Tribaldata – your data for good

Tribaldata Header 2

The brief

Tribaldata is a startup founded in 2019 by two Swedish entrepreneurs. Their mission is to democratize the digital economy and fight against climate change by providing a free and an intuitive tool that allows people to plant trees with the value of the data that they are already sharing with big companies.

Tribe mask

People need a way to understand the value of their data and make use of it for a good cause.

People need an easy and free way to support the fight against climate change.

Some of the values of Tribaldata are transparency, sustainability, and empowerment of people, three important pillars that have been present throughout the whole design process.

I’ve been immersed in their team for over a year, collaborating in different stages of the development process. We work remotely, following agile methodologies.

Understanding digital economy and Tribaldata´s solution

When I joined the team, they had an early version of the mobile app with very few features, a low level of visual detail, and some usability problems. 

My first steps were the following:

1. Desk research. Tribaldata had performed a lot of research before I joined and had tons of material which helped me to start learning about digital economy as well as understanding the target audience of the product.

Initial site map

2. Competitive analysis. I benchmarked our app against others in the market, highlighting design trends, user engagement methods and common usability issues.

3. Analysis of the existing app. I conducted a deep analysis of the app to identify UX problems and opportunities for better retention of customers.

As a result, I suggested specific solutions to tackle each problem, everything from basic design principles such as “consistency” and “accessibility”, through to insights from my Psychological and Gamification toolbox.

Gamification proposal

I produced documentation to help us keep the focus on user needs, objectives and perception of the journey throughout the app to ensure we were following User Centered Design frameworks.

Examples of 2 user persona
User persona 2

Rapid evolution and meaningful collaborations

From here the process accelerated and evolved from basic wireframes to high-fidelity prototypes, focusing on a specific feature each time and working with a continuous release process.

For each release, I set out the proposed logic, visuals and copy, and collaborated with Kim (UI Designer) and Hana (UX Writer) to put the finishing touches to the design.

Wireframe proposal for member get member functionality
Proposal for the Infinite Earning Potential functionality

As part of the process I was able to conduct more than 30 usability tests and interviews with real users of the app and stakeholders. Their feedback was key for the evolution of the app, always feeding into my designs.

User testing insights

To ensure that all the requirements were achieved, I was part of the QA tests, helping my developer colleagues to guarantee that everything worked well in the app. 

I had the opportunity to collaborate with the marketing team on relevant campaigns, building landing pages using Kick off Labs to create simple, engaging videos for Instagram.

Finally, I organized and coordinated ideation sessions with the team with the objective of overcoming blockers or generating creative solutions to the issues we were facing.

Ideation session instructions

Final thoughts

The challenges – Understanding how the Digital Economy works and the business model behind Tribaldata. Keeping the balance between the business and user objectives which were contradictory at some points of the process. 

The takeaways – Working well with a remote team, starting with a very young product and growing together across many collaborative sessions. Being able to participate and develop different areas of UX; research, design, testing, marketing, UX writing, workshops.

Thank you for reading 🙂 

Drop me a line if you to chat more about this design.

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