The Situation
The team faced a decision deadlock as partners held conflicting desires, only agreeing on the necessity of user adoption. As design lead, I served as a pivotal connector, bridging diverse perspectives. My dual focus was identifying user demand and articulating its significance to clients, fostering trust for informed decisions and unified action.
The Task
To define the information architecture and lead the user experience for this project, I began by identifying UX patterns familiar to users, such as those from Venmo, Chase, Plaid, and PayPal. I collaborated closely with the head architect and lead developer to create a feasible user flow based on these identified patterns. To ensure compliance and security, I conducted interviews with the legal team to understand the requirements needed to lower our risk and secure payments and information. With this foundation, I created prototypes for A/B testing and led user experience research to gain valuable insights that informed our design direction and strategy.
The Action
To create a prototype for early-stage concept testing, I began by conducting thorough user research to understand the varying preferences of our clients. Using this research, I crafted user flows for A/B testing, where A and B represented the distinct preferences identified. Through this process, the onboarding journey provided valuable insights into users' trust levels, the amount of information they were willing to provide, and their expectations regarding auto-filled data. These insights were instrumental in refining the prototype and ensuring it met user expectations effectively.
The Result
I led design discussions with my team and partners, focusing on crafting loyalty-driven experiences. By testing various user flows, I identified key preferences that guided our design decisions. My insights clarified the project direction and secured stakeholder alignment, resulting in a five-week testing plan that achieved over 90% satisfaction and addressed previously unmet needs.
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