Alicja Kalemba Portfolio

UX/UI Case Study

ZmieńFormat - easy-to-use, Polish-language file converter designed primarily for Gen X users. Mobile app & responsive website

About the project

I created a fictitious client - a startup called Zmień Format Sp. z o.o. (Change Format Ltd.) that decided to release a tool which helps in everyday digital life. I also designed the company's logo.

Non-commercial, for UX Design Course

tools

My role

Research, Design, Prototyping

duration

1 month, Jan 2024-Feb 2024

Problem

There is no file converter on the market specifically aimed at Polish users that offers a Polish language version and technical support contact. The designed converter should provide simplicity of use and a minimalist interface to accommodate users from Generation X and those with less developed technical and digital skills.

Solution

What did I do to solve the problem

Conducted research on the characteristics of Gen X users, both generally and specifically in Poland, focusing on their needs and the challenges they face in the digital world
Analyzed the file converter software market, considering both global trends and the perspective of the Polish Gen X users in mind
Constructed questions and conducted user interviews to confirm findings and make sure what are the users' expectations for this kind of product
Designed and prototyped a comprehensive product available as a responsive website and a mobile app, based on the research

Conducted research on the characteristics of Gen X users, both generally and specifically in Poland, focusing on their needs and the challenges they face in the digital world
Analyzed the file converter software market, considering both global trends and the perspective of the Polish Gen X users in mind
Constructed questions and conducted user interviews to confirm findings and make sure what are the users' expectations for this kind of product
Designed and prototyped a comprehensive product available as a responsive website and a mobile app, based on the research

THE TOOL FEATURES:

a Polish-language interface and customer support
a minimalist design, legible sans serif Poppins font, colors with AAA contrast level, building atmosphere of safety and credibility
no need to create an account or purchase subscription to convert files
available conversion file formats are grouped by their purpose and categorized by colors

a Polish-language interface and customer support
a minimalist design, legible sans serif Poppins font, colors with AAA contrast level, building atmosphere of safety and credibility
no need to create an account or purchase subscription to convert files
available conversion file formats are grouped by their purpose and categorized by colors

What did I do to balance business and user benefits

In the mobile app, users have the opportunity to convert larger files for free by watching in-app ads, which serves as an incentive for downloading the app, generating revenue for business at the same time
Via website, revenue is generated by one-time fees and banner ads

In the mobile app, users have the opportunity to convert larger files for free by watching in-app ads, which serves as an incentive for downloading the app, generating revenue for business at the same time
Via website, revenue is generated by one-time fees and banner ads

Design Process

DISCOVER

Find out as much as you can about the case / problem

Strategy:

Product Objectives
Target User Analysis
Market Research
Competitor Analysis
User Interviews
Personas, Empathy Maps

Strategy:

Product Objectives
Target User Analysis
Market Research
Competitor Analysis
User Interviews
Personas, Empathy Maps

DEFINE

Synthesize data and define conclusions

Scope:

Research Summary
How Might We
HMW Solutions - Functional + Content Requirements Made as User Stories

Scope:

Research Summary
How Might We
HMW Solutions - Functional + Content Requirements Made as User Stories

DEVELOP

Try to create optimal solutions. Iterate

Structure:

Information Architecture (Sitemap)
Interaction Design (User Task Flow)

Structure:

Information Architecture (Sitemap)
Interaction Design (User Task Flow)

Skeleton:

Lo-Fi Wireframes
Hi-Fi Wireframes

Skeleton:

Lo-Fi Wireframes
Hi-Fi Wireframes

Iterative user testing and getting feedback through the process

DELIVER

Finalize, validate, and implement solutions

Surface:

Design System
Hi-Fi Screens (Mockups)
Prototype
User Acceptance Testing
What This Project Taught Me

Surface:

Design System
Hi-Fi Screens (Mockups)
Prototype
User Acceptance Testing
What This Project Taught Me

DISCOVER - Strategy

Product Objectives

Deliver a polish-language interface with local customer support

Implement a fully localized Polish-language interface and customer support to attract and retain Polish users.

Purpose: Gain users by making website reliable, providing a seamless and culturally relevant user experience.

Implement a fully localized Polish-language interface and customer support to attract and retain Polish users.

Purpose: Gain users by making website reliable, providing a seamless and culturally relevant user experience.

Simplify the conversion process with minimalist design

Design a minimalist interface with clear navigation and minimal steps for file conversion.

Purpose: Improve usability to increase the number of successful conversions and boost revenue.

Design a minimalist interface with clear navigation and minimal steps for file conversion.

Purpose: Improve usability to increase the number of successful conversions and boost revenue.

Target User Analysis

DEMOGRAPHICS

Age group: 35-50 (Gen X)

Location: Poland

Profession: all professions

Technology is a tool

more than 50% use computer and Internet when they need it and treat it task-wise, using mainly for work purposes

Digital immigrants

they consider digital tools as useful and use them, but digital world is not a natural environment for them

More frequent downloads

they download free programs, music and movies more frequent than users in other age groups

Lower divisibility of digital attention

they perceive external factors as annoying and distracting (such as notifications, incoming messages, background music)

Digital cautiousness

they navigate in the Web with caution, they prefer to perform tasks sequentially, one by one, preceded by in-depth analysis

Transparent information

as they treat electronics with distrust, they want data on the Web to be clear and transparent

Text over image

they prefer text over images/ sound and are used to printed books, with high contrast - black text on a light background

Market Research

Despite the small amount of data and information on the subject, I tried to find as much as possible. I reached out to the Verified Market Records File Converter Software Market Report - it cost $4,000, but a free excerpt was available, and it was, among others, the one I used for my analysis.

6,2 billion $

File Converter Software Market's size expected by the end of 2030 with a CAGR of 10,42% during the forecast period 2024-2030 (according to Verified Market Records)

20 files per second

is converted on average by online file converters

(according to CloudConvert and Convertio.co data)

is converted on average by online file converters

(according to CloudConvert and Convertio.co data)

over 14 000 reviews

to the FreeConvert.com converter on Trustpilot - people are using file conversions and looking for suitable, universal converters

most converters

are created in English for the international market - they often offer interpolated versions, although in case of difficulties with the program, there is no way to connect with customer service in Polish - the companies are foreign

Competitor Analysis

I chose 4 online file converters - two Polish- and two English-language - with the highest number of reviews on Trustupilot. I compared the content of the websites of the selected converters and based on that I created categories of analysis. Also, I identified the strengths and weaknesses of each converter.

direct

direct

indirect

indirect

User Interviews

Gaining insights from desk research, I wanted to deeply understand users' pain points and expectations regarding file converters. I conducted five in-depth interviews (IDIs) with potential users to analyze their experiences and frustrations with existing tools. Prior to the interviews, participants tested a Polish-language and an English-language converter to provide comparative feedback.

Examples of the questions i asked:

Please give example(s) of a situation when you needed a file converter.  
What caused you the greatest difficulty in using the converters you are familiar with? Was there anything that caused negative feelings or made you reject a particular converter?  
Do you remember the features that you liked/ made it easier for you in the converters you've used?
Many converters charge fees for larger files. Would you prefer a one-time payment per large file or a subscription-based model? Why?

Please give example(s) of a situation when you needed a file converter.  
What caused you the greatest difficulty in using the converters you are familiar with? Was there anything that caused negative feelings or made you reject a particular converter?  
Do you remember the features that you liked/ made it easier for you in the converters you've used?
Many converters charge fees for larger files. Would you prefer a one-time payment per large file or a subscription-based model? Why?

Personas & Empathy Maps

EWA, 45 YO

POLISH LANGUAGE TEACHER

EWA, 45 YO

POLISH LANGUAGE TEACHER

Status: married, adult son

Location: Warsaw, Poland

Social media: none

Digital skills: basic

Use of computer: at work

BIO

Ewa is a Polish language teacher at a high school. With the development of remote learning and widespread digitalization, her work requires her to use various file formats, which often need conversion. Ewa searches for solutions online, but the available converters overwhelm her with too much information, causing her to give up and frequently ask her son for help.

BIO

"In my work, efficiency is the most important thing for me. I want the tools I use to assist me in teaching, not create difficulties"

FRUSTRATIONS

Inability to open the shared files
Time-consuming search for appropriate software
elementary English - difficulty with using available converters

Inability to open the shared files
Time-consuming search for appropriate software
elementary English - difficulty with using available converters

NEEDS

Independency in using file converters
Software in Polish
Clear website navigation without information overload
Ability to convert multiple files simultaneously

Independency in using file converters
Software in Polish
Clear website navigation without information overload
Ability to convert multiple files simultaneously

USER GOAL - STORY

As a Polish language teacher who is not very tech-savvy, I want a simple and efficient file converter with a Polish interface and clear navigation, so that I can easily convert and manage various file formats without feeling overwhelmed or needing to rely on others for help.

SAYS

New technologies are not my thing

Can someone help me open this file?

Sometimes I waste a lot of time trying to understand how the software I need works

FEELS

Worried due to a lack of confidence in browsing the Internet

Confused by the variety of formats in which students send her files

Overwhelmed due to the abundance of available online English converters or those with too many options

THINKS

Student sent me a file that doesn't open, what should I do?

I wish I didn't have to rely on help to open a file

There are too many things to click on this page - I'm afraid I might accidentally download a virus

THINKS

Student sent me a file that doesn't open, what should I do?

I wish I didn't have to rely on help to open a file

There are too many things to click on this page - I'm afraid I might accidentally download a virus

DOES

Navigates the Internet cautiously

Asks for help from her son, students, or other teachers when encounters difficulties

DOES

Navigates the Internet cautiously

Asks for help from her son, students, or other teachers when encounters difficulties

TOMASZ, 35 YO

TV JOURNALIST

TOMASZ, 35 YO

TV JOURNALIST

Status: married, 4yo daughter

Location: Zabrze, Poland

Social media: Facebook

Digital skills: intermediate

Use of computer: at work, for hobby

BIO

Tomasz is an active journalist at a local television station. His job requires daily working with many files and formats. He understands technology, but due to limited time, he often looks for simple and effective tools to make his work easier. A regular visitor to the library, he would like to be able to immediately convert images of articles and books into PDF files.

BIO

"I need a converter that is like a good editor - fast, flexible, and always ready to work."

FRUSTRATIONS

Lack of time to search for the appropriate converter for each file type
Lack of a converter on the smartphone
Lack of the ability to convert large file from time to time with no subscription

Lack of time to search for the appropriate converter for each file type
Lack of a converter on the smartphone
Lack of the ability to convert large file from time to time with no subscription

NEEDS

The ability to use the converter on various devices according to needs
The ability to convert files directly from the phone
One-time fee option

The ability to use the converter on various devices according to needs
The ability to convert files directly from the phone
One-time fee option

USER GOAL - STORY

As a busy TV journalist who often works on the go, I want a flexible and fast file converter that works seamlessly on multiple devices, including smartphones, and offers a one-time fee option, so that I can quickly convert large files and maintain my workflow without interruptions or recurring subscription costs.

SAYS

Time is crucial for me

Technology should make things easier, I want a simple interface that won't cause me any trouble

I would like to be able to use the converter on various devices to adapt to changing work conditions

FEELS

Hope for finding a tool that will make his work easier

Frustration because of inability to convert just one large file A.S.A.P. without being forced to subscribe

THINKS

Converting various formats is a time-consuming challenge for me

In my work, I am often on the go. I need to be sure that the converter works on my smartphone just as efficiently as it does on my laptop

DOES

Daily uses various types of file formats

Looks for alternatives - avoids subscriptions but can't convert large files one-time without one

Often works while traveling and does many things on

DEFINE - Scope

Research Summary

A brief summary of the research data - key insights why such a converter is needed?

Various devices and operating systmes

often require file format changes to ensure proper functionality

Increasing number of electronic materials

makes the need for file adaptation increasingly significant

Majority of file converters in English

could be a potential obstacle for many Polish users

Lack of digital proficiency

Gen X users find it hard to open various types of files - lack of proficiency and/or time to search for the appropriate software

Require of subscription

most available converters have a one-time conversion limit - to convert larger file sizes, a subscription is required, what discourages users who occasionally convert files

Digital distrust

lack of trust in cluttered file converter websites containing too many details and links to click on

Research sources:
https://convertio.co/pl/
https://cloudconvert.com/about
https://pl.trustpilot.com/review/zamzar.com
https://pl.trustpilot.com/review/convertio.co
https://pl.trustpilot.com/review/freeconvert.com

https://datareportal.com/reports/digital-2023-poland

https://www.cbos.pl/SPISKOM.POL/2023/K_072_23.PDF
https://techieposts.com/importance-file-conversion/555552

https://www.investopedia.com/terms/d/digital-immigrant.asp
https://www.dailyrx.com/how-file-conversion-works-and-why-its-important/
https://blog.online-convert.com/why-people-will-always-need-files-conversion/
https://www.verifiedmarketreports.com/product/file-converter-software-market/

https://media.pracuj.pl/144250-urzadzenia-ktorych-uzywamy-zawodowo-badanie-pracujpl
https://www.dailynewsen.com/technology/8-reasons-why-you-should-use-a-file-converter-in-your-job-h111257.html
https://strefaedukacji.pl/cyfrowi-tubylcy-kontra-cyfrowi-imigranci-kim-sa-obie-grupy-czy-mowia-tym-samym-jezykiem/ar/c5-17313149
Jabłońska M., Człowiek w cyberprzestrzeni. Wprowadzenie do psychologii Internetu, Wydawnictwo Uniwersytetu Łódzkiego, Łódź, 2018

https://datareportal.com/reports/digital-2023-poland

https://www.cbos.pl/SPISKOM.POL/2023/K_072_23.PDF
https://techieposts.com/importance-file-conversion/555552

How Might We

I was looking for answers to two key general questions: How might I meet the needs of users? How might I reconcile business goals? I broke down these into more concise questions, applying HMW formula from Interaction Design Foundation: “How might we” + Intended Action (as an action verb) + “for” + Potential User (as the subject) + “so that” + Desired Outcome.

How might we:

simplify file conversion for Gen X users to reduce frustration and improve efficiency?
create an interface for Polish users to eliminate language barriers?
optimize the file conversion experience for mobile users?
design an interface that empowers less tech-savvy users to convert files confidently?
offer support to help users resolve issues without disrupting their workflow?
enhance accessibility to make file conversion easy for visually impaired users?
build trust and ensure users feel secure while using our converter?
offer free file conversions while maintaining a sustainable business model?
design payment options for users who need occasional access to large file conversions?

simplify file conversion for Gen X users to reduce frustration and improve efficiency?
create an interface for Polish users to eliminate language barriers?
optimize the file conversion experience for mobile users?
design an interface that empowers less tech-savvy users to convert files confidently?
offer support to help users resolve issues without disrupting their workflow?
enhance accessibility to make file conversion easy for visually impaired users?
build trust and ensure users feel secure while using our converter?
offer free file conversions while maintaining a sustainable business model?
design payment options for users who need occasional access to large file conversions?

HMW Solutions - Functional + Content Requirements Made as User Stories (Examples)

✅ The system should support a Polish language version to ensure usability for Polish-speaking users.

As a Polish-speaking user, I want the product to be available in the Polish language version so that I can easily navigate and understand it.

✅ The system should support a Polish language version to ensure usability for Polish-speaking users.

As a Polish-speaking user, I want the product to be available in the Polish language version so that I can easily navigate and understand it.

✅ The product should limit its features to essential functionalities to avoid confusing users.

As a user unfamiliar with complex tools, I want the features to be limited to the minimum necessary functionalities so that I can use the tool without confusion.

✅ The product should limit its features to essential functionalities to avoid confusing users.

As a user unfamiliar with complex tools, I want the features to be limited to the minimum necessary functionalities so that I can use the tool without confusion.

✅ The product should use legible fonts and color schemes that meet AAA contrast checker standards to accommodate users with low vision.

As a user with low vision, I want the tool to utilize legible fonts and color schemes that meet the AAA contrast checker level so that I can comfortably read and interact with the product.

✅ The product should use legible fonts and color schemes that meet AAA contrast checker standards to accommodate users with low vision.

As a user with low vision, I want the tool to utilize legible fonts and color schemes that meet the AAA contrast checker level so that I can comfortably read and interact with the product.

✅ The product should implement a one-time fee based on file size, eliminating the need for a subscription model.

As a cost-conscious user, I want to pay a one-time fee based on file size rather than a subscription so that I can save money and avoid recurring charges.

✅ The product should implement a one-time fee based on file size, eliminating the need for a subscription model.

As a cost-conscious user, I want to pay a one-time fee based on file size rather than a subscription so that I can save money and avoid recurring charges.

✅ The system should implement responsive design to ensure compatibility with various devices, including desktops, tablets, and smartphones.

As a user accessing the tool from different devices, I want the tool to have a responsive design so that it works seamlessly across all my devices.

✅ The system should implement responsive design to ensure compatibility with various devices, including desktops, tablets, and smartphones.

As a user accessing the tool from different devices, I want the tool to have a responsive design so that it works seamlessly across all my devices.

DEVELOP - Structure

Information Architecture - Sitemap

Interaction Design - User Task Flow

In FigJam, using UML, I created a flowchart of the key user action on the website - the file conversion process, with four possible scenarios:

uploading a file with an unrecognized format
uploading files up to 100MB
uploading files in the range of 100MB - 3GB
uploading files larger than 3GB

In FigJam, using UML, I created a flowchart of the key user action on the website - the file conversion process, with four possible scenarios:

uploading a file with an unrecognized format
uploading files up to 100MB
uploading files in the range of 100MB - 3GB
uploading files larger than 3GB

DEVELOP - Skeleton

Lo-Fi Wireframes

While sketching ideas, I iterated on the H1 design multiple times to improve clarity and visual impact. I ultimately decided to add a contextual background image to the H1 on both the homepage and subpages. This helps reinforce the page’s purpose and makes the content more memorable and visually engaging.
To improve transparency, I rearranged the homepage content so that the CTA button appears after the Terms of Use. This encourages users to read the terms before starting the conversion process, ensuring they are fully informed about potential fees or restrictions.
I strategically placed ad banners to align with user behavior. On the homepage, banners appear below the H1 at the start of the content, ensuring visibility as users scan for the CTA. On conversion process pages, where minimal scrolling occurs, banners are positioned right after the header to maximize visibility.

While sketching ideas, I iterated on the H1 design multiple times to improve clarity and visual impact. I ultimately decided to add a contextual background image to the H1 on both the homepage and subpages. This helps reinforce the page’s purpose and makes the content more memorable and visually engaging.
To improve transparency, I rearranged the homepage content so that the CTA button appears after the Terms of Use. This encourages users to read the terms before starting the conversion process, ensuring they are fully informed about potential fees or restrictions.
I strategically placed ad banners to align with user behavior. On the homepage, banners appear below the H1 at the start of the content, ensuring visibility as users scan for the CTA. On conversion process pages, where minimal scrolling occurs, banners are positioned right after the header to maximize visibility.

Sources: https://pollthepeople.app/banner-ads/, https://blog.hubspot.com/marketing/banner-ad-clicks, https://www.publift.com/blog/common-banner-ads-sizes

Initial versions of the homepage

Final versions of the homepage

I decided to categorize the types of file formats by color, including a legend to make it easier to navigate the wide range of them.

mobile app screens

Hi-Fi Wireframes

layout grid

Homepage Desktop/ Tablet/ Phone

DELIVER - Surface

Design System

typography

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z

a b c d e f g h i j k l m n o p q r s t u v w x y z

1 2 3 4 5 6 7 8 9 0

Poppins

Bold

Medium

Regular

Light

color palette

White and black are naturally contrasting colors, which enhances readability. This classic color combination is common in printed texts, making it more familiar and understandable for those born before the digital age. I used various shades of blue in the color palette because I wanted to create an atmosphere of safety, credibility, calm, and professionalism, which the color blue symbolizes.

#000000

#FEFFFF

#E5F6FF

#5C92FF

#00B7FF

✅Contrast Checker for colors fulfilling WCAG conditions - all colors passed AAA level. Achieving AAA conformance means that the website meets the highest standard for color contrast, ensuring that the text is highly readable for users with visual impairments.

Made with realtimecolors.com

Sources:

J. Itten, The Art of Color, Van Nostrand Reinhold Company, NYC, 1973.
https://s3.amazonaws.com/uxpin/uxpin_color_theory_in_web_ui_design.pdf
https://manvisinghwal.medium.com/color-theory-in-ui-design-e0727d84550b
https://pl.wix.com/blog/artykul/kolory-logo

Sources:

icons

buttons

Hi-Fi Screens Homepage

Hi-Fi Screens Conversion Flow

Files up to 100MB/ Tablet

Prototype

User Acceptance Testing

objective

The project aimed to create a file converter website tailored to Polish Gen X users. The primary business requirements were to implement a fully localized Polish-language minimalist interface with clear navigation and minimal steps for file conversion. User goals focused on providing a simple file converter for non-tech-savvy users. To ensure the design met both business and user requirements, and to evaluate the design's efficiency, I conducted UAT with a few Polish Gen X participants.

Methodology

Participants: I recruited five Polish participants representing Gen X, aged between 35-50. These individuals were the same I interviewed in user in-depth interviews.

Testing environment: I met participants in person and conducted the testing at their homes.

Tools: All participants tested desktop website prototype on their personal desktops via shared Figma link. 3 participants tested the prototype of the mobile app using the Figma app on their personal smartphones. Another 2 had traditional cellphones so they tested mobile app on my smartphone.

Qualitative data collection:

Participant feedback
Observations of user behavior and interaction patterns
Think-aloud protocol during testing

Qualitative data collection:

Participant feedback
Observations of user behavior and interaction patterns
Think-aloud protocol during testing

scenarios & Test insights

Scenario: Participants navigate the interface, focusing on Polish-language integration.

Goal: Ensure the interface is fully localized to Polish and that users can navigate it without language barriers.

Insight: Participants found the Polish-language interface easy to navigate, pointing on clear instructions and transparent terms of use.

Scenario: Participants look for customer support.

Goal: Verify that users can easily access customer support and that it is available in Polish.

Insight: Users found the customer support information without difficulty. The inclusion of Polish-language support was particularly appreciated and increased their confidence in using the site.

Scenario: Participants land on the homepage and convert a small file for free.

Goal: Ensure that Polish users can easily find and use the file conversion feature from the homepage.

Insight: Users found the interface straightforward. Providing available formats categorized by colors helped users manage file formats easily. Participants were able to locate and use the conversion feature. They didn't need the guidance in completing the task.

Scenario: Converting file over 100MB on desktop, paying for the service.

Goal: Ensure that the payment modal for providing payment details is clear for users.

Insight: Users perceived the payment modal as not distracting and found it easy to just provide debit card details. They appreciated the transparency about potential file size limits and associated fees.

Scenario (Mobile App): Converting file over 100MB.

Goal: Test the functionality and ease of use of the mobile app for file conversion.

Insight: Users noticed that it took them just few steps to go through the conversion process and the option to convert larger file for free by watching ad was seen as a fair trade-off.

What This Project Taught Me

I gained an understanding of the design process and what it should contain. I learned about the Design Thinking process, and Double Dimond model, as well as 5 User Experience Elements by J. J. Garrett, consciously combining them to guide my design work
I developed foundational knowledge in UI design, including some of the color psychology and typography rules. I learned the basics of Figma
I honed my ability to present and advocate for my design ideas, successfully presenting my case study to my UX Design course group
I deepened my understanding of Gen X users, their characteristics, pain points, and design preferences, which informed the user-centered design approach of this project. I gained insights into the file converters market and the various file formats

I gained an understanding of the design process and what it should contain. I learned about the Design Thinking process, and Double Dimond model, as well as 5 User Experience Elements by J. J. Garrett, consciously combining them to guide my design work
I developed foundational knowledge in UI design, including some of the color psychology and typography rules. I learned the basics of Figma
I honed my ability to present and advocate for my design ideas, successfully presenting my case study to my UX Design course group
I deepened my understanding of Gen X users, their characteristics, pain points, and design preferences, which informed the user-centered design approach of this project. I gained insights into the file converters market and the various file formats

THANK YOU FOR YOUR TIME