I was hired at JumpGate Solutions to make key redesigns to their existing web-app SOL Connect, an on-demand advice marketplace for life experience, where users can book and video chat with experts around the world. In particular, I was given 6 weeks to redesign:
1) Guide Onboarding Simplifying the workflow to improve onboarding completion rate, and capture the minimal data necessary for bookings.
2) Guide Profile Identifying features on the profile that encourage users to book guides, and laying the information on the page in an easy-to-navigate manner.
3) Editable Guide Profile Enabling a seamless transition from public profile view into editable mode, and an easy way for data to persist on desktop and mobile devices.
4) Guide Search Showing a guide's multiple subjects on the search cards, and implementing sorts and filters on the page.
UX/UI Design Since guide profiles did not adequately provide enough information to spur users to book, I had to re-envision the criteria that were shown on the search pages. I also created new functionality, such as editable guide profiles.
Interaction Design I introduced new interaction design elements, such as a calendar module that used Javascript to hide and show data.
Usability Testing I tested with users via paper prototypes to ensure copywriting was understandable and the process was intuitive. Whenever a development sprint was complete, I tested the product and watched other users engage with the product as well.
Prior to joining the SOL Connect project, brand design firm Studio Paradise had set forth a branding and UI pattern consisting of orange, beige, and black colors (as shown below), as well as black and white imagery. They also implemented a grid format with linear elements. In my redesigns of multiple areas of the site, I created layouts and solutions within the language and parameters originally set by Studio Paradise. However, the one area where I adjusted slightly was the black and white content imagery. Many guides were unhappy with the monochrome look and feel, and felt that the SOL Connect site could look more inspiring with color. Thus, I enabled color with a 60% desaturation filter as a compromise to the original visual design. I personally would have preferred a more neutral and "cleaner" color like white as the background color, as the beige is close to white, but the slight difference was enough to make some users question.
Two Search Fields Users were not sure which search field to use. The search field on the header opened up a topics dropdown, while the other search field was open input. Users should not have to think.
Inadequate Guide Info Some users felt the information shown on the search cards did not entice them enough to click on the respective profiles.
Only 1 Subject Shown Most users found it inconvenient that only one topic was shown on cards. A Guide can have multiple topics, so users had to click to the Guides' profiles in order to see their other topics. This additional step discouraged engagement and bookings.
Topics Filter Placement Early on, this placement of topics was acceptable since we didn't have a plethora of topics, but as we added more topics, this layout made for a laborious and lengthy scroll.
Uncentered Logo Though the SOL Connect logo is centered across the header, it is not centered against the Guide cards. This creates a misalignment when the Guide cards scroll under the header.
Since adopting this new guide profile, there has been a 625% increase in monthly guide bookings, compared to the baseline period. I believe this increase is due to the improved credibility of the guides' profiles. By providing descriptions and experiences of specific subjects, users can better understand what the guides offer, and are more likely to book them. AirBNB and KickStarter show how detailed their profiles need to be in order to get bookings and donators. In addition, the increase in monthly guide bookings is also due to the improved guide onboarding process. More guides onboarded means more potential bookings.
Prior to me joining the SOL Connect team, there was no editing capability, which meant Guides had to reach out to our admins each time they wanted to make a profile change or update. This became a huge frustration for our Guides, and consequently, their engagement had waned. When I was brought on, I immediately identified profile editing as a major necessity and redesigned the Guide profile pages with easily accessible editing in mind. Below, I mapped out each editable section and state of the Guide profile via Sketch software.
I have made numerous iterations with the specific copywriting of the input fields to ensure users understand what they are supposed to input. The required and optional fields have enabled users to enter just the minimum information, while allowing the enthusiastic guides to provide further details.
The existing onboarding process for guides consisted of an invite questionnaire (shown below). Upon completing this questionnaire, SOL admins would manually extract various information and compile them into the full guide's live profile. This was problematic because often guides wanted to edit or modify the format that the SOL admins had set. This meant guides had to contact SOL admins each time they wanted changes to their profile.
Too Lengthy Most guides are unable to complete the 20 questions in one sitting, and required SOL admins to guide them through the process. The average time to fill out the questionnaire was 10 days.
Unfocused Questionnaire Numerous guides didn't understand why they had to answer questions about their childhood dreams, or where they have travelled. They have expressed a desire to answer only the necessary questions required for booking.
Inaccessible Process Once guides stop the questionnaire, and return to it at a later time, they often have forgotten that it was an email link; they would go to the website and try to continue the onboarding process, but to no avail.
Unmotivated to Complete SOL admins often had to "babysit" the guide and complete the process together. Some SOL admins had to remind guides several times before they continue and complete the questionnaire.
