In 2019, the payment and product renewal processes faced significant challenges, leading to user frustration and decreased retention rates.
By conducting in-depth research and leveraging user insights, I designed and implemented solutions that streamlined workflows, improved usability, and enhanced the overall user experience.
Context:
In 2019, users were experiencing confusion and dissatisfaction with the payment and automatic product renewal processes. This led to a poor user experience and potentially impacted customer retention and conversion rates.
Problem:
Users were confused by the payment and renewal processes.
Lack of clarity in system status and error recovery options.
Low customer satisfaction and potential loss of revenue due to user frustration.
Objective:
Redesign the payment and automatic renewal processes to improve user clarity, satisfaction, and conversion rates.
Responsibilities:
Conduct a comprehensive assessment of user behavior and pain points.
Design optimized workflows and high-fidelity prototypes.
Validate the designs through usability testing and implement improvements.
Research:
Conducted event log analysis to identify behavioral patterns and areas of confusion.
Distributed customer satisfaction surveys to gather feedback on the existing processes.
Performed qualitative interviews to gain deeper insights into user pain points and needs.
Created representative user personas to guide the design process and ensure a user-centered approach.
Design:
Designed optimized workflows to simplify the payment and renewal processes.
Developed high-fidelity prototypes using Sketch, incorporating user-centered design principles such as:
System status visibility: Ensuring users were always aware of their current status in the process.
Error recovery capabilities: Providing clear options for users to correct mistakes or cancel actions.
Conducted usability testing with real users to validate the effectiveness of the designs and gather feedback for further refinements.
Implementation:
Collaborated with development teams to implement the redesigned workflows and interfaces.
Monitored user behavior and satisfaction post-launch to ensure the changes had the desired impact.
Impact:
Improved user clarity: The redesigned processes reduced confusion and made it easier for users to understand and complete payments and renewals.
Increased conversion rates: The streamlined workflows led to measurable improvements in conversion rates.
Higher user satisfaction: Usability testing and post-launch feedback indicated a significant increase in customer satisfaction.
Key Learnings:
User-centered design principles (e.g., system status visibility, error recovery) are critical for improving usability and satisfaction.
Comprehensive research (e.g., event logs, surveys, interviews) is essential for identifying pain points and guiding design decisions.
Usability testing ensures that designs meet user needs and expectations before full implementation.
