#interview
#inclusive_design
As businesses increasingly rely on digital channels to connect with their customers, the user experience of apps and websites has become a critical factor in their success.
However, even the most well-designed apps can struggle to engage users if they don't meet the needs and preferences of their target audience.
This was the case for our client, who was experiencing low levels of customer engagement with their existing app.
📝 Problem statement
Our client's app was not engaging their target audience, leading to low customer engagement, user retention, and adoption.
The client acknowledged the issue and sought our Team's assistance in identifying the underlying problem and developing a strategy to redesign the app, to meet the needs and preferences of their intended audience.
Fatima is an 18-year-old student living in London.
She's passionate about pursuing a career in the creative industries and is always on the lookout for new opportunities to learn and grow.
Sarah is outgoing and loves socialising with friends, but also enjoys spending time alone scrolling through social media apps.
Sarah is looking for an app that can help her find local youth services and opportunities related to her interests.
She wants to easily discover events, training programmes, and apprenticeships that can help her gain experience and build her skills, as well as mentoring programmes that can provide guidance on her career path.
Sarah finds it difficult to navigate the various websites and resources available to her.
She often spends a lot of time searching for relevant opportunities and sometimes misses out on events or programmes because she didn't know they existed in first place.
To better understand the users of the LVN app and gather insights on their interactions, preferences, and suggestions for improvement, we collaborated with the City and Islington College in London to organise a “focus group” session tailored to our client's target audience.
Through this session, we conducted interviews and obtained valuable feedback.
💡 Solution
For LVN, we faced some challenges that required a fresh solution!
The answer was to implement several changes to the existing app structure, starting by using a new typeface that not only looks better, but also enhances the user's reading experience.
We also swapped out traditional pictures for illustrations that give the app a more lively and interactive feel. A new and improved search function, which is much easier to use and more efficient, and we also gave the app a complete makeover by using patterns typically found in social media apps.
⬅️➡️ Before & After
A new Onboarding process will introduce the user to the benefits of using the LVN app.
This information will be concise and clear (and can be skipped), thanks to the use of specific keywords and dedicated imagery.
Homepage
The new Homepage will be better organised to provide the user with an overview of all the functions and features accessible from the app, at a glance.
Signposting
Signposting will be renamed, to be more user-friendly. The new structure will mimic the endless-scrolling seen on social media apps to keep the user engaged.
Search
The new Search will be immediately accessible from the home screen, and the addition of tags and suggestions will help the user find any type of content.
Power of an Hour
The Power of an hour page will follow a similar approach to that of the Signposting page, to maintain user engagement and visual consistency.
Rewards
The Rewards page will remain unaltered.
The new screen will just follow the new design language, for consistency.
