Context
Objective
Problem
MyAccount is a shoppers platform dedicated to managing orders processed through 2Checkout.
The project was at first aimed at refreshing the old visual interface, in the process adding the redesign of the login flow and redesigning the whole Payment Methods and Subscriptions Management sections.
Being a payment processor's shopper platform, the user awareness of having the ordered products associated with it was quite low. Data analysis showed majority of users reach this platform for a one time experience, a reason being the complicated access to the platform's services and functionalities, with a tiresome login and no responsiveness.
There was a high number of customer support tickets related to login and payment methods associated with clients accounts.
Customer support
There was a high number of customer support tickets regarding login.
Analytics
After analyzing data it was obvious that less than <5% users returned for a second time on the platform on mobile devices
Design
The design of the platform was outdated and not responsive
Renewals
Data showed low renewal rates in subscriptions. Analysis showed some users simply tried to change payment methods, but unable to do so, canceled the subscription all together.
Team
Discovery phase
I overtook the project as main UX Designer from a first iteration phase, working closely with the Product Manager, Product Owner and Engineering Team.
We did Stakeholder interviews and before getting to the visual refresh of the platform, we did a thorough data analysis. This helped compiling a complete list of problems that we needed to solve. After putting the data in charts and drawing some conclusions, we validated them by doing internal user testing with new colleagues from other departments that did not know this platform.
User Flows - Jobs to be done
After defining main User Goals in using the platform, we have systematically simplified or improved flows that proved to be cumbersome.
Login flow
Proposed
Login flow
User Flow Finalizing Order
Architecture
All new flows or improved ones were detailed into diagrams explaining the change in architecture.
Wireframes & prototyping
The next step was creating various iterations of wireframes and a prototype that were validated with the team and with stakeholders group.
UI style guide
I designed a library of UI elements for the project, recording all of the design elements and interactions, UI components such as buttons, typoghraphy, color, navigation menus.
Responsiveness
The platform was redesigned using bootstrap and is now fully responsive.
User Testing
User testing was done with the same group that tested the existing platform design. There was a notable improvement in achieving the goals of all the proposed scenarios during testing and a general positive feedback.
Metrics
-
Successful login rate increase
-
Customer support tickets related to login decrease
-
Increase conversion of dunning management (RRT)
-
Positive user testing reports after implementation
-
Positive Internal feedback
Key Takeaways
This project was challenging as it was a large-scale project with a short time frame. There were many constrains that needed consideration, to begin with the design that needed to be neutral, simple and versatile as some customers use it as is and others customize it, so it needed to be easy to customize and have a neutral design. There was also important consideration to the ease of implementation, so I had to adapt quickly to interface changes and develop a workflow for collaboration between UI and development. It allowed me think more rapidly, and develop more clear design decisions.