Team - Solo
(Thesis Project)
Role - UX Design, UI Design, User Research
Timeline - 7 Months
(SEP. 2021 - APR. 2022)
Tools - Figma, Illustrator, Photoshop
Overview
Problem
Despite the legalization of cannabis, a significant knowledge gap persists between cannabis products and users. Although more information is now available, not all of it is easily accessible. Many establishments selling cannabis products fall short in providing comprehensive information to cannabis users.
An application that would help users make a responsible decision regarding their cannabis consumption. Users can purchase products that’s right for them and obtain the knowledge to make more informed decisions and to be able to achieve their goal in using the products making it safer for them to use and preventing them from having a negative experience.
A platform that enables users to seamlessly discover and purchase products tailored to their needs while providing valuable insights to make informed decisions.
The users for this application are any individuals who use cannabis or want to start using cannabis either recreationally or for its effects (sleep, anxiety, appetite etc.).
1. New cannabis users
2. Recreational cannabis users
3. Heavy cannabis users
4. Experienced cannabis users using cannabis for medical purposes
The user base remained consistent throughout the project. The personas developed encompassed a broad range of backgrounds, from new to experienced cannabis users. My research revealed that most cannabis users fall into one of these categories, validating the personas created.
User Definition
Recreational cannabis user
New cannabis user
Cannabis for medical purposes
Heavy cannabis user
Journey Map
I created a journey map in order to get a better idea on what scenarios the users might face as well as what assumptions and goals they might have from their experience.
Recreational cannabis user
New cannabis user
Cannabis for medical purposes
Heavy cannabis user
Storyboard
Raihan Espinoza
This storyboard follows Raihan on his journey to try new cannabis products. He uses a centralized cannabis website to get all of his information. This website is where LPs and dispensaries can direct cannabis users for information on the products they would be consuming.
Amy Lin
This is a space to share more about the business: who's behind it, what it does and what this site has to offer. It’s an opportunity to tell the story behind the business or describe a special service or product it offers. You can use this section to share the company history or highlight a particular feature that sets it apart from competitors.
Olita Bennett
This storyboard follows Olita on her journey to find a suitable product to de-stress and for anxiety due to her job as a paramedic. She is recommended by one of the budtenders to download an application in order to look up information on the products sold across all dispensaries in Ontario.
Wilhelm Silva
This storyboard follows Wilhem on his journey to learn a bit more about cannabis. He is a skeptical and heavy cannabis user. He thinks all cannabis is the same, but he ventures out on what he thinks he knows and educates himself regarding cannabis with the use of a centralized website regarding cannabis products.
Here are the assumptions I had at the beginning of the project.
About Format
This project would have to be an application where users can easily access it on their mobile devices. I assumed in my last iteration that I need to tackle more than one format to get the information across, but that is not the case.
About Users
The assumptions, I made about the users are that most of them would be willing to learn more about cannabis once they found out more about its terpene profiles and the entourage effect. Some users simply do not care about it and just want to smoke whatever weed is available and whichever ones are cost effective.
About Viability
In my last iteration I believed that it would take more resources to get knowledge across users regarding my subject, but after dialing back down and refining what I want the direction to head into the project became a more viable.
Others…
Based on my secondary research. I had assumed that not a lot of people would know what the entourage effect are or what terpene profiles are in cannabis. My assumptions were correct.
Assumptions
The primary focus of the research involves user testing, where I aimed to understand users' needs for the application. Through prototype testing and considering user suggestions, I gathered valuable insights. Iterating on the prototypes based on feedback was crucial in achieving the project goal.
In addition, professional research was conducted in collaboration with a licensed cannabis producer with whom I have established contacts.
Further investigation was conducted into cannabis, specifically exploring its various terpene profiles. This was undertaken to gain a deeper understanding of the product.
User Questionnaire
I started with some questionnaires to get a sense of what the typical user knows about cannabis.
I went through several articles regarding cannabis during my research. A lot of them led me to off topic articles which hindered my research as they weren't relevant to what I was searching for. Most of my secondary research for this iteration came from a website called Leafly where most of their articles have primary user research.
Cannabis legalization year 3— welcome to the Hunger Games
Looking for hot new cannabis products? Ask a budtender!
Terpenes or THC? Retailers share the secret to buying the best bud
6 cannabis strains for people who love tropical terpenes
Can your favourite scents help you find your favourite cannabis?
Terpenes in Cannabis
Terpenes in Cannabis & Essential Oils - Therapeutic Effects
Terpenes in Cannabis - Therapeutic Effects
Discovery
At this point after going into more research into my subject I had discovered that my scope is too wide that I can't to it alone. Pursuing this subject matter would take a lot of time and resources as it was heading into a more medical and heavily regulated subject matter that contains a lot of rules and regulations for me to pursue further. It would not be possible with the time limit and the resources that I have to pursue it.
AHA!
I thought that I had to tackle this subject matter seriously. It made me run into a large hurdle I can't get over. There were too many rules and regulations that I would need heavy research on and a lot of resources and time which I do not have. With the help of the professor I came into the realization that I could head into a more 'fun' direction with this project as I had already discovered the fact that a lot of cannabis users have very little knowledge of cannabis terpene profiles. Going with that fact I went to a different direction in giving users recommendations on different cannabis products based off of their favourite terpene profiles.
This application underwent numerous changes from its initial proposal. Additional features were incorporated to enhance user navigation and overall experience. As the direction and features evolved, both the communication and development objectives were adjusted accordingly.
Development
The home page remains similar to the initial proposal, with the addition of a "Like" page where users can save their favorite products and strains for easy access and future orders. The dispensary page now includes a map to help users locate nearby dispensaries.
The explore page has been updated to feature strains and products that are popular locally, trending items, and options sorted by THC or CBD content.
Additionally, there is a "Learn" page where users can access educational information about cannabis to become more informed.
Before Testing
Initially, the main focus of the application was to educate users about the terpenes found in cannabis, matching them with products based on desired flavor profiles and effects.
Users can explore different options on an explore page, categorized by the five main cannabis flavors: Sweet, Sour, Spicy, Earthy, and Diesel.
The home page features the top three current matches, along with buttons for the quiz and the explore page.
Additionally, the application displays nearby dispensaries that carry the specific strains or products users are interested in.
After Testing
The application has evolved significantly in both purpose and features. The quiz now asks more specific questions to better match users with strains that suit their needs.
There are now two main quizzes:
Experienced Users Quiz: This quiz guides experienced users through questions about the type of products they are looking for, preferred strains, THC and CBD content, desired effects, and favorite flavors. Users are then matched with a nearby dispensary that carries the specific strain or product they need.
New Users Quiz: This quiz is designed for beginners and takes them through educational pages explaining various cannabis terms and the general effects of cannabis.
The home page remains similar to the initial proposal, with the addition of a "Like" page where users can save their favorite products and strains for easy access and future orders.
App Prototype Feedback
I sent users my application prototype for user testing and gave them a feedback form that had 5 questions asking generally how they find the application. Majority of the users find that the application is very simple to use and straight forward. Majority of the users also suggested some more features for the application like adding cannabis accessories, having the look more ‘weed’ related, product recommendations, an educational page explaining terms used etc.
Previous Prototype
Initially, I created a high-fidelity prototype for user testing and feedback on its functionality. Through the feedback, I realized the application was overly simplified and lacked critical content necessary for users to make informed product decisions. To address this, I added more features to provide users with additional criteria and information.
(Previous Version Prototype Pages)
New Prototype (LO-FI)
I sent users my low-fidelity prototypes for testing and subsequently held a focus group to gather feedback. Many suggestions overlapped with those from the previous test group. A key takeaway from both rounds of testing was that users wanted an educational page explaining cannabis terms and their effects. This addition would help both new and experienced users understand the terminology while browsing the application. Based on this feedback, I added new pages to the low-fidelity prototype, which I believe were essential enhancements.
(New Version Lo-Fi Prototype Pages)
New Prototype (HI-FI)
Based on the user feedback from the lo-fi prototype. I made changes and refined parts. The overall feedback is that the app was straight forward to follow.
(New Version Lo-Fi Prototype Pages)
Link to Prototype:
https://xd.adobe.com/view/c14f8402-3835-4601-b620-c9bff01d02de-941c/
Visuals
Colour Palette
Logo & Colours
Iconography
After receiving feedback, I found that users generally liked the retro color scheme, appreciating its uniqueness. However, some suggested that it should be more "weed" related. In response, I adjusted the color scheme, aiming for a minimalistic look with vibrant accents, and prepared to see how users would react to this change.
The next steps involve refining my high-fidelity prototype to create a more immersive and user-centric experience. I plan to make the quizzes more engaging with enhanced graphics and storytelling, reducing the wordiness. The current design feels too crammed, so I will focus on improving ease of use and capturing user attention. After additional testing, I will finalize the development to deliver a polished product.
© Kim Ocampo. 2024