case study

How I improve usability

Redesigning a learning app and optimising the user experience based on collected user data.

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role

UX/UI Designer

business

company

start-up, 20+ employees, 3 investments

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focus

App redesign

groups

product team

2 front-end, 2 back-end, 1 designer, CTO

about the app

Provide their users with math & vocabulary puzzles. The puzzles where visible on your lock screen: to unlock your phone you should choose the correct answer.

USP | effortless learning

The app is particularly effective for users that open their smartphone more than once a day, so they repeated their training almost without being aware that they are learning.

This kind of training speaks to the long term memory whilst a lot of training apps provided quizzes for the short time memory.

Target audience

Everybody who wants to learn a new language or get better at mental arithmetic, but doesn't seem to find the time for it, or make an effort to open a learning app everyday.

App status at the beginning of the project

get_app

Installs

close to 1M

people

daily active users

close to 200k

understand

empathize

The app had been in the Play store for about a year and the team already collected data.

USER data

The data was a combination of app analytics and user feedback in the form of direct messages and user interviews.

Altho the content had changed and features were added, no changes had been made to the initial design and structure.

define

After gathering insides from the team and analyzing the data, I could define 3 main issues

app structure / uX design

too many (hidden) items

The app had grown rapidly with new functionalities due to user feature requests.

The app structure was very limited and new features where therefor ‘hidden’ in the settings menu.

app size / UI design

Too big to install

Users didn’t want to install the app because it was too big.

80% of the app size was due to the - vintage - design. The vintage look was achieved by structured background images, bevels & embossed elements, imagery & icons

app experience / UX Design

difficult onboarding

Users didn’t really understand how to start using the app on the lock screen.

Using the lock screen included giving the app permission to change settings on their phone, which where very technical and difficult to understand.

app structure / UX
too many items

understand

define | stage 2

An extensive settings menu with features, app info, company info and app configurations

user pain

  • user feeling overwhelmed by the long list
  • finding a particular feature is not easy
  • some features are only interesting for advanced users with a strong technical knowledge

EXPLORE

prototype

A more organized settings menu

the changes

  • divided all items into sub menu items
  • There where new categories added: Packs & Pre App feature
  • About became a category on it's own
  • Feedback was more prominent and easy to find

understand + Materialize

explore

materialize

test & Launch

we tested the app with our alpha users, the feedback we got was mostly focussed on improving the description of the text so it was more understandable.

After adjusting the descriptions we launched the newly designed app to the public.

outcome

5% increase of app installs and daily active users.

get_app

Installs

1M +

people

daily active users

200k +

people

user experience

Satisfied users that could finally find and use the features they had asked for.

groupse

team work

Optimized collaboration between Design & Development, making it faster to launch & test new features

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