ABOUT

This projects revolves around creating better user engagement through cross-selling and pushing new products, understanding customer expectations, expanding the app while maintaining strong functional performance, considering design expectations based on user personas and language, ensuring modularity, flexibility for future features, enabling discoverability of individual features, and making most used transactions minimal effort to save user time and buy time for other features.

This project enhanced ACT's customer experience by focusing on key aspects: personalization, user control & freedom, building trust, and interaction & incentivization. It included tailoring content based on user behavior, offering seamless management of services and devices, establishing trust through security and reliable support, and increasing engagement with features like gamification and loyalty rewards.

We conducted a thorough analysis of data collected from user research interviews, competitor analysis, and design audits to prioritize features, develop user journey maps, and establish user personas. Following this, we crafted an information architecture (IA) to systematically organize, and categorize content, ensuring an intuitive structure for user navigation. We proceeded to create wireframes and finalized designs for the screens by building on a visual design language suitable for their brand.

The research aims to gather user feedback on ACT's platform, identifying areas for improvement and enhancing satisfaction and engagement. One-on-one interviews and usability testing provided personalized insights, revealing challenges like confusion during onboarding and trust issues with payment flow.

Because of time constraints, user research could not gather insights from a broad demographic of users representing different target audiences of ACT. Hence, the insights obtained were relatively limited in scope, primarily focusing on tier 1 users.
At each stage of wireframes, we validated our designs with the dev team to ensure that all the designs cater to the existing database and APIs as well. Multiple decisions were taken and iterations were produced to validate those as well.