HYUNDAI
How Formative Research Uncovers Pain Points
CHALLENGE
To create a more intuitive experience for a user to search and explore special offers.
PROJECT SUMMARY
Through routine qualitative studies, I uncovered user pain points along the journey of researching special offers online. From the insights the team was able to design a more intuitive experience.
THE PROCESS
1. UNDERSTAND USER NEEDS AND GOALS
Through ongoing qualitative research, user pain points within the special offers journey path were detected. Remote interviews with 10 users were conducted which allowed the user to organically search without prompt. With our learnings we were able to understand how to streamline the experience through navigation, UI elements, content and flow.
2. OPTIMIZE A CLEAR PATH
A UX Audit was performed to display errors and current flow for a user to search and engage with special offers. From the current flow I then went to propose a recommended flow, informed by the insights from the study.
2. WIREFRAMES & VISUAL DESIGN
Content and features were wireframed using Sketch. The hierarchy and cadence of the components were structured by the qualitative study findings. Designs were then prototyped in InVision to help us test and learn.
