Reducing conversion friction and resulting in increased sales of 10 million Hong Kong dollars
Informed by insights from research reports curated by our UX Research team, our team addressed several usability issues with visual decluttering, progressive disclosure, inclusion of edge cases, and creating patterns for repetitive actions.
Overview
Duration
2 weeks
Team
Samuel Wong
Josie Liu
Christy Shen
Ayumi Lee
Tools
Competitive evaluation
Heuristic evaluation
Design system
High-fidelity prototype
Platform
iOS
Android
Desktop
Reducing decision fatigue through progressive disclosure and visual decluttering
According to Hick’s law, the time it takes for a user to make a decision increases with the number and complexity of choices. By relocating the decision factors, in particular terms and Annual Percentage Yield (APY) to the subscription page, we minimized cognitive load upfront as they only need to compare cryptocurrencies on the homepage.
Our decision was reinforced by UX research, revealing that users prioritise familiarity with crypto types over APY and term yield.
Restoring a beginner-friendly subscription experience by eliminating unused features
Recognising that each additional unit competes for attention, our redesign prioritises essential information and learnability for beginners.
We eliminated the display of remaining quotas for a product, considering it’s unlikely for a beginner's balance to exceed the limit. The removal of the minimum Annual Percentage Yield (APY) input aligns with our focus on simplifying the experience, catering to users unfamiliar with manual lending mechanisms in crypto trading.
Designing for edge cases with content designer
I worked closely with Content Designer to recreate microcopies for edge cases so users would know what to expect. We rewrote reward rules for bonus eligibility to ensure accessibility is in place, used positive language to redirect users, and added an explanation when the market rate shot up and exceeded the bonus rate.
A clear representation of chronological events
We organised the product payment using a schedule component because of the visual hierarchy it creates. Users can quickly scan through the important events after subscription. We also replaced the subscription time with “now”, making it easier to understand the status of their subscription.
Complemented with light mode and website integration
Upon delivering high-fidelity User Interface designs and content variations, I also prepared the complementing light mode and website designs to create a unified Simple Earn experience.