HappyFan7
HappyFan7 is a fintech startup that provides no-credit-check personal loan services. The metrics that were of the utmost importance were the increase in click-through rates and completion rates.
Role: UX Director / UX Designer
Scope of Work
Since China market is greatly different from United States, we worked closely with local team to tailor the marketing strategy from top to bottom. In a nutshell, the goal was to fully activate key eSport initiatives on League of Legends, embed brand awareness through the power of professional gaming team endorsement, further build up OMEN fans community with engagement programs and improved digital experience.
Identifying the Problems
To begin, we recognized the importance of modernizing the mobile experience. However, existing pain points indicate that nearly 80% of users abandon the application during the process. We need to figure out how these two situations are related. It might be one leading to the other, or both.
Hence, with the majority of users experiencing the services through the mobile site, my top priority was to improve the user experience by restructuring and redesigning the menu by making it fully responsive. Next, I led the team to tackle the broken user experience flow by clarifying the steps it took to complete the application process.
Navigation was streamlined to systematically categorize all the content while applying modern responsive menu designs to optimize for both web and mobile experience.
Initial Testing
The goal of this testing is to see how people react to our renovated mobile experience. Most importantly, we intended to focus on two critical actions while constructing the testing assignments: completing the installment application and making the first payment. In addition, we created two questionnaires to complete before and after the testing in order to collect actual preferences and feedback of the current application process.
The findings were instructive. First, the improved mobile experience was beneficial and welcomed. Second, approximately 40% of users leave, halt, or query when they reach step 3 owing to the guarantor information entry area. This precisely corresponds to a typical assumption: "They want to remain anonymous or hesitate before entering guarantors' names." Finally, some people believe that the payment page is not intuitive and suggest for more aggressive notification.
Refine and Iterate
We instantly encouraged the business owner to extend the timetable for additional A/B testing in one month after acquired and learned valuable data from the first testing. Meanwhile, we tweak and polish the taskflow and design before moving on to the next round of testing.
Following that, I decided to organize a quick persona exercise in order to compile a user profile from the surveys. It would remind us of customer preferences while reshaping taskflow and design, and would ideally pay homage to some of the best e-commerce sites.
The present application procedure was time-consuming, and the abandonment rate was high, especially in the third step. To alleviate the applicant's fear, we made guarantor information optional. Then presenting a supplement action link as a follow-up. Furthermore, send out noticeable payment notifications via email, text, or phone call.
Overall, we redesigned the process to make things more streamline but also incorporated effective UI elements to incentivize users to provide their information. Each of the steps in the workflow was meticulously redesigned to maintain consistency by presenting forms/fields in a digestible and aesthetically pleasing form.
2nd Testing - A/B Test
Our expectations were met. Addition to a large rise in completion rate, the majority of testers appreciate our awareness of applicants’ concerns in step three.
Implementation
Finally, we addressed each page’s responsive design at several major breakpoints before segmenting the responsive behaviors of each individual module. Then, we updated the style guide to support both mobile and web views. It is vital to have a consistent rule of thumb that is constructive for developers across the deliverables.
Loans made easy
The redesign allowed the service to increase the number of users by 19% in fiscal year 2020 whereas conversion rates jumped up by 30%. The end result further validates our assumption that intuitive and smooth user experiences substantially impacts business growth.
