How can we optimize the advisor profile to improve content discoverability and navigation for customers?

UI/UX DESIGN • App

A strategic redesign of the advisor profile page to improve user experience, which included a video feature achieving a 31% higher conversion rate.

Overview

My Role: Senior Product Designer

Team: 1 Designer, 1 Product Manager

Duration: 4 weeks

Tools: Figma, FigJam, Calendly, Zoom, Dovetail

Platform: Keen App (iOS and Android)

My Role and Contributions

  • I led user research interviews to gather feedback on how customers engage with advisor profiles.

  • I used research insights to create the page designs and run a usability test to identify any areas of improvement.

  • I delivered final designs to development, which included guidance on use of our design system with updated components.

The Problem

Anxious customers browse several profile pages to find the right advisor. Customers using the app’s narrow viewport are overwhelmed by lengthy, content-heavy advisor profiles, leading to prolonged decision-making when trying to select an advisor.

Goals

UX Goals
Understand app user browsing behavior on the advisor profile page. Discover what type of advisor information is most valuable to users.

Business Goals
Find opportunities to improve the customer browsing experience on the app.

Process

  • Customers reviewed an average of 7 advisor profiles before picking one to connect with.

  • 100% of customers interviewed wanted to see an introduction video from advisors and felt that it would help them decide whether or not to get a reading from them.

  • An advisor’s price per minute, ratings, reviews and availability were the most important pieces of information to customers.

  • Over half of customers stated that they do read through an advisor’s About Me and My Approach sections to get a sense of who they are.

Research Findings

UI Design & Usability Testing

Methodology

USER INTERVIEWS

  • 5 new customers (1-30 days on the platform)

  • 8 return customers (>6 months on the platform)

Duration: 10 days

Tools: FigJam, Calendly, Zoom

Main Takeaways:

  • Users wanted to easily see the advisor’s schedule.

  • Users preferred a clean, minimal design.

  • Users valued anchor links that empowered them to quickly access specific information they were seeking.

After synthesizing the research, I used the results to develop low-fidelity wireframes and explore layout options. Before finalizing designs, I validated the concepts with the app users through a remote usability test using clickable prototypes.

Design System & Branding

The app followed the branding and design system from Keen’s website and adapted for mobile. The current icons were overcomplicated so I recreated them to be more modern and simple. This redesign made the icons easier to recognize, which is especially important for small-sized displays.

Outcome

A prototype using the final designs were evaluated in a usability study to gather any remaining feedback and validation before dev handoff. All 13 users were delighted by the usability improvements.

Highlights:

  • Users were satisfied with the anchor links to specific sections. These short cuts gave them quicker access to the advisor information they were most interested in.

  • They felt the page was more intuitive with the addition of the horizontal navigation of images and the ratings and reviews sections. These new controls streamlined the page, reducing its length and density to provide a more focused and less overwhelming browsing experience.

Stakeholders decided to release the advisor intro videos on responsive web first since that platform was most used by customers. The inclusion of the video feature on the advisor profile page resulted in a 32% higher conversion.

Next Steps: KPIs & Metrics

The redesigned page was handed off to the development team. The next steps would be to evaluate the success and effectiveness of the redesign after the first release.The key performance indicators and metrics to be reviewed are:

  • Increase in page conversion by 15% in the first 6 months

  • Increase customer NPS score by 10% from the previous quarter

  • Engagement rate and click data on of each anchor link

  • Engagement rate and click data of play video button