iFlix
Improve partnership banner conversion on mobile 📽️
The challenge
iflix partner up with local telcos to provide bundled package to users. This comes with few months of free iflix sponsored by telcos as incentive for users to convert to carrier billings. We were tasked to find ways to increase conversion rate of users accepting the partner offers and to help strengthen the partnership with telcos.
🎯 Objectives
To increase partner offer acceptance rate.
The business initially wanted to focus solely on crypto. But after further research, Australian users are quite cautious and still trying to familiarise with the idea of crypto investment. Resulting Finder Finance to also adopt shares investment as part of the product.
Understand what are the users's concerns with accepting partner offers.
Existing Finder users have been identified as beginner investors based on the type of content they are consuming. So Finder Finance target audience is defined as beginner investors.
Learn what will help the conversion for users to accept partner offers.
Unlike other Finder products which are more localised, Finder Finance is intended to be a global product to align with how the crypto market works.
My role
Led the user research
Recruited research participants
Designed research framework
Conducted user interview and usability testing
Synthesised research insights and circulated it back to the team
Collaborated with UI designer to improve the usability
1 UX Researcher (myself)
1 UI Designer
My team
Stakeholder interviews
The same approach performs well in some countries, though the market in these countries are too small to justify the approach is something we would like to maintain.
Discovery
Some feedback from the customer service team is that, in certain countries e.g Malaysia, users have a lot more questions to ask before they actually willing to accept the offer.
We aren’t allowed to use some words e.g “free”, for some legal requirements with the partners.
Mixed results
Cultural differences
Legal requirements
User interviews & usability testing
Based on the knowledge that we gathered from internal stakeholder, I decided that it would be best that we come up with a new design and to run usability testing.
Testing flow
Display partner offer a part of the “education” piece.
Prompt partner offer whenever users are trying to play the show, the partner offer will keep getting prompted until users accepted it.
Existing design
Features
I started off with designing the homepage. I came up with the wireframes for the different states of the screen and translated it to high-fidelity user interface design.
First iteration
User feedbacks
An ‘ad’ or a promotion (which is acceptable as it is a type of promotion)
A login or subscribe screen
An error (this resulted them to press play > dismiss partner offer repeatedly on title page)
5/6
didn’t accept the partner offer. They interpreted it as:
2
users who acknowledged the partner offer (promotion) clearly, but didn’t accepted it mentioned that:
📝 Learnings
Information delivery
User liked how simple the information being presented, easy for a beginner to digest. They find it very intuitive, seems easy to use.
Aesthetically pleasing
Users find the interface very modern, they liked the graphic and subtle animation. There was quite an even vote between light and dark mode, we decided to go ahead with light mode instead as users described it as less intimidating and inviting.
New design system
While working on this project, the design team at Finder is simultaneously working on our new design system. Also from the result the whole journey mapping, we decided to lean into the existing Finder app design style for a seamless experience.
Desktop & mobile design
Homepage
“This is definitely something I would use, can’t wait to see it goes live.” 😍
— Participant in usability testing
Screen flow
Search
Asset details
The other big piece of Finder Finance is the asset details page. This is basically where users go to learn more about the assets they are interested in, and Finder’s money making pages.
Wireframes
✍️ Stakeholders feedback
SEO
Finder naturally leaning towards building content that is SEO driven. Means a lot of feedback from stakeholders influenced the design through the SEO lense.
Compliance
As crypto is generally a new type of asset, the regulations and compliance differs based on the region. Luckily, with experts advice within Finder we managed to get a holistic understanding of the regulations making sure we have proper disclaimers throughout the platform.
Standardised categories
The publishing team works quite differently based on the region they are in, which means some of the categories will differ too. But through Finder Finance we are looking to standardise these type of content.
High-fidelity UI
After multiple rounds of iterations and consulting stakeholders, I got to the point where I think we are ready for another round of validations. So I conducted usability testing to test these 3 tabs; Overview, Trade and Analysis.
Design
📒 Users feedback
Relevance
Users find most of the content that are being displayed is highly relevant to what they would be interested to learn before investing in an asset.
Modern user interface
Users find the interface very modern, they liked how well the information is being presented. They are aware there is a lot of information there if they need it, but by default the amount of information that was being presented by default was just right to manage their cognitive load.
Too technical
Although Overview and Trade page was getting a lot of good feedbacks from users, the Analysis page however would require some major iterations. Users find them too technical for their understanding and didn’t feel like they would benefit from it.
“I would consider myself an intermediate investor, but these information are just too technical for me.” 🤨
— Participant in usability testing
“As part of launching strategy, there’s balancing act required to make sure we are optimising the SEO performance to ensure higher Google rankings” 📈
Balancing act
User interface design
User interface design
Next steps
I continued to design other parts of Finder Finance eg. Search and Listing page, while the developers are working on the completed design. We were aiming to launch Finder Finance by September 2022.