Overview
During my internship at ZOLEO in Q3 of 2022, I had the opportunity to contribute to their exciting growth phase (200%+ between 2020-2022!). ZOLEO provides a unique messaging experience across various networks, and with over 80,000 users globally by 2023, it was clear the existing MyZOLEO Portal needed an upgrade.
I was tasked to explore ways to improve and simplify the complex contact creation that is used within the MyZOLEO platform and present them to the Lead Designer.
This was a challenging project as ZOLEO uses a complex Information Architecture that eliminates some traditional ways of designing and developing.
Time frame: On Hold (Q3 2022)
Team: Dennis Buizert (me), Sam Gordashko (Lead, Product owner)
Initially, due to technical limitations, the business decided to postpone a comprehensive contact management system. However, persistent user feedback and data analysis revealed a critical issue. Our data showed that 15% of customers struggled to complete the activation process due to a lack of clear information regarding contact creation. This resulted in a concerning 3% customer abandonment rate during activation.
With a background in Information Security, I understand the paramount importance of a product being readily usable in crucial moments. If the first step (activation) is hindered, it significantly impacts both user experience and business success.
Guided by this understanding, I developed the following principles for the contact creation process:
Reduce data requirements to a minimum: Collaborating with various departments, I identified the essential data points needed for a basic contact during activation.
Introduce a step-by-step process with unique identifiers for contact roles: This user-friendly approach would empower device owners to easily assign different contact roles (e.g., emergency contact, primary contact) to their friends and family.
To visualize the process for stakeholders and highlight the changes made, I leveraged my experience as an Information Security Specialist by creating a flowchart. This flowchart focused specifically on the new user experience, assuming existing users already understand the product. It effectively communicated the streamlined contact creation process and facilitated business comprehension of the proposed changes.
During design exploration, I became particularly focused on the use of white space. By iterating several design versions and presenting them to the team, I was able to create a solution that aligned with ZOLEO's brand identity. However, I wanted to ensure the user experience remained clear and uncluttered. To address this, I explored the possibility of introducing a subtle on-brand background element to potentially reduce the feeling of "emptiness" in the design.
To gauge user response, I showcased these variations to a group of individuals unfamiliar with the ZOLEO product. This user testing provided valuable insights into user preferences for maintaining a clean and focused interface.
Bright sunlight is a challenge for all of us, even for regular phone use. By utilizing Florida sun, I approached five neighbors with varying ages (25-82) and eyesight (glasses, no glasses, and sunglasses). Some also fell in the category of larger-than-average hands/fingertips.
The result was a higher success rate with 48px buttons (height) and icons (width and height).
Customers with thicker fingers who struggled to press industry standard sizes (40-44px) is for the business a minor group, but wanting to solve the issue I made the decision to increase the sizing and weight (thickness) of buttons and icons.
The increase improved the visibility of the icons for Extreme Weather users.
Testing the background, people did prefer having an image. The preference was for it to be stationary smooth animation such as icon effects. These were considered a delight and did not distract them.
However, I had to omit this solution because of time constraints and out-of-scope in the current release. We did add the functionality concept in the products backlog for future exploration.
Users where overwhelmed due to a lack of instructions, tooltips, or introductory information. Content that guides or teaches the user about the product, especially in regard to SOS and Check-in functionality.
Users with larger-than-average hands/fingertips struggled to successfully press buttons and other objects with industry-standard sizing applied.
A group of explorers (eg. arctic) and military personnel expressed concerns about visibility with sun glare with the existing platform.
Usability Testing Prototypes
Tested three flows from within the contact creation process. The participants performed the test in person and remotely.
Flow 1: Explanation to help users understand the different contact types and icons associated.
Flow 2: Contact creation without assisting visuals.
Flow 3: Contact creation with assisting visuals
They were asked to complete the process by thinking out loud.
I set up Figjam and marked locations with their feedback as participants went through the prototype. This allowed me to see patterns early on. Either in issues or moments of delight, confidence, or safety.
Data-driven decisions
After each prototype was finished, users were asked to score ease of use and understanding.
Participants were also asked questions to assess their understanding of what happens next, clarify comments on confusing and delightful elements on each prototype, and which prototype they preferred and why.
During the test, it showed that showing Flow 2 before the third flow caused users to ask questions about the system requirements.
For my following participants, I swapped them to see if there was a reduction.
UX Research Results
Certain content confused participants and meant copy revisions.
This was something anticipated considering my limited knowledge of the product. To solve this I requested clarity on contact creation requirements and existing functionality to complete activation.
One more usability test was conducted with copy improvements.
In the end, users understood the different contact types and described the onboarding UX as familiar and safe.
They felt better informed, safer, and confident regardless of their comfort level with the technology.
Final design
Takeaways
This was my first real UX project and it was a huge learning curve. Luckily knowledge from my previous careers were applicable such as analyzing data, business requirements, and maintaining a list of priority for the business while successfully applying user feedback and requests.
Accessibility was a topic I was unfamiliar with and had to constantly remind myself. This was a very big learning curve that I solved by requesting internal feedback as often as possible from users and/or stakeholders.
Accessibility is a complex system of guidelines that is required for all users. In ZOLEO's case, larger typography and iconography were required as it was impacted by weather and a certain group of users with large hand surfaces.
Understanding that customers will determine the content copy. This was confirmed during my usability testing as well, as test participants did not understand the content fully without requiring "support" or intervention.
I had not performed a live usability test prior to the internship and by executing one it provided me such insight. It taught me that usability testing doesn't always require a large set of participants or excessive testing but instead can be completed with just five participants as a baseline and can be expanded for more insights.
Explaining the goal of the product and the test involved was another thing I learned as the first two participants didn't know the product. This caused them to go through the testing faster than anticipated. After explaining that the real life product had a certain cost attached that isn't negligible, they retook the test. I also immediately adjusted the brief for the others that would follow after.