Client churn

The Problem was that Pro-players were constantly contacting the Support center asking to change the design of the "New Deals" page so that they could faster accept new orders and not leave the page. Indeed, the "New Deals" page looked like a simple .exl table and lacked clear functionality. As nothing changed, the Pro-players started to leave the platform and sign up on the more user-friendly competitor's websites. Negative Pro-user statistics was the last drop that spurred efforts to redesign the Pro-user account and the "New Deals" page.

In 2021, the company focused on raising user retention up to 30%. The redesign and usability of key pages were among the key jets that should have raised the retention.
As a part of this goal, we decided to redesign the New Deals page on the platform.

I always use User-Centered design principles & methods. "People ignore design that ignores people" is a famous quote by Frank Chimero. User-centered design is about gaining a deep understanding of who will be using the product.

That being said, the Support Manager and I created a Customer Survey and held it with the users to understand what they thought about the New Deals Page. The Survey consisted of a number of key questions that addressed user experience on the newly designed pages. It was held anonymously and aimed at getting unbiased results. The image below shows the Survey form with its data, the responders' nicknames, and their answers to the questions.

I initiated a workshop within our product team that included our:
- Product Manager
- Lead Designer
- Engineers
- Support Manager
We analyzed the results of the Survey by applying the Affinity Mapping method. In this way, we managed to structure all the information. We defined focus tasks, and analyzed the most frequent pains points of the clients. Then, we made the dot voting and together created a step-by-step plan to close this task.

Up to this moment, the company did not define User Personas for the design team. In my work - I always define User Personas. Personas make it possible to bring your users to life and help understand their problems better. This understanding allows designers to make user-centered decisions.

To create a persona, I needed to have a clear understanding of LF's target audience. In this company, there are 2 types of User Personas: Mentors and Students. This case describes Mentor (Pro-player) User Persona since it only covers Pro-players New Deals Page.

Legion Farm created an amazing video about their Pro-players. LF Team went to different countries and took interviews with their best Players. This made me understand much better the business and users and emphasize them. Persona that I created is a collaborative prototype of people from this movie.

We gathered the team and held the next workshop. There, I presented the screens of two old designs with the notes from the Survey pinned on the key problems. I wanted to show:

• What we should change
  
  
• What we should leave as is
  
  
• Resources and time frames we have at our disposal
  

In the UX Flow, you can see that a particular page represents a part of a larger seamless flow. Also, you can conclude that redesign of our pages should synchronize with all other pages.

1. Cards visibility

User problem

- The old design could only hold a few cards. That was not enough
- Large area of the header did not carry any meaning and took too much space
- Slow analysis of information. The old design did not have any visual hierarchy of the elements on the page that made it difficult for the users to structure and read the information



Solution

- Make the height of the cards smaller. Hide most of the information in the pop-up
- Reduce the header area by removing all unnecessary information
- Create a series of icons and tags, work with fonts styles and colors

2. Filters

User problem

- Too many filters. It is difficult to place them on the page.
- Not user-centered design
- Not able to scale


The Solution

The Survey revealed the exact information that was important to the users and showed how to build a hierarchy:

- Reduce the number of filters from 12 to basic 7
- Move filters from the hidden menu to the horizontal bar above the cards
- Cut the number of filter to 3 for mobiles
- Hide the "filter" option for mobile
- Add a new feature "save filter" so that the clients could use the same filter again

At this stage, the Lead Designer and the Support Manager held the second quality Survey. We identified more areas to improve:

The main insight I've learned during this project are the importance of makeing quick decisions, testing, and iterating.

As a team we are committed to launching "not perfect" solutions to get fast learnings and iterate. We were constantly tracking the data and interviewing users to see which experiments were successful, and which failed. Thus, constantly communicating with users, we continued to change the design, even after we made the layout and launched it. We did that because I believe that a startup should be dynamic and promptly respond to user requests. After all, the success of a startup depends on whether their product fits the market and solves the pain points of the customers.