A UX Design Casestudy-Helio Media - Claire Yan

Claire Yan UX/UI designer
claireyanux@gmail.com
claireyanux.com
Helio Media
Helio Media is a tech startup servicing small and
medium-sized enterprises by providing advertising and
consultation services.
Challenge
Based on the preliminary marketing research completed

by Helio Media, we need to:
• conduct in-depth user research to identify the pain

points and needs of segmented user groups
• deliver a clickable prototype to cater to the users’

needs.
Services
User Research
UX Strategy
UI Design
claireyanux.com
What I’ve done
claireyanux.com
Delivery
Online marketplace Video Tutorials Marketing Planner Marketing service
A video walk through is available at https://youtu.be/kloUzcrcOHs

claireyanux.com
Research
Hypothesis： Small and medium business owners need a platform that

supplies multi-channel advertising.
Interviews
To validate our idea, we conducted 11 interviews with small to medium business owners about their current marketing experience.
” I’d like to save favourite searches and individual results.”
“Options for local star rating would be great.”
“People are trying to pull their eyeballs away from social media, and this could be a useful tool to complement digital advertising.”
“I want to check the cheap advertising options.”

claireyanux.com
Research
Findings: They have varying levels of success in marketing. They want to

maximize the results with limited budgets.
• A limited budget is a common issue, varying from $2000 to $100,000 a year.
• Marketing managers want to keep-to-date on the latest technology, and small business owners are confused about marketing strategies.
• Small business owners want someone to handle all their marketing needs but usually cannot afford it.
• They want a better way to measure the success of their marketing campaigns. Small business owners are often skeptical about the results.
• Medium business owners and marketing managers launch several campaigns a year, and they want a more effective way to find multi-
channel advertising.
claireyanux.com
Research
Survey
We analysed the qualitative findings from a survey that received 148 responses.
Due to limited budgets, small to medium business owners prefer to do their

own marketing. They found it challenging and would like to become
educated on how to more efficiently manage their own campaigns.
76% 77% 65% 82%
of the respondents have of the respondents of the respondents had of the respondents
a budget of fewer than purchase advertising difficulties marketing their would choose
$5000 per year. by themselves business or they education tools before
experienced erratic buying advertising
results
claireyanux.com
Analysis
Competitive analysis
Compared with competitors, Helio Media is the only platform that delivers a
one-stop, advertising purchasing experience for users.
Most competitors provide online advertising marketplace
and online purchasing platforms. Hello Media stands out
from the competitors by delivering tutorials and services
for preparing marketing materials.

claireyanux.com
Analysis
Carly is a layperson in marketing with a small budget. She does not know
where to start and is skeptical of the results.
claireyanux.com
Analysis
Carly’s Current Customer Journey

Awareness Research & Evaluate Choose Post-purchase
To browse or google on ways To compare and narrow down Having access to resources
Select the most cost-effective
and methods for marketing a on options based on my and be educated on how to
Goals method to market my
small family run pest control budget and the needs of the market better and scale my
business
business business business
●I am excited to market my ●There are a lot of marketing ●Have I made the right • Do I get enough new leads
business but where do I techniques out there but decision when selecting my or profit?
begin and what help can I which method will work for chosen option? • Am I getting value for
get? me? ●Do I trust them to the money?
agencies to do the job • Are there better options?
Thinking and Feeling properly? • Did I waste my budget?
●Is this a sunk cost or a bad • How should i measure the
investment? results?
●Cannot trust media sellers ●No business growth and

●Lack of knowledge and
●Agencies not willing to cannot scale / Bad ROI
guidance with how to market
service me because of low ● Not many options with ●Do not know how to measure
and advertise to expand my
value spend limited budget or improve based on given
Frustrations reach.
●Not educated or informed ●Worried about not achieving results
●Apprehensive and skeptical
with the variety of sources results ●Unfamiliar with how to
with engaging with bigger
and options to make a target a broader reach
agencies
decision
Emotional Journey
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Analysis
Pamela’s business has a strong online presence but wants to complement this
with traditional advertising methods. She is having difficulty managing
multiple campaigns at once.
claireyanux.com
Analysis
Pamela’s Current Customer Journey

Awareness Research & Evaluate Choose Post-purchase
To understand their business To research on options for Choose channels that enable
To deliver an effective
needs, advertise and manage broadening their brand image, a targeted method of
Goals campaign through physical
their brand image in uniform both physically and digitally in appealing to a local market or
and digital channels
selling local areas community
●Are there other ways of ●Where can I find simple ●How can I target local areas ●How can I build an effective
advertising without just media to target local areas? such as schools and not just campaign with access to
relying on a strong online focus on national level simple media and engage
presence? campaigns? with local communities?
Thinking and Feeling
●Difficulty with reaching a

●Expensive technology which ● Not knowing how to access
●Having to manually compare local audience and
measures online activity simple media and the
options and not being able to understanding whether these
Frustrations cannot be understood difficulty in finding cost
engage with media agencies results are satisfactory and
easily and is not utilised well effective channels to just
in assisting effectively are achieving results
advertise in local areas
Emotional Journey
claireyanux.com
Analysis
MSCW
We prioritize the features based on users’ needs and business objectives.
We collaborated with the co-founders of Helio Media to prioritize
features of the minimal viable product based on our research
results.
We strike a balance between the users’ needs and business
goals.
claireyanux.com
Analysis
There are some users' needs which cannot be 100% served due to the cost or the nature of the business.
We collaborated with the users and the co-founders to figure out the solution: useful features to strike a balance.
claireyanux.com
Design & Iteration
claireyanux.com
Design & Iteration
claireyanux.com
Design & Iteration
claireyanux.com
Design & Iteration
claireyanux.com
Design & Iteration
Carly can watch tutorials and search advertising within her budget.
She can get her money back if the promised outcome is not achieved.
Carly Chapman’s Future State User flow
Carly can search for advertising within her budget and be notified of hot deals by email.
She can educate herself with tutorials about how to market her own business more effectively.
She can get her money back if the promised outcome is not achieved.
claireyanux.com
Design & Iteration
Carly’s journey- watches tutorial and buys ads
Signs up for tutorials & When she purchases from She receives a money back
Chooses a tutorial Watches Tutorials Subscribes for free
Gets email notification Helio Media guarantee
A video walkthrough is available at https://youtu.be/kloUzcrcOHs

claireyanux.com
Design & Iteration
Pamela can create and manage campaigns with marketing planner.

The system will recommend advertising based on her information and
notify her when cheap deals are available.
Pamela Anderson’s Future State User flow
She wants to be able to create and manage multiple campaigns in order to have visibility and to track according to campaign dates,
media availability, and location.
She can check the hot deals recommended by the system and add them to her campaign.
claireyanux.com
Design & Iteration
Pamela’s journey- builds a new plan
Goes to “build a plan” Taps to build a new plan Types in plan name Searches for advertising Adds advertising

claireyanux.com
Design & Iteration
Pamela’s journey-manages plans
From list view From map view From calendar view

claireyanux.com
Next Steps
• Consider recommendations for the viability of the business and continuous improvement of the prototype
• Focus on long-term strategies that will enable growth and sustainability of Helio Media
• Focus and continue to test the prototype and conduct usability testing based on what is next from the features
prioritisation matrix
I’m Claire Yan, a UX/UI Designer based in Sydney

A UX Design Casestudy-Helio Media - Claire Yan

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Claire Yan UX/UI designer

Based on the preliminary marketing research completed

• conduct in-depth user research to identify the pain

• deliver a clickable prototype to cater to the users’

Online marketplace Video Tutorials Marketing Planner Marketing service

A video walk through is available at https://youtu.be/kloUzcrcOHs

Hypothesis： Small and medium business owners need a platform that

” I’d like to save favourite searches and individual results.”

“Options for local star rating would be great.”

“I want to check the cheap advertising options.”

Findings: They have varying levels of success in marketing. They want to

• A limited budget is a common issue, varying from $2000 to $100,000 a year.

Due to limited budgets, small to medium business owners prefer to do their

76% 77% 65% 82%

Most competitors provide online advertising marketplace

and online purchasing platforms. Hello Media stands out

from the competitors by delivering tutorials and services

for preparing marketing materials.

Carly’s Current Customer Journey

●Cannot trust media sellers ●No business growth and

Pamela’s Current Customer Journey

Thinking and Feeling

●Difficulty with reaching a

We prioritize the features based on users’ needs and business objectives.

We collaborated with the co-founders of Helio Media to prioritize

features of the minimal viable product based on our research

We strike a balance between the users’ needs and business

Carly Chapman’s Future State User flow

Carly’s journey- watches tutorial and buys ads

A video walkthrough is available at https://youtu.be/kloUzcrcOHs

Pamela can create and manage campaigns with marketing planner.

Pamela Anderson’s Future State User flow

Pamela’s journey- builds a new plan

A video walkthrough is available at https://youtu.be/kloUzcrcOHs

Pamela’s journey-manages plans

From list view From map view From calendar view

A video walkthrough is available at https://youtu.be/kloUzcrcOHs

I’m Claire Yan, a UX/UI Designer based in Sydney

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