Mobile-first web design
Enhancing user engagement for UpImmigration through data-driven design
UX/UI Design
Research
Usability Testing
Timeline
July 2024
Role
UX Designer/Researcher
Sector
Immigration Consulting
Team
1 UX Designer/Researcher, 1 UX Designer, 2 UI Designers
Client Overview
Expanding Trust Beyond Referrals
UP Immigration is a Canadian immigration consulting firm based in Vancouver, BC.
They assist individuals and families in navigating the complex immigration process, offering professional advice on legal, financial, and documentation requirements. Their services aim to help clients achieve their goals of obtaining Canadian citizenship, stable employment, and an improved quality of life.
While most of their customers come through referrals, UP Immigration aims to expand their reach by attracting new customers directly through their website.
Product Overview
Simplifying Immigration Options
Problem: Users were overwhelmed by excessive information and struggled to identify the best pathway.
How might we simplify immigration options and help users identify the most suitable pathway to achieve their goals?
Gamification: Introduced an interactive quiz feature to help users determine their eligibility and identify the best immigration pathway in an engaging way.
New Menu Structure: Designed a streamlined menu to simplify navigation and guide users to essential resources.
Layout Update: Updated the website layout to enhance readability, reduce information overload, and ensure a professional look and feel.
Enhancing Trust and Credibility
Problem: Users struggled to determine which company they could trust for reliable services.
How might we enhance the company’s credibility through the website experience to build trust in its services?
Improved Testimonials: Enhanced the presentation of user testimonials to highlight positive client experiences and reinforce trust.
Company Numbers: Displayed key statistics about the company’s achievements to demonstrate proven results and expertise.
About Page: Revamped the "About" section to humanize the company with a clear mission statement and relatable team introductions.
Design Process
EMPATHIZE
DEFINE
IDEATE
PROTOTYPE
TEST
Persona
Journey Map
Survey for Better User Understanding
Define Problem
Survey to Validate Hypothesis
Ideate Solution
Wireframe
High-fi mock-up
Prototype
Usability Testing
Iterate Design
My Contribution
Throughout the project, I took the lead in research and testing, ensuring data-driven decisions guided our design process.
By validating our hypotheses with surveys and refining solutions through usability testing, I directly impacted the project’s success and helped achieve the client’s goal of building user trust and engagement.
In our team of four, we all contributed to the Define and Ideate processes, collaboratively developing the problem statement and proposed solutions.
Empathize
Validating the Persona Through a Survey
I planned and executed a survey to gather insights about our primary persona, focusing on Brazilian users in Canada, as they form a significant portion of UP Immigration’s clients. The survey uncovered key user needs and pain points, forming the foundation for our persona and journey map.
Reasons for Immigration
70.8%
The primary reason for most respondents was "Better quality of life"
Future Plans
91.6%
Most respondents plan to apply for Permanent Residency or Citizenship
Visa and Application Process
62.5%
Many initially entered on Student Visa
A significant number used immigration consultants or lawyers (about 60%)
Interview
Based on insights gathered, we defined Gabriel, a 28-year-old Brazilian student in Vancouver, as our primary target. His main goals are becoming a Canadian citizen and achieving a better quality of life. Gabriel’s needs include professional legal and financial advice on immigration, community and social support, and stable employment.
Journey Map
Gabriel’s journey shows his concerns over cost and documentation, feeling overwhelmed by options, but ultimately finding relief after his consultation, gaining clarity on his next steps.
Define & Ideate
Defining the Problem
Through emphasize phase, we identified three core user problems:
Uncertainty about costs: Users were unsure about the total cost of the immigration process.
Overwhelming information: The amount of information and options made it difficult for users to determine the best pathway and assess their qualifications.
Reliability concerns: Users lacked trust in agencies, especially without referrals, and struggled to determine which company was most reliable.
Validating the Hypothesis Through a Survey
To validate our hypotheses and fill gaps from the first survey, we conducted a second survey with 18 participants. This survey helped us gather deeper insights into user concerns and further refine our persona and problem statements.
Finally we came down to the how might we…
How might we simplify immigration options and help users identify the most suitable pathway to achieve their goals?
How might we enhance the company’s credibility through the website experience to build trust in its services?
Testing
Testing Scenario
I conducted two rounds of usability testing to ensure our design improvements effectively addressed user needs.
First Round: This phase compared the existing website and the new design, with three participants testing each, for a total of six participants. The feedback from this round provided critical insights into areas for improvement.
Second Round: Based on the feedback from the first test, we refined the design and conducted a second round of testing with three participants, focusing on the refined website to validate our updates.
Total Participants
9
Testing Results
Information Architecture
The refined website scored 4.5, up from 3.0 for the existing site. Improvements like a clearer quiz, better text, and enhanced button visibility led to more participant engagement. Layout changes also made the site feel more professional and less overwhelming.
Reliability
Trustworthiness increased to 4.7 from 3.7. Enlarging the Google reviews section and adding numerical data boosted credibility, while a larger "Explore Reviews" button encouraged more exploration. Two participants rated the company with 5 for trust after using the refined site.
Overall Engagement
The refined website received an average score of 4.7 when participants were asked if they would start the immigration process with UP Immigration, aligning with the project goal of boosting trust and engagement.
Quotes from follow-up questions…
Impact & Reflection
Feedback from the Client
Caio, Senior UX Researcher at UPimmigration
The team did a fantastic job incorporating statistics and accurately depicting the user journey.
The free consultation option was prominently featured, and the explanation of the usability testing process was thorough.
Larissa, founder of UPimmigration
The quiz idea was innovative, and the 'Why Choose Us' and 'Our Strengths' sections were well-executed.
Overall, the project stood out for its attention to detail, innovative approach, and effective communication.
Let’s Stay in Touch!
kanakofukuda199531@gmail.com
Kanako Fukuda
©2024 Kanako Fukuda