How simple UI changes increased start to cart conversion from 59% to 62%
My Role
Surveys, User Interviews, Research Analysis, Copywriting, Ideating, Visual Design, Prototyping
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
Every design project starts with a plan. It differs according to the situation––time constraints, current knowledge base, level of risk, end goal––I follow the same principles every time: 1. understand, 2. define, 3. brainstorm, and 4. test and learn. Because this was a "revamp" and not a "redesign," we had significant constraints on what we could change, including only 2 weeks for design. On day one, I summarized improvement opportunities with "sticky" Figma sheets (above) and created variations of UI treatments (below). On day two, I met with my Product Manager and Engineering Lead for feedback. I met with Marketing for brand buy-in as well as the CTO for alignment.
We continued feedback iterations every day until we all aligned on the final set of UI improvements at the end of the two week sprint.
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