Insider Insight


Insider Insight

ININ logo


I worked with a team of designers on this project for Insider Insights, a growing brainchild of Motivate Design, who had us design a product of any form for their Insiders to use to collect this data. Insider Insights employs people around the world to collect qualitative research by way of conversations, taking pictures, videos, and more with their friends and family. These people are called "Insiders." Or, as they say “cool, smart people, who get paid to listen and learn.”

We had three weeks to design a product that would allow the Insiders to collect this information. We talked to target users, then stretched our imaginations until we realized that the most efficient way for Insiders to collect data of the forms they were most likely to need—recorded conversations, pictures—would best be captured with their phones. People in the target demographic for Insiders have their smartphones on them at all times and these devices tend to be equipped with everything one would need to capture the marketing information needed for an Insider interview (camera, voice recorder, note-taking device, internet capability, etc.).

Social Impact: Insider Insight is similar to rideshare services in that people can use what they have to make extra work. Founder Mona Patel realizes that for groups of people (like women) who might not be able to have strangers in their cars at any hour of the day, this kind of one-off research allows them to have a side hustle in a way that fits their strengths. She found a way to provide extra income to a population of people who do not have the luxury of a vehicle or the resources (such as time, assurance of safety) to shuttle around locals. With Insider Insight, all a person needs is friends and/or family! Not to mention, this whole operation is #woman-owned. =)

The #Goal:

Build a single tool of any sort for users to complete interviews, upload information, and receive compensation from Insider Insights.

The Challenge:

The challenge with this opportunity was the fact that there wasn’t an existing product, or products similar enough to one like it for market research. Sometimes, having endless possibilities creates a bigger challenge. Access to current Insiders was a constraint as well.

My Role:

UX Designer | User Researcher

Proto-persona, Competitive research, Mission materials screen (sketches, wireframing), User journey map, Usability tests


Platform: Mobile App Type: Market research company Length: 3 weeks Team Members: Brett Deutsch / Simen Husmo / Sharone Poole

Fielding Port.ININ.png

The Problem:

The Insight team and their Insiders were using a myriad of Google docs, case reports, forms, and other paperwork for the fielding process. They needed a single solution for this research to keep Insiders engaged.

Target Audience:

Insiders are the true target audience. Typically, these are great communicators, who help others feel at ease, love solving problems and learning about others, and those who are responsible enough to complete such research within a few days' time.



Research #Goals

  • What is an Insider?

  • What are an Insider’s challenges?

  • What steps are involved in an Insider's process?




To answer our question of 'Who is an Insider," I created a proto-persona, Shannon, from the information we had from the Insight team in terms of what they look for and require of an Insider. From this point on, we started to design for Shannon.

Our Approach


We used our proto-persona to build user flow. Then, we set out to sketch and test a paper prototype to see if the terminology made sense to users who fit the Insider persona. From those findings, we built a high-fidelity mockup, tested that, then built a final deliverable for the Insight team using our overall findings. Throughout the design process, 13 users were tested. We were fortunate to be able to test on two real Insiders.


Insider Journey Map


I created a user journey for the Insider to get a better look at what opportunities there were to streamline the research process for the user. I saw that most of the problems came about when users had to wait on information or spend time completing a task for another part of the process. These time constraints illustrate the need make as few steps as possible.

Questions from users:

  • When will I find out if I qualify?

  • Is my friend ok with me sharing her information?

  • How long will it take to input my friend's information?

Second usability test findings

When it came to the screens that are part of the launch process, users could not track their progress for completion from the column of buttons and actions, so I added checkmarks on the buttons for the next iteration

High fidelity prototype screens

I initially added a drop-down menu so the Insider could see every category available and through testing, realized this wasn't necessary as there weren't so many categories that any needed to be hidden, and having that option only added time.


Next steps

Our client threw us a curve ball and challenged us to rethink the entire process as a whole. Do Insiders need to sign NDAs, for example? 

Given feedback from the Insight team that too much information was on the launch screens, I moved forward with a new screen to initiate a given mission. This screen has one action button, and tapping it will immediately launch the recording (or video, if that is needed for the mission).

I would also conduct new user interviews and usability testing solely with Insiders. I continue to rethink the entire Insider fielding process, making screens as simple and effortless for use, so that the Insider can do what they love most: chatting it up and listening to the people they love (while earning some cash)!

Since wrapping this project, Insider Insight is up and running. For further research, the following needs to happen:

  • Insiders must be observed conducting missions

  • Insiders and their Connections must be interviewed about their experience completing a mission