IDENTIFYING THE ISSUE
We wanted to come prepared to our first face-to-face with Pynk. So, we undertook a rapid initial discovery phase involving desk-based research, a heuristic evaluation, a comp analysis and a lot of initial user testing.
What we found confused the hell out of us. Their marketing site made it seem like Pynk was a cryptocurrency investment platform that combined a phenomenon called Wisdom of Crowds (WOC) with AI. Which, it is.
But when our testers booted up the app, they were lost. “What is this app trying to do?” and “how do I become a millionaire already?” were questions that they (and we) found ourselves asking, over and over.