Memod’s iOS and Web App
Timeline
JUL 2022 - NOV 2022
Goal
Uncover frictions with the SignUP flow and Onboarding journey to help user conversion.
Responsibilities
Lead Product Design for Web and iOS App.
Mentor UXUI designers and plan UX research.
Facilitated ideation sessions, and Usability Audits.
TL;DR of my impact
Took design decisions that reduced task completion time by 35%, significantly improving overall efficiency.
Led user-centered design iterations that increased task success rates by 22%, enhancing product reliability and usability.
Designed intuitive design solutions, resulting in 76% of users describing the process as intuitive during usability testing.
The team
Core Team
Senior Web Dev 2
Senior iOS Dev 2
Lead Product Designer (Me)
UXUI Designer
Graphic Designer
Reporting Team
CTO
PM and PO
Shareholders
The challenge
The complex sign-up flow frustrated new users, making it difficult for them to get started and stalling the app's growth potential.
This frustration lead to:
52 - 60% of user drop-offs.
Our mission then was to discover what was wrong with the experience and reduce friction of the journey.
How did we reduced friction?
First we revisited our product documentation, then proceeded to make several ideation sessions.
Design Thinking Sessions for Empathy and focus.
Event Storming and Usability Audits to get clarity on what may be mission and what could be improved.
SCAMPER exercises to reduce unnecessary steps.
My responsibilities
Usability testing results
We conducted a remote usability test through Maze with 24 participants to test the flow.
Overall results:
Users struggled to identify what to click and where to navigate.
CTA placements were poorly positioned, making them difficult to detect.
Low contrast made key actions harder to see, failing accessibility standards.
Previous Flow
Redesign and UX strategy results
Polishing CTA hierarchy to ensure users knew the primary CTA.
Reduced friction of the onboarding flow by simplifying the process and eliminating unnecessary steps and updating the visuals to achieve accessibility standards.
After conducting a secondary usability test, we obtained positive results that propelled the acceleration of the signup flow redesigned launch.
Metrics impacted:
35% Decrease in time on task.
22% Increase in task success rate.
76% User found the process intuitive.
Our Solution
Take aways and Learnings
As a start-up product, Memo’d offers really interesting challenges for product design and development.
The challenges seemed very compacted, yet with care and empathy for both Users and Business stakeholder, problems can be untangled. This is why I decided to tackle first the sign-up section as it was a viable and desirable point to start.
Although I had direct contact with business stakeholders, it was difficult to influence design decisions, but this gave me resilience and new skills to articulate design decisions.
Credits and acknowledgements
Pilot and Final UI designs are accredited to Estefanía Farías.
