User Journey Analysis
Poker Club sign-in and add top-up accounts
The problem
In this project, I focused on improving the user experience for a web application by streamlining the registration and top-up purchase processes. The existing workflow was convoluted and time-consuming, leading to user frustration and a potential drop-off in user engagement. Our goal was to create a more intuitive and efficient flow to enhance user satisfaction and retention.
Registration
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Users needed to navigate through 4 clicks across 4 different pages.
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Each page contained multiple choices, adding to the complexity.
Top-up Purchase
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Users required 2 clicks across 2 different pages.
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There was a lack of clear information on how the top-up process worked, leading to confusion.
Objectives
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Simplify the registration process to reduce the number of steps and clicks required.
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Make the top-up purchase process more intuitive and informative.
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Improve overall user experience by reducing the time taken to complete these tasks.
Timeline
May 2024
My role
As the UX Designer for this project, I was responsible for analyzing the journey map and site map, conducting competitor analyses and creating digital wireframes.
Process Redesign
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Mapped out the existing workflows to identify redundancies and bottlenecks.
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Designed new streamlined workflows with fewer steps and clearer instructions.
Prototyping
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Created wireframes and prototypes of the new workflows.
Tools
Figma
Project Overview
Understanding&Define
Current User Flow Analysis
The diagram presents the trajectory users take from their initial landing on the homepage to the pivotal step of downloading the application. However, upon closer examination, it becomes apparent that the user journey lacks a streamlined pathway to facilitate essential actions like registration and chip purchase.
User Experience Implications
The absence of a direct route to key functionalities poses significant usability challenges. Users are forced to navigate through multiple pages, resulting in frustration and increased cognitive load. This convoluted process not only hampers user satisfaction but also jeopardizes conversion rates, as users may abandon their journey due to its complexity.
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Proposed User Flow: In the diagram below, we introduce the new user journey tailored for purchasing chips and downloading the app
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Designing a Central Page for Seamless Registration and Chip Purchase Journey
Registration
Streamlined to just 2 clicks, facilitated by 4 direct links prominently displayed on the homepage and fixed in the navigation.
Chip Purchase
Simplified to a single click, facilitated by 2 direct links prominently featured on the homepage and fixed in the navigation.By implementing this revised user flow, we aim to significantly reduce the complexity of key user actions, enhancing accessibility and improving overall user experience. Through clear and direct pathways, users can effortlessly navigate the platform, leading to increased engagement and conversion rates.
Direct Links
The "Star" page will offer 4 prominent links directly from the homepage to streamline access to crucial information.
Page Content
Users will find a comprehensive step-by-step guide for registration and login, supplemented with clear links to key actions.
Effortless Access
With just one click, users can seamlessly navigate to purchase chips or initiate the registration process.
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Competive Analysis Insights
After research across various betting websites, a common UX trend emerged: the fixed bottom menu. This design choice ensures essential navigation remains easily accessible, especially on mobile devices, reducing the need for excessive scrolling. It also provides a consistent interface, enhancing user engagement and retention. Incorporating this strategy into your portfolio showcases your commitment to user-centric design and industry best practices
The menu will be fixed at the bottom of the screen, making it easier to access important links:
• Buy more chips
• Online Poker
• Tournaments
• Free Sign-up
• Login
In addition to the most important action highlighted, in the case of the example buying chips, with a button of a different color from the others in the menu.
Registration form
After conducting thorough research on best practices for form design, I've crafted a set of tailored suggestions for this project:
Clear and Descriptive Field Titles
Each field should feature descriptive titles to guide users effectively through the form-filling process. Clear actions within each field will enhance user understanding and streamline navigation.
Standardized Rectangular Buttons
All buttons should adhere to a standardized rectangular shape. This uniformity promotes easy recognition, ensures visual consistency, and facilitates clear text display. Additionally, it optimizes adaptability across various devices and simplifies responsive design implementation.
Enhanced Call-to-Action (CTA) Buttons
Elevate the effectiveness of CTA buttons by providing concise, actionable text that clearly communicates the outcome of clicking. This clarity empowers users, setting precise expectations and encouraging engagement.
Accessible Customer Support
Position customer support options strategically below the CTA button. This placement enhances accessibility, ensuring users can easily access assistance if needed without disrupting their form-filling experience.
Exclusive Website Chip Purchases
Clarify that chip purchases are exclusively available through the website. Inform users that app-based payments are not accepted, providing clarity and managing expectations effectively.
Integrate Security Seals
Boost user confidence by incorporating security seals throughout the form process, prominently displayed in the page footer. These seals communicate a commitment to data security, fostering trust and reassuring users throughout their interaction.
Enhanced Navigational Features
Implement a "Back to Top" option to enhance navigability. This feature provides users with a convenient means to return to the beginning of the page, improving overall user experience and facilitating seamless interaction.
Benefits of the New Flow
Simplification - The new flow is more intuitive and easy to follow.
Effort Reduction - Fewer clicks and fewer pages for users to navigate.
User Experience Improvement - Fixed navigation enhances accessibility and usability.
The new design was conceived to facilitate more efficient, intuitive, and direct navigation, significantly reducing the time users take to acquire additional chips, complete registration, or download the application. I believe that with these changes, we will not only have more satisfied users but also a reduction in the number of support questions and doubts, as information will be clearer and more concise on each page.