Ana Fellipelli

INDUSTRY:

EDUCATION

CLIENT:

ESPM

YEAR:

2021

EXPERIENCE:

UX/UI DESIGN

ESPM academic app

about

This is my final project for my graduation course in Visual Design with Marketing Emphasis. For this project, we decided to redesign the student experience with the institution app.

Challenge

During the graduation, we have noticed an inconsistency at the institution position: the experience with the digitals platforms did not translate the institution values, innovation and attitude.

Considering the empiric perception about the real difficulties of navigation and access to information faced by the students while navigating the student app, a redesign was necessary

Goal

This Graduation Project has as goal to strengthen the ESPM brand position of innovation and “inusitude” (unexpected + atitute), through redesigning the student experience on the institucional digital platforms.

My Role

This project was made with me and a colleague, under academics orientation

My Responsabilities

I worked on research, concept creation, interviews, wireframes, sketches, prototypes, and guidelines creation.

research

The project was initiated with the belief that there was significant potential for improvement in the institution's platforms. To establish a solid foundation, comprehensive research and analysis were conducted in several critical areas. This included examining Brand Positioning, assessing the Micro and Macroenvironment, and performing quantitative research with the institution's students.

Brand Concepts

Some of the methodologies used included SWOT analysis, marketing mix, study of mission, vision, and values, and positioning. Here, I briefly describe them:

SWOT Analysis: This method involves identifying the Strengths, Weaknesses, Opportunities, and Threats related to the institution to provide a clear picture of its current standing and areas for improvement.

Marketing Mix: This approach examines the four Ps—Product, Price, Place, and Promotion—to develop comprehensive strategies for effectively marketing the institution's offerings.

Study of Mission, Vision, and Values: Analyzing the institution's mission, vision, and values helps ensure that all strategic initiatives align with its core principles and long-term goals.

Positioning: This involves determining how the institution is perceived in the market relative to its competitors and identifying strategies to enhance its brand positioning and differentiation.

market analysis

Macroenvironment

Understanding the macroenvironment is crucial for project development, as it includes uncontrollable external forces that impact the market and the institution. Key aspects of the Brazilian macroenvironment relevant to the project are:

Economic: The COVID-19 pandemic led to a severe economic downturn in Brazil, causing significant GDP drops and affecting employment and income. The educational sector also suffered, with a rise in defaulting student loans.

Technological: Rapid technological advancements have increased internet usage and smartphone dependency. Brazil is the fifth-largest smartphone market, with significant growth in mobile app downloads and impending 5G network implementation.

Sociocultural: There is a strong emotional and dependency relationship with mobile technology, leading to both physical and mental health issues. Brazil ranks high in daily internet usage, highlighting the importance of mobile connectivity.

Political-Legal: The General Data Protection Law (LGPD) governs data collection and user rights, ensuring privacy and freedom. Compliance with this law is essential for virtual interfaces and data handling.

Microenvironment

The ESPM competes with both direct and indirect educational institutions. Direct competitors offer similar services to the same target audience at comparable prices, such as Fundação Getúlio Vargas (FGV), Insper, Fundação Armando Álvares Penteado (FAAP), and Universidade Presbiteriana Mackenzie. Indirect competitors, like Udemy and Coursera, offer courses in similar areas but do not provide academic degrees.

Competitor Applications Analysis:

FAAP:Offers extensive information not limited to students and teachers but also to prospective students.The app provides information on courses, admissions, and events; however, lacks integration for functionalities such as event registration and student information access (grades, attendance).

FGV:The app includes functionalities for student needs like grades, attendance, schedules, and financial information.Access to library resources and event information is provided through webviews rather than native app features.

Insper:Exclusive to institution members, offering a comprehensive set of functionalities including QR code access for campus entry, course performance tracking, and financial information.Visually well-organized, using consistent branding elements.

Mackenzie:Basic functionalities for students including schedules, attendance, financial information, and grades.Navigation is limited to a sidebar menu.

Conclusion: The ESPM application redesign aims to enhance user integration with the institution, providing intuitive and simplified access to essential information, thereby reducing the need for assistance teams and freeing them for strategic tasks. This project seeks to improve the student experience, streamline communication, and simplify their academic journey.

Quantitative research

A quantitative survey was conducted with 36 ESPM students with the aim of collecting data on student satisfaction with the Student Portal (sso.espm.br) and the institutional application "ESPM." It was carried out on the "Google Forms" platform and was shared in instant messaging groups. The survey was divided into two sections: the first about the Student Portal, and the second about the ESPM application.

design evaluation

solution

Proposed Flowchart
Old FlowChart
Proposed Flowchart
Old FlowChart
Proposed Flowchart
Old FlowChart
Proposed Flowchart
Old FlowChart

Flowchart

The comparison between the proposed architecture and the previous one defines the need to include functionalities and important information sought by the user when entering the application, eliminating unnecessary ones that did not previously express value.

The goal was to prioritize a simple and organized flow that facilitates the user's journey in searching for any information.

results

The proposed redesign of the ESPM student app reinforces the institution's positioning and further increases its influence in the market. An essential and highly useful tool for the institution and its students.

ESPM academic app

ESPM academic app

ESPM academic app

about

about

research

market analysis

Quantitative research

design evaluation

solution

Proposed Flowchart

Old FlowChart

results