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The users’ usage of the site has been decreasing and could continue to decrease into the future damaging company earnings. There are different ideas about why this is happening, but overall, there are problems in every section of the website. Through my research on social media, I discovered different user opinions about Supplenza in Chiaro.
The research showed that we are losing users because they are posting on social media about their dissatisfaction. Users often confuse the two products on the website: one is a free service and the other is paid service. These services are completely different but give very similar results which creates confusion. I had tried to add a description under the products, but most users didn’t read it.These negative comments on social media, could influence others to look for alternatives and move away from Supplenza.
I worked to improve the usability on the site, making navigation more intuitive and clear. We knew that users don’t understand where to find the information they needed. This was because the website had two products with similar descriptions, and users found it hard to understand which one they need. After a brainstorming session with the team, we decided to keep only the paid product.
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The old version of the product has been in use for a year. The main goals now are to optimise usability and eliminate the free service. To achieve this, I analysed the old version of the user flow to identify the problems and define the solution.
1 Step
The people found it difficult to understand “seleziona il tuo profilo” meant to choosing the category they belong to. The word "profilo" it's too generic (in english, "profile") especially considering that the target user is 45+ ages, so it’s crucial to be clear at this first stage.
2 step
In the second step, the user has to choose their work type:
“Personale ATA”
“Docente”
For a year now, the development team had made the A. service button disabled. I found it unnecessary for now, and decided to eliminate this step since it is inactive.
3 step
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Thanks to my previous user search, I decided to take inspiration from other platforms that our users also use like Amazon and even Subito.it.
What I liked most about them:
Amazon: The payment method is divide into separate section
Subito.it: A clear homepage with a free access to all the users that want to try the service; Subito have a section for guides and tips to become an expert user.
At the top level, there is the landing page which includes a navbar to facilitate user navigation across the website. Below, I added a hero section designed to attract the user's attention, which includes a call to action button encouraging teachers to start using our service.
As users scroll down the page, they will see additional sections:
“Diventa un insegnante esperto”, which provides articles to help teachers improve their knowledge;
A call to action to encourage teachers to use our service;
A video that demonstrates how the website works;
And finally, the footer, which contains additional information such as social media links and navigation to the main section.
The navbar includes the following sections:
Insegnante (teacher): A section about the paid service for teachers;
Universitario (university): A future section reserved for the future targeting users.
Articoli (article): A future that will provide content for teachers who want to stay informed;
Contatti: A page with a contact form, making it easy for users to get in touch with us.
Domande: a support page, similar to Google help, that also includes a call to action linking to the contact form, giving users easy ways to ask questions.
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The attention heatmap I used to test the new interface detected some issues in the last two screens, showing me some hierarchy problems. The red color appeared on all element, making it difficult for the user to know what to focus on first.
In the third and fourth screens, I analyse the issues and made a change to color hierarchy. You can see the before and the after of the change below.
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After completing the payment process, user can select the row, and see it in the left side in a simple and organised way. Even if they scroll down the selected row is no longer visible in the main list, and the contents remain accessible in the left in a simple and organised layout.
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Through this project, the main challenge I faced was the users' difficulty in understanding the difference between the free and the payed services, even after we clearly defined the purpose of each. After a video call with the team to analyse users feedback, we decided to remove the free service. Thankfully, this decision also allowed us to increase our earnings.
At this points my main focus became optimising all the pages to ensure that even the user with low digital literacy could reach the payment process and see the results. I achieved this goals, thanks to a mid-stage analysis of other services that our users regularly interact with.