普象-让好设计发光

In a month, we increased user acquisition to >300k users/month, and 3x revenue increase through the new user onboarding; resulting in a NPS increase of 35 points.

Efficiently Simplifying NavigationWith the previous Visa website, users tended to be frustrated or overwhelmed by too many options and were forced to think harder to move forward. This lack of confidence early in the site experience extended throughout their visit and negatively impacted the end result (by thwarting a purchase, for example). 

I worked with 2 content strategists to rebuild the information architecture. The main goal here was to arrange the information in hierarchies, avoiding long lists of options. As a team, we identified which pieces should be prioritized, updated or discarded. "Not every page has a child, but all pages have a parent."

Then I created wireframe templates of 3 levels that are more readable and task-focused. So users could successfully predict the results of interactions by following the consistent and familiar patterns. 

To accommodate users to find the information they are looking for, we (1) labeled interface elements that speak the language of the users rather than using technical terms that are unfamiliar, and (2) kept the information in each page to a minimum to not overload users by trying to cram every bit of information on a single page. What really count here is the constant scent of information along the user's path and feeling satisfied once their journey is complete.