Sleep Nidra - Sleep in Peace

Discovery & Research

Double-Diamond Discovery

“What are the specific challenges people face when they have sleep problems?” 

We were in uncertain waters, and were unsure of the background or context of our problem space besides our own learned sleep experiences. Therefore, we used a well used discovery research process known as the Double Diamond in order to broadly understand the scope of our problem before focusing on creating a solution for the wrong problem. 

• Secondary research: studies, published papers
• 1x1 phone interviews with 10 people
• Quantitative surveys with 250-500 people
• Competitive analysis
• Hypothesis forming and concepts

User Interviews & Secondary Clinical Research

Participant Demographics: 18-65+, 11 participants, all US locations

Goal: In order to submerge ourselves into the sleep space, it was important to primarily hear from their sleep routine. Getting good sleep is a process and oftentimes, the things that an individual does before they sleep has a large effect on the quality and quantity of sleep. 

Competitive Analysis

Goal: In order to better understand the problem space, we wanted to know what current solutions are being used out there such as similar sleep help mobile apps. In learning our competitors, Nidra would be able to better market themselves and improve upon its own solution.

Key Takeaway: Thanks to Clay Christensen’s study about milkshakes, we were able to focus on who our actual competitors were. People are hiring different methods and products to help them sleep that are not necessarily sleep apps. People for answers from friends, the internet, social media, and trial and error. 

Surveys

Goal: While I conducted user interviews and I was able to collect qualitative data, I needed to validate my qualitative data with quantitative data. It would help in confirming the assumptions from the user interviews since they were from a smaller data set. 

We conducted a survey of 400+ respondents and our data showed what type of solutions they were currently seeking and how effective those solutions were.

‍

Iterative Design

Double-Diamond Solution-ing

Now that we knew our problem space better than we started. We wanted to rapidly test concepts and iterations to narrow our positioning and the design of our delivery.

• Narrowing the audience and product offering
• Rapid, low-fidelity design and testing 
• Content delivery experimentation 
• Concurrent development 
• Iterative prototyping

Front Door Testing

GOAL: In order to begin solutioning, we needed to know answer these questions: What should we build? & For whom should we build?

Fake door testing is an easy yet very powerful method with which you can measure interest in a product (or a new feature) without actually coding and implementing the product itself. For more information on how to conduct a front door test.

Through Front Door testing and utilizing targeted google ads, I tested:

I used Instapage to create a landing page for potential solutions and learned how to conduct google ad tests by talking to our marketing team and how they currently use it! 

‍

Key Takeaways

After conducting multiple front door tests and utilizing Google Ads to lead potential customers to this landing page, we were able to learn different affinities of our market audience. Through Google Analytics, it was determined that the main audience who were seeking sleep solutions for were 65+ and 67.7% female, 32.3% male.

Paper Prototyping

GOAL: In order to begin solutioning, we needed to test multiple concepts as quickly and scrappily as possible. Therefore, I decided to rapidly test out sample concepts.

Based on the takeaway from my user interviews, I decided to brainstorm concepts that would help people who suffer from ruminating thoughts when trying to sleep.

Content Delivery

GOAL: Test concepts for content delivery quickly. Since the sleep solution would largely be based on cognitive behavioral therapy techniques, I needed to test different ways of delivering personalized sleep tips to users.

‍

Iterative Wireframing

GOAL: Update prototypes as we learn from our tests. As I learned more and more from the insights on our rapid concept testing, I developed wireframes that could fit the needs of our audience.

Iteration 01 - All contextual educational information in one place 

Iteration 02 - Break down information into smaller parts, but allow the user to browse it all at once

Testing

After coming to a more finalized prototype, I created a multi-day usertest so that users would be able to track their sleep and learn how to better sleep through the prototype. At the end of each day, I gathered feedback from user interviews and 4 main takeaways from the interviews were: 

‍

Outcome & Takeaways

Defining a specific target audience helped us focus our offering and positioning

• Discovery helps to identify if there is a market need.
• Defining a specific target audience helped prioritize features for the MVP. 
• Building specific features kept us focused on how we would measure success.
• Knowing what people are doing now taught me that competition isn't always a similar product offering, but what people are doing now. It also helped us position Nidra in relation to those options. 
• Understanding the audience's motivations helped us craft our messaging and content. Understanding the content helped us design the framework of the app.

Rapid Iterative Testing is Cheap and Effective

• Focusing on one specific audience focuses efforts, marketing messaging, and goals.
• Develop hypotheses and test them quickly. No assumptions.
• Get creative, resourceful and scrappy to save time on testing parts 
• Do rapid testing on concepts before starting development, but keep development involved in the process. They can research technical tools for meeting conceptual goals.
• Getting feedback from users often saves time and money with data-driven decisions

MVP is key:

• Identify what can be built while discovery research and iterative design is happening: the most essential technical needs for our concept
• By building only what is necessary to validate ideas, we save time and money, we can pivot more easily, and we build a strong foundation for building on top of.
• We can develop smaller parts and share them with an audience before the entire app is built.

‍