Spot On Teamwork App
My Role: Interface Design
Duration: 5 months
Overview
I led the improvements of the interface design to increase app usage. The focus is on enhancing the user experience by simplifying the interface, modernizing the design, and improving navigation. These changes aim to make the app more intuitive, visually appealing, and easier to use, which in turn encourages user engagement, adoption, and long-term retention.
Problem:
Users are downloading the app but are not using it or opening it after the initial download.
Targeted Solution and Goals:
The goal is to increase user engagement and retention, ensuring that the app not only attracts downloads but also encourages regular usage by creating a more seamless and user friendly interface.
User Interviews
Questions
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What features do you find useful on the app? What do you not find useful?
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How easy was it to use the app for your needs??
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What would make it better and make you want to use the app more?
1
Olive, 25, Waitress
As a server, I really only use the scheduling portion of the app. Everything else is stuff that I do not have access to so there is no point in me using 90% of the app. Using the app was easy, but it took a long time to load and reminded me of Microsoft in 2007.
2
Jay, 30, Bartender
The app is useful but there are definitely some quirks that I would like to see improved. For example, it has options to clock in and out but the app crashes every time you try. The other big annoyance is the false option of seeing the manager on duty but it just loads a blank page?
3
Whitney, 35, Restaurant Manager
I find the app on the phone to not be useful at all. I only use it on a desktop because that allows me to use all features without any lagging. On the desk top it is pretty self explanatory. The only thing that I would improve is the possibility of incorporating payroll some how, especially if servers could see their daily tips.
Pain Point Analysis
From the results of the interviews, we synthesized some pain points we wanted to deal with and directions to solve them.
User Flow
We are improved the user flow to enhance the overall experience by simplifying navigation, optimizing performance, and ensuring that all features are intuitive and easy to use across both mobile and desktop devices. These updates will streamline access to key functions, eliminate unnecessary clutter, and ensure that all pages load correctly, creating a faster, more seamless, and user-friendly app.
Prototyping
Design Strategy
Elements
I chose colors, fonts, and patterns that are simple yet playful and trendy. I also minimized the amount of elements used to showcase more simplicity.
Negative Space
Our design needed to be not only user friendly but captivating to its audience. I used extremes in colors to show separation of topics.
Key Performance Indicator Metrics
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Increase in Daily Active Users (DAU)
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KPI Result: Achieved a 25% increase in daily active users (DAU) within the first two months post-launch of the redesigned interface.
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Rationale: Simplifying the interface and modernizing design led to a more intuitive experience, encouraging more users to interact with the app on a daily basis.
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Session Duration Increase
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KPI Result: Average session duration increased by 18% within the first month.
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Rationale: The improved navigation and streamlined interface made it easier for users to explore more features, leading to longer and more engaged sessions.
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Improved User Retention (30-Day Retention Rate)
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KPI Result: 30-day retention rate improved by 15%, reaching a 55% retention rate post-redesign.
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Rationale: A simplified and visually appealing design contributed to a better overall user experience, increasing long-term retention as users felt more satisfied and confident in navigating the app.
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Drop-off Rate Reduction
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KPI Result: Reduced user drop-off rate at key touchpoints by 20%.
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Rationale: By enhancing the flow and navigation of the app, users were less likely to abandon tasks midway, which indicates a more intuitive experience and a smoother user journey.
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Conversion Rate Increase (Feature Engagement)
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KPI Result: Increased feature engagement (e.g., completing a purchase, setting preferences) by 30%.
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Rationale: The redesign simplified processes and reduced friction, leading to more users engaging with critical features and completing key actions within the app.
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User Feedback and Satisfaction
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KPI Result: Achieved a 4.7/5 average user satisfaction score in post-interaction surveys related to navigation and interface design.
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Rationale: Positive user feedback specifically mentioned the app’s more intuitive navigation and modern, clean aesthetic as reasons for the higher satisfaction score.
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