MY ROLE: UX/UI DESIGNER
DURATION: 5 MONTHS
TOOLS: SKETCH APP, MARVEL, ZEPLIN
The company is targeting international students who come from China. They noticed that there isn't a good deal for a student who is just starting a new life in the U.S.
Redesign the landing page to improve the visual effect and accessibility.
-Difficulty attracting users.
-User remaining on the website.
- Full redesign of the website. Improve visual by modernizing look and increase user awareness.
- Create a login portal to make the site more functional.
Based on Google analytics, user sessions increased 240%, new users increased 800%(71 new user in Aug. 2017, 578 new user in Aug. 2018).
OLD INTERFACE | PAIN POINTS | COMPETITIVE ANALYSIS
OLD INTERFACE & PAIN POINTS
Based on Google analytic data, there were only 71 new users in August, 2017. I conducted some user interviews, offering $5 credit. Feedback: site was not legit, not enough information for a first time user, and basically useless for an existing user. Even for a first time user, there is nowhere to purchase a data plan. The transaction could only be made by a customer representative.
THE PAIN POINTS
Cannot purchase the data plan online
Cannot create a profile on the site to make changes to the account.
No clear CTA
Conducted research of three competitors to determine what they're doing well.
Based on user demographics, our users are 18-24 year old Chinese students. For this reason, China Mobile was selected for conducting our competitor research.
It has a vivid, clear interface, and uses bright colors to attract the user.
It has a clear side bar for users to access their account.
All data plans are at the hero position.
SKETCHING | HI-FI MOCKUP | ITERATION | PROTOTYPE
Based on research, the feature bullet points and the data plans were highlighted.
After presenting the sketch to the team, I created a low-fidelity wire frame and included the partnerships above the footer, per the marketing team's request.
HI-FIDELITY WIREFRAME AND ITERATING
After building the Hi-Fi wire frame, I conducted several user tests to determine people's preference.
Some feedback received: "the hero image is a little childish"; "the login page is not consistent with the main page".
I presented the responsive version, but the developer couldn't deliver the animation as designed. As a compromise, I adjusted the prototype.
The login portal includes personal information, account information, customer service, terminate service, and referral credit. Users can monitor the data usage and easily change the personal information in the portal, instead of calling customer service.
Suggested a common Q&A section be added to the portal. The questions were collected from a list of frequent ones asked of customer service.
CONCLUSION AND FUTURE GOAL
Once site was deployed, user sessions increased 240%. New users increased 700%.
Build a mobile app for users for easy access to their account.