Paway
UX Design App Project
This User Experience project started with one question: How can we improve pets’ quality of life when being transported with their owners? It is known that many people in big cities don't own a car and therefore rely on public transportation or taxis to transport their pets with them. It was also discovered during this research that people living in cities like London and NYC are more likely to carry their pets with them.
Paway
UX Design App Project
Paway
UX Design App Project
This User Experience project started with one question: How can we improve pets’ quality of life when being transported with their owners? It is known that many people in big cities don't own a car and therefore rely on public transportation or taxis to transport their pets with them. It was also discovered during this research that people living in cities like London and NYC are more likely to carry their pets with them.
This User Experience project started with one question: How can we improve pets’ quality of life when being transported with their owners? It is known that many people in big cities don't own a car and therefore rely on public transportation or taxis to transport their pets with them. It was also discovered during this research that people living in cities like London and NYC are more likely to carry their pets with them.
Hi, I'm a User Experience and Research Lead
I help businesses develop and grow revenue by understanding people through research and strategy.
Transforming UX into Business Growth: 25% Lead Conversion Increase at RFI Global
Directed end-to-end UX research processes, collaborated with cross-functional teams, and influenced strategic business decisions.
At RFI Global, I led a comprehensive UX research initiative to address high website bounce rates and low lead generation. By integrating user-centric insights into our business strategy, we transformed the digital experience, resulting in a 25% increase in lead conversions and a 15% reduction in bounce rates within six months.
Responsibilities
UX Researcher Lead, aiming to align RFI Global's digital presence with user needs while fostering a more intuitive and engaging experience.
Hypothesis
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A lead generation business model will outperform an
e-commerce approach. -
Understanding product details holds more significance than understanding user segments.
Methodology
Conducting a thorough UX audit, heuristic analysis, competitor analysis, and feature analysis laid the foundation. This was complemented by stakeholder interviews, 101 user interviews, usability testing, and accessibility testing to extract valuable insights.
Goals
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User Understanding: Gain insights into users' expectations.
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Operational Efficiency: Increase website traffic.
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Credibility Enhancement: Establish credibility by improving the lead generation funnel.
Strategic Approach:
Comprehensive UX Audit
Conducted heuristic and competitor analyses to benchmark performance and identify gaps.
Stakeholder Engagement
Held interviews with key stakeholders to align business objectives with user needs.
User-Centric Research
Data-Driven Redesign
Performed 101 user interviews, usability testing, and accessibility assessments to gather actionable insights.
Used research findings to inform a website redesign, focusing on intuitive navigation, clear messaging, and accessibility compliance.
Key Findings:
01.
200+: Accessibility issues identified in the website.
02.
6 months: Average time from discovery to conversion.
03.
£30,000: Highest payment for a research program.
04.
£2,500: Cost of shorter overviews and downloadable reports.
Problem Statement
As a financial services provider I'd like my website to be an effective lead generation tool and a provide a great user journey SO THAT my customers can convert easily.
UX Research Insights:
01
Decoding Data Demands
Users seek a breakdown of data types before purchase.
Frustration arises when explaining industry basics to sales teams.
Desire for understanding research methodologies and technologies.
02
Navigational Frustrations
Inconsistent mobile/desktop versions hinder accessibility.
Lack of clear message and product findability on the website.
Unnecessary scroll due to a lengthy header and footer.
03
Building
Credibility
Communication gaps in the website's proposition.
Outdated content impacts UX credibility.
Clearer user personas needed for tailored messaging.
04
Paths to
Purchase
Sales paths lack clarity; direct sales effectiveness questioned.
Multiple paths to the same content cause confusion.
Difficulty in determining business model issues or navigation problems.
05
Difficult
User Journey
Website lacks memorability and navigation clarity.
Confusing paths hinder task accomplishment.
Lack of clear problem statement affects user goal identification.
User Needs
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Tailored Research for Product Teams
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Market and Sentiment Reports for Marketing/Insights Teams
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Reports and Data Sets for Consultancy Firms
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Raw Data for Data Analysts
User Pain Points
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Explaining Financial Services to Salespersons
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Creating Lower-Level Documents for Clear Goals
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Inflexible Pricing and Long Sales Cycles
Heuristics Analysis:
Findable
Conduct tailored user interviews and prioritise site map improvements.
Controllable
Ideation sessions for optimal information architecture.
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Accessible
Implement inclusive design and perform accessibility testing before launch
Learnable
Create a clear problem statement based on research.
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Clear
Identify and address communication gaps, define user needs.
Valuable
Adopt a user-centric approach to define a friendly customer journey.
Useful
Conduct user interviews and usability testing to refine navigation.
Delightful
Enhance content with modern imagery and research material hub.
Credible
Perform a content audit, simplify language, and align with user needs.
Communicate
Create a content strategy and implement content with the right tone of voice
Competitor Analysis
Ipsos
Exemplary UX practices, clear navigation. Limited exploration of innovative features. Potential challenges in differentiating offerings.
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YouGov
Strong categorisation, adheres to UX best practices. Possible areas for improvement in terms of unique features.
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BCG
Mostly user-friendly but contact details hard to find. Difficulty in finding contact details, potentially impacting user conversion.
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Kantar
Complies with user-friendly features, unclear newsletter placement. Areas for refinement in terms of content organisation.
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Nilson Report
Lacks user-friendly functionalities, difficult navigation. Navigation challenges may hinder user satisfaction.
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Gestalt Principles
Proximity and Similarity:
Organise content based on relatedness to enhance user understanding.
Hick's Law
Simplify:
Decision-Making: Minimise choices on key navigation points, reducing cognitive load.
Serial Position Effect
Content Hierarchy:
Prioritise and format information based on its position, ensuring key details stand out.
Fitts's Law
Optimise Click Targets:
Ensure clickable elements are appropriately sized and strategically placed for ease of interaction.
Suggested Psychology of Design Principles and Laws
Conclusions and Recommendations
Streamlined Navigation Bar
Simplify paths, focusing on products and data solutions.
Dedicated Data Solutions Page
​Highlight the importance of data solutions.
Industry-Focused Pages
Drive traffic with targeted content for specific industries.
Content Hub
Implement a searchable content hub with filtered content types and topics.