Micole - Alejandro Y. Shutova

May 2024 - Sep 2024

Timeline:

Scope:

Tools:

UX design & CRO

Figma, GTM, GA4, Looker, Python

We assembled a combination of quantitative and qualitative data. The former primarily from web analytics like GA4, GTM and MS Clarity, and the later from usability tests and user interviews.

To expand beyond GA's default analytics, we implemented custom GTM tags to track specific elements and events. At the same time, we assembled a large dataset of user preferences from over 10,000 survey respondents. This sample size allowed us to conduct robust statistical analyses.

During usability tests, we recorded footage of users navigating the interface, and asked about their previous experiences looking for schools. Although this kind of in-person research is mostly incompatible with statistical analysis, it can often reveal blind spots and inspire new, creative insights.

We pre-processed and assembled the web analytics and survey data, then ran PCA and clustering analyses to identify user segments. Distinguishing these segments gave us a model of the user base with which we could craft more informed user personas, and plan UX strategies and UIs tailored for each segment.

To test our UX hypotheses and their respective UIs, we set up an A/B testing script with MS Clarity that ran on the live version of the app. With the GTM expanded analytics, we were able to continuously monitor which UI iterations outperformed the others, and could then revise all successive iterations accordingly.

After usability testing various designs, we found...

During usability tests, users looked for the search, filter and map functions more than all others, and so these were prioritized and isolated in the bottom tab bar for quick thumb access.

More importantly, this design includes many ways to achieve the same outcome. For example, containers can be closed by tapping the cross in their upper-right corner, or if the user prefers, by tapping the corresponding icon in the navbar, or even by swiping down on the small draggable indicator. Users can navigate the UI in their own preferred way.

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We replaced the 'Search this area' button with a script that requests missing map pins for every swipe on the map. Although this change increases server load, it transforms map navigation into a seamless and uninterrupted experience.

To manage the added server load, we prepared a cache that stores the most frequently requested locations to reduce server latency. This way, we could streamline map navigation without compromising server performance.

Last but not least, we added a quick filter menu that serves two different functions.

For the users in urgent need of a school, it provides a quick alternative to filter and browse search results, reducing the number of interactions required to find and contact a school.

Conversely, for the users with more casual needs, it offers a quick way to explore various categories in a few gestures, encouraging broad engagement and exploration.

Conversion Rate Optimization

Mixed methods research

Custom event tracking and online surveys

Usability tests and interviews

PCA and clustering analyses

A/B testing design iterations

The winning UI variants

Readily-accessible navigation

Dynamic map requests

Quick filter menu

Rebranding a construction holding company.

Testing usability across European branches.

Testing usability across European branches.

Rebranding a construction holding company.