Responsive Redesign of Vakansa AB's Web Presence
June-July 2022
My role
User research, prototyping, UI design, user testing, UX writing, branding
Results
Increased retention & satisfaction rate
Increased user activity
Overview
The Vakansa AB web redesign provided valuable insights and research that informed on the redesign of the mobile web app since it needed a major update.
The redesign was a significant success, with users reporting increased satisfaction rates and positive feedback about the revamped web app. It focused on simplifying the app's navigation and search functions to provide a more streamlined and intuitive experience, similar to the desktop version, resulting in a consistent design across all devices. Overall, the web app redesign significantly improved the user experience.
Problem: Customers preferred using their mobile phone over a desktop to browse for premises
While the desktop version was successfully updated and functioning well after the revamp, I recommended incorporating Google Analytics in future efforts to identify and address any hidden issues. Later on, we realised that mobile users were more widespread than desktop users, leading us to reconsider our product strategy, set new goals and overcome them.
The responsive web app's confusion and lack of information created challenges in user navigation and engagement, resulting in a poor experience. Users encountered difficulties with features, missing essential links like 'About Us,' inconsistent design, and outdated elements affecting visual appeal and functionality. The complex UI contributed to a high drop-off rate and reduced adoption. The slow interface hampered user efficiency, leading to numerous drop-offs and low engagement, ultimately impacting the platform's success.
Challenging Navigation and Features: Users faced difficulties in utilizing navigation and other platform features.
Missing essential links: Lack of crucial links like 'About Us,' leaving users uninformed.
Inconsistent Design: Lack of uniformity affects user experience.
Outdated Elements: Aging design compromises the platform's visual appeal and functionality.
A high drop-off rate
Reduced adoption
Goals
One consistent product and service ecosystem
A new system through rapid designs and prototyping processes
Improving the user experience to make the app more intuitive and easier to use by revamping the search functions, updating the design and streamline the overall interface
Increasing user engagement by making the app more attractive, convenient, and enjoyable to use.
Boosting user adoption by implementing features that attract new users and encourage them to continue using the app.
Improving customer satisfaction by addressing the issues that led to negative feedback and drop-offs in the first place.
Increasing the app's overall success by improving its metrics, such as user retention, user acquisition, and conversion rates.
Process
My time during the development of the new designs was limited, and I was asked to hand off the designs to the engineering team as soon as possible. While I had previously conducted thorough research and obtained a holistic view of the product, I understood the fundamental issues and what needed to be done to create successful matches between customers. However, I was not as well-versed in the mobile web-app and needed to quickly gain knowledge to begin the design process. I started by analyzing the competition to learn more about their interfaces, features, standards, and best practices.
Results & Learnings
The mobile redesign, driven by user research, prototyping, and UI design, resulted in a significant increased in retention and user activity. The shift to prioritise mobile over desktop, identified through Google Analytics, prompted a strategic realignment. By addressing navigation challenges and outdated elements, the redesign achieved consistent positive feedback and satisfaction rates. The goals of a cohesive product ecosystem, intuitive user experience, and increased engagement were realised, highlighting the success of the agile process and competition analysis in informing rapid, effective design decisions.