Hypothesis & Research
The existing user flow for creating a post was confined to a single screen, cramming all necessary information into one place. This monolithic approach resulted in a lengthy and unwieldy interface, making navigation a chore. Crucial functionalities were buried beneath layers of scrolling, escaping the notice of many users.
Faced with tight deadlines, our team employed a two-pronged approach to validate our assumptions. We leveraged an internal usability analysis for quick insights, while simultaneously conducting user interviews to gather fresh perspectives.
Our Human-Computer Interaction (HCI) analysis assessed the original screen as scoring 25 points, indicating a high cognitive load due to the information overload. Identifying this as a key pain point, we prioritized simplifying the user experience.
Unanimously, interviewees in our user interviews emphasized a desire for a streamlined and efficient post creation process. They expressed dissatisfaction with platforms offering overwhelming option menus, highlighting a preference for the focused editing experience offered by dedicated editing applications, rather than social media platforms.
footbao
2022 - 2024
I served as a UX/UI Designer responsible for conducting research and restructuring the 'create a post' user flow within the Footbao app along with a UX Lead and a UX Researcher. The objective was to streamline usability and increase traffic in alignment with key performance indicators (KPIs).
Project & Problem
Footbao is a social media platform designed for soccer fans and players to showcase their skills and enthusiasm for the sport through video content. However, the creation of posts, a vital aspect of the app's functionality, posed significant challenges.
Despite the centrality of video content to the application's purpose, user feedback indicated persistent issues and a notable drop-off rate during the post creation process. To address these concerns and improve user experience, our team conducted thorough research and evaluation of the existing flow, identifying areas for enhancement to elevate interaction and retention metrics.
Outcome
Leveraging the insights from our research, I restructured the UI, consolidating all necessary information while streamlining the layout for a more intuitive experience.
The video preview was repositioned alongside the caption box, maximizing space utilization. The choice between skills or fan post was moved to a separate screen, eliminating scrolling and minimizing the risk of users selecting the wrong option. Additionally, a progress bar was added to provide both new and returning users with a clear understanding of their progress throughout the process.
Our revised HCI analysis of the new screens scored significantly lower, at 15 points, indicating a notable reduction in cognitive load for users and paving the way for a more seamless in-app experience. User testing conducted through Maze yielded positive feedback across the board, solidifying our design decisions and facilitating a smooth transition to development.
