Project 001

MetLife

MetLife, a global insurance company, is developing a digital platform to offer additional support for clients in Turkey, allowing customers to independently manage their daily operations for easy and fast service. The project focuses on meeting the distinct needs of end users through a user-first design for a seamless experience.

Info 002

Role

User Experience Designer

Duration-Timeline

4 Months-2021

Tools

Maze-Figma

Overview 003

In my role as the lead UX Researcher & Designer, I took charge of leading and moderating the research and design activities throughout the entire project.
This encompassed spearheading user testing sessions involving 6 participants and synthesizing the findings to translate to design. Collaborating closely with another
UX Designer, our joint efforts played a pivotal role in guiding the project towards success through strategic and impactful design decisions.

Challenge

What specific design elements or features did end-users find particularly effective or challenging during the formal evaluation of the redesigned mobile platforms (Android and iOS apps), and how did these insights influence subsequent design decisions?

Outcomes

Considering the general evaluation, it was determined that the studied flows are generally usable.

For detailed outcomes please move to outcomes section.

App Store product images with descriptions

Test Process 004

Due to the COVID-19 pandemic, test planning shifted to an online moderated format. The process involved detailing the test design, finalizing materials, and establishing participant screening criteria based on three personas. The approved plan focused on testing four major flows (Homepage, Deposits Summary, Insurance Detail, and Assistant) on the native platform. Recruitment of participants through an agency ensured a balanced distribution among the three personas. Collaboration with various teams preceded test moderation to enhance understanding of redesigns and address potential technical obstacles.

Pilot Testing: I conducted three internal pilot tests to ensure smooth operations, evaluating methods and timing.

Minor updates were made before officially starting the usability studies.

Execution: I moderated a total of 6 tests

Analysis & Producing the Usability Report: After conducting tests, we analyzed qualitative and quantitative data, categorizing identified issues under themes and assigning severity ratings. Collaborative prioritization based on feasibility, viability, and desirability followed. A comprehensive usability report was produced, and findings were presented to stakeholders, guiding informed decisions for digital platform improvements.

Selected MetLife Screens

Selected Maze Click Path and Success Map

Outcomes 005

Considering the general evaluation, it was determined that the studied flows are generally usable. However, the 7th task stood out with a 36.4% Give-Up/Bounce rate, primarily attributed to users struggling to locate the Payments screen within the submenu.
On a positive note, success was noted in terminology evaluations, possibly influenced by selecting participants from MetLife and Denizbank employees.
An interesting finding was that 50% of participants experienced confusion between "Assistant" and "Assistants." This highlights the need to investigate and improve the clarity and intelligibility of this concept in the design.