Usability Testing

for Revamped App Experience

Revamped in-app experience may not align with users' existing mental models.

Users may struggle to discover the essential features, due to the change in placement.

Users may be frustrated in the longer flows in some key journeys.

Problem Statement 2

Problem Statement 3

With the direction to revamp the app, there are some changes to the flow and navigation feature placement. Hence, the need to conduct usability test with real users to catch any potential issues / risks.

Problem Statement 1

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Increase engagement through seamless experience in the redesigned app.

RESEARCH GOAL

Lead Researcher

As the lead of the research project, my responsibilities were:

Research scoping and planning (including alignment workshops)
Research interviews moderation and workshop facilitation
Insights synthesis, analysis and presentation
Escalation of project challenges and issues
Lead fieldwork logistics planning and execution

MY ROLE

Unmoderated study, using Maze

Research involved product owners, designers, tech project managers and researcher.

Stage 1: Alignment workshop to decide the flows and tasks of the research, including hypothesis formation

Stage 2: Usability testing with real users

Stage 3: Brainstorming session with UI/UX designers to tackle usability issues identified during the usability testing

Usability test was done entirely on Maze. Discover below the benefits of using Maze for prototype testing and insights generation.

Users that matter

METHODOLOGY

TARGET SEGMENT

We focused on current customers, without setting any hard criteria nor interlocking quotas, only:

Those who have been customers for more than 12 months

Journeys that we are testing are relatively general, sharing similar core interaction patterns (ease of use, navigation clarity and overall functionality).

Hence, there will be basic user expectations and mental models are consistent across different user demographics (i.e., age group, gender, locality)

Learn more about Maze

Insights and Analysis from Maze Dashboard

Generated heatmaps and misclicks

INSIGHTS GENERATION

Success, failures and drop-off points

SEQ and open-ended feedback

Identified interaction patterns and friction points

Examined mission success/failure rates across all tasks

Analysed using Maze AI thematic feature

Key Finding 1

Entry points to certain features are not matching users' mental model (different from the usual apps that they are using)

Difficulty in discovering entry points for essential tasks (i.e., update personal details). Observable through:

(1) high misclick rates (first-clicks) (>40%)

(2) low SEQ scores (<70%)

(3) high incompletion rate (users choose to quit task before completion) (>50%)

OUTCOMES

Insight-driven Experience Enhancement

Product owners, designers and researcher come together to brainstorm enhancement, aimed to improve (1) discoverability (2) flows experience. Enhancement done with the consideration of:

(1) Matching users' mental model (to ease discoverability)

(2) Removing any unnecessary screens within the flow (especially those that require decision making)

(3) Refining copywriting to make instructions / guides simpler

Key Finding 2

Some key flows (registration, payment) takes too long to complete, users get impatient and frustrated with the journeys

While these flows are linear and highly guided, users were unable to tolerate the number of steps they had to go through. This has resulted in:

(1) low SEQ scores (<50%)

(2) high drop offs (>50%)

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