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How Port is using design thinking to address diverse user needs

How Port is using design thinking to address diverse user needs

Ruthvik V

Oct 8, 2024

“Anytime you’re trying to change people’s behavior, you need to start them off with a lot of structure, so they don’t have to think. A lot of what we do is habit, and it’s hard to change those habits, but having clear guardrails can help us” Kaaren Hanson 

One of the key things we realized at Port was that creating a product that caters to diverse user groups is both a necessity and a challenge. Diverse user groups encompass a wide range of demographics, including varying ages, cultural backgrounds, abilities, and personal preferences. As a product that aims to reach out globally, it became imperative to meet these diverse needs, but we realized the journey was not going to be straightforward. This article explores the challenges and strategies we seek to follow to address the needs of diverse user groups. 

Empathy in Design: Building Relatable Use Cases 

The foundation of designing for diversity lies in understanding the distinct needs of various user groups. This begins with comprehensive user research. Conducting surveys, interviews, and usability testing with a wide array of users helps uncover the unique requirements and pain points of different demographics. However, the sheer diversity of users means that the findings can often be vast and sometimes conflicting, making it difficult to prioritize features and functionalities. 

Empathy plays a crucial role in this process. When we went about designing for different user groups, we came up with many use cases that are relatable in various social contexts. This exercise helped us gain a deeper understanding of how the product can resonate with different users. 

Behavioral Diversity: Balancing Comprehension and Accessibility 

One of the primary challenges in addressing diverse user groups is the complexity of requirements. Different user groups often have distinct and sometimes opposing needs. For instance, while younger users might prefer more dynamic and visually engaging interfaces, older users might prioritize simplicity and ease of use. Balancing these requirements without compromising on the user experience was a complex task. 

Another challenge is the diversity in behavior. Different user groups have different levels of product comprehension. For instance, younger users in the 18-24 age bracket might do quicker on certain tasks compared to a user from a 40-60 age bracket. This can occur due to higher technology access to the former age bracket. Ensuring a balance of familiarity while introducing the concept of going numberless required good effort. 

Resource constraints further complicated our development. Time and manpower limitations mean that we often had to make tough decisions about which user needs to prioritize. 

Balancing Diversity and Usability 

To effectively design for diverse user groups, prioritization is key. We identified the core needs that are shared across most user groups and focused on those first. Subsequently, we introduced advanced features that were tailored to meet the specific needs of smaller segments. This approach helped us maintain a balance between usability and inclusivity. 

IOS vs Android 

As a globally distributed product, we designed Port to adapt seamlessly across iOS and Android by combining behaviors from both platforms. We primarily led our efforts towards bridging the gap between the two platforms.This required extensive study of platform guidelines to create an inclusive design. 

User segmentation also played a role. By categorizing users based on region and researching iOS vs Android ratios across North America, Europe, and Asia, we made more informed design decisions. 

Practical Strategies for Inclusive Design  

Creating flexible and adaptable designs is crucial. Products should offer customization options that enable users to modify interfaces according to their preferences. For example, using system fonts, light and dark mode can significantly enhance accessibility for users with different abilities. 

Feedback loops are vital for continuous improvement. We regularly solicited feedback from a diverse group of users throughout the product's lifecycle to ensure that the product evolved to meet changing needs. This iterative process helps in identifying and addressing gaps that might have been overlooked initially. 

Adhering to accessibility standards is non-negotiable. Port aims to create a product that is accessible and usable by all. Incorporating accessibility features from the outset rather than as an afterthought is essential for true inclusivity. 

Building Port for diverse user groups is challenging but immensely rewarding. By embracing complexity and striving for inclusivity, we aim to create a product that meets the needs of a broader audience while driving innovation and social good. Adopting a user-centric design approach allows us to ensure that Port is intuitive, accessible, and enjoyable for everyone. 

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