Andrés Poveda - Front End Developer & UI/UX Designer

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Alianza

UI/UX Designer

Alianza, the second-largest trust fund in Colombia, maintains a website and mobile app serving millions of users nationwide. This comprehensive digital platform was becoming outdated, with emerging UX design trends highlighting the inefficiency of some of Alianza's existing design patterns, as evidenced by low task completion rates.

As part of a 10-member team, I played a key role in spearheading the design process from conceptualization through prototyping. Our objective was to establish new, cohesive design patterns that would seamlessly adapt across both web and mobile interfaces, ensuring a consistent and optimized user experience throughout the platform.

In this case study we are going to focus on the public portal for ‘regular’ who are mainly looking to diversify their actives.

+0%

Heuristic Improvements

+0 %

Average Task Completition Rate

-0 %

Average Reduced Time per Task

Site Mapping and Heuristic evaluation

We initiated our response to the issue by conducting a comprehensive analysis of all application workflows. This process involved first, creating a sitemap with all possible navigation routes to then identifying potential heuristic errors that could significantly impact user flow and experience. Our investigation revealed 56 distinct improvement opportunities, which we subsequently categorized as mild, moderate, or critical.

To ensure proper documentation and project tracking, we recorded these findings in a dedicated Notion file, which serves as a central repository for monitoring the project's progress throughout its lifecycle.

User Testing and Interviews

We then proceeded to conduct field research, interviewing and testing with a total of 40 users to test the 10 key features of the application as identified by the executive team. Our methodology included measuring the average time per task and the task completion rate. We defined task termination criteria based on users expressing frustration or inability to continue with the process. This approach allowed us to gather valuable insights into user interaction with critical application components.

67.51%

Completition Rate

3.21 Minutes

Average Time per Task

Moodboard and Benchmark

Following our initial analysis, we decided to explore contemporary inspiration and usability trends to enhance the user experience. We conducted both qualitative and quantitative comparisons of current tendencies, allowing data-driven insights to guide our selection process. This approach enabled us to identify the most prevalent trends across digital products already familiar to our user base, ensuring our improvements align with established user preferences and expectations.

Buyer Persona

Based on our user research and feedback, we developed a comprehensive buyer persona to represent the typical user profile. This persona encapsulates the primary motivations, goals, and pain points of our target audience, providing a clear reference point for design decisions and feature prioritization.

New User Flows

Having established user priorities, we proceeded to the critical phase of our project. We meticulously examined over 127 distinct user flows, systematically identifying and eliminating any friction points or potential distractions that could impede users from completing their primary tasks. Our focus was on streamlining the user experience, ensuring that users receive only the most relevant information at each step. This targeted approach aims to improve task completion rates and reduce average time per task, thereby enhancing overall user efficiency and satisfaction.

UI Kit and Design System

Following the optimization of the user flow, we proceeded to the implementation phase. We began by establishing a comprehensive UI Kit and Design system, incorporating the brand's traditional color palette. Our approach emphasized UI simplicity, carefully considering our target demographic's preferences and familiar interaction patterns. This strategy ensured a user-centric design that aligned with both brand identity and user expectations.

New User Testing

To assess the impact of the design changes on user experience, we conducted a follow-up study with a new group of participants. We replicated the original test conditions, including identical tasks and protocols, to ensure a valid comparison with our initial findings while avoiding potential bias from repeated exposure with the original participants.

21% Improvement

67.51%

Completition Rate

24% Improvement

3.21 Minutes

Average Time per Task

Our team achieved an 88.51% completion rate for the assigned tasks, while simultaneously reducing the average time to completion by 24%. These results stem from our thorough research and underscore the importance of conducting a proper case study. Moreover, they emphasize the critical nature of comparing initial baseline data with new test results to accurately measure improvement.

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