objectives

design objectives

• How might we connect Canary users with local dispensaries and enable them to quickly and easily browse product and place on-demand orders?

• How might we standardize the experience across providers while allowing these providers to customize their listing with their own brand elements?

• What information do users need throughout the order process and how can we best communicate it to them?

research

research

I conducted user interviews throughout development and decided to launch into a 30 day closed beta in order to closely monitor user data and bug reports. I used Mixpanel to measure user activity, survey users, and A/B test push notifications. I used Apptentive and UXCam to record additional user data, including complete screen-recordings of user sessions.

user flow

user flow

The decision to drop users into a provider-catalog rather than a product-specific or discovery menu was informed by our early user studies. We found that customers had a certain level of allegiance to their chosen dispensaries, and that the brand was often the most more important factor when browsing product. This insight actually wound up informing a lot of how we structured the business and even our revenue models.We chose to add discovery and product menus as optional features for users who might prefer to browse this way.In addition to product design, I led our sales and company operations and was able to borrow learnings from these areas of the business to design a more sales-ready product. Through selling, I found that customer dispensaries wanted the opportunity to differentiate from their competitors.

early iterations

early iterations

I used Flinto to create several clickable prototypes for early user testing. Though high-fidelity, visuals were not as much a focus at this stage as user flow and functionality.

final designs

final designs

After a series of iterations and user interviews with both our paying customers and their users I felt comfortable greenlighting a v1.0 of the app so we could begin development.

“Merely measuring something has an uncanny tendency to improve it. If you want to make your user numbers go up, put a big piece of paper on your wall and every day plot the number of users. You’ll be delighted when it goes up and disappointed when it goes down. Pretty soon you’ll start noticing what makes the number go up, and you’ll start to do more of that. Corollary: be careful what you measure.”— Paul Graham

designing with data

designing with data

At this time I was obsessed with Paul Graham's incredibly helpful series of essays on building a startup. One of my biggest takeaways from Paul's essays was that you are what you measure. We took a considerable amount of engineering hours to build out Mixpanel and Apptentive integrations to measure user behaviors and collect in-app feedback from users. This was an important part of the design process post-launch.

Original Verification Flow

Revised Verification Flow

Our first onboarding flow required users to input the necessary text fields from their medical marijuana card. We notice that we were losing users at this step and set out to solve this problem. Our first move was to determine how many users downloading the application were qualifying medical marijuana card holders. Once we confirmed that there were qualifying users dropping off we A/B tested a new verification flow that eliminated the need to input text items. While the conversion rate did not change significantly we saw a 3.7 hour reduction in the time users spent completing this step.

Brand Values

brand values

Sophistication

As a newly legalized industry, the cannabis community is in great need of normalization. Canary is a technology company first, and can bring a uniquely contemporary look and feel to cannabis as one of the first major ancillary companies operating in the industry. We want to convey a message of sophistication and responsible use that can appeal to new cannabis users, and will reflect professionalism on our customer dispensaries.

Style Guide

style guide

Logo
Logotype
Color Scheme
Subhead

Handoff

handoff

I worked very closely with our developer to guide the implementation of my designs and make the build-out as easy as possible for him. I implemented my own design freeze for our v1 product to prevent unnecessary back-and-forth. I redlined everything and maintained a brand and style guide throughout.