UX DESIGN & IMPLEMENTATION
Plataforma de reservas innovadora
Company
Transbank
rOL
Web Designer
aÑO
2024
Context
The company's growing technical debt was generating a poor valuation from merchants towards its flagship card payment capture product. The multiple existing issues had reached an unsustainable point, which motivated the Business area and the Experience team to propose a radical overhaul of the interface in January 2024.
Objectives of the improvements (technical and experiential):
Achieve an intuitive and consistent look and feel with the Design System.
Ensure interface interoperability with other products.
Maintain consistency of voice and tone with the TBK ecosystem.
Reduce the number of screens to simplify transaction flows.
Decrease the execution times of each operation.
Scope
The UX team had repeatedly expressed the need for an interface compliant with the Design System, that adhered to good UI practices and offered adaptability to different devices (interoperability). In this context, it was proposed that the UI, in a first phase, would support the following teams:
The process
To meet the established agreements and objectives, a path was defined to guide the development and avoid deviations. Prior to any proposal, the basic payment flows (ideal scenarios or happy paths) were analyzed, which included:
Debit flow, with or without own
Credit flows, with or without tip
The main objective was to identify friction points for the user when making a payment, ensuring that the process was quick, intuitive, and accessible.
Through a heuristic analysis, it was determined that the user had to make decisions on 7 key screens. This analysis generated several questions, including: Why is the color blue used when the corporate color of the company is magenta? In step number three, would it be possible to simplify the tip options and display the calculations more efficiently on the same screen? Since in steps 6 and 7, the decision is only whether or not to print the receipts of the merchant and customer respectively, would it be feasible to automate the printing of at least one of the receipts and allow consultation of the other? In this way, both actions could be unified on a single screen.
Special cases
In addition to the basic flows, flows that include the parameters of change and receipt were identified. The need for these parameters by certain merchants implies the addition of two steps to the basic flows, raising the total to nine steps.
With the defined cases and identified problems, Fernanda, our designer, developed proposals aimed at meeting the business and UX team’s objectives. Thus began a complex process that would require various technical validations and business feasibility checks. However, the key stage was the usability tests, where as designers we added value by generating viable solutions for both the business and the user.
Research & Planning
Conducted market research to identify existing scheduling challenges and user preferences. Defined target audience segments and outlined key features based on user needs and market trends.
Design & Prototyping
Collaborated with designers to create intuitive user interfaces and interactive prototypes. Iteratively refined designs based on user feedback to enhance usability and visual appeal.
Development & Implementation
Leveraged agile development methodologies to build the scheduling app from the ground up. Prioritized feature development based on user feedback and technical feasibility. Implemented AI algorithms to analyze user behavior and optimize scheduling recommendations.
Solution
The resulting AI-powered scheduling app offers a seamless user experience, allowing individuals and businesses to effortlessly manage their schedules.
Intelligent Scheduling
AI algorithms analyze user preferences, availability, and priorities to generate optimized schedules.
Calendar Integration
Seamless integration with popular calendar platforms such as Google Calendar and Outlook, ensuring synchronized scheduling across devices.
Personalization
Customizable settings allow users to tailor scheduling preferences and priorities to their unique needs.
Results
Here, the outcomes and achievements of the project are highlighted, including user feedback, adoption rates, and industry recognition.
User engagement
Increased session duration by 25% due to improved navigation and playlist management features
Conversion rates
Blues saw a 15% increase in premium subscriptions following the redesign, thanks to a clearer call to action and streamlined onboarding process.
Growing User Base
The app quickly gained traction among individuals and businesses worldwide, with a steady increase in user adoption and engagement.