Redesign web site Moon Vacation Getaway
The platform MVG (Moon Vacation Getaway) is used to make reservations with discounts by entering the certificate previously purchased.
Context
- MVG is a platform to redeem certificates of discount.
- The guests purchase the certificate physically, enter an administrative web site and make your reservation with the corresponding discount.
- The platform was outdated, without information and with an administrative approach.
Problems
- The site was little intuitiveguests ended up talking to Call Center to redeem their certificates.
- The Call Center takes you up to 3x more make a reservation with certificate.
- The revenue of the reservations certificate is up 2x lower the reservations without a certificate.
Objective
- Improve the user satisfaction 50% over the past year.
- Maintain a rate of conversion top 1% of the total number of visits to the web site.
- Keep a ratio of 50/50 on the redemption of certificates with Call Center.
Methodology
- Design Thinking
Role
- Product Designer
Activities
- Observation
- Interviews
- User person
- Impact / effort
- Wireframing
- Usability testing
Software
- Figma
- Maze
- Datadog
- Pendo
Empatizando
Observation
Our journey began immersing ourselves deeply in the experiences of the users. I knew that the key to a redesign successful was to understand who they were and what were your needs.
I used tools such as Datadog to analyze ‘Session Replays’ and ‘Funnels’, which allowed me to identify key patterns in the behavior of the user, frustrations common and critical points in their experience.
These insights were essential to empathize deeply with the needs and problems of the users.
Interviews
I conducted interviews with 7 users to cover a variety of profiles. These interviews, which I conducted in collaboration with the team of design and development, I provided insights valuable on their experiences and expectations.
Defining
User person
Based on the insights obtained, I developed a User detailed Personthat would be representative of our actual users.
Our research helped to actually define our clientrather than to rely on assumptions and served us as a witch to take all our decisions.
Insight
Users need a guide or clear data for the redemption of his certificate.
Insight
Increase the role of the Shareholders keys.
Insight
The time taken to complete your reservation must be bounded.
Insight
fix bugs and contemplate experience mobile is 100%.
DEVISING
Brainstorming
I did a session Design Studio in Figjam with the participation of stakeholders key, where we devised creative solutions and feasible to address the problems identified, voting anonymously to prioritize the best ideas.
Matrix impact / effort
With an array of impact/effort in collaboration with the team, allowed us to identify initiatives that would provide the the greatest benefit with the least effort for the Q and those that require more planning, but with a high potential impact for Qs later.
PROTOTIPANDO
Testing
Maze for usability testing
I conducted usability tests using Maze, selecting users that corresponded to our User Person. Through these tests, I validated our solutions and I realized iterations in the design.
- Validation
hypothesis DEFINE THE STEPS FOR the REDEMPTION OF THE CERTIFICATE.
- Modification
modified text to be more descriptive.
- It ruled
features such as the slide in the home that provided no value or were not used.
SOME SCREENS OF THE FINAL PROTOTYPE
handoff
CONCLUSIONS
Increased
Satisfaction
Conversion
on visits
Relationship
vs Call Center
By significantly reducing the dependence of the Call Center, and increasing operational efficiency.
This project demonstrated the power of a user-centric approach, where the empathy and the research constant were the keys to achieve outstanding results.
The collaboration between teams and the continuous feedback were essential to the success of the redesign.
