How moving the location of a Filter menu increased overall conversion rate by 4%
My Role
UX/UI Design
Company Context
moovel partners with transit agencies to provide iOS and Android mobile ticketing applications for riders. They also create backend management tools for management and inspection staff.
The Problem
After 4 years of the white label Mobile ticketing application ("Rider App") being live, I had accumulated piles of digital sticky notes of feedback. Combined with an aging codebase, it was finally time for a proper redesign of our most profitable product line for our 5 million users.
The Process
This was the simplest process. I had tracked this issue for a while as breaking a common convention. With my boss's support, we moved it to the left, set up an A/B test, and watched the results come in.
We approached this with minimal investment—no UI enhancements—just a day's work of engineering to move the menu and establish an A/B test.
The Solution & Outcome
After 3 months of a massive design effort, we delivered a beautiful update to the Mobile ticketing application. The design team toured the country meeting with public transportation clients to present the new design, what they could expect with the latest version, and highlighted the benefits of the new app—a reliable single codebase that would dramatically reduce their support calls, bug tickets, and customer complaints.
In the end, customer support calls went down, app store reviews went from 2.1 to 4.9, and 6 years later is still live. Check out the "LA Mobile" and "Charm Pass" apps on the app store now.
Let's Work
Together
© 2024 by Shannon Hauff