Marketing Kit 2.0 in Aviso.ca and Qtrade
Project brief
The framework utilizes the current page structure while incorporating new assets. By applying UX best practices, we aim to create a user-friendly layout that enhances the discoverability and readability of the new assets.
Team
Uttama Chandra
Chitra Lakshman
Himani Mehlawat
Yuki Tsuji
Responsibilities
UX research
UX/UI design
Content design
Context
13 weeks
May 2023-Jul 2023
Exisiting Aviso Marketing Kit 2.0 update content design
Design process
This is the usual process to proceed the project.
Gather known data
Definition & Ideation
Prototyping
Iteration & implementation
What is
Aviso Marketing Kit 2.0
Overview of two key high opportunity segments – Millennial Investors and Established Elite and a how-to-guide to best use and measure effectiveness of the marketing materials provided. In-branch and digital assets for Aviso Wealth, Qtrade Direct Investing, NEI Investments and Private Wealth Solutions. Advisor can use the materials that work best for your credit union and member base.
Old design for Aviso Privacy Policy
Prior design before designing
Goals
Scalability of additional content
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- Business
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Adding more assets in the same page
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Adding 2.0 QGP and NEI 1-3 portfolios
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- UX impact
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Ensure a well-defined and structured arrangement to increase the consistency by grouping the usage of assets. Use clear headings or labels to indicate the purpose or type of assets within each section.​
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Focus on findability and enhancing the performance of users to help users find their purpose easily. Logical ordering aligns with the user's journey or expected flow.
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Ensuring provide users with a straightforward navigation experience so that they can easily be navigated between the vertical sections. As well as additional content will ensure to fit in the scheme. Use clear and prominent navigation elements like allow indicators and top to button to help users move smoothly through the sections and locate the desired assets.
Privacy Policy's painpoints by Aviso usres
" Too much noise in the introduction"
UX Research from the initial design
0 clicks
Google analytics and mousflow
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Aviso. ca Dec 2022- Feb 2023
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Bounce rate: 22%​
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Avg session time: 41 seconds
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New session: 79.29%
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Introducing the table content for the first time to reduce manual work on users end.
Consideration:
There might be visual issues in this such as emphasis of hyperlinks
Key objective
Increase findability and performance enhancements by enhancing the table content and implementing floating button to reduce search time and effort.
Target audience
Aviso advisors
UX research
Conducting these UX methodology
User flow
Sitemap
Design analysis
Initial user flow
Creating an old user flow to comprehend user behaviour, mapping their path comprehensively.
Sitemap
Creating the ideal sitemap as well as make update notification in the new page (landing page)
Design analysis
One of the objects was to keep simple design and user the existing design components
Headings: Clear organization and grouping of assets enhance consistency and make it easier for users to locate and access the specific assets they are looking for. It reduces cognitive load and improves the overall user experience.
Box button: Reduce the noise of link for co-branding instruction
Table content: Consider using subtle icons or bullet points to visually differentiate the entries from the page numbers or links.
New design analysis: Landing page
Title headings: : Users can quickly identify the relevant assets within each section, resulting in a more efficient and intuitive browsing experience. They can easily understand the purpose or type of assets based on clear headings or labels, leading to better usability.
New table content: By aligning the logical ordering of assets with the user's journey or expected flow, users can navigate through the sections smoothly and easily locate the assets they need, It reduces frustrations and improves task completions rates.
Mid fidelity design: Marketing Kit 2.0
Usability testing: Loop 11
Results
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Used 5 user rule since it is sufficient number of users to gain enough data at a lower cost. It is economical and optimal way. (In this case, I sent to 6 people and considered the result based on first 5 people who submitted)
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100% of testers found that these two features are helpful navigating to download PDF while testing
Final design: Marketing Kit 2.0
Takeaways
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Achieving a significant reduction in bounce rate within a span of just two months has been a notable accomplishment:
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Notably, the bounce rate has seen a remarkable 3% decrease within 2 months, indicating a substantial improvement in user engagement.
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Concurrently, the download count for resources has experienced a noteworthy increase, reflecting enhanced user interaction with the content.
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These improvements underscore the potential for even further growth in user engagement and satisfaction, with the prospect of continued positive trends.
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Additionally, as we delve deeper into the data, we will gain a comprehensive understanding of the efficiency and impact of the innovative features introduced, such as the table content and floating button.
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These outcomes clearly illustrate the effectiveness of the strategies and design enhancements implemented, highlighting the tangible benefits they bring to the overall user experience.
Reflection
A notable challenge that emerged during this project was the need to effectively adapt to unexpected changes. Despite its ongoing nature and regular meetings, evolving business decisions introduced shifts in project dynamics. As a response, adjustments became necessary. In this context, my approach was to maintain a composed demeanor and cultivate alternative strategies. Within Aviso, we're navigating a transitional phase aimed at unifying our business operations and streamlining systems. This transition influenced the project's evolution. The initial design primarily aligned with the existing platform, but as the project progressed, a shift was made to consider a design more tailored to the new platform. This shift encompassed vital UI components such as table contents and more. By proactively having contingency plans and establishing open communication lines with developers, we ensured the successful execution of this project within a dynamic environment. This experience highlights the importance of adaptability and collaborative problem-solving in delivering impactful UX solutions.