Inclued.

Includ.

/ɪnˈkluːd/

noun: Includ. is a data-driven prototype software to which will highlight potential areas of bias in content. The objective is for Includ. to be able to identify all forms of bias in imagery and literature content using AI and machine learning.

Role // Branding; Visual Design; User Experience; Prototyping; User Testing

Year // 2020

The ask.

The scope

Includ. is a startup that aims to create a data-driven prototype software which can highlight potential areas of bias in content. My role as a UX designer was to design a web app that could identify all forms of bias in imagery and literature content using AI and machine learning. The project aimed to address the problem of bias in content, which can be a major issue in fields like media, and advertising.

UX Research

The first step in the design process was conducting UX research, which included one-to-one interviews with potential users of the Includ. web app. Through these interviews, I gained insights into the user needs and pain points related to addressing bias in content. These insights informed the subsequent stages of the design process, as they helped me to identify key features and functionality that would be necessary for the app to meet user needs.

To understand the problem space, I conducted one-to-one interviews with educators, content creators, and media professionals. Through these interviews, I gained insights into the challenges they faced in identifying and addressing bias in their content.

Some of the key findings included:

Many users mentioned that inclusivity in the past was not always a priority for their client, but with the rise of the BLM movement, more clients were asking for inclusivity.
One major pain point, was challenging the heirarchies and structures of clientele to understand the need for inclusivity.
Hubspot, Canva, Hootsuite, were all mentioned as tools that were often used within the content creation process.
Inclusive content was often described as, disability, gender and race.
Being provided with a report that displays metrics was a must have for most users.

Navigation and Site Maps

As part of the content workshops and wireframing process, we also focused on the navigation and site map of the website. Through the content workshops, we identified the most important information that should be included on the website and how it should be grouped together.

This information was then used to develop the site map and information architecture for the website.We worked together to define the top-level categories and how they would be organised to create a clear and intuitive structure for users.

We presented Jato with three different navigational options. The first focused on the needs and interests of the users, the second focused on the specific problem Jato's product could solve, and the third focused on Jato's expertise in the field.

After careful consideration and discussion, we collectively decided to go with the third option, as it allowed for a clear and effective presentation of Jato's expertise in the market.

The end result was a clear and intuitive navigation structure that made it easy for users to find the information they were looking for.

The site map and information architecture were tailored to meet the needs of Jato's target audience, ensuring that the website was user-friendly and effective in communicating the value of their product.

Based on the research findings, I conducted a UX analysis to identify key pain points and areas of opportunity for the app. This involved analysing the research data, creating user personas, and mapping out user journeys to identify the key steps and touch-points in the user experience. This analysis helped to inform the UX strategy by identifying the key features and functionality that would be necessary to meet user needs and goals.

The UX strategy was informed by the research and analysis phases and involved identifying the key features and functionality that would be necessary to meet user needs and goals. I created a feature prioritisation matrix to determine which features would be included in the first version of the app and which would be included in future iterations. This strategy helped to inform the UX design by providing a clear roadmap for the development of the app.

The strategy included:

Creating a simple and streamlined interface for uploading content, with clear instructions for users
A dashboard that would allow users to visualise the results of the analysis and take action to address any identified bias
A downloadable report that details the most relevant recommendations for each campaign
Providing users with real-time feedback on the analysis of their content, including visualisations of potential areas of bias
Incorporating the ability to add human oversight and interpretation to ensure the accuracy and fairness of the analysis, through recommendations

To ensure a clear and logical structure for the Inclued. web app, I conducted an analysis of the content and features, and created an information architecture (IA) that would support user goals and tasks. The IA was informed by the UX design and wire-framing phase, as the wireframes helped to identify the key components of the app and how they would be organised. The IA, in turn, informed the UI design by providing a clear structure for the app's visual design.

UX Analysis

The UX design and wireframing phase involved creating low-fidelity wireframes of the app's key screens and features. This helped to refine the UX strategy by providing a visual representation of the app's user flow and functionality. I tested these wireframes with potential users to gather feedback on the app's usability and identify any areas for improvement. Some of the design elements included:

A simple and intuitive navigation system that allowed users to easily upload and analyse content
A dashboard that provided users with an overview of the analysis results, including visualisations of potential areas of bias
A visual design that was clean, modern, and in line with the Inclued. brand

The UI design phase involved creating high-fidelity mockups of the app's key screens and features. This phase was informed by the IA, as the IA provided a clear structure for the app's visual design. I used the app's brand guidelines to create a visually appealing and consistent design that would be easy for users to navigate and understand. I tested the UI design with potential users to gather feedback and refine the design. The UI design included:

A color palette that was modern and in line with the Includ. brand
A typography system that was clean and easy to read
A visual design that was consistent throughout the app, with clear visual cues and feedback for users
A focus on usability and accessibility, with clear contrast and spacing for users with visual impairments

Wireframing

Conclusion

In conclusion, the Inclued. web app is an innovative solution for addressing bias in content. Through a thorough UX research process, we were able to identify key pain points and user needs, which informed the design of a powerful data-driven prototype software that can highlight potential areas of bias in imagery and literature content using AI and machine learning. By focusing on usability and accessibility, and incorporating human oversight and interpretation, the app offers a user-friendly and intuitive experience for marketing and media professionals. With ongoing feedback and improvements, the Inclued. web app has the potential to revolutionise how we think about and address bias in content.