How to redesign a successful product in the market..
EY GlobalOne is a portal to managed individual tax and immigrations -mostly US residence. Their main user people who need to travelling overseas quite often or move to other country for job assignment.
But despite the popularity of this service, many of the user had trouble with the website. So they assign Tigerspike to revamp their product.
Redesign a product that have been in the market for a long time and quite successful is challenging. Product owner might be afraid to make any changes because they afraid user would confuse while user is already get used with the system so well they might afraid to try the new way, even tough it might be better for their user.
I am running trough a design discovery to answer this challenge.
When EY want to revamp this portal, we understand we have to do it right, we need to understand and align with their Business Objective as well as identify current problems and solve it to improve the user experience.
- Client wanted to improve the user experience to attract new customer. But they don’t want to make their current user to have learning curve from the new update.
- Client wanted to update the UI to be align with the new branding.
IDENTIFY THE PROBLEM
We started by identify the problem / pain point based on the user journey. Both from user experience and technical. We create excel sheet and presented the result to client. From the discussion we agree there is a main problem to solve right away is On boarding flow.
There is just too many forms in the on boarding section. It would take an hour to finish all the forms. It’s a huge block for user, so many of them just give up or their give their access to HR to filling up the form for them.
If we can shorten the on boarding section, it would improve the user experience and remove the highest blocker in the product
To fix this problem, we start with by build user persona and user journey based on previous research how people use their website. User persona is needed to know the most essential feature to slim down the website and would eventually simplify the on-boarding.
After we know the essential features, we redesign the user flow and information architecture by identify each step in user flow and then we sort it out based on the urgency.
User Persona and User Journey
I created a user persona and their journey when using the website for managing their travel . This is to visualise various aspects of their behaviour and motivations. This personas was roughly based on their previous research of their current customers.
We capture the pain point of the user journey from consideration, decision, traveling, and arrive in the new country. Each pain point will help us to mapping the main features from the upcoming new website.
We doing a design workshop to gather ideas about what is the main features of the website, based on the pain point that we had before.
Each person need to find the best solutions that they can get from the existing product and presented to the team about their opinions.
Each team have a freedom to vote the best idea that they think is the best solution. We gather all the feedback and start doing rough wireframe in paper and present it again to the team. We doing this process until everyone in the room is happy, and then we move to another steps.
Redesign the Information Architecture
Most users were having trouble navigating through the current website. Therefore, in order to redesign better experience, we built the information architecture to make understand the structure.
The newly designed IA reduce the on boarding steps and improves the overall organisation and navigation throughout the website.
With this new IA, we encourage people to explore the website by simplify the on boarding process.
Final Result: Login
Final Result: Consent
Final Result: On Boarding
Final Result: Tax Form
Instead of asking user to fill out the form, we split into different section. User doesn’t need to fill out in one sit.
Encouragement message and showing the progress to motivate user to finish all the forms.
We also introduce new feature where we called it
On Demand form. The form that only appear when user need it.
Final Result: Calendar
Final Result: Dashboard
- Collaboration between client / product owner and the team is one of the key element to have outstanding result.
- UX design approach is flexible and can be adjusted within the situation or limitation that we face it.
- Having developer involve in the early stage of development is a helpful for UX and UI person to explore the possibility of the new features.
I had a blast doing this project and I hope you enjoyed reading about it too. If you think I did something well or something I can improve on, I would love to discuss it.
Thank you for reading!