Personas | User Journey | Task Flows | Wireframes | Visual Design | Prototype


The ItchList is a Singapore based startup that helps you to achieve all those challenging things that you keep putting off.
Most of us have a list rattling around in our brain of things we want to do, places we want to go, stuff we want to learn, experiences we want to risk. The ItchList urges people to actually do everything that they dream to, by addressing every reason that holds them back: lack of time, commitment, company, fear of stepping out of the comfort zone etc.

Business Status

After gaining good recognition by the media and collected a base of 5000 users, the website is currently in the phase of improving the actual features available, securing partnerships with hospitality and tourism companies, and seeking angel investors to keep a steady growth.

Business Opportunity

The nature of the ItchList business model in conjunction with the actual social media landscape and the massive use of mobile devices, call up for the development of an app. In particular, being the web a constant source of inspiration for new things to do and seek, it’s important to have a tool that help us to remain on track about our wishes.


User Goal 1:
I want to see if theres anyone who shares my itches, so that we can team up and scratch them off together.
User Goal 2:
I need a push to actually commit and finally achieve those goals I have been putting off for too long.

User Goal 3:
I want to find inspiration for new, daring, life inspiring things to do.




Before proceeding with a features inventory, its necessary to briefly review who are the the ItchList users: they are among the 150 million strong Millennials who are strongly passionate about the whole social media movement. They are making life choices based on a broader definition of success and one that is more attuned to experiences than material goods. Within this multitude, the ItchList team provided me with 3 main user personas:

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ItchList Personas

Since this will be the first development of the app, I chose to base my research and consequent design on Raunak, whom (because of his busy lifestyle), gives us the opportunity to look into a slow approach to the app.
In this scenario, I can start from scratch to investigate how to develop a couple of flows to eventually satisfy his novice needs.

User Journey Map

To better investigate the psychology behind the procrastination attitude of many potential users, lets now explore the user journey of Raunak, how he would discover the app, and his touch points:

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ItchList User Journey

Features Inventory

After combining the features already available on the website, the insights form the user journey and the ones from a January 2016 survey I compiled a list of features:

ItchList Features List

Features prioritization

Since the ItchList is still currently in it’s beta release, it is wise to map out the metrics of all these features to establish their fit within the business model.

ItchList Features Map2

At this point its possible to proceed with a features prioritization list using the MoSCoW method:

ItchList Features prioritization2

For obvious reasons, under “must have” I listed all the features that are already present on the website, including them in the app will shed light on their mobile usability. In addition to these, it should be wise to add all the ones under “should have”, in order to address most of the users observations collected during the survey.
For the remaining possible features I suggested a road map that will schedule future implementations according to current ItchList development plan:


App Map

Combining the features from “must have” and “should have” lists, I created a first app map that shows the first basic Information architecture. This will serve as a structure to create the first low fidelity prototype:

ItchList App MAP



Following the user journey previously showcased I then devised Raunak’s first user flow to accomplish a couple of basic tasks: creating an account, his first itch, and immediately share it socially:

Raunak's Flow#1

According to the user journey previously showed, a second flow will be performed later in the day, when Raunak will start receiving notifications of cheers and comments about his itch. Under suggestion of a user, he will create a deadline to become more motivated to start his boxing classes:

Raunak's Flow#2

Wireframes and Paper Prototype

In order to speed up the prototyping process, and due to the fact that I had worked remotely, I first sketched all the wireframes for the main screens which I later combined using the marvelapp. By doing so, I obtained a sort of digital paper prototype that I could share with the ItchList team for internal iterations.

ItchList Paper wireframes


Internal Iterations

After a few iterations I started collecting notes:

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Paper wireframes Iteration notes



After making all the necessary revisions and fine tuning the paper screens, I created a first set of high fidelity screens for the two flows previously developed, trying to fulfill most of the 10 Usability Heuristics for User Interface Design by Jakob Nielsen:

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ItchList High Fidelity heuristics


ItchList Iteration Pics

Iterations notes and design implications

Most users found dealing with the two prototypes quite hassle free and intuitive, a few pointed out the need of having the “trending itches” more prominent but they also appreciated how fast the itch creation process is.
Design implications:
- The search screen will be modified to accommodate a slider instead of category tabs for faster browsing,
- The “trending itches” element will be included as part of the categories slider.

Visual designs details

Like in other similar situations, the occasion for designing an app from scratch brings up some design evaluations of the pre-existing design,
in this case I focussed on the following:

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ItchList Visual Design Notes

High Fidelity Prototypes

After collecting some user feedbacks I proceeded to revise the two clickable prototypes for Raunak's flows:
Flow #1: looking for a itch > Itch creation > Itch share

Flow #2: receiving comments notification > replying to comment > deadline creation for the itch created in flow #1



Working remotely for a startup it’s been an interesting and formative experience. Due to the time difference, I had to revise my workflow and challenge assumptions which UX designers and researchers alike tend to have when working in distributed teams. I think the early stages of a startup can be seen like living proofs that UX research doesn’t always have to be expensive or particularly sophisticated.

Next steps

As typically in the UX process, the ItchList prototypes are still currently being tested and revised to gather precious data and continue the improvement cycle.
In my opinion, the choice of which feature to implement in the near future will be strategically important. Strengthening the backend department to support the development of the geo location features will be crucial to attract angel investors and potential partnerships.