Team

Interaction designer, UX designer, Researcher and Content writer 

Materials

Figma, Figjam

My ROle

UX designer 

Goals/ Objectives

• Improve ease of use for user log in

• Clearly identify the difference between a personal and a business log in page

• Create a clear navigation between the personal and business log in page

• To support and implement overall UX standards for the company: effortless, personal, reassuring

Research/ Insight

From testing, we found the user was confused between the personal and business login pages and the frustration the user felt trying to navigate between the two. The user also expressed discontent with the multiple-step authorization as they felt it was heavy and difficult to understand. The company had long been working towards a single sign on while keeping log in as secure as possible and this research brought us a step closer to that goal. Lastly, the user found the verbiage to be confusing and too corporate to easily understand.

Development

I started brainstorming with the IxDa and Content for the best information architecture. Once that was in a usable spot, the team sat in for user testing to confirm if theorized info architecture was appropriate to more forward w designs. Then, we sketched our first draft thoughts and created wireframes in Figma from the user testing results. Our Researcher ran a second round of user testing from the wireframes and created a first draft mockup of design the designs. Next, we reviewed the designs with stakeholders and business partners to align with business goals. An unexpected addition to the project was when we involved a third party search engine to help with SEO and to better focus search results. Wrapping up the project, we ran a final round of user testing to confirm any last questions.

setbacks

• Creating conversational verbiage to help users feel understood, appreciated and supported that still aligned with business goals

• Aligning business and user goals: business wanted to push marketing talking points, but this was not a priority for users and voiced their frustrations in user testing

• Business v. user communication preferences options. Business wanted more automated responses where users sometimes needed someone to communicate with personally

Outcome

A succinct design offering focused and relevant responses from search results, striking a balance between user and business-minded goals. This will help to accentuate the UX design standard principles while marrying the users needs.

Next Steps/ Results 

Next, I shared the Figma files with builders for development.

You can see the live edits on the site now.