{"id":22806,"date":"2024-11-29T14:32:19","date_gmt":"2024-11-29T14:32:19","guid":{"rendered":"https:\/\/ashleylawton.com\/staging\/6601\/?post_type=portfolio&p=22806"},"modified":"2024-11-29T14:50:47","modified_gmt":"2024-11-29T14:50:47","slug":"mymove-access-flow","status":"publish","type":"portfolio","link":"https:\/\/ashleylawton.com\/staging\/6601\/portfolio\/mymove-access-flow\/","title":{"rendered":"MYMOVE Access Flow"},"content":{"rendered":"

MYMOVE Access Flow<\/h1>

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.<\/span><\/p>\n<\/div>[vc_empty_space height=”64px”][vc_single_image image=”22781″ img_size=”full” alignment=”center” css=””]<\/div><\/div><\/div><\/section>

<\/div>
  • ROLE<\/span>Lead Senior Product Designer<\/li>
  • TOOLS<\/span>Figma<\/li>
  • TEAM<\/span>Senior Product Designer, Business Analyst, Engineering Team<\/li>
  • PROJECT LENGTH<\/span>1 month (3 weeks for research\/design\/feedback, 1 week for legal review) <\/li>
  • YEAR<\/span>March \u2013 April 2023<\/li>
  • BRAND<\/span>MYMOVE<\/li><\/ul><\/div><\/div><\/div>
    [vc_single_image image=”22782″ img_size=”full” css=””]<\/div><\/div><\/div><\/section>
    <\/div>

    Project Goals<\/h2><\/div><\/div><\/div><\/section>
    <\/div>
    01.<\/span>ENGAGEMENT<\/span><\/div>

    Increase CTR on the first page in the Access flow.<\/span><\/p>\n<\/div><\/div><\/div><\/div><\/div>

    02.<\/span>USER EXPERIENCE<\/span><\/div>

    Improve the overall experience to be less confusing and clear for users.<\/span><\/p>\n<\/div><\/div><\/div><\/div><\/div>

    03.<\/span>BRAND<\/span><\/div>

    Create consistency within the MYMOVE brand.<\/span><\/p>\n<\/div><\/div><\/div><\/div><\/div><\/section>

    <\/div>

    Initial Research<\/h2>

    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.<\/span><\/p>\n<\/div>[vc_empty_space][vc_single_image image=”22779″ img_size=”large” alignment=”center” css=””]<\/div><\/div><\/div><\/section>

    <\/div>

    Medium-Fidelity Designs<\/h2>

    After understanding the opportunity areas, I created two hypotheses and solutions to present to stakeholders.<\/span><\/p>\n<\/div>[vc_empty_space][vc_btn title=”View Full Presentation” style=”outline-custom” outline_custom_color=”#1F1F1F” outline_custom_hover_background=”#45B8AC” outline_custom_hover_text=”#FFFFFF” align=”center” css=”.vc_custom_1732891203898{background-color: #FFFFFF !important;}” link=”url:https%3A%2F%2Fwww.figma.com%2Fproto%2FqoxyYreidMuhbNFJdLGEct%2FPortfolio%3Fpage-id%3D2%253A14%26node-id%3D71-46069%26node-type%3Dinstance%26viewport%3D566%252C2553%252C0.51%26t%3DHPBegFLhFAnbRiac-9%26scaling%3Dscale-down-width%26content-scaling%3Dfixed%26starting-point-node-id%3D71%253A46069%26show-proto-sidebar%3D1|target:_blank”]<\/div><\/div><\/div><\/section>

    <\/div>

    Concept A: Condense<\/h4>

    If we simplify the page and bring the CTA up on the page, then the CTR will increase on the experience.<\/span><\/p>\n<\/div><\/div><\/div><\/div>

    [vc_single_image image=”22784″ img_size=”full” alignment=”center” css=””]<\/div><\/div><\/div><\/section>
    <\/div>
    [vc_single_image image=”22785″ img_size=”full” alignment=”center” css=””]<\/div><\/div><\/div>

    Concept B: Stepped<\/h4>

    If we minimize the focus of the optional questions, then the CTR will increase on the experience.<\/span><\/p>\n<\/div><\/div><\/div><\/div><\/section>

    <\/div>

    Final Design<\/h2>

    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.<\/span><\/p>\n<\/div><\/div><\/div><\/div><\/section>

    <\/div>
    [vc_single_image image=”22780″ img_size=”full” alignment=”center” css_animation=”fadeInUp” css=”” el_class=”margin-35px-bottom xs-margin-15px-bottom”]<\/div><\/div><\/div><\/section>
    <\/div>

    Business Impact & Learnings<\/h2>

    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.<\/span><\/p>\n<\/div><\/div><\/div><\/div><\/section>

    <\/div>\n<\/div>","protected":false},"excerpt":{"rendered":"MYMOVE Access FlowDuring 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. [vc_empty_space height=\"64px\"][vc_single_image image=\"22781\" img_size=\"full\" alignment=\"center\" css=\"\"]ROLELead Senior Product DesignerTOOLSFigmaTEAMSenior Product Designer, Business Analyst, Engineering TeamPROJECT LENGTH1 month (3 weeks for research\/design\/feedback, 1 week for legal review) YEARMarch \u2013 April 2023BRANDMYMOVE[vc_single_image image=\"22782\" img_size=\"full\" css=\"\"]Project Goals01.ENGAGEMENTIncrease CTR on the first page in the Access flow. 02.USER EXPERIENCEImprove the overall experience to be less confusing and clear for users. 03.BRANDCreate consistency within the MYMOVE brand. Initial ResearchTo 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. [vc_empty_space][vc_single_image image=\"22779\" img_size=\"large\" alignment=\"center\" css=\"\"]Medium-Fidelity DesignsAfter understanding the opportunity areas, I created two hypotheses and solutions to present to stakeholders. [vc_empty_space][vc_btn title=\"View Full Presentation\" style=\"outline-custom\" outline_custom_color=\"#1F1F1F\" outline_custom_hover_background=\"#45B8AC\" outline_custom_hover_text=\"#FFFFFF\" align=\"center\" css=\".vc_custom_1732891203898{background-color: #FFFFFF !important;}\" link=\"url:https%3A%2F%2Fwww.figma.com%2Fproto%2FqoxyYreidMuhbNFJdLGEct%2FPortfolio%3Fpage-id%3D2%253A14%26node-id%3D71-46069%26node-type%3Dinstance%26viewport%3D566%252C2553%252C0.51%26t%3DHPBegFLhFAnbRiac-9%26scaling%3Dscale-down-width%26content-scaling%3Dfixed%26starting-point-node-id%3D71%253A46069%26show-proto-sidebar%3D1|target:_blank\"]Concept A: CondenseIf...","protected":false},"featured_media":22782,"parent":0,"menu_order":0,"comment_status":"open","ping_status":"closed","template":"","format":"standard","class_list":["post-22806","portfolio","type-portfolio","status-publish","format-standard","has-post-thumbnail","hentry","portfolio-tags-case-study"],"yoast_head":"\nMYMOVE Access Flow - Ashley Lawton Portfolio<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/ashleylawton.com\/staging\/6601\/portfolio\/mymove-access-flow\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"MYMOVE Access Flow - 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