Conducted an intensive one-day UX, usability, and value proposition lab for a startup with an app that aims to make it easier for consumers to connect with ethical brands at the point of purchase.
INTO is an early-stage startup that aimes to help consumers make better decisions about which brands to purchase at the point of sale, via an app that conveys information and stories from the brands about ingredients, sustainability, origins, and producers (like farmers). While their concept tested well with pilot partner brands, and their app functioned on a technical level, they had not yet conducted usability, UX, concept, or value proposition testing with consumers, and only had ‘best guesses’ about whether (and why) a consumer would be willing to use their app in-store.
The client team primarily asked for a test of their prototype usability and app user experience, but hadn't to date conducted any value proposition or concept resonance testing outside of friends and family. I recommended we try and fit some value prop explorations into the hourlong sessions, and recruit a wider range of participants, and wrote four variants of value proposition copy to test, each targeting different values.