I’m Fe, a Product Designer with 12 years of experience as a Visual Designer chasing insights, crafting visuals and looking for opportunities☺
Background
The conveyancing process is extremely paper heavy which is not unusual for industry practice.
Currently, the business can send up to 80 documents to customers during a conveyancing transaction.
For documents that require signatures, customers will have to go through the steps below in order to finalise the signing process:
PAIN POINTS ASSOCIATED TO THE CURRENT SIGNING PROCESS
Customers
a lot of effort required to complete and sign a document
some don’t have printers adding more friction to their experience
scan documents in order to keep a copy for their reference
spend money on post
Operational Team
have to manually enter the handwritten data input by customers into the database
difficult to extract data of illegible handwriting
manual data entry increase potential for inaccuracies and risk in transactions
Business
conveyancing transaction on hold for up to 14 days until signed documents return – increasing the chances of missing key deadlines
lack of efficiency through the use of manual tasks
operational team can’t focus on higher values tasks
CHALLENGE
How might we implement e-signing capabilities within the business to realise immediate operational and customer
experience benefits?
Project Approach
Understanding the current business signing landscapeDiscovery key findings
discovery key findings
Interview operational team
to understand systems used and peculiarities of each state
Research artifact:
customer journey
Audited documents
to define which will be eligible for e-signing based on legislation
Research artifact:
customer journey
Mapped current customer journey
to define actions and touch points by users
Research artifact:
customer journey
Investigated database system
to define how data is currently pulled and automation opportunities
Research artifact:
customer journey
Tech Workshops
to define complexity between 2 solutions and estimate project velocity
Research artifact:
customer journey
Investigated 3rd party e-signing platform
capabilities to define how can it bypass the current system used without
Research artifact:
customer journey
future user journey
Who are the marketplace “champions” and what conventions can BIRDI learn from them?
What did we learn from the current website and platform?
Before moving ahead to the design stage, we had one final area to investigate, BIRDI’s current website. As the main gate to the platform, it was paramount to test with new users how clear the value proposition was and how intuitive the user flow felt to them.
Test 1 – how clear is the value proposition?
TAKING INTO CONSIDERATION THE RULE OF THUMB BELOW:
“Users often leave Web pages within 10–20 seconds, but pages with a clear value proposition can hold people's attention for much longer.”
Source: Nielsen Norman Group (UX/UI consulting firm)
Test 2 - HOW intuitive IS THE INFORMATION ARCHITECTURE?
Time to sketch and define the screen flows
Based on on the research data that was brought to light, such as business needs and user flow painpoints.
Lastly, validate the proposed designs by testing the
hi-fi prototype
Once we were satisfied with our prototypes, we conducted A/B testing and usability testing with users in order to validate the proposed design solutions. All key feedback that emerged from it was addressed in the second round of design iteration.
Test 3 - HOW CLEAR IS THE REVISED VALUE PROPOSITION?
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test 4 – USABILITY TESTING AND ITERATING HI-FI PROTOTYPE
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FINAL SCREEN FLOW
Summary
Helping BIRDI implement a Marketplace feature into their current platform that will connect commercial drone pilots with potential clients. We conducted a number of research methodologies, followed by ideation and prototype development. The proposed solutions were well received by the client and are currently being put into place by their developers.
Research Methodologies
User interviews, surveys, usability testings, treejack and competitor analysis
Design Methodologies
Sketching, wireframing, hi-fi prototyping in Figma, A/B testings, usability testings and design iterations