About the client
One of the problems facing people who are food insecure is knowing where to turn for assistance. To tackle this problem, Community Compass Mobile App connect users who are in food deserts with much needed resources
Primary features:
Map of Resources highlighting the availability of resources like free meals, free groceries, and more.
SNAP (Supplemental Nutrition Assistance Program)
Calculator to see if the users are eligible for benefits
Resource Map
Resource Information
Eligibility Checker for Gov. Benifits
Just a little sneak-peak
Overview of the project!
What is the problem?
Users found the process of locating resources within the app to be overly complex, time-consuming, and at times frustrating making it challenging to meet their needs quickly.
What are the key Pain-Points?
High time on task
It takes a staggering 3:54s for users to navigate from the homepage to find a resource for their desired location making the process unnecessarily cumbersome.
Low Conversion Rates
Many users struggled to locate a critical feature that helps them determine their eligibility for free government benefits, missing out on valuable free resources.
Frustration due to Inaccurate Information
Due to asynchronous updates, users often encountered outdated information, such as incorrect pantry hours and unavailable free food resources, leading to confusion and frustration.
How did I solve the problem?
Assessing usability of the app
Heuristic analysis, SUS scoring, and usability testing with over 12 participants.
Identify needs and wants of users
Understand user needs and Identify KPIs with Product Manager and other stakeholders
Revamp the flows based on KPIs
Improved information architecture and user flows and created High-fidelity designs
Evaluated the overhauled designs
Performed A/B tests and time on task efficiency to assess improvements in user satisfaction
Impact
The Result?
Re-design significantly reduced time-on-task and increased the attention to CTAs leading to an improvement in conversion rates
Before
One of the most important functionalities, "Eligibility for SNAP and WIC benefits" has received little to no attention
After
With increased attention to CTA Buttons, the number of clicks and conversions has improved
Before
Conversion Rate
20%
After
Conversion Rate
60%
80%
A Deeper Dive
But wait, How did we get there?
Meet Sandy
Sandy, a 65-year-old living alone near the suburbs of Indianapolis, relies on her pension fund. She's looking for nearby food banks to help with groceries but isn't very tech-savvy for online searches. Recently, she heard about Community Compass, a potential resource
How does Sandy manage to access the food?
Step 1
See if the user is eligible for
State's benefits
Step 2
To Find a location that can
provide resources
Step 3
Accessing the resources
Re-design Goals
What are Sandy's needs?
Considering our customer base of seniors and veterans, here are the goals and pitfalls to avoid during the redesign.
Simplified Navigation
The user reaches their destination with minimal clicks
Avoid complex user flows with advanced filters and menu options
Minimal Cognitive Load
Interactions should match the user's mental models
Avoid unnecessary jargon
Keep visual consistency
New interface should be familiar & easily adopted by the legacy users
Follow existing design system & Iconography
The above details are based on user research and identified in collaboration with the Product Manager.
User research
What's the user feedback on the application?
To understand the usability of the application, we have conducted
SUS evaluation, Heuristic Evaluation, User Interviews and Think Aloud Sessions
System Usability Scale Score (SUS Score)
The average System Usability Scale score is 63.125, suggesting that while the app was generally acceptable, there was room for significant improvement.
Pain-point #1
Finding a resource is extensive and the time taken to complete the task is frustrating to the user.
This is caused by the non-intuitive search button and filter choices. The user has the option to use either the location search button or resource category, leading to the user having to take several steps to complete the task
Avg. Time on Task:
3:54s
Current flow
The user can not perform both search a location and selecting the resource. Hence, The user has to perform 3 actions to complete the task
My Re-design
Integrating the search button with filters on the home page reduces the number of steps and narrows down the resources, providing more relevant results.
Design Exploration
Design 1
Matches the user's mental models
Can't see the all the resource categories the app has to offer
Design 2
The icons and checkboxes are small in size and are not accessible
Highlights all the resource categories
Design 3
Large Icons and matches the user's mental models
Highlights all the resource categories
Before
After
Filtering the resources before searching for a location provides tailored results
Large icons highlights allow users to comprehend the resources provided, also enhancing its use for senior visitors
Filter button is not location on the map for the user to change resource category
Hierarchy of the search button changes as location is already selected
Pain-point #2
80% of the users were unable to complete the task to see if they are eligible for SNAP or WIC benefits
There is no clear indication of that functionality or a CTA button to guide the user to complete the task
Before
It takes the user 4 steps to land on the Snap and WIC calculator
My Re-design
Re-vamping the Information Architecture
The functionality and CTA are on 2 different pages and is low in information architecture hierarchy
The information architecture hierarchy is now improved with CTA being accessible in the homepage
Having the CTA on the home-page will prompt the user to complete the action
Using an Image draws attention of the users
Given that the button is now more apparent and the eligibility questionnaire is readily accessible, this enhances Task completion rate driving conversion rate
Pain-point #3
Inaccurate resource information such as opening & closing times, events etc.
Reviews from the google Playstore!
Before
Current user flow of acquiring information
The existing approach involves the support team from Community Compass communicating with food banks, food pantries, etc., directly over the phone to revise location schedules, resulting in abundant inconsistencies in information because timing for events can fluctuate frequently.
My Re-design
Creating an alternate log-in experience for the community partners to update the data with easy steps
Creating an alternate log-in experience for the community partners to update the data with easy steps
Impact
Evaluating the designs
To Evaluate the overhauled designs, I have conducted A/B testing with 12 Participants and heat maps through usability testing
Before
Time on Task:
3:54s
Prolonged loading times and inefficient user journeys have resulted in extended time required to complete the task
After
Time on Task:
1:17s
Streamlined processes reduced cognitive load, allowing the user to complete the task 67% faster.
What did the user say about the new interface?
My Learnings
Sometimes Small changes can lead to big Impacts
Small changes in UX, like simplifying navigation or enhancing button visibility, can significantly improve user satisfaction and engagement. These minor adjustments can lead to major increases in user retention and overall positive experiences because they reduce friction, make interfaces more intuitive, and help users achieve their goals more efficiently, leading to higher satisfaction and loyalty.
When an existing product is being reworked, Keep Legacy users in mind!
Business needs, fueled by prior investments, can also drive the technology train, leaving UX scrambling to adapt. This highlights the potential tug-of-war between functionality, user needs, and business constraints. It underscores the critical need for early and continuous collaboration between design, engineering, and business teams to ensure seamless product development that prioritizes all stakeholders' needs.
Why "Why?" is the best tool at your disposal
Employing the skill of questioning "Why?" for every detail is deemed one of the most crucial abilities. Consistently asking "Why?" to oneself and engaging with stakeholders remains an effective strategy to enhance understanding.
