Rita personal data is a start-up based in Europe. The purpose of the company is to giving back the opportunity to the user to control their data and generate benefit from its value.
ROLE
Solo designer through end-to-end process: discovery, design, usability testing, prototyping, support through development.
team
1 Designer, 3 Developers
Ritapersonaldata.com
time
May 2021 - July 2021
Challenge
After the application launched, There is still room for improving the product. The challenge of the application and brand itself is to make the user understand the concept of Rita and the transparency of the product. However, the user's rate is lower than expected 01 Objective + The current application requires a redesign of both interface and user flow to reduce frustration while using. + To increase the sign-up rate as the new user doesn’t understand the concept of the product. + To decrease drop-off rate while user connects their data from the source. + Improve user flow to lead the user to control features and learn to control their data.
problem
02 Define existing issue This chart shows the user flow which each of the following steps means Step 1 - Sign up Step 2 - Complete takeout Step 3 - Go to at least 1 of the control features After tracking the conversion rate we find two main issues which are users usually drop off between every step. We decide to set questions and goals to improve the user experience. 03 Set question With key takeaway, We were able to define the scope of the feature which aims to lead user experience to learn and calculate tax step by step while we try to create easy to digest the experience.
04 Goal & Metrics I work with the founder team and developer team. We aim to build a new experience for users. Our goal is to improve user’s experince as following below. + Get more users to try the control feature. + Get more people to do a second takeout. + Balance the feeling of control and completeness in functions without overwhelming. + Nudge users to come back into the app.
result
The results after launched revamp version showed that most users complete take out process. Moreover, the new onboarding screen helps them to decide on sign-up. 05 How i do? The process start with secondary research as competitor analysis and quantitative research as user in dept interview. After I got all the result, I start to synthesis and ideation revamp version.
Research
06 What user mention? “Didn’t remember how I got to control “ “Overwhelming “ “Really confused with all the control features”
07 Key finding from interviews The four main finding area from quality usability test : + Users are confused because we lead them directly to the feature from the dashboards. + Not enough users open the cards in the dashboards. + Control page not attractive enough and overwhelming. + Users found that the “wow” moment comes when users use one of the control feature. However, the main problem is that they don’t even arrive there.
08 Define user personas Refer to the interview, we found that rita user’s personas categorize to 4 types. Each type have different interest on the application.However, we conclude that every type have same need as below. + One click and everything is sorted. + Choice available in few clicks. + Precision on the data flow process from Rita. + Tranparency.
Design solution
09 Finding issue Current user’s flow pain point found that the paint point is at the control feature and data dashbord.
10 Solution +Improve user’s flow - minimizing the process from home to control feature. +Improve take out and onboarding Provide information of the product in one screen to help users understand rita’s concept. +Improve data dashboard Generate data on dashboard for users and make it transparency. Add timeline and make the application transparency Provide the clear timeline on data dashboard. + Improve home feature - To shotcut and lead user to the control feature in few click.
