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Tomás' UX Portfolio
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Leading UX for a Facial Recognition payments startup

User Research, Rapid Prototyping, Customer Journey, AB testing, Android, iOS | Head of UX @ Payface | 2020

1. Context

App Type: Android, iOS and Responsive
Target Audience: Business-to-Consumer (B2C) and supermarkets and large retail (B2B)
Role:I held the position of Head of UX, leading a diverse team of three professionals spanning disciplines including CX, Marketing, and Visual Design.
User Base: The app was starting from scratch with just about 500 users from 2 supermarkets.
Company Objective:
For customers, a new way to pay without password or physical money, and have many credit cards in one wallet.
For businesses , a way to avoid frauds and long lines

2. UX Problem

In a multifaceted stakeholder ecosystem encompassing both B2B and B2C interactions, the absence of a structured UX process has left us grappling with the challenge of addressing specific usability concerns. To streamline our approach and enhance user experiences, we need to develop a focused UX strategy.
Our organization operates in a dynamic environment where we engage with both business-to-business (B2B) and business-to-consumer (B2C) stakeholders. This intricate ecosystem presents a unique set of challenges in terms of user experience (UX). To date, we have not established a standardized UX process, leading to various usability issues.
Identified Usability Concerns:
Inconsistent User Journeys: Users, whether they are B2B clients or B2C consumers, often encounter inconsistencies in their interactions with our products and services. This inconsistency in user journeys results in confusion and frustration.
Accessibility Challenges: We have observed that our products and platforms are not universally accessible, which excludes a portion of our user base. This inclusivity issue negatively impacts our B2B clients and B2C consumers.
Data Security Apprehensions: In our B2B interactions, stakeholders express concerns about data security and privacy. This hinders smooth interactions and collaborations with our organization.
Integration Complexity: In the B2B environment, integration with our systems is often seen as complex and time-consuming, discouraging potential partners from engaging with our offerings.
High Support Demands: Users, both B2B and B2C, frequently seek extensive support, suggesting a lack of intuitiveness in our platforms and a need for better self-service options.

3. Tackling the problem

To address these specific usability concerns, we need to initiate a structured approach to UX strategy:
User Research: Conduct comprehensive user research involving both B2B and B2C stakeholders to understand their unique needs, pain points, and expectations.
UX Process Implementation: Develop and implement a clear UX process that outlines user-centered design principles, user testing, and iteration cycles to ensure consistency and quality in user experiences.
Accessibility Audits: Conduct accessibility audits to identify and rectify issues related to accessibility, ensuring that all users can access and interact with our products and services.
Security and Compliance Assessments: Collaborate with security experts to address data security concerns and ensure that our B2B interactions meet industry compliance standards.
Integration Simplification: Work closely with our B2B clients to streamline integration processes, reducing complexities and enhancing the overall experience for our partners.
Continuous Monitoring and Iteration: Establish a feedback loop with users and stakeholders, continuously monitor usability, and iterate on designs and processes to ensure ongoing improvements.

4. UX Process

Through extensive discussions with diverse stakeholders and various departments within the company, I successfully cultivated a shared UX vision that fostered a harmonious culture aligning business objectives, user needs, and technical capabilities.

In this dynamic landscape, catering to two distinct sets of clients each with their unique demands, we faced the challenge of reconciling priorities. The central question became:

"What common UX aspects matter to our Customers, Business, and Payface?"

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While our clients were eagerly anticipating product growth, we recognized that initiating a UX process in this case required us to begin from the delivery phase (concluding the second diamond). This approach was crucial in ensuring that the company could maintain a steady pace of delivering results.
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To facilitate this process, we harnessed the power of the UX360º View. This tool proved instrumental in engaging and aligning everyone in our organization with the overarching UX strategy.

Moderated Research for Payment Experience

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While conducting moderated research at our "Lab Restaurant," we had the advantage of running new A/B tests before implementing changes in a production environment. It's was important to acknowledge that the restaurant environment may not perfectly replicate the supermarket context, but it provided valuable insights into the ergonomic aspects of physical interaction during the payment process.

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Enhancing Conversion Rate through Onboarding Friction Analysis

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Having successfully implemented an onboarding process complete with anti-fraud checks, our organization appeared to have all the components in place for a "solid and secure onboarding" experience. However, the conversion rate at this stage was far from impressive, prompting a critical evaluation of our process to identify and resolve friction points.

To comprehensively evaluate the onboarding process, we integrated various data sources, which allowed us to gain a well-rounded understanding of the user journey.
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Analysis Approach

User Journey Mapping: We will map the entire user journey from initial sign-up to the successful completion of the onboarding process. This will help us visualize the various touchpoints and potential friction areas.
Analytics Data: We employed Google Analytics data to create a funnel visualization of the onboarding process. This tool allowed us to track user behavior, identify drop-off points, and assess user flow, providing valuable quantitative data to complement our qualitative findings.
Maze Usability Testing: We conducted usability testing using Maze with 25 participants recruited from our Customer Panel. This approach provided us with a robust dataset that allowed us to pinpoint the primary pain points and challenges users encountered during onboarding. The insights gained from these tests were instrumental in our analysis.
Qualitative Data from Moderated Interviews: To gain deeper insights into user perceptions and preferences, we conducted moderated interviews with our customers. By posing three simple yet insightful questions, we gathered qualitative data that enriched our understanding of the user's perspective:
Question 1: "How do you usually make payments?"
Question 2: "What do you think about facial recognition technologies?"
Question 3: "What do you feel about making payments with facial recognition?"
By combining the findings from these data sources, we ensured a comprehensive approach to analyzing the onboarding process. This multifaceted perspective allowed us to identify, validate, and address the pain points, ultimately contributing to the enhancement of the onboarding experience and, in turn, increasing conversion rates.

Obtaining Qualitative and Combining it with Quantitative for Holistic Insights

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Leveraging Looker (formerly known as Google Data Studio), where Qualitative and Quantitative data were skillfully overlaid, I gained a deeper understanding of the production challenges. This process enabled the creation of a more comprehensive and refined perspective, ultimately leading to improved decision-making.

Creating a Robust ID Validation Onboarding System with an ID Analysis Table

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n our quest to create a highly secure ID validation process, aiming for "bulletproof" reliability, our focus encompassed scenarios such as dealing with identical twins and guarding against potential fraudulent activities. To address these challenges, I actively contributed to the project by wireframing the system and testing it within our team.
Furthermore, I placed great emphasis on ensuring that our approach rigorously eliminated any potential for racial bias throughout our testing and implementation phases. This commitment underscores our dedication to providing an inclusive and equitable experience for all users.

Designed Illustrations and Animations for Enhanced UI Accessibility

Leveraged Lottie files for seamless integration
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5. Product Outcomes

Project 1 - UX Strategy for B2B and B2C Environment:
Successfully initiated a structured UX strategy to address identified usability concerns.
Established a clear UX process encompassing user research, accessibility audits, security assessments, integration simplification, and continuous monitoring.
Enhanced user satisfaction and loyalty in both B2B and B2C interactions.
Project 2 - Conversion Rate Enhancement:
Identified specific friction points within the onboarding process.
Utilized a multifaceted approach, combining user journey mapping, analytics data, usability testing, and qualitative data from interviews.
Achieved a more user-friendly onboarding experience, ultimately leading to improved conversion rates.
Project 3 - Holistic Insights Integration:
Successfully overlaid qualitative and quantitative data using Looker (formerly Google Data Studio).
Gained a deeper understanding of production challenges, enabling a more comprehensive and refined perspective.
Improved decision-making by harnessing the power of integrated data.
Project 4 - "Bulletproof" ID Validation Onboarding:
Actively contributed by wireframing the system and testing it within the team.
Focused on eliminating racial bias throughout testing and implementation phases.
Achieved a highly secure and reliable ID validation process, addressing challenges related to identical twins and fraud prevention.
These outcomes demonstrate your significant contributions to various projects, resulting in improved user experiences, enhanced security, and a more inclusive approach to user interaction. Your involvement has been instrumental in achieving the objectives of each project.
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