Case Study
Revitalizing User Engagement Through Strategic Navigation
Revitalizing User Engagement Through Strategic Navigation
TWINO
ABOUT THE PROJECT
Revitalizing User Engagement: Achieving a 15% Reduction in Bounce Rate and 20% Increase in In-App Conversions through Strategic Navigation Redesign
Problem Statement
A fintech application experienced declining user engagement metrics, with a bounce rate of 65% and a conversion rate of only 8% for in-app actions. The complexity and non-intuitive design of the app's navigation were identified as the primary reasons for user frustration and abandonment.
Solution
To address this, the company embarked on a comprehensive navigation redesign project aimed at reducing the bounce rate by 15% and increasing in-app conversions by 20%.
Project Duration
12
weeks
120+
screens
My Role
Research
Analyse
Prototype
Release
1
2
3
4
Problem Statement
Competitor Benchmarking
Competitive Research
User-Ex Research
Current metrics
User Segmentation
Information Architecture
Designing Prototypes
User Testing (A/B)
Focus groups
Stage 1: Research and Diagnosis
Information Architecture
Development
Time-to-complete tasks
Quality Assurance
Analysis of Current Metrics
User Experience Research*
SMART Goals
- Reduce bounce rate from 65% to 50%.
- Increase in-app conversions from 8% to 10%
- Adding clear call-to-action buttons will increase your conversion rate.
- Marking required fields will simplify and speed up filling out personal data for the client
- Changing the logic for creating a password for your personal account - from independently inventing it according to given rules to generating it on the application side - will speed up and simplify the creation of your personal account
- etc
Hypotheses
Competitor Benchmarking
Mission
Average duration
Misclick rate
Mission unfinished
Priority Matrix
Designing Prototypes and User Testing
I have analyzed navigation structures of successful competitor apps to identify best practices.
I am also segmented users based on demographics, behavior, and goals (e.g., new users vs. power users)
I am also segmented users based on demographics, behavior, and goals (e.g., new users vs. power users)
- Created low-fidelity wireframes and high-fidelity interactive prototypes using Figma.
- Designed new user flows emphasizing ease of access to popular features (payment processing, transaction history, etc.)
- Conducted A/B testing with two variations of the navigation redesign.
- Organized focus groups to gather direct feedback on the prototypes.
- Measured time-to-complete tasks and user satisfaction scores.
- Collaborated with the development team to implement the redesigned navigation
- Ensured mobile-first design principles were followed for optimal responsiveness
- Performed cross-platform testing to confirm the new navigation worked seamlessly on iOS, Android, and web platforms
- Fixed bugs and optimized performance for fast load times
Stage 2: Goal Setting and Hypothesis Development
Stage 3: Prototype Development and Testing
Stage 4: Implementation
Select an offer on the calculator
11s
1-2%
5%
10%
15%
1m 8s
Register as a new user
Confirm personal data
10m
35%
60%
* Pic used as an example bc of the NDA
SMART Goals & Hypotheses
High Feature & High Value
High Feature & Low Value
Low Feature
& High Value
& High Value
Low Feature
& Low Value
& Low Value
Changing the logic for creating a password for personal account - generating it on the application side
Combine the steps of the questionnaire, providing the client with all the fields at once, instead of breaking it down into several steps
Add success marks
Move the “promo-code” field from the last step to step 1, so that the client can immediately see the benefits at the start and proceed to checkout more easily
Integrate with the MobileID product
Add an example hint for filling out the address
Integrate with the DaData product to prefill the client's address using keywords
Make it easier to link a card by removing additional checks
Reduce the set of fields in the application form, leaving only full name and passport
BugFix
Make the product calculator one-size-fits-all for all clients
“Hide” repayment options without commissions from the client
Add additional services to the main product offering to increase the average bill
Add asterixes to all required fields
Case Study
Revitalizing User Engagement Through Strategic Navigation
Revitalizing User Engagement Through Strategic Navigation
TWINO
ABOUT THE PROJECT
Revitalizing User Engagement: Achieving a 15% Reduction in Bounce Rate and 20% Increase in In-App Conversions through Strategic Navigation Redesign
Problem Statement
A fintech application experienced declining user engagement metrics, with a bounce rate of 65% and a conversion rate of only 8% for in-app actions. The complexity and non-intuitive design of the app's navigation were identified as the primary reasons for user frustration and abandonment.
Solution
To address this, the company embarked on a comprehensive navigation redesign project aimed at reducing the bounce rate by 15% and increasing in-app conversions by 20%.
Project Duration
12
weeks
120+
screens
My Role
Research
Analyse
Prototype
Release
1
2
3
4
Problem Statement
Competitor Benchmarking
User-Ex Research
Current metrics
User Segmentation
Information Architecture
Designing Prototypes
User Testing (A/B)
Focus groups
Stage 1: Research and Diagnosis
Information Architecture
Development
Time-to-complete tasks
Quality Assurance
Analysis of Current Metrics
User Experience Research*
SMART Goals
Competitor Benchmarking
- Reduce bounce rate from 65% to 50%.
- Increase in-app conversions from 8% to 10%
- Adding clear call-to-action buttons will increase your conversion rate.
- Marking required fields will simplify and speed up filling out personal data for the client
- Changing the logic for creating a password for your personal account - from independently inventing it according to given rules to generating it on the application side - will speed up and simplify the creation of your personal account
- etc
Hypotheses
Mission
Average duration
Misclick rate
Mission unfinished
Priority Matrix
Designing Prototypes and User Testing
I have analyzed navigation structures of successful competitor apps to identify best practices.
I am also segmented users based on demographics, behavior, and goals (e.g., new users vs. power users)
I am also segmented users based on demographics, behavior, and goals (e.g., new users vs. power users)
- Created low-fidelity wireframes and high-fidelity interactive prototypes using Figma.
- Designed new user flows emphasizing ease of access to popular features (payment processing, transaction history, etc.)
- Conducted A/B testing with two variations of the navigation redesign.
- Organized focus groups to gather direct feedback on the prototypes.
- Measured time-to-complete tasks and user satisfaction scores.
- Collaborated with the development team to implement the redesigned navigation
- Ensured mobile-first design principles were followed for optimal responsiveness
- Performed cross-platform testing to confirm the new navigation worked seamlessly on iOS, Android, and web platforms
- Fixed bugs and optimized performance for fast load times
Stage 2: Goal Setting and Hypothesis Development
Stage 3: Prototype Development and Testing
Stage 4: Implementation
Select an offer on the calculator
11s
1-2%
5%
10%
15%
1m 8s
Register as a new user
Confirm personal data
10m
35%
60%
* Pic used as an example bc of the NDA
SMART Goals & Hypotheses
High Feature & High Value
High Feature & Low Value
Low Feature
& High Value
& High Value
Low Feature
& Low Value
& Low Value
Changing the logic for creating a password for personal account - generating it on the application side
Combine the steps of the questionnaire, providing the client with all the fields at once, instead of breaking it down into several steps
Add success marks
Move the “promo-code” field from the last step to step 1, so that the client can immediately see the benefits at the start and proceed to checkout more easily
Integrate with the MobileID product
Add an example hint for filling out the address
Integrate with the DaData product to prefill the client's address using keywords
Make it easier to link a card by removing additional checks
Reduce the set of fields in the application form, leaving only full name and passport
BugFix
Make the product calculator one-size-fits-all for all clients
“Hide” repayment options without commissions from the client
Add additional services to the main product offering to increase the average bill
Add asterixes to all required fields
Case Study
Revitalizing User Engagement Through Strategic Navigation
Revitalizing User Engagement Through Strategic Navigation
TWINO
ABOUT THE PROJECT
Revitalizing User Engagement: Achieving a 15% Reduction in Bounce Rate and 20% Increase in In-App Conversions through Strategic Navigation Redesign
Problem Statement
A fintech application experienced declining user engagement metrics, with a bounce rate of 65% and a conversion rate of only 8% for in-app actions. The complexity and non-intuitive design of the app's navigation were identified as the primary reasons for user frustration and abandonment.
Solution
To address this, the company embarked on a comprehensive navigation redesign project aimed at reducing the bounce rate by 15% and increasing in-app conversions by 20%.
Project Duration
12
weeks
120+
screens
My Role
Research
Analyse
Prototype
Release
1
2
3
4
Problem Statement
Competitor Benchmarking
User-Ex Research
Current metrics
User Segmentation
Information Architecture
Designing Prototypes
User Testing (A/B)
Focus groups
Stage 1: Research and Diagnosis
Information Architecture
Development
Time-to-complete tasks
Quality Assurance
Analysis of Current Metrics
User Experience Research*
SMART Goals
Competitor Benchmarking
- Reduce bounce rate from 65% to 50%.
- Increase in-app conversions from 8% to 10%
- Adding clear call-to-action buttons will increase your conversion rate.
- Marking required fields will simplify and speed up filling out personal data for the client
- Changing the logic for creating a password for your personal account - from independently inventing it according to given rules to generating it on the application side - will speed up and simplify the creation of your personal account
- etc
Hypotheses
Mission
Average duration
Misclick rate
Mission unfinished
Priority Matrix
Designing Prototypes and User Testing
I have analyzed navigation structures of successful competitor apps to identify best practices
I am also segmented users based on demographics, behavior, and goals (e.g., new users vs. power users)
I am also segmented users based on demographics, behavior, and goals (e.g., new users vs. power users)
- Created low-fidelity wireframes and high-fidelity interactive prototypes using Figma.
- Designed new user flows emphasizing ease of access to popular features (payment processing, transaction history, etc.)
- Conducted A/B testing with two variations of the navigation redesign.
- Organized focus groups to gather direct feedback on the prototypes.
- Measured time-to-complete tasks and user satisfaction scores.
- Collaborated with the development team to implement the redesigned navigation
- Ensured mobile-first design principles were followed for optimal responsiveness
- Performed cross-platform testing to confirm the new navigation worked seamlessly on iOS, Android, and web platforms
- Fixed bugs and optimized performance for fast load times
Stage 2: Goal Setting and Hypothesis Development
Stage 3: Prototype Development and Testing
Stage 4: Implementation
Select an offer on the calculator
11s
1-2%
5%
10%
15%
1m 8s
Register as a new user
Confirm personal data
10m
35%
60%
* Pic used as an example bc of the NDA
SMART Goals & Hypotheses
High Feature & High Value
High Feature & Low Value
Low Feature
& High Value
& High Value
Low Feature
& Low Value
& Low Value
Changing the logic for creating a password for personal account - generating it on the application side
Combine the steps of the questionnaire, providing the client with all the fields at once
Add success marks
Move the “promo-code” field from the last step to step 1, so that the client can immediately see the benefits at the start and proceed to checkout more easily
Integrate with the MobileID product
Add an example hint for filling out the address
Integrate with the DaData product to prefill the client's address using keywords
Make it easier to link a card by removing additional checks
BugFix
Make the product calculator one-size-fits-all for all clients
“Hide” repayment options without commissions from the client
Add additional services to the main product offering to increase the average bill
Add asterixes to all required fields
Reduce the set of fields in the application form, leaving only full name and passport
Case Study
Revitalizing User Engagement Through Strategic Navigation
Revitalizing User Engagement Through Strategic Navigation
TWINO
ABOUT THE PROJECT
Revitalizing User Engagement: Achieving a 15% Reduction in Bounce Rate and 20% Increase in In-App Conversions through Strategic Navigation Redesign
Problem Statement
A fintech application experienced declining user engagement metrics, with a bounce rate of 65% and a conversion rate of only 8% for in-app actions. The complexity and non-intuitive design of the app's navigation were identified as the primary reasons for user frustration and abandonment.
Solution
To address this, the company embarked on a comprehensive navigation redesign project aimed at reducing the bounce rate by 15% and increasing in-app conversions by 20%.
Project Duration
12
weeks
120+
screens
My Role
Research
Analyse
Prototype
Release
1
2
3
4
Problem Statement
Competitor Benchmarking
User-Ex Research
Current metrics
User Segmentation
Information Architecture
Designing Prototypes
User Testing (A/B)
Focus groups
Stage 1: Research and Diagnosis
Information Architecture
Development
Time-to-complete tasks
Quality Assurance
Analysis of Current Metrics
User Experience Research*
SMART Goals
Competitor Benchmarking
- Reduce bounce rate from 65% to 50%.
- Increase in-app conversions from 8% to 10%
- Adding clear call-to-action buttons will increase your conversion rate.
- Marking required fields will simplify and speed up filling out personal data for the client
- Changing the logic for creating a password for your personal account - from independently inventing it according to given rules to generating it on the application side - will speed up and simplify the creation of your personal account
- etc
Hypotheses
Mission
Average duration
Misclick rate
Mission unfinished
Priority Matrix
Designing Prototypes and User Testing
I have analyzed navigation structures of successful competitor apps to identify best practices
I am also segmented users based on demographics, behavior, and goals (e.g., new users vs. power users)
I am also segmented users based on demographics, behavior, and goals (e.g., new users vs. power users)
- Created low-fidelity wireframes and high-fidelity interactive prototypes using Figma.
- Designed new user flows emphasizing ease of access to popular features (payment processing, transaction history, etc.)
- Conducted A/B testing with two variations of the navigation redesign.
- Organized focus groups to gather direct feedback on the prototypes.
- Measured time-to-complete tasks and user satisfaction scores.
- Collaborated with the development team to implement the redesigned navigation
- Ensured mobile-first design principles were followed for optimal responsiveness
- Performed cross-platform testing to confirm the new navigation worked seamlessly on iOS, Android, and web platforms
- Fixed bugs and optimized performance for fast load times
Stage 2: Goal Setting and Hypothesis Development
Stage 3: Prototype Development and Testing
Stage 4: Implementation
Select an offer on the calculator
11s
1-2%
5%
10%
15%
1m 8s
Register as a new user
Confirm personal data
10m
35%
60%
* Pic used as an example bc of the NDA
SMART Goals & Hypotheses
High Feature & High Value
High Feature & Low Value
Low Feature
& High Value
& High Value
Low Feature
& Low Value
& Low Value
Changing the logic for creating a password for personal account - generating it on the application side
Combine the steps of the questionnaire, providing the client with all the fields at once
Add success marks
Move the “promo-code” field from the last step to step 1, so that the client can immediately see the benefits at the start and proceed to checkout more easily
Integrate with the MobileID product
Add an example hint for filling out the address
Make it easier to link a card by removing additional checks
BugFix
Make the product calculator one-size-fits-all for all clients
“Hide” repayment options without commissions from the client
Add additional services to the main product offering to increase the average bill
Add asterixes to all required fields
Reduce the set of fields in the application form, leaving only full name and passport
Integrate with the DaData product to prefill the client's address using keywords
Case Study
Revitalizing User Engagement Through Strategic Navigation
Revitalizing User Engagement Through Strategic Navigation
TWINO
ABOUT THE PROJECT
Revitalizing User Engagement: Achieving a 15% Reduction in Bounce Rate and 20% Increase in In-App Conversions through Strategic Navigation Redesign
Problem Statement
A fintech application experienced declining user engagement metrics, with a bounce rate of 65% and a conversion rate of only 8% for in-app actions. The complexity and non-intuitive design of the app's navigation were identified as the primary reasons for user frustration and abandonment.
Solution
To address this, the company embarked on a comprehensive navigation redesign project aimed at reducing the bounce rate by 15% and increasing in-app conversions by 20%.
Project Duration
12
weeks
120+
screens
My Role
Research
Analyse
Prototype
Release
1
2
3
4
Problem Statement
Competitor Benchmarking
User-Ex Research
Current metrics
User Segmentation
Designing Prototypes
User Testing (A/B)
Focus groups
Stage 1: Research and Diagnosis
Information Architecture
Development
Time-to-complete tasks
Quality Assurance
Analysis of Current Metrics
User Experience Research*
SMART Goals
Competitor Benchmarking
- Reduce bounce rate from 65% to 50%.
- Increase in-app conversions from 8% to 10%
- Adding clear call-to-action buttons will increase your conversion rate.
- Marking required fields will simplify and speed up filling out personal data for the client
- Changing the logic for creating a password for your personal account - from independently inventing it according to given rules to generating it on the application side - will speed up and simplify the creation of your personal account
Hypotheses
Mission
Average duration
Misclick rate
Mission unfinished
Priority Matrix
Designing Prototypes and User Testing
I have analyzed navigation structures of successful competitor apps to identify best practices
I am also segmented users based on demographics, behavior, and goals (new users vs. power users)
I am also segmented users based on demographics, behavior, and goals (new users vs. power users)
- Created low-fidelity wireframes and high-fidelity interactive prototypes using Figma.
- Designed new user flows emphasizing ease of access to popular features (payment processing, transaction history, etc.)
- Conducted A/B testing with two variations of the navigation redesign.
- Organized focus groups to gather direct feedback on the prototypes.
- Measured time-to-complete tasks and user satisfaction scores.
- Collaborated with the development team to implement the redesigned navigation
- Ensured mobile-first design principles were followed for optimal responsiveness
- Performed cross-platform testing to confirm the new navigation worked seamlessly on iOS, Android, and web platforms
- Fixed bugs and optimized performance for fast load times
Stage 2: Goal Setting and Hypothesis Development
Stage 3: Prototype Development and Testing
Stage 4: Implementation
Select an offer on the calculator
11s
1-2%
5%
10%
15%
1m 8s
Register as a new user
Confirm personal data
10m
35%
60%
* Pic used as an example bc of the NDA
SMART Goals & Hypotheses
High Feature & High Value
High Feature & Low Value
Low Feature
& High Value
& High Value
Low Feature
& Low Value
& Low Value
Changing the logic for creating a password for personal account - generating it on the application side
Combine the steps of the questionnaire, providing the client with all the fields at once
Add success marks
Move the “promo-code” field from the last step to step 1, so that the client can immediately see the benefits at the start and proceed to checkout more easily
Integrate with the MobileID product
Add an example hint for filling out the address
Make it easier to link a card by removing additional checks
BugFix
Make the product calculator one-size-fits-all for all clients
“Hide” repayment options without commissions from the client
Add additional services to the main product offering to increase the average bill
Add asterixes to all required fields
Reduce the set of fields in the application form, leaving only full name and passport
Integrate with the DaData product to prefill the client's address using keywords
Information Architecture