1Hour design challenge

Design challenge for Mydano. I have given an hour to find the user’s pain point when user is browsing the main-page.

The challenge was, the current design consists of an online program introduction into business. The pain points arises where customers want to know specific information but every button leads them to a page that describes the whole program. As a result, the tasks performed by users becomes time consuming and unnecessarily prolonged by clicking back and forward.

  • Creating mobile first design.

    To use the online personal program, most of users use the mobile for attending online personal training program and finding the information. To create mobile fist allows to prioritize the importance of contents.

  • Research - Started the research process first, the research process contained customer’s behavior, analysis current market strategy, finding current user’s pain point.

    Design & Ideation - Interviewing users about the ideations, finding potential solutions, wireframe, user-flow, ia map

    Testing - finalized mockup, user testing with prototype and started iterating.

Research

Interviewee
Seungju Lee - Online personal training experienced

Katie - UX designer at health care

Year
2021/12

Seungju Lee (Online personal training experienced)

“I could see the what does the website and company do, however I didn’t feel like joining the membership because the website only focused on the information.”

Katie (UX designer)

“Returning rate is the key point for the online program. How people communicate with current and new users. They don’t know where can they find the information because there are too many CTA buttons. Also, the mobile design has very limit space to show the information to the users, users don’t want to read all the information in one page.”

-Focused on the conversion rate

  • Starting research

    Given the short time, I took a quick approach to take current branding, website designs and broke it down to its fundamentals based on assumptions.

    This makes it easier for me to analyze each of the UI and functions’ elements to see what purpose they have and how much it’s valued.

  • Build it.

    Applying an evidence-based methodology that involves users throughout the design process allows me to design a solution that is easier to understand without confusion.

  • Grow it.

    To improve the conversion rate from the first users as well as current users, finding the point which users can re-visit the website.

Return Rate

Based on my research, generally 30%-50% is considered a good returning customer rate.

During the user-research, I found people visit the online personal training program without the planning. The first user said she looked up the online pt program because the pt at the gym price was expensive which means if there was a huge price difference between pt at the gym and online pt, she might have joined the online program.

Based on the user interview, people were hard to find the alert CTA button due to the current design only empathizes detail CTA button. It leads users to pass the information card, because they have pressure to click because they think the next page will contain the join membership section. Or users already expect the next page will have the same information with lots of contents. I added the secondary CTA button next to the main link. By simply clicking the alert button, it helps users to browse the website without pressure and interrupt from the first and unplanned users which makes people to return the page when they get information.

Make it short

By combining the reviews and clutter of information which overlapped on the main page, that allowed for space to include the details of the program so that users can see both reviews and the details of the program at the first glance.

The current design’s CTAs are leading to the same page which make customers frustrated because users are expecting to see the different information based on each sections, however in fact the every CTA button are leading to the same page. By making reviews and program details together, users can check the information more effectively.