UX Designer at iGraal
As a product designer at iGraal, I have contributed to designing features for the Application as well as the website. I worked with a team of developers and a Product Manager, alongside being a part of the design team.
Introduction
In my role at iGraal, I worked on improving the user experience across three key platforms: the mobile application, website, and browser extension.
My focus was to enhance specific features that improved usability and consistency across these platforms using strong research foundation and iteration.
Projects I worked on
iGraal App Domain
We conducted a Satisfaction Survey to identify key UX issues in the app. I organised insights using Dovetail and presented the results to the team, i followed up with UI solutions and prototypes to design features that will improve the overall satisfaction score.
I redesigned the Onboarding Process, revamping the workflow to engage new users by focusing on their first cashback, based on insights from workshops.
My next project was to simplify the My Account screen to improve user navigation.
I completed the Safari extension UI and worked on some experiments. During the last few weeks of my job, I also contributed to some rebranding projects on figma.
iGraal Website Domain
I redesigned the Notification Page to improve user engagement, simplified the Profile Page, and some improvements on the Onboarding Journey
Fintech Domain
Along with a senior designer, one of my projects was to design new features for a fresh new domain in the iGraal universe including promotional elements and the app icon. I conducted User Research on card offers, biometry, and user flows, and led Workshops on card mechanisms and the Safari extension.
I got to learn a lot about fintech and research processes from my senior designer who conducted diary studies as an initial research method. I conducted many surveys and learned about consumer's spending and saving habits. Through many iterations and design workshops we managed to design interesting features that the users were excited about. As we were moving on towards user testing, AB Testing, unfortunately the project could not move further due to some corporate reasons.
Since they are unsure about the timeline of the launch of this new product, I cannot disclose any further information about the features or the work on this project.
I used Lottie to do many motion graphic animations. It was important for me to incorporate micro interactions whenever needed, as they are an important part of UX as well. That is what would set us apart.
Motion Graphic
Process and Approach
Research and analysis
First steps would be to do a desktop research and attend the kickoff from my managers. Then I identify which research method would be best to gather insights depending on the topic. Here, I conducted user interviews and surveys (Maze) to gather insights, creating user personas and performing competitive analyses to identify strengths and weaknesses. I also evaluated quantitative data to prioritize features and developed empathy maps to visualize user emotions and pain points.
Occasionally I also worked with data analysts to get deeper knowledge into pressing questions.
Thee way I analyse results is by using softwares like dovetail and Notion
Workshops and brainstorming
I facilitated stakeholder workshops to gather requirements and align goals, using brainstorming techniques and creative exercises like mind mapping. I applied design thinking methodologies for iterative exploration and utilized tools like Figjam and thee good old whiteboard post it combo for collaboration.
Iterations, Prototyping, Testing
I created low-fidelity wireframes and high-fidelity prototypes using Figma, conducting usability tests to gather feedback and inform design adjustments. I incorporated insights from testing to make iterative improvements and collaborated with developers for successful implementation.
I learned to onboard devs at an iterative stage too incase they notice any red flags. That made their work easier.
Documentation
I documented each change in design, and the smallest design details, Along with hosting weekly Design Jam meetings with the Devs to present them my prototypes.
Impact and Results
Thee work we did on promoting safari browser extension and solving the users painpoints significantly resulted in improved conversion rates.
There were reduced drop off rates after redesigning the onboarding journey.
There also were increase in the satisfaction rates after implementing quicker features and removing unnecessary steps in the journey.
Reflection
I learned how to perform design thinking, making sure business profits from those design decisions, user pain points are relieved and developers have clear guidelines all while making sure I submit before the deadline. I also learned that keeping this balance is what motivates me about being a UX designer.
As a fresh graduate I used to think office life was going to be a little boring. TO MY SURPRISE, every person in this company inspired me in their own ways and made me feel welcomed. I will forever be grateful for all the learnings and friendships. 😄
