5asec UAE Mobile App
USABILITY TEST AND REDESIGN
Made for
5asec UAE
Role
UX / UI
Research & Design
Screens
70+
Hours
230+
Tools
Date
July 2021
Introduction
In the dynamic landscape of the United Arab Emirates (UAE) market, brands often encounter challenges in establishing recognition and resonance with consumers. One such brand, 5asec UAE, confronted obstacles stemming from its French nomenclature, which posed pronunciation difficulties for many potential customers. Leveraging mobile technology emerged as a strategic avenue for the brand to bridge communication gaps with consumers, enhance brand awareness, and drive sales. However, the initial iteration of the mobile application failed to meet stakeholder expectations and elicited unfavourable feedback from users. Despite garnering a substantial number of downloads, the application struggled to translate these figures into actual orders. In response, stakeholders recognized the imperative to revamp the application to align with user needs, streamline the ordering process, and ultimately bolster the brand's presence and profitability in the UAE market.
Problem Statement
5asec UAE faces challenges with its mobile application as it struggles to convert high download numbers into actual orders. Users cite dissatisfaction with the cumbersome ordering process, leading to underutilization of the app despite significant market presence. Stakeholders recognize the urgent need to streamline the application, enhance user experience, and improve conversion rates to drive sales and bolster brand recognition in the competitive UAE market.
Initial Assessment
The project began with a comprehensive usability test involving 9 participants. Each participant was assigned 5 tasks, evaluated based on Effectiveness, Efficiency, and Satisfaction (System Usability Scale - SUS). The test revealed several critical issues:
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Information Architecture Issues: Participants struggled to locate necessary information within the application.
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Complicated and Unnecessary Steps: Placing an order involved excessive and convoluted steps.
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Outdated and Inconsistent UI: Icons lacked clarity, causing confusion among users.
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Phone Authentication Concerns: Users expressed dissatisfaction with using phone numbers for sign-up and order placement.
Decision Making
After consultation with stakeholders, it was decided to overhaul the mobile application by redesigning the following:
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Order Flow: Streamlining the process to enhance user experience.
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Ideation Output: Reduced the order steps by consolidating the entire order process into one page.
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Sign-up Process and Authentication: Introducing email-based authentication for a more user-friendly approach.
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Ideation Output: Authentication changed to email instead of phone number.
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UI Redesign: Updating the entire interface for a modern, consistent, and user-friendly design.
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Ideation Output: A complete UI overhaul to align with the brand and present a more modern appearance.
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Business Needs Analysis
Understanding the business needs of 5asec UAE was crucial to align the redesign with organizational objectives. The key requirements were identified across marketing, operations, and sales:
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Marketing: Gathering valuable user data, including email addresses, and simplifying the order placement process.
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Ideation Output: Reduced order steps contribute to a more user-friendly order placement process.
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Operations: Collecting detailed order information, especially during COVID-19, accommodating comments and photos for clarity.
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Ideation Output: Added the ability to add photos to order comments for enhanced clarity.
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Sales: Presenting comprehensive details about services, offers, and promotions.
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Ideation Output: Introduced a reorder feature, allowing users to replicate orders with only 2 steps and the ability to edit.
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User Research
Survey Insights
A survey conducted among mobile application users revealed key demographic and behavioural trends:
Gender Distribution
58% of users identify as men
Device Preference
More than 67% of users utilize iPhones
Frequency of Laundry
73% of users engage in laundry activities at least once a week
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Sometimes I prefer to buy new clothes to avoid laundry!
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I wish someone can do the laundry for me
Interview Findings
Qualitative insights gleaned from user interviews provided valuable perspectives:
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User Pain Points: Users expressed a strong aversion to the laundry process, seeking a swift and convenient solution to alleviate the hassle.
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Ordering Preferences: Users emphasized the importance of a seamless and expedient ordering process, highlighting the desire for simplicity and efficiency.
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Drop-off and Pickup Challenges: The most significant pain point for users was the inconvenience associated with dropping off and picking up laundry.
Empathy Map
An empathy map was developed to capture user perspectives, encompassing their perceptions, actions, and emotions:
User Personas
3 user personas came out of this study to represent 3 types of potential users:
User Journey Map
Competition Analysis
A thorough analysis of competitors—Champion Cleaners, Washmen, and Laundryheap—revealed key factors for comparison:
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Physical Stores: Champion Cleaners differentiates itself with physical stores.
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Online Presence: All competitors offer online services.
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Quality: Champion Cleaners positioned as a high-end laundry service.
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Convenience: Washmen and Laundryheap are recognized for convenience.
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Price: Washmen is the most affordable, while Champion Cleaners is premium.
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Services: Champion Cleaners offers a broader range of services beyond laundry.
Ideation Exercises
"How Might We" and Rapid Ideas sessions fueled the creative process, generating innovative solutions to address identified issues:
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Reducing Order Steps: Entire order process consolidated into one page.
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Reorder Feature: Allows users to replicate orders with 2 steps, editable before confirmation.
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Email Authentication: Improved user experience by shifting from phone to email authentication.
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Photo Comments: Enhanced order clarity by enabling users to add photos to order comments.
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UI Redesign: Modernized the entire interface for a consistent and brand-aligned appearance.
Prototyping and Development
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Low-Fi Prototype: The initial low-fi prototype laid the foundation for the redesign, incorporating feedback from stakeholders and initial testing.
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Information Architecture: A clear and user-friendly information architecture was developed, ensuring seamless navigation within the application.
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Hi-Fi Prototype: The high-fidelity prototype captured the finalized design, integrating visual elements with user interactions.
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Development Management: Collaboration with iOS and Android developers was maintained throughout the design phase, ensuring a parallel and efficient development process.
