Responsive Experience boosting conversion and accessibility for Quicko

User Research, Quantitative Research Methods, Usability Testing, Responsive Web| Senior UX/UI Designer for Quicko | 2019

1. Context

App Type: 🖥️📱 Responsive Web

Target Audience: Business-to-Consumer (B2C)

Role: I was the Lead UX designer for this 3 month project.

User Base: Operating on 8 capital cities of Brazil

Company Objective: Offer Multimodal transport, umbrellas, real time transportation notifications.

2. UX Problem

The absence of a high-converting landing page failed to effectively showcase Quicko's proposed user experience, neglecting to highlight the inherent value proposition, including the logistical advantages and benefits of the product.

2. UX Goal

Increase conversion via the Landing page, by transforming our mobile app into a seamless and responsive experience, ensuring it adapts flawlessly to various devices and screen sizes. Our primary goal is to provide new users with a consistent and user-friendly interface that encourages conversion, whether they're accessing the app on smartphones, tablets, or desktops, ultimately enhancing overall accessibility and usability

3. UX Process

Setting up the requirements

As a landing page, it needs to cater to various user types: those already using the product, newcomers, and even individuals interested in the service but not yet covered. To address this, I've designed distinct User Journeys for each user category and ensured that the site's informational architecture comprehensively covers the institutional aspects.

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Benchmark Analysis

I conducted a benchmark analysis order to understand how other players were solving conversion, SEO, and storytelling.

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Getting the flow right

Even on a one-pager, I treated the scroll as a narrative flow. The objective was to answer essential questions upfront, starting with the purpose of the app (improving mobility), showcasing its value (it's really helpful!), and then elaborating on the benefits (bike, charging bus cards, umbrellas, etc.) and the cities where the service operates. Determining the best order for this presentation? We'll find out through usability testing!

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Wireframing and prototyping

Using Figma, I created a few different approaches that I wanted to do an A/B test on and also check if the flow for the degustation (finding a route on the map) was super clear.

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Usability Testing with Maze

The results gave room to data-driven conversations with stakeholders and together we defined the best approach and which features should be highlighted from the start.

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User Interface

The main concept was take the user in a journey, guiding them through the lines, while using the already existing well stablished design system of Quicko's brand, that I then then applied it to the whole responsive experience.

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4. Product Outcomes

Enhanced Onboarding: The UX redesign led to a significant improvement in the onboarding process, resulting in a 12% higher user adoption rate. Users found the product easier to understand, navigate, and engage with right from the start.

Streamlined Stakeholder Engagement: The redesigned UX made life easier for all stakeholders involved. Product managers, developers, and designers found better alignment in their work, resulting in faster development cycles, fewer revisions, and enhanced collaboration.