TACKLING THE ON-BOARDING
PROCESS
Mobile app re-design for people who work in the service industry
OVERVIEW
IndiCard is a company founded in Boulder, CO that provides benefits and discounts to those that work in the service industry. IndiCard gives discounts at dental offices, spas, retail stores, restaurants, bars, and more.
MY ROLE
I was responsible for creating the user interface and visual design.
I also created all prototypes and assisted with research. My partner was responsible for conducting user research and usability testing. Together we brainstormed solutions through a design studio format.
TOOLS
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User Interviews
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Personas
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Emotional Journey Maps
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Surveys
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Clickable Prototypes
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Usability Testing
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Axure
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InVision
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Adobe InDesign
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Sketch
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Whiteboard
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Pen + Paper
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Sticky Notes
THE CHALLENGE
Re-develop the on-boarding process for the Android version of the mobile app. Also to integrate the service industry's smaller networks into the IndiCard.
Process
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Talk with the owners of IndiCard.
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Create a schedule for the 3-week sprint.
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Conduct user interviews & research common trends with on-boarding and free trials.
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Discover issues.
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Ideate and brainstorm solutions.
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Create prototype.
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Conduct usability testing.
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Iterate.
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Finalize designs and incorporate material design standards.
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Polish and delivery final deliverables.
USER RESEARCH + competitive analysis
There is currently no other mobile application like IndiCard. IndiCard's competitor is simply service industry workers giving each other hook-ups without using a tool. We conducted user interviews and asked users how they currently receive industry hook-ups.
KEY TAKE-AWAYS FROM COMPETITIVE ANALYSIS:
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Service industry workers tend to leave each other large tips.
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Friends who work in the service industry give each other discounts triggered through conversation.
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Most service industry workers are very social.
Through user interviews, we were able to understand the culture of who may use the IndiCard. We created two personas based on research. We highlighted their needs, goals, motivations, and frustrations.
SHANTELLE ROBERTS
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"I love to go out and try new places with my friends, but you never really know when you may get a special hook up at a new place."
JACK NOLAN
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"I’d consider myself a regular at a few places around town. I don’t really try other places because they don’t know me there."
DISCOVERY
We talked with IndiCard users and had new users try out the current sign-up process. Through this we discovered that there is a moment when many users would stop using the app. Although users have a 30-day free trial, they are prompted to enter their credit card information right before redeeming their first deal.
"I HATE when I have to enter in my credit card information for a free trial."
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"Being prompted to enter credit card information unexpectidly would make me delete the app immediately."
EMOTIONS
IDEATION
We hit the whiteboard and sketchbook and began sketching. We would sketch privately for roughly 8 minutes and then share ideas for 2 minutes.
USABILITY TESTING + ITERATIONS
We conducted five rounds of usability testing, iterating between each round. I created the designs and prototype in Axure and InVision. We had over 30 participants total for testing.
HOME SCREEN
WHAT WE LEARNED:
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Users wanted to have a way to learn more about the app before creating an account; however, users did not read all of the information if it was displayed. Participants also mentioned that the screen overall has not appeal.
FINAL DESIGN:
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Users top desire was to see the deals, so we added a featured deals display on the home screen. We also added a learn more button so users could get more information.
CREATE AN ACCOUNT SCREEN(S)
WHAT WE LEARNED:
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Credit card information being prompted right before redeeming a deal caused negative emotions and needed to be removed. We also learned that users would like to be able to sign up via social media for an easier sign-up process. We tested a 1-page vs. 2-page create an account flow and found that 1-page was simpler for users.
FINAL DESIGN:
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Credit card request is removed for the free trial. When users select apply, they have completed the sign-up process.
DEAL CATEGORY AND DESCRIPTION SCREENS
WHAT WE LEARNED:
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During testing, participants mentioned wanting a social aspect to the app. We decided to start small and tested this with users.
FINAL DESIGN:
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I implemented material design standards such as a hamburger menu, bottom navigation on category page, and design standards for the top navigation on the item page. We also added in a social aspect that allows user to see data on other users.
SOLUTION
We created a one-page sign-up process that allows users to redeem value from the application during the free trial. We also added a social element to entice users to continue to use the IndiCard app.
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View the final report with annotations and full details here.
next steps
During testing we discovered that users would like a section to write and read reviews. When we presented this to the stakeholders, they made the point that people outside of the restaurant industry also use this app, and may leave negative reviews. They mentioned that in the future, they are considering limiting the customer-base to only restaurant industry, and in which case, the review feature will be very useful. People in this industry trust each other and will be able to connect through each others recommendations.
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We also gathered ideas for the referral program. We came up with a way to add gamification and entice users to refer multiple friends. For each referral, an additional reward is given, leading up to a much larger reward after 5-10 referrals. Further testing is needed to develop this idea.
CLICKABLE PROTOTYPE
OBSTACLES
One obstacle we overcame was persuading the owners of IndiCard to remove the credit card notification during the free trial. We presented the user research and real quotes. They were skeptical at first, but after we explain our plan on how to be sure users convert into paying customers, we successfully persuaded them.