What I did
My Role: Product Designer Consultant responsible for the UX and UI design of Achei's page.
Project Duration: 2 months
Skills Applied: UX Research, UI design, Usability Testing
Tools: Figma, Miro, Optimal Workshop and Notion
Context
Achei was created to help Brazilian expatriates in Ireland discover authentic products and services. However, the platform encountered significant challenges that hindered its effectiveness, including usability issues, a lack of trust among users, and minimal engagement.
Identifying the Challenges
The primary problems identified were:
Low User Engagement: Users were not interacting with the platform, making it ineffective for its intended purpose.
- Lack of Credibility: Businesses often had unverified profiles, leading users to distrust the authenticity of reviews.
- Cluttered Interface: Poor information architecture and a confusing visual layout made navigation challenging.
These challenges were critical barriers to the platform's success and required a comprehensive redesign.
User Research and Insights
To address these challenges, extensive user research was conducted, which included user interviews, online surveys, and competitor benchmarking. The findings highlighted three essential user needs:
1. Authenticity: Users desired a platform that genuinely reflected Brazilian culture.
2. Trust: There was a strong need for verified business profiles and credible customer reviews.
3. Ease of Use: Users required a seamless experience to encourage repeated visits.
Defining User Personas
To ensure the redesign would meet the needs of real users, two primary personas were developed:
Gabriela, 30 – Exchange Student in Dublin
- Needs included easy access to authentic Brazilian businesses and a smooth navigation experience.
- Pain points involved confusion over the existing user experience and a skepticism towards the credibility of reviews.
Fernanda, 35 – Brazilian Restaurant Owner in Dublin
- Required a platform to attract Brazilian customers and to promote her business effectively.
- Pain points included the difficulty of reaching her target audience and the lack of cost-effective online promotion options.
Transformation Strategy
The redesign focused on several key pillars aimed at enhancing both user experience and business engagement:
1. Improved Information Architecture:
- Utilized card sorting techniques to establish a logical structure for the platform.
- Designed clear categories based on user expectations.
2. Refined User Interface:
- Developed a modern layout emphasizing clarity and visual hierarchy.
- Introduced prominent calls-to-action (CTAs) to boost user engagement.
3. Enhanced Trust Mechanisms:
- Allowed businesses to create detailed, verified profiles.
- Implemented systems for moderating reviews to combat fake submissions.
4. Cultural Identity in Visual Design:
- Created a color scheme that merged elements of Brazilian and Irish culture, fostering a sense of belonging.
- Established an overall aesthetic that positioned Achei as a premium platform.
Resulting Features
Post-redesign, Achei evolved into a platform that successfully gained the trust and engagement of both users and businesses. Key features included:
- Home Page Redesign: Features a clear search bar, intuitive categories, and a segment for top-rated businesses.
- Business Pages: Enhanced profiles containing verified reviews, contact details, and links to social media.
- User Profiles: Personalized experiences that promote seamless engagement for both users and business owners.
Style guide
Usability Testing and Metrics
To measure the effectiveness of the redesign, usability testing was performed with a clickable prototype and five participants. Results indicated a successful transformation:
- 100% Task Completion Rate: All participants were able to navigate the platform and complete designated tasks.
- Zero Critical Errors: No significant usability blockers were identified.
- 95% User Satisfaction: Participants found the new experience intuitive and user-friendly.
Lessons Learned: Beyond the UI
1. Design as Transformation: Exceptional design transcends mere aesthetics; it fundamentally reshapes user interactions with the platform. The most impactful changes we implemented not only enhanced visual appeal but redefined the overall user experience.
2. Trust as a Core UX Challenge: Building trust is essential for a seamless user experience. By emphasizing credibility through verified content and fostering thoughtful interactions, we significantly enhanced user confidence in the platform.
3. Strategic Thinking in Freelance Design: Managing this project independently sharpened my skills in critical areas such as research, UX strategy, and stakeholder communication, illustrating the importance of a holistic approach in freelance design.
This project reinforced my conviction that outstanding design is about driving significant change rather than just enhancing visual elements. By effectively aligning business goals with user expectations, I played a key role in transforming Achei into a platform primed for sustainable growth and success.