UX Consulting at Human Factors International
Human Factors International is a UX training and consulting company in Mumbai, India. In my role as a UX Consultant, I applied best practices in HCI and psychology to the review of applications. I also suggested actionable improvements to clients and created redesigns.
Vodafone Start Widget - UX Review and Design
The Vodafone Start widget
The Vodafone Services widget is a one stop point for Vodafone’s UK customers to access the telecom operator’s services. The mobile widget is installed by customers and is intended to offer insight into data usage and bill payments. The goal is also to onboard new customers into Vodafone’s ecosystem of value added services (including music, video and third party services) and promotions.
Business Goal
The objective was to increase the number of active users (who had already downloaded the widget), as well the number of signups.
The team
I worked in a team of 5 designers and 2 project managers. I was responsible to gathering requirements from the client, conducting the UX audit and collaborating with the team on ideation sessions.
My role
I conducted a detailed review and identified gaps in the User Experience. To further complement my insights and make a case to stakeholders, I referred to existing data on user behavior and best practices in UX. The final deliverable included findings and recommendations (both long term and short). A comparative analysis of similar applications provided further insights into improvement. High level wireframes were also created to illustrate the concept to stakeholders.
Grade sheet application redesign
The Grade Sheet Application
The Grade sheet application is used by faculty members and TA’s to publish grades. This application is part of the intranet portal, with it’s suite of applications, and is accessed very frequently. The grade entry process had several steps, and took people a long time to complete. As a UX designer, I reviewed the application for scope of improvement, and proceeded to create a redesign in Axure.
Business Goal
Reduce the amount of support emails sent to the IT department, and enable self entry.
Design Goal
The objective was to decrease time to enter grades and reduce the amount of rework, as a result of errors.
Deliverable
The first deliverable included a review with suggestions for improvement. After getting a sign off from the client, I created an improved design with an intent to reduce the number of steps, offer feedback to users and create a usable application. A set of axure wireframes designed for desktop were handed to the client.
SeaWorld - Redesigning the purchase flow for tickets
The Problem
The purchase flow for tickets and passes to SeaWorld parks did not account for the increased mobile transactions, and was confusing. Customers were dropping off from the purchase flow, and SeaWorld’s online presence did not reflect the brand.
Business Goal
Redesign the website, with a specific focus on the purchase flow, to account for increased mobile traffic. Include design elements to reflect the SeaWorld brand in a positive manner.
My role
I was involved in the project from the start, to handoff. I participated in requirements gathering, design evaluation and created wireframes to mockup the proposed design. I also presented the concept to the clients.
Deliverable
The final deliverable included wireframes, designed for both desktop and mobile, created in Axure. The redesigned purchase flow was a big improvement over the previous experience in the following ways:
Reducing clutter by prioritizing options in the mobile version of the website.
Using options within context, leveraging up- sell and cross sell options at pivotal points in the purchase flow.
Reducing redundant data entry and cognitive load during navigation.
Impact
The design was rated a 4.5/5 by the client, for it’s ease of use, and satisfying business requirements.