Quick Summary
My Role: UX Design Lead + Researcher
The Problems: The Troomi site lacked a design system and had inconsistencies throughout.
The Solutions: Redesign the entirety of the site, focus on the user experience and create a design system.
The Results: A site with a full design system, comprehensive redesigns of multiple features, increased traffic and purchasing. Double the previous years growth and revenue.
Parent Portal Research and Redesign
The Parent Portal was the hub for all the controls/features on the kid friendly phones that Troomi offered. You could view your child’s location, who they were texting, what they were saying and much more. I met with the customer support team and conducted user surveys in order to gather feedback for the Parent Portal redesign project. The 3 large take aways were:
- I want to see where my kid is at at a glance.
- I want to be able to see their conversations quickly.
- Show me things in context.
View the Interactive Prototype used in Lookback User Testing
Parent Portal Research and Redesign Project Continued
Before my redesign the way for parents to view conversations was one at a time clicking left to right to view the next text. The problem with this methodology was sometimes you had to click 5 or 6 times before seeing the next relevant text in a conversation because they were shown by order received. This made absolutely. zero. sense. With the redesign of the Parent Portal I wanted to match everyday experience with user intuition and created this version.
Main Texting Page – Landing page for the texting feature that allowed parents to filter, search and click into conversations in a very familiar way.
Flagged Message Example- Parents could set parental controls and using AI we could identify and flag messages for parents.
Sibling Squad Chat- An expanded view of a simulated group chat between siblings.
Chat with Madi- Simulated conversation with a friend showing text and multimedia messages.
Checkout UX Research Project
Working with the marketing team we realized that our massively increased site traffic after the redesign and revamped marketing efforts were not resulting in more sales. Using specific Hotjar filtering options I was able to view users who were deep in the purchase process and identify the problem. I watched the footage at 4x speed and was able to digest the user journey of 100+ unique visitors and found the reasons purchasing had not grown with our increased web traffic.
The CTO had opted for a completely custom checkout process and during the process of development multiple points of failure went unnoticed. Only 4 out of 100 people were able to checkout without experiencing credit card validation failures, reCAPTCHA problems, being snapped to the incorrect portion of the page, 15 second load times and more.
I provided the dev team with written/video documentation of the bugs to help them correct the errors quickly. Once corrected the conservative projected growth numbers from the marketing team were 11%
Marketing Site Redesign
Prior to rebuilding the site we did a design audit using the Baymard Institute tools, benchmarking both the good and the bad of the previous site. Our focus was to effectively enhance the user experience by providing information that was important and revelant to our users. We implemented our design system to give the site a more refined and clean aesthetic blending structure with functionality. The redesign elevated completion rates, and facilitated seamless member checkout with minimal friction.
Product Pages- Using 3M VAS software we mimicked the page structure for leading e-comm sites. We presented information effectively and in a manner that was easy to read, with the user eye always landing on the CTA.
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