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Approach & Development
My role
Conducting research.
Communicating with the editorial team, managers, and developers.
Creating designs from scratch to release build.
Developing a design system.
About Decision-Making
Understanding users and how the product fits into their lives and business needs is critically important. Since the product targets business owners—aiming to increase their loyalty to the bank’s brand and convert them into leads—our team recognized the need for conducting usability testing.
The goal of both qualitative and quantitative UX research is to gain insights about clients: What is their experience using the product? How do they react to it? What do they like and dislike about specific features? With these classic questions in mind, the researcher and I began testing. After a series of tests where users were assigned various tasks, I analyzed patterns in the data to uncover insights into users' intentions behind product usage.
With the results, we conducted a brainstorming session involving the business team, the researcher, myself as the designer, and selected hypotheses that formed the foundation for the product redesign.
In addition to qualitative metrics, which were handled by researchers and the editorial team, we had the opportunity to measure the impact of our product on the stakeholders’ metrics—the very reason the project was initiated. Even with the first build, we recorded results such as a 25% increase in Lead Conversion Rate (LCR) and a 38% increase in Click-Through Rate (CTR) for users progressing through our product’s funnel, among others.
In other words, we already had quantitative data to work with. These metrics also guided us during the redesign process. Through brainstorming sessions, we were able to identify hypotheses for future improvements.