Convious // Mobile first e-Commerce
Complete overhaul and ongoing optimisations for a multi-purpose checkout system from a user-centered design approach.
Convious is the leading A.I. Driven SaaS platform that continuously improves the customer journey for the leisure industry through flawless UX and their proprietary artificial intelligence.
Over the span of nearly 18 months I worked on improving the e-commerce module that is Convious’ external-facing product. The goal was to add complexity by introducing several innovative user-flows based on new features and partner requirements. The work was data-driven and aimed to constantly improve the user experience while increasing conversion rates and keeping the complete module scalable at the same time.
Client / / Convious
Services / / User research, UX & UI design
Year / / 2019
The challenges & outcome
Together with product management and engineering I defined innovative solutions after which I collaborated with the research team on creating the right user researches and as the senior UX/UI designer I had the responsibility over the whole highly iterative design process; from creating initial ideas and sketches in brainstorm sessions to wireframes; it was a constant flow of quickly amending and fine-tuning visuals on new data insights and requirements in a data-driven environment.
The design stages led from user flows to wireframes and from high-fidelity prototypes to design hand-offs and libraries.
As we took the user-centred design approach my high-fidelity prototypes were used for the continuous usability testing. These tests ultimately brought the design process to its final stage; making production-ready deliverables, including design handoffs for development in order to kickstart development and start A/B testing the different design options. This resulted in amazing user experiences through clean and intuitive interfaces.
The final outcome was a brand new, minimalistic and clean design that covers all user-flows and every state within them through 52 screen layouts and over 100 UI components.
Meanwhile, conversions have been increasing steadily while the complexity and number user-flows have grown significantly.
“Don has all it takes to evolve product specifications from initial sketches to production-ready deliverables. He is a highly-skilled, responsible, and creative UX/UI designer. I definitely recommend him. “
ROBERTO PESCE JR.
/ / PRODUCT MANAGER AT CONVIOUS
Designing a strong UX and highly conversion optimized site from scratch.
Tailored Money is an independent financial affiliate site that allows its customers with poor credit scores to apply for mortgages and business loans.
The objective of the project was to get the best possible user experience and optimise the site for conversions. Since there was no budget to conduct a primary, user, research I relied on secondary research to validate my design decisions.
Client / / Tailored Money – commissioned by Brinn Marketing
Services / / Brand identity, UI design & Development
Year / / 2017 (ongoing)
To design an immaculate user experience, I kept three aspects in mind throughout all design stages; the emotional appeal, creating trust towards the user, and creating a clear value proposition.
By using relatable photography and excellent copy (provided by the copywriters) I was able draw on the emotional appeal persuasion method from the target audience. Furthermore, I attempt to create trust having an easy way of getting in touch, clear terms and conditions as well as showing verification of the business by the FOS, which acts as an authority.
Apart from the creating a layout of the landing pages that would bring the focus to conversion, the biggest challenge was laying in creating intuitive enquiry forms that would guide the user and create trust to answer the, often quite personal, questions regarding their financial situation. I decided that in this case trust was built through clarity and simplicity, this was translated into clear formulated questions spread over smaller bite-sized steps in the enquiry forms.
The site has performed extremely well, surpassing even the most optimistic expectations of the client. The average conversion rate ranges from 50% to 70%, depending on the traffic source, and the site-wide bounce rate is less than 5%.
“We love the functional design of the site and the number of conversions are exceeding the expectations. “
/ / FOUNDER OF TAILORED MONEY
Crafting the next-level user experience of an internal web application for an international user group at one of Northern Europe’s largest banks.
The goal of the project was to bring this outdated internal application into the modern age by significantly improving its user experience and interface.
As a contracted UX/UI designer, I was responsible for this project in its entirety, laying out and conducting the user research between a very diverse and international user group and redesigning the complex internal application based on the research findings.
Client / / SEB Bank
Year / / 2018
The main challenge I faced in unifying the user research as the user group was spread internationally and differed strongly in terms of age range, experience, culture and attitude towards the project.
I solved this by setting KPI’s that were applicable to both teams and streamlining the user research and applying the same techniques with slightly different approaches. This resulted for example in carefully written interviews with questions formulated differently depending on cultural background, local company culture and age range of the interviewee.
Conducting the research was something I did by applying different techniques, mainly; one-on-one interviews, CTA (recorded) tasks of users, card sorting exercises and integrating other relevant (external) field studies. After analysing the collected data, I created three personas based on the findings to give the research outcomes a ‘face’ for the stakeholders while presenting the study in several offices.
After this stage I moved on to creating wireframes, which then evolved into high fidelity prototypes, all while continuously having users involved for feedback and testing through interviews and CTA tasks.
Once the final high-fidelity prototype was completed and converted to HTML/CSS for the development team, I created a highly detailed design handoff addressing each design element in a library, explaining functionalities of the system and its micro-interactions. To bring the project to a close I presented final product to stakeholders and user groups in Stockholm and Vilnius.
“We have been over the moon with the work ethic and outcome of Don’s efforts on this complex project. He has been going the extra mile by conducting additional user research and presenting his research and designs on location in Stockholm and in Vilnius in order to ensure total clarity, comprehensive feedback and get to a product we’re all very proud of. “
/ / PROJECT MANAGER AT SEB BANK