Implementing feedback from user testing and research
Trying to get across a new product proposition in a few seconds isn't easy.
Thinking about the core problem that the product is solving and how to convey that as simply and efficiently as possible - visually - can be done in a few ways -
Thinking about the core problem that the product is solving and how to convey that as simply and efficiently as possible - visually - can be done in a few ways -
Messaging
'Wordiness' is lost online - many users wants to 'scan' and understand with minimal effort.
'Wordiness' is lost online - many users wants to 'scan' and understand with minimal effort.
If they need the detail, then they can drill down for information; we don't want to make them work too hard or we will lose them.
A picture says a thousand words
The old illustrative style is cute, but users were not understanding the concept.
I wanted users to grasp easily that this is mobile app technology, remove the unnecessary decorative elements and also make the brand feel a little more grown up
Reducing the steps to 'Sign up'
After working with product and Dev I was able to simplify the Sign up flow from 5 screens to 3 with a few simple changes
Journey flows
There were many user journeys and flows to consider, from Sign up via responsive web app, through to Apple Wallet, QR code or shared link. Then there was the Sign in journey and the content and functionality available once the Pass is added and donations are being made.
I created prototypes for all the flows whilst we were building out the MVP at the same time for using testing - using either method.
UI Designs
A small sample of my mobile and desktop design versions of the screens
A few 'Apple Wallet' designs
Early colour palette concepts / exploration
As we were steaming full-speed towards MVP there was no time for early brand exploration, (and the name was still undecided even), however, I had a bit of downtime which I used to explore a few quick colour options and also ideas around adding in a little illustration or animation further down the line.
Project summary
• All UX / UI / Illustration
• Design for mobile-first principles / small screen first
• Responsive design - desktop to small screen plus some iOS design necessary within the journey flow
• Lots of prototyping for testing
• All of the audience tested with the new visual design understood this new proposition and concept - a great result
• Steps to signing up were a barrier as the process was lengthy. I was able to reduce the steps which aided sign up completion
