During this project, I conducted a competitive analysis, identified a user insight and reframed it into a problem statement, and constructed a value proposition highlighting our solution’s offerings. I also created user scenarios for each of our target user groups and collaborated on designing 2 iterative prototypes, producing UI style guides for both.

BuzzBell was conceived in August 2020, when an internal review of its predecessor NeedUNow, revealed opportunities to revitalize the concept. Designed in October 2019, NeedUNow (NUN) was an app enabling a user to alert a desired recipient effectively by bypassing 'Silent' and 'Do Not Disturb' settings. Sending an alert entailed tapping the ‘Alert’ button, typing a message, and confirming the send. The recipient received it with a ring that could only be silenced by opening the alert in the app.

A survey of 9 users revealed a belief that NUN had limited usability outside of emergencies, and a desire to see the ‘Silent’-override feature integrate with instant messaging or social media platforms.

In assessment of industry standards and best practices, I conducted a competitive analysis of messaging apps - Messenger, Signal, Telegram, Viber, and WhatsApp - selected based on search result relevance and app store ratings. Our analysis gave us insight into user preferences and pain points, while revealing opportunities for product differentiation.

Our team leveraged this data to strategically prioritize 9 target features: 1-on-1 chats, group chats, 1-on-1 voice calls (non-override), sending multimedia files or documents, ‘read’ receipts, end-to-end encryption, data privacy, emoji reactions, and the ‘Silent’-override feature.

During a weekly creative brainstorm, we identified another NUN pain point: Alerts were exclusively ‘Silent’-overriding, so if a recipient happened to be in a situation demanding silence (such as an important meeting), the audible alert would be disruptive. To address this, we proposed exploring the technical feasibility of vibrating ‘Silent’-override messages.

When our developers proved it possible, “BuzzBell” came to be – with its vibrating ‘Buzz’ and audible ‘Bell’ notifications.

Based on our brainstorm, we defined five target user groups. I developed a user scenario exhibiting our patented features for each group - 3 ‘Bell’ scenarios, 2 ‘Buzz’. These insights informed our value proposition, emphasizing the dualized 'Silent'-override and paving the way for us to begin our iterative prototyping.

We designed digital wireframes and interactive prototypes, transitioning from Photoshop and Illustrator to Figma for more collaborative design. Though all designers worked on wireframes, each also took ownership of producing specific deliverables, such as brand guidelines, icons, illustrations, and dummy data. I focused on UX writing, exporting UI components, and creating style guides. The mid-fi prototype, "Day One", featured a vibrant color scheme conveying positivity and inclusivity. “Day Two”, the hi-fi prototype, incorporated a more monochromatic palette based on user feedback, symbolizing “Peace of Mind”. Both prototypes underwent weekly iterative refinement and successfully launched on the App Store and Play Store.

Developers followed Figma designs to update functional app builds used for testing on iOS’ TestFlight and Android’s Firebase. Builds were tested weekly by 10 iOS and 7 Android testers, who also reported bugs, while the product team compiled iterations to be made on our Figma designs. Apple initially rejected "Day One" for bypassing the ‘Do Not Disturb’ system setting, which made BuzzBell exclusively ‘Silent’-overriding. “Day Two” included new premium features, removed "Peace of Mind mode", added an "A to Z" scale, and omitted emoji reactions. Testing with functional builds improved productivity and confirmed app functionality.

Our iterative design approach allowed us to refine the interface based on user feedback, while addressing pain points users experience during critical moments. In November, BuzzBell's recognition in TIME's 100 Best Inventions of 2021 for "Messaging that Makes Sense" showcased our success in meeting user needs. In hindsight, conducting a survey for earlier “Day One” feedback may have informed more effective design decisions and saved time on subsequent revisions. Packaging our patented features into SaaS APIs for sale to established messaging platforms presents opportunities for expansion and wider user reach, equipping users with reliable ways to reach desired people, evoking peace of mind.