Skype: “Add a Feature.”

The Brief

The brief for this challenge was to add a feature to an already existing and highly adopted app. In this case, I selected Skype because the app had a high market competition, but also probably have room for improvement and we would like to see what we could add to the app in order to make it stand above the rest.


“There is a pride most will never understand, it is a series of late-night phone calls, I miss you, see you later, lots of tears, endless prayers, care packages, homecoming, best friends you’ve never met and Skype dates.”


Lean UX

The initial proposal was to strategize in UX canvas some important questions that will drive us into the much needed research using tools that will provide us interesting data, in order to select our target audience.

Feature Comparison Chart

Following the strategic logic, we focused on a Feature Comparison Chart helping us to compare and contrast how the direct and indirect competitors implement those features and to evaluate what works and what does not. This strategy revealed some key learnings aspects, all of them related to the features that they have already or not. As direct competitors we found Zoom and Google Meet while as indirect competitors we found Facebook, WhatsApp, and FaceTime.

Market Positioning Chart

A Market Positioning Chart was also created allowing us to know where existing products and services are positioned in the market so we can decide the location (blue ocean) as an uncontested opportunity to improve the product and the business objectives and move forward with our goals. This primary research came up with conflicting expectations in the business community in order to ensure the objectives taking in mind the market context as well.

User research

Quantitative data

The 41% believed that Skype is for professional meetings.


The next step was pretty much to analyze the data already collected from our interview and put it on board in order to find patterns and values that allow us to regroup and organize all the information and define the trends that could emerge from the data collected.

  • Frequency of video conference calls.
  • What apps they used most.
  • How convenient is handling phone conference calls features and level of knowledge about their components.
  • Who uses Skype
  • The level of satisfaction using Skype
  • The Collaboration values
  • The most relevant activities related
  • The Pain Points
  • The Features suggested to improve/include in Skype
  • The Conveniences of using Skype

Value Proposition Map

After that, we were in position to examine what the Value Proposition Map reveals, in order to understand what jobs our product is able to hold, what kind of user’s motivations and desired outcomes they have, and examining all this in an emotional and social context.

  • People need more interaction and to be more comfortable in a business environment platform.

Problems Statements and How Might We.

That lead our research to elucidate the following problems statements and their correspondent How might we.


A brainstorm comes suddenly and focuses our efforts in different aspects that the problem statements and the HMW pointed to. That allows us to begin thinking. We had so many ideas in our parking lot and it went by quick building off of each other. Finally, we came out with about 20 ideas.


MOSCOW method.

In order to know the simplest way to satisfy the business effort and the users’ values we elaborated the following MOSCOW method.

  • Skype should catch up to its former position once they improve the concept of collaboration as a unique opportunity of success.
  • This is a space for collaboration, we care about business and we go straight forward with that idea but considering the human component.

Minimum Viable Product

Now we are ready for the Minimum Viable Product, which is:

User Flow Chart

In order to validate the user journey, we present the path that will take to complete this task. That scenario allows us to detect possible pain points and simplify the solution.

  • To analyze each stage of the mental process.
  • Homogenize the process looking up quality results.
  • Identify obstacles, and unnecessary steps through the process and help us to improve it.


Finally, we are in the last stage of our Double Diamond process through our Lo-fi, Mi-fi prototype, and the Hi- Fi, showing the feature added and the simplicity of a quick access for beginners or new users. They will be able to:

Lo — Fi Prototype.

  • The 80% of users complete the mission via the expected path.
  • The average time spent on screens during the path was 18.2s
  • The mission’s average misclick rate is fine: 21.9 %

Mi— Fi Prototype.

  • The 83.3% of users complete the mission via the expected path.
  • The average time spent on screens during the path was 10.8s
  • The mission’s average misclick rate is fine: 23 %

Hi-Fi Prototype

The success and failures metrics.


  • Users inclusion.
  • Increase the level of interaction.
  • Dynamic meetings conferences.
  • Increase level satisfaction.
  • Time on tasks are reduced.
  • Positive reviews online.
  • Current customers remain loyal.
  • Market competitors upgrade his features.
  • Conception of this is an old app.
  • Increase in bounce rate.
  • Low completion rate
  • Low task level satisfaction


Key takeaways



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