This was a key project that I led at Luno. It required coordination across a variety of stakeholders, domain experts, and product design pods with many moving parts and dependencies.
Like many apps scaled over time, and without careful strategic architectural planning, our app's user experience was sub-optimal in terms of key usability heuristics and extensibility. Key customer journeys were also not optimised around customers' needs or mental models, and information was not logically housed and thus, hard to find.
Having conducted both a heuristic audit and a separate extensive global customer research project to uncover both current customers' and prospects' unmet needs, we were armed with a good understanding of certain key areas in the app that needed improvement. There were also a number of key areas where abandonment was high and product discoverability was low, impacting conversion, especially post-sign-up.
We then used UserTesting.com to carry out a card-sorting exercise to help us understand how the domain knowledge of our customers and prospects was structured.
We combined all this information and began work on designing a new information architecture with the whole team, where we thoroughly unpacked and interrogated every possible decision, flagging where validation was needed, either with research, or tree testing.
While all of this was happening, we also started planning more thorough usability and customer satisfaction metrics to be implemented prior to the new information architecture being implemented in order to establish a baseline so we could measure impact.
The next steps were crucial as product designers started page level design that reflected the new architecture to see how we could address known unmet customer needs by contextually surfacing relevant information at key parts of the journey.
Luno 2023. Team: Sujay Kotwal, Stephanie Cronje, Kayla Roelofz
Cape Town