{"id":22817,"date":"2024-12-03T00:44:20","date_gmt":"2024-12-03T00:44:20","guid":{"rendered":"https:\/\/ashleylawton.com\/staging\/6601\/?post_type=portfolio&p=22817"},"modified":"2024-12-03T00:59:42","modified_gmt":"2024-12-03T00:59:42","slug":"movers-guide-redesign","status":"publish","type":"portfolio","link":"https:\/\/ashleylawton.com\/staging\/6601\/portfolio\/movers-guide-redesign\/","title":{"rendered":"Movers Guide Redesign"},"content":{"rendered":"

Movers Guide Redesign<\/h1>

To update your mailing address, you either have to fill out a paper form at the post office, or you can fill out a form online at usps.com. For this project, I was responsible for redesigning the online form with the goal of increasing completion rate.<\/span><\/p>\n<\/div>[vc_empty_space height=”64px”][vc_single_image image=”22819″ img_size=”full” alignment=”center” css=””]<\/div><\/div><\/div><\/section>

<\/div>
  • ROLE<\/span>Lead Senior Product Designer<\/li>
  • TOOLS<\/span>Figma<\/li>
  • TEAM<\/span>UX Researcher, Copywriter, Product Manager, Engineering Team<\/li>
  • PROJECT LENGTH<\/span>3 months (6 weeks for research\/design and 6 weeks for development and QA)<\/li>
  • YEAR<\/span>January \u2013 March 2023<\/li>
  • BRAND<\/span>United States Postal Service<\/li><\/ul><\/div><\/div><\/div>
    [vc_single_image image=”22818″ img_size=”full” css=””]<\/div><\/div><\/div><\/section>
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    Project Goals<\/h2><\/div><\/div><\/div><\/section>
    <\/div>
    01.<\/span>COMPLETION<\/span><\/div>

    Decrease the falloff throughout the Change-of-Address form.<\/span><\/p>\n<\/div><\/div><\/div><\/div><\/div>

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

    Improve the overall user experience by following best and common practices.<\/span><\/p>\n<\/div><\/div><\/div><\/div><\/div>

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

    Discover new opportunities to help users begin the change of address form.<\/span><\/p>\n<\/div><\/div><\/div><\/div><\/div><\/section>

    <\/div>

    Research<\/h2>

    To kick off the project, the creative team collected data from the product team and jumped into a team brainstorm. In there, we looked at similar form flows and UX issues within our current form that could be causing our audience to not complete the form. Coming out of the team brainstorm, I was able to analyze some of the opportunity areas and begin wire-framing out concepts.<\/span><\/p>\n<\/div>[vc_empty_space][vc_single_image image=”22820″ img_size=”large” alignment=”center” css=””]<\/div><\/div><\/div><\/section>

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    Wireframes<\/h2>

    With the main goal of this project being to increase form completions, there were clear opportunity areas for the experience. I presented three different concepts and hypotheses to stakeholders with the recommendation of putting them through user testing to get feedback from our audience.<\/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=”left” css=”.vc_custom_1733186044931{background-color: #FFFFFF !important;}” link=”url:https%3A%2F%2Fwww.figma.com%2Fproto%2FqoxyYreidMuhbNFJdLGEct%2FPortfolio%3Fpage-id%3D%26node-id%3D181-81485%26node-type%3Dframe%26viewport%3D110%252C-700%252C0.06%26t%3DYoA7tWAH05ui11rT-9%26scaling%3Dscale-down-width%26content-scaling%3Dfixed%26starting-point-node-id%3D181%253A81485%26show-proto-sidebar%3D1|target:_blank”]<\/div><\/div><\/div><\/section>

    <\/div>

    Medium-Fidelity Designs for Testing<\/h2>

    After getting alignment from our stakeholders around the three concepts, I worked with our UX Researcher to get medium fidelity prototypes in front of our users. Jumping into testing allowed us to identify which overall concept would be the best direction to move forward with along with identifying any modifications we needed to consider.<\/span><\/p>\n<\/div><\/div><\/div><\/div><\/section>

    <\/div>

    Concept A: Simplify<\/h4>

    Hypothesis: If we simplify the experience for users before form (and during the experience), then we will see less drop off from the page view to move type as well as less drop off along the experience.<\/span><\/p>\n<\/div><\/div><\/div><\/div>

    [vc_single_image image=”22822″ img_size=”full” alignment=”center” css=””]<\/div><\/div><\/div><\/section>
    <\/div>
    [vc_single_image image=”22823″ img_size=”full” alignment=”center” css=””]<\/div><\/div><\/div>

    Concept B: Transparency<\/h4>

    Hypothesis: If we add context around timing expectations, cost, and information needed before a user starts the form, then we will see less drop off from the page view to move type as well as less drop off along the experience.<\/span><\/p>\n<\/div><\/div><\/div><\/div><\/section>

    <\/div>

    Concept C: Landing Page<\/h4>

    Hypothesis: If we introduce the experience with a landing page and simple starter field, \u2028then we will see less drop off from the page view to move type as well \u2028as less drop off along the experience.<\/span><\/p>\n<\/div><\/div><\/div><\/div>

    [vc_single_image image=”22824″ img_size=”full” alignment=”center” css=””]<\/div><\/div><\/div><\/section>
    <\/div>

    Testing Results<\/h2>

    Overall we learned that most users appreciate the transparency in the hero around timing expectations and cost in concept B. Users also perceived the form structure in Concept A to be the most straightforward and easiest to complete.<\/span><\/p>\n<\/div><\/div><\/div><\/div><\/section>

    <\/div>

    Final Design<\/h2>

    After collecting user feedback, additional market research, and final stakeholder inputs, I was able to finalize the new Change-of-Address experience. The new experience focused on setting up users expectations around price and time, simplification around the form, and improved form interactions throughout the Change-of-Address process.<\/span><\/p>\n<\/div><\/div><\/div><\/div><\/section>

    <\/div>
    [vc_single_image image=”22825″ img_size=”full” alignment=”center” css_animation=”fadeInUp” css=”” el_class=”margin-35px-bottom xs-margin-15px-bottom”][vc_single_image image=”22826″ img_size=”full” alignment=”center” css_animation=”fadeInUp” css=”” el_class=”margin-35px-bottom xs-margin-15px-bottom”][vc_single_image image=”22828″ img_size=”full” alignment=”center” css_animation=”fadeInUp” css=”” el_class=”margin-35px-bottom xs-margin-15px-bottom”]<\/div><\/div><\/div><\/section>
    <\/div>

    Engineering Handoff<\/h2>

    The handoff to engineering for this project was a little different because we worked with a third party vendor. Because of this, I did not have direct communication with that team. To help minimize confusion and clarify iteration expectations, I made sure to hand off a figma file that was organized and clearly annotated with expected functionality and states.<\/span><\/p>\n<\/div><\/div><\/div><\/div><\/section>

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    <\/div>

    Key Takeaway<\/h2>

    The key takeaway from this project was that simplicity is crucial. For tasks like changing an address, users prefer a streamlined experience with clear expectations and straightforward, easy-to-answer questions.<\/span><\/p>\n<\/div><\/div><\/div><\/div><\/section>

    <\/div>\n<\/div>","protected":false},"excerpt":{"rendered":"Movers Guide RedesignTo update your mailing address, you either have to fill out a paper form at the post office, or you can fill out a form online at usps.com. For this project, I was responsible for redesigning the online form with the goal of increasing completion rate. [vc_empty_space height=\"64px\"][vc_single_image image=\"22819\" img_size=\"full\" alignment=\"center\" css=\"\"]ROLELead Senior Product DesignerTOOLSFigmaTEAMUX Researcher, Copywriter, Product Manager, Engineering TeamPROJECT LENGTH3 months (6 weeks for research\/design and 6 weeks for development and QA)YEARJanuary \u2013 March 2023BRANDUnited States Postal Service[vc_single_image image=\"22818\" img_size=\"full\" css=\"\"]Project Goals01.COMPLETIONDecrease the falloff throughout the Change-of-Address form. 02.USER EXPERIENCEImprove the overall user experience by following best and common practices. 03.OPTIMIZATIONDiscover new opportunities to help users begin the change of address form. ResearchTo kick off the project, the creative team collected data from the product team and jumped into a team brainstorm. In there, we looked at similar form flows and UX issues within our current form that could be causing our audience to not complete the form. Coming out of the team brainstorm, I was able to analyze some of the opportunity areas and begin wire-framing out concepts. 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