PRODUCT DESIGN & ESTRATEGY
OCT - DEC 2018
THE ELEVATOR PITCH
What to do with an assistant who doesn’t assist the user? We’ve developed a clean interface and attractive experience that helps the user to make decisions by providing valuable information and converting more sales to customers. The results? 10% more conversion in sales in A/B tests.
The Quero Bolsa gathers scholarships at more than 1000 colleges across Brazil that is possible to seek courses and colleges in any region, search and compare tuition prices, see information about institutions and also guarantee a scholarship without bureaucracy.
Bootcamp Tera - User Experience Design
The Bootcamp goals is to transmit a quick and practical learning of global practices, in addition to the integration of students with user experience design ecosystem. How? Proposing a challenge to develop solutions for real demand from a startup briefing.
Working in intense collaboration with my team and the person in charge of the start-up, we had weekly meetings and follow-ups to understand the business/user requirements, define priorities, and set product goals.
Using design thinking methods, co-creation workshops in collaboration with the Quero Bolsa team, we have developed a consistent experience.
Business requirement gathering (competing companies too), interviewing users, creating personas, understanding customer and business pains, mapping user journeys, user decision flows, rapid prototyping, visual design & usability testing.
Find an affordable undergraduate course. Be attended quickly and agile, without doubts getting help Chatbot assistance to a decision. Nowadays: Service is complicated and creates discomfort for users. Duplicate tools (chat and assistant). Have a degree.
KEY PAIN POINTS
01. The assistant who doesn’t assist
02. Rejection to the assistant
03. Increase sales
04. Affordable courses
05. Accurate service
06. Having a diploma
Review user steps and journey, create a simple and attractive chatbot that helps the user to make decisions by providing valuable information and converting more sales. Make the assistant also an analysis of the profile of the student > possible courses/career.
UNDESTANDING THE PROBLEM
Assistant takes 10s to load (people stay, on average 3s at home page). Push out the phone calls, WhatsApp, Chat Messenger, and eMail attendance to the assistant. Decrease the bounce rate of the site/assistance and Increase sales by the website (marketplace).
“I don’t feel comfortable. It's not something that you buy online, I think it's strange.”
We have map different users, pain points, and goals. To better understand the amplitude of characteristics, we've mapped 3 user personas:
01. João Pedro – high school student
02. Maria – João's mother
03. Thais – professional looking for higher qualification
The target user that we concentrated on for the MVP was Thais.
HOW WE CAN HELP THAIS?
01. Find the ideal course
02. Find the information that she needs
03. Offer confidence in the discovery process
Brief / Understand
We crafted the UX Design process with a lean approach of 1-week iterations. As we were defining strategy, user flows & user interface, having the client available and collaborating during the entire iteration made our process faster and more efficient.
Ideate & Decide
We used co-creation workshops such as How might we, Crazy 8's to get the most out of clever collaboration.
Prototype & Validade
We created low-fi prototypes to iterate and communicate the thought process to the stakeholders. After validating it, we moved to a well-defined pixel-perfect, and polished version of the interface, to be tested with end-users.
BRINGING CLARITY AND EFFECTIVITY
We've used less-is-more as a communication tool, bringing clarity and tangibility to the users' decisions. We placed a call-to-action in the center of the page, close to the button that leads to the chatbot directing the user's focus. In addition to rewriting the entire chatbot script using the best usability practices using pre-defined Q&A. Here's where assumptions were validated and product strategy was discussed in the early stages of each new feature.
Before and After
Chatbot + register
01. Working with short feedback loops and intense collaboration with stakeholders made the progress very much clear at the end of each iteration. It ensured that assumptions would become certainties quickly and made "pivoting" a natural part of the process.
02. Creating and improving our learnings at the Bootcamp UX process combined with ideation/decision workshops brought fast and collective understanding of our classes. For sure, one of the greatest learnings while building this product.
03. Mapping the users' preferences to offer more course possibilities; monitoring conversions/engagement and create more touch-points in the chatbot assistant.
04. Include a mobile chatbot version and accessibility.