Improving Profile Page: Navigation, Security, and Engagement

Background

Our researcher conducted user interviews and found that the current account page is difficult to navigate due to lack of context for the features. The page lacks sufficient proximity, contrast, and personalization. Moreover, despite concerns about account security, most users do not use our available security features.

The purpose of this redesign is to improve ease of access and navigation through existing features, encourage users to enhance their account security, raise awareness of our loyalty program, and increase user engagement with our app.

Design Framework

Existing Design

Planning The Research

The objective here is to explore motivations and identify pain points or barriers. I aim to delve deeply into a specific issue to uncover the root cause. This is my research objective:

“Enhance the user experience on the app's account page”

• Who/What : Users (across 10 users, aged between 18-25 y.o)
• Where : Jakarta

Defining Research Questions

The research questions are the primary inquiries that need to be addressed by the conclusion of the study. Users were interviewed based on three distinct themes, which are:

1. Personalization

Has the app done enough to tailor users experience based on their unique preferences and behavior?

2. Sub-Features Visibility

Can users easily navigate through all of the features within the app, including secondary and tertiary features?

3. Security

Has the app done enough to manage the security of user’s account?

Listing The Hypothesis

1. Users lack motivation to spend more time to explore the profile features
2. Users find it challenging to understand the flow of the profile page, and this doesn't motivate them to explore its features
3. Users feel disconnected from their accounts and find it challenging to explore profile page features

Conducting The Research

We use an In-Depth-Interview (IDI) as a research method to understand the user likes and dislikes. The crucial aspect is gaining additional insights from users to enhance profile features

Key Findings From Research

Based on the interviewed users feedback, the key problems that issue normally faced can be summarized as such:

One of the main issues users have raised about account sharing is the lack of personalization within the accounts.

As more people use the same account, users may find it challenging to track their last watched episodes and receive relevant recommendations. This is because:

• Rewatched previously watched episodes by other users
• Adversely influence recommendation algorithm for other user

Users often search for secondary features such as "Daftarku" and "Download". However, they must navigate through multiple pages within the app to find these features due to the lack of centralized access points.

User generally does not notice the distinction of security features within the app, as password management and account recovery options does not have a strong visual cue. This lack of visibility further enforce the impression of the app as not secure across tech savvy users

Defining The Problem (Research Summary)

Based on the users interview we conducted, we've identified several user challenges. These issues fall into three main categories:

1. Personalization

2. Sub-Features Visibility

3. Security

Additionally from business perspective, there are opportunities for better monetization and increasing average user screen time with the app:

• Lack of motivations for users to spend more time watching content within the app
• Gamification feature are not displayed prominently enough to encourage user to participate in in-game transactions

Design Opportunity

From the research and data collection carried out, we identify opportunities that can be done in our design using the HMW framework:

1. Make the navigation clearer?
2. Make it more personalized, welcoming, and rewarding for users?
3. Make user feel more secure?

User Flow

Major Design Iterations

1. Profile

1. The 2.0 rebranding of the profile page does not allow for sub/multi accounts and does not provide access to profile editing
2. “Notification” on the top right can be distracting for users focused on configuring settings and exploring sub-features
3. The current profile page has issues with feature placement, with some features being too general or incorrectly nested. Notably, "Transaction history" is hidden in the package section and the "Pay TV account" lacks detailed information

Clearer grouping and proximity between functions in the ”Profile Page”

1. The design of “Multi/sub accounts” is now grouped within the main profile section. Users can navigate to the “edit profile” section more easily using the new pencil edit icon
2. The revamped Profile Page now prominently displays profile information and introduces new features like “package-related info” and “transaction history” for improved user control over subscriptions and past transactions.
3. “Loyalty program” overview is now added to encourage users to watch more content
4. Introducing a new "family mode" feature, allowing users to filter VOD content for their family or kids
5. "The existing Pay TV account" is now redesigned in an expanded card format, making it easier for users to access and link their Pay TV information

2. Edit Profile

1. The old design appears to have a formal and less appealing aesthetic
2. The placement and order of CTA buttons are very unclear, with only color to distinguish them, potentially leading to misuse the button
3. “Delete account” might be more effective to relocate, as the current placement doesn’t emphasize its urgency

One tap function that allows users check their account security and how to enhance it

1. Redesigned for a cleaner appearance and switched to a filled field style to make the text more prominent
2. Updated the “gender section” by simplifying the interaction using pills while maintaining the functionality
3. Incorporated a “date of birth” section as a data point to collect user data
4. “Set PIN” and “change password” feature added to enhance the security system in user’s account
5. The "Set Preferences" feature allows users to expand their content categories. This way, users can enjoy the content categories of their choice

Mobile App (Prototype)

Desktop Iteration

The current "profile page" design looks outdated with rigid text fields and disjointed features. Features expected in the profile section are scattered elsewhere, and there's no "multi/sub-account" functionality.

The new designs are organized and include “multi/sub-account” capabilities. They offer enhanced security, such as “PIN setting and password changes”, and a cleaner, more modern interface.

Desktop (Prototype)

What I Learned

Throughout my time working at Vision+, I've learned the importance of gathering as much user feedback in the early phase of a project. In this project, we started to gather user feedback a few weeks after we started the project, which provided strong first-hand evidence on design decision-making.

Thank You For Reading My Case Study 😊

Offline Download: Enhancing Accessibility