role

PRODUCT DESIGN & ESTRATEGY

project

QUERO BOLSA

time-line

OCT - DEC 2018

design team

ALLYNE MOREIRA
EDUARDO CARNEIRO

JULIANA KÜMMER

PRISCILA BRAGA
RHARDEN COSTA
THIAGO MARTINS

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 customer. 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 seek for courses and colleges in any region, search and compare tuition prices, see information about institutions and also guarantee a scholarship without bureaucracy.

THE CONTEXT

Bootcamp Tera - User Experience Design

The Bootcamp goals is transmit a quick and practical learning of global practices, in addition to the integration of student with user experience design ecosystem. How? Proposing a challenge to develop solutions for real demand from a startup briefing.

MY ROLE

Product Thinking

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.

User Experience

Using design thinking methods, co-creation workshops in collaboration with the Quero Bolsa team, we have developed a consistent experience.

MAIN PRACTICES

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.

User

Find an affordable undergraduate course. Be attended quickly and agile, without doubts getting help Chatbot assistance to decision. Nowadays: Service is complicated and creates discomfort for users. Duplicate tools (chat and assistant). Have a degree.

KEY PAIN POINTS

01. Assistant who doesn’t assist

02. Rejection to the assistant

03. Increase sales

04. Affordable courses

05. Accurate service

06. Having a diploma

DESIGN CHALLENGE

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 a analyse of the profile of the student > possible courses / carrer.

UNDESTANDING THE PROBLEM

Company

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).

RESEARCH

“I don’t feel comfortable. It's not something that you buy online, I think it's strange.”

THE USERS

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 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

JOURNEY

LEAN UX
& CO-CREATION

Brief / Undestand

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.

tera.jpg

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

LEARNINGS

& INSIGHTS

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 Bootcamp UX process combined with ideation/decision workshops brought fast and collective understanding to our classes. For sure, one of the greatest learnings while building this product.

03. Mapping the users preferences to offer more courses possibilities; monitoring conversions/engagement and create more touch-points in in the chatbot assistant.

04. Include mobile chatbot version and accessibility.

Let's work together?
Feel free to contact me 24/7 to discuss a possible project or learn more about my work.
After

#querobolsa