SPARK Neuro is a pioneer in the field of Neuroanalytics. They are looking to build a robust research tool that enables researchers to conduct studies, measure Neural data, and deliver moment-to-moment analysis of audience engagement across disciplines like Advertising Research, Defense and Medicine.
MVP tested & launched
I worked as the lead UX designer collaborating with neuroscientists, researchers, data scientists and marketing technology leads to prototype and test the neuroanalytics tool.
I conducted primary and secondary research to understand user needs and pain points as well as evaluate the current solution.
Stakeholder interviews to identify various use cases & the product lifecycle.
Cognitive walkthroughs to understand current user flows and identify pain points.
Heuristic Evaluation to gather key research regarding the UX of the competitive product analysis.
I led collaborative design sprint workshops with key stakeholders including neuroscientists, researchers and data scientists.
Objectives for the workshop included:
- Define user goals
- Identify pain points
- Brainstorm solutions through free sketching
- Evaluate sketches and refine to develop key user paths
As an outcome of the design sprint workshop, I defined 4 key user personas who will interact with the tool throughout different stages of the study lifecycle. Based on user motivations and interactions, the 4 personas included Participants/Subjects, Testers/Administrators, Researchers, and Clients.
Defining Success Metrics
Through the design sprint workshops, I was also able to define the key success metrics for this tool.
Wireframing & prototyping
Testing & Validation
I conducted user studies with researchers to evaluate the solution.
MVP and Design System
I designed the MVP for the Neuroanalytics tool to be used for marketing research studies by the team. I also developed the first version of the core Spark UI Design Library with components, patterns & style guide for the tool which can be extended to secondary interfaces for the tool.