it suits me very well. I think it would be the question of it not being leather, maybe it is not. The issue of the ID document I have to pull out and put in and the other of putting three cards in one place.

And the points you like:

It is small and practical. I do not need to open the wallet, close and look for things. I can see my document in one side, I open up I know where the money is, and on the other side, I know the cards that I have.

I can carry it in my front pocket, it is not thick, it does not weigh in my pocket, I find it very practical and lightweight.

5. If it was only synthetic leather would you prefer another material?
If I was sure it was faux leather maybe it would help, but leather is also an issue that makes it thicker. I don’t know if there is any thinner material with similar strength.

Job Map

Even though the exercise is to design the perfect wallet for a friend, I didn’t want to jump directly to the solution space. So based on the interview and observations, I decided to use the jobs-to-be-done framework that would allow me to deconstruct the job that he was trying to get done.

The core functional job: Keep documents and forms of payment with me while I’m away from home.

After doing it I put the outcomes on an excel file for the Outcome-Driven Innovation process to quantify, prioritize and target his unmet needs (desired outcomes).

Desired Outcomes

Excel file with the Opportunity Score (ODI) and Opportunity To Add Customer Value (Dan Olsen)

Job Story (inspired by Mike Boysen and Tony Ulwick)

When I’m trying to keep documents and forms of payment with me while I’m away from home 
I want to 
 — decrease the chance of involving animal exploitation
 — decrease the chance of keeping things separated
 — increase the chance of having easy access to the things
 — increase the chance to see things easier
 — increase the chance of taking them comfortably
 — increase the chance of getting them organized
 — and feel confident that I have everything I need with me



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