Sylvia Baba
User Experience Design
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One Less Thing Mobile Website Redesign

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Overview

Design and test a new user flow for users to create a job listing in order to increase conversions to a paid subscription.

TEam

As a 3-person team, we conducted research and created a high fidelity interactive prototype over one 2-week sprint. My role was project manager, and I also conducted research and usability testing, and wireframed our designs.

Tools and methods

Design strategy and concept design, user research, interviews, and surveys, affinity mapping, empathy mapping, rapid ideation and sketching, wireframing and prototyping, usability testing, Sketch, Invision


 
 

The Challenge

One Less Thing, a local services marketplace that connects customers with college students to hire for things they need done, approached my team with the problem that users weren't converting to paid subscribers. She wanted us to test her checkout flow and iterate as needed, designing for mobile.

 

User Problem

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Users feel that hiring help online is impersonal and untrustworthy

 

Solution

  • Redesign the mobile homepage to emphasize value proposition and prioritize user education.
  • Redesign onboarding and "create a job" flow to increase users' trust in One Less Thing in order to increase conversion by 3%.

 

Impact

When implemented, this redesign will increase trustworthiness and value proposition to users, as proven by an increase in conversions to a paid account (KPI: 3% increase)

 

My Role: Project Manager and UX Designer

  • Performed market and user research, including surveys and interviews, to understand landscape and conducted a competitive analysis and heuristic evaluation of competitors
  • Conducted a heuristic analysis of current website to diagnose issues
  • Surveyed current users about their behaviors and attitudes
  • Ideated, sketched, and created wireframes, with iterations informed by usability testing results.
  • Served as sole point of contact with client, communicating business needs and feedback to the design team
 

Research

Our first step was to review OLT's Google analytics to see if we could pinpoint why users might not be completing the conversion funnel. What we discovered was that about half of users weren't even getting past the homepage, let alone all the way to creating an account and paying for a subscription. Conversely, our research showed that users who did make it past the homepage were moving to the student login page at a higher rate than to "how it works" or "employer login", so the student side of the website was comparatively in better shape. Therefore, we decided to target our homepage redesign toward users who would be hiring helpers.

 
Almost half of visitors bounce from the home page

Almost half of visitors bounce from the home page

 

Why are half of visitors bouncing
from the first page they land on?

Through a heuristic evaluation, we diagnosed the problem as "death by a thousand paper cuts" in terms of usability, clarity, and value proposition. The biggest issues we discovered through user interviews and preliminary usability testing were that users didn't understand what the website did, and they didn't feel that it provided enough value to them to find out more. We crafted 3 surveys and conducted additional user interviews to validate our hypotheses, which we synthesized into an affinity map. These insights helped inform our persona, Sue, who we continually referred back to during the design process.

Affinity map of our user's needs

Affinity map of our user's needs

 

Primary Persona

 
Sue presentation.png
 
 

Goals

  • Hire someone trustworthy
  • Build a relationship with the people she works with
  • Have a pool of people she can call on when she needs help

Frustrations

  • Lack of community help
  • Not enough time in the day to get everything done
  • Sick of interviewing someone new every time she needs help
 
 
 

Designing the Homepage

In redesigning the homepage, we began with a round of "crazy eights", a timed exercise where each team member individually sketched out our ideas. We then translated the promising ones to the whiteboard, where we used "dot voting" to pinpoint which elements we wanted to explore further. 

 
 
Preliminary homepage ideas on whiteboard

Preliminary homepage ideas on whiteboard

 
 

 Then we sketched out two different layouts of the homepage to A/B test hero image size, number and layout of CTA buttons, hierarchy of "how it works", testimonials, and featured user profiles

 
Two initial homepage sketches

Two initial homepage sketches

 
 
 
 

Once we had some user feedback about the two different versions of the homepage, we set out to sketch a new version that incorporated what worked and left out what didn't. 

 
 
Homepage iterations, from left to right: hand sketch, mid fidelity wireframe, high fidelity wireframe

Homepage iterations, from left to right: hand sketch, mid fidelity wireframe, high fidelity wireframe

 
 

Mapping out the User Flow

 
 
Sketching out our competitors' user flows

Sketching out our competitors' user flows

Designing a homepage that encourages users to click through was only the first step in getting them to convert to a paid subscription. The next step was to design an onboarding and payment flow that encourages trust, comfort, and value

As part of our research, we conducted a competitive analysis of four of OLT's top competitors (TaskRabbit, Care.com, Urban Sitter, and Takl) to see how they were handling the user flow of creating a job listing. We especially focused on and A/B tested the following: 

Should users be able to preview potential candidates before paying?

Yes, it builds value and trust in the service.

At what point should users be prompted to create an account in order to proceed?

As late as possible in the flow, in order to build value for the user.

We used these insights to map out a flow that is in line with industry standards and advocates for the user at every step.

 
 

Sue's happy path

 
 

Designing the "Create a Job" flow

Once we had a flow, we began to design the screens, beginning with hand sketched wireframes. We then tested and iterated, going through 4 rounds of usability testing. We iterated to improve clarity, increase value prop and user trust, and include elements that were previously overlooked.

 
 
3 iterations of the create a job page

3 iterations of the create a job page

 

Designing the Dashboard

Finally, our user flow needed to have a dashboard where users could view and edit jobs they had posted, reply to job applications, and manage their account and profile. Since it was the end of our user flow, and was not interactive in our prototype, meaning that user feedback was limited, so iterations were more based on assumptions and visual clarity than usability testing results.

Iterations of the Dashboard page

Iterations of the Dashboard page

 

Current Iteration

Most recent iteration of every screen

 

Next Steps

  • Incorporate 2-factor authentication into create account page
  • Build out interaction from Dashboard to test usability
  • Allow users to view their live job listing after it's posted
  • Collect data on bounce rate and conversions (once new design is live)