Brief
Client
Scout wants to increase safety for women runners nationwide by utilizing iOS technology, such as the iPhone and the Apple Watch, to automate emergency protocols detected by or initiated on the app.
Deliverables
Mobile Prototype
Watch Prototype
Research
Design Concepts
Stakeholder Presentation
UX Methods
Interviews
Competitive & Comparative Analysis (Feature Inventory)
Business Analysis (SWOT)
Affinity Mapping
“How Might We” Statements
Design Lab
User Flows
Sketching
Wireframing
Prototyping
Usability Testing
Client Presentation
My Role
UX Lead Designer, Co-Researcher
I assisted with the survey and interviewing portion of the research, as well as leading the affinity mapping exercise. I also led design activities, including a design studio with Scout stakeholders.
Team
Jordan Masurét
Laura Rhoades
Sarah Pitts
Duration
3-Week Sprint
Feb.- March 2021
Tools
Asana
Whimsical
Mural
Figma
Problem
84% of women have experienced some type of harassment while on a run.
Women want to feel safe while running alone, so they can enjoy a stress-free experience.
They already use technology to enhance their run, but there is not currently a safety app that integrates into their personal routine.
Proposed Solution
How might we enable community reporting to help increase safety while running?
By using the existing tools in the operating system, we can create an app that integrates the familiarity of fitness tracking and the sense of security a safety app can provide - all in a transparent and customizable format.
Business opportunities:
Report hazards
Automatically send messages to the emergency contact
Initiate a 911 emergency protocol
We can create automated and initiated alert protocols by leveraging native tools and automated messaging technology to notify emergency contacts.
Project Vision
Preparing Women Without Scaring Women
The team wanted to focus on effective writing and voice throughout the design in addition to clean, bright visuals.
We chose this approach to create a calming, educational experience that empowered women, instead of causing fear or anxiety.
Design Activities and Deliverables
Research
The Business: A Unique Opportunity
In addition to reviewing previous research from Scout Labs, we conducted additional research to provide new insights and to help narrow focus.
We did this through a survey and a competitive and comparative analysis to understand the space and what technology runners are already using.
We discovered that users routinely use fitness apps on their runs, but never safety apps. When looking at the markets, we found fitness apps were redundant and safety apps were alarmist.
A SWOT analysis led us to identify the opportunity area of combining the safety app with fitness features to differentiate from the other products currently on the market.
The People: The Casual and Vigilant Runners
We identified and defined our target users through zoom interviews, our survey, and affinity mapping. We interviewed five people and grouped their data by topic then theme to pull insights from.
We discovered that we had two types of runners differentiated by their level of perceived safety, though both groups preferred to run alone.
The Casual Runner
Wants run to be meditative
Prefer to run in daylight hours
Runs familiar, convenient routes
The Vigilant Runner
Usually tells someone when they go for a run
Runs with self-defense tools
Doesn’t let fear dictate running habits
The Insight: Meeting Runners Where They Are
Our runners already have habits surrounding fitness apps, but we want to encourage them to run with Scout, a safety app. By incorporating features of both a fitness and a safety app, we can more easily integrate into existing routines to provide security and peace of mind.
Design
Concept 1: Onboarding
How Might We Prepare Women Without Adding Anxiety?
To give a friendlier, more conversational tone while setting up emergency settings, and to help runners understand their data usage and privacy, we created Coach Sam. She walks new members through the educational onboarding process.
Concept 2: Reporting
How Might We Give The Community A Way To Help Other Users Feel Safe?
Empowering women was important to the entire team, and one way of doing that was to enable community reporting and updates.
This was also an important way to create preventative measures for the women’s running community.
Concept 3: Protocols
How Might We Alert Authorities To An SOS?
With the developers, we came up with several ideas of how to trigger a protocol to text the emergency contact, including a timer, accelerometer detection, a Siri routine, and a help button.
We also needed to consider the negative use case of an accidental trigger, so we created an option to securely send an updated message after the initial alert.
Testing: “I Think This Is Awesome”
We tested the usability of our design with five different people to produce these insights:
Appreciated the cute simple design, and the encouraging coach
Wanted to customize which feature was prominent during the run
Curious about social component to community, beyond reporting
Final Product: The Integrated Fitness Safety App
The new design features educational onboarding, options to customize the experience, and multiple avenues for help in the case of an emergency.
Prototype
Results & Reflections
Results: “I Wish I Had This Right Now”
Runners were successfully able to complete essential tasks like signing up, reporting a hazard, and sending alerts. One runner said she wished she could use it.
Our client was impressed with our design and new insights, with one stakeholder saying she wished she had it right now.
Next Steps: Building The Scout Community
Our next steps would include creating a more accessible brand color palette, including more social features, and exploring a “Scout Lookout” verified community member idea from a design studio session with the client.
Reflections: Meeting Women Where They're At
By integrating fitness and safety features in one app, we increase the likelihood of women using a safety app during a run. If more women use a safety app on their run, and if they’re able to share information, Scout can create a safer community for women runners.