MYMOVE Access Flow
During the change of address process, MYMOVE helps users update their voter registration. I was challenged to update this flow to increase the completion rate on the first page within the flow.
- ROLELead Senior Product Designer
- TOOLSFigma
- TEAMSenior Product Designer, Business Analyst, Engineering Team
- PROJECT LENGTH1 month (3 weeks for research/design/feedback, 1 week for legal review)
- YEARMarch – April 2023
- BRANDMYMOVE
Project Goals
Increase CTR on the first page in the Access flow.
Improve the overall experience to be less confusing and clear for users.
Create consistency within the MYMOVE brand.
Initial Research
To begin this project, I took a look at the current flow and interaction data. I quickly recognized some opportunity areas that were causing our CTA to be below the fold including tall headers, large progress bars, and repetitive language. I also noticed we were giving users too many things to focus on and putting the most emphasis on components that had low interaction rates like the FAQs.
Medium-Fidelity Designs
After understanding the opportunity areas, I created two hypotheses and solutions to present to stakeholders.
Concept A: Condense
If we simplify the page and bring the CTA up on the page, then the CTR will increase on the experience.
Concept B: Stepped
If we minimize the focus of the optional questions, then the CTR will increase on the experience.
Final Design
After collecting feedback from stakeholders and a check-in with our legal team, we ended up moving forward with Concept A. It was a lower lift from an engineering perspective and it achieved the goals of the project.
Business Impact & Learnings
Unfortunately by the time the design phase of this project was complete, it was deprioritized. However, some positives that came from the new experience included more direct messaging around the experience, bringing the CTA above the fold on both the desktop and mobile experiences, and cohesive MYMOVE branding.