Deco
Club
PROJECT OVERVIEWAbout the project
DecoClub is a newly developed Caraquenian app that assists users in discovering top-notch refurbishing and remodeling deals. Recognizing the need for product enhancement, the stakeholders entrusted me with the task of closely examining the app to identify areas of improvement
Opportunity
To uncover insights that would help increase the conversion rate and registered transactions within the app DecoClub
Timeline
3 weeks
My Role
UX Designer & Researcher
Research Method
Remote user testing
methodology and objectivesMain Objectives
Business Objetive
Increase the conversion rate
UX Objectives
Explore app context of use and usefulness
Explore the ease of use in main interactions
Methodology
I conducted remote usability tests with five users, all of whom had undertaken some form of remodeling or refurbishment within the past two years. Each user was presented with a scenario encompassing multiple tasks that they needed to accomplish
I thoroughly evaluated their performance on each task while also gauging their thoughts and emotions to explore product usability and usefulness
User Persona
Marc Thompson
AGE: 35
OCCUPATION: Marketing Manager
ABOUT
Marc is a busy professional who recently purchased his first home. He values quality and wants to remodel her living space to reflect his style and preferences. However, he lacks the time and expertise to search for trustworthy companies and compare remodeling deals in his city. He prefers the convenience of browsing options from his phone during his free time, similar to flipping through a remodeling magazine.
GOALS
Find trustworthy companies that can deliver high-quality work
Explore good quality remodeling deals
Save time and effort from visiting multiple stores
researchScenario
“You have just bought an apartment, but the kitchen seems outdated. You want to refurbish the kitchen, and you decide to call your realtor, Ana, whose recommendation is to use DecoClub to look for refurbishing options and discounts around the city”
Main Tasks
Task 1
Find companies in your city that specialize in kitchen refurbishment
Task 2
Select a project from the available options that aligns with your desired kitchen refurbishment
Task 3
Use the app to contact a chosen company and request a quote for your kitchen refurbishment project
research insightsMain Insights
The user test revealed a significant insight: the app was not being utilized in alignment with the stakeholders' initial intentions. It became evident that the absence of compelling copywriting and visuals resulted in confusion, leading customers to venture beyond DecoClub's intended functionality, such as exploring the same companies and deals on their google browser
Insight 1
Lack of information to compare options and make decisions
Insight 2
Users often skip the content since it is too broad and inconsistence
Insight 3
Users are not necessarily looking for companies, but materials or projects related to their need
Insight 4
Users based decision-making on pictures instead of content
Quantitative Results
I found a high error/confusion rate in critical tasks that led to instances of frustration during the test. While the majority of users managed to complete the tasks, on average they required a long time to figure them out
Error/Confusion Rate
Time on Task
Design recommendationsProject Catalog
Incorporate a comprehensive catalog featuring previous and prospective projects, detailed information on materials and sizes, and high-quality images. That would serve to inspire customers, help them to make informed decisions, and facilitate comparison between different companies
Company Description
Implement standardized company descriptions across profiles to enhance consistency and coherence in the presented information
News Section
Establish a standardized format for the News section to provide a clear differentiation from the company's offerings and transform its content to focus on relevant information related to the products and services offered by DecoClub's affiliated companies.
