Luiz Pequeno | Portfolio

Igrown

Helped an HR startup pave a pathway to solve its user dropout rate (40%) in the main product flow.

Goal 🏆

Reduce to 10% the dropout issue rate.

Result ✌🏽

A promising path to reduce 20% of dropouts.

Helped an HR startup pave a pathway to solve its user dropout rate (40%) in the main product flow.

Goal 🏆

Reduce to 10% the dropout issue rate.

Result ✌🏽

A promising path to reduce 20% of dropouts.

Helped an HR startup pave a pathway to solve its user dropout rate (40%) in the main product flow.

Goal 🏆

Reduce to 10% the dropout issue rate.

Result ✌🏽

A promising path to reduce 20% of dropouts.

Role:

Product Designer

Igrown

Helped an HR startup pave a pathway to solve its user dropout rate (40%) in the main product flow.

Goal 🏆

Reduce to 10% the dropout issue rate.

Result ✌🏽

A promising path to reduce 20% of dropouts.

Role:

Product Designer

It is not a drill

Igrown is a Brazilian HR startup facing 40% of users who drop out of the main mapping flow, posing a significant churn risk. Coming into the jungle, I started listing our assurances, assumptions, and doubts to formulate our investigation line.

Igrown is a Brazilian HR startup facing 40% of users who drop out of the main mapping flow, posing a significant churn risk.

Coming into the jungle, I started listing our assurances, assumptions, and doubts to formulate our investigation line.

Even users were driven to satisfy the mapping flow are dropping out.

Assurances

Perhaps the site lengthy mapping process are the main drivers of dropout.

Assumptions

Perhaps users do not understand the product's instructions to proceed with the flow, especially when the first test is completed.

Assumptions

Does the HR team guide users on how the dynamics work within the product?

Doubts

Is the product value clear to users (employees) regarding providing visibility to managers about their profiles and how it could benefit them?

Is the product value clear to users (employees) regarding providing visibility to managers about their profiles and how it could

benefit them?

Doubts

Is the product potential clear to HR analysts responsible for product implementation?

Doubts

Then, I analyze the main product flow and gather qualitative and quantitative data from platform usage. Furthermore, I conducted a usability test, which provided additional insights that enhanced my space problem initial inferences (assurances, assumptions, and doubts).

Then, I analyze the main product flow and gather qualitative and quantitative data from platform usage.

Furthermore, I conducted a usability test, which provided additional insights that enhanced my space problem initial inferences (assurances, assumptions, and doubts).

Lack of clarity in the flow sequencing between profile mappings.

Insight

After one of the tests, users (employees) missed a clear link between them, assuming they were completing the task.

Self-knowledge issues to respond with confidence.

Insight

The test options need more semantic clarity because the meaning between the options was very close, provoking cognitive load.

Boring interface and long mapping user flow without visibility.

Insight

Lack of progress visibility and repetitive visual codes for different mapping flows (behavioral, values, and professional).

I paved my track by categorizing the qualitative responses inferred from CES results and usability test insights. If we had known about Hotjar, we could have quickly figured out when users abandoned the platform. Always on time to learn something new, right?

I paved my track by categorizing the qualitative responses inferred from CES results and usability test insights.

If we had known about Hotjar, we could have quickly figured out when users abandoned the platform. Always on time to learn something new, right?

760 Answers analyzed

5 / 10 CES Average

7 Users interviewed

Lock and load

Feeling secure to give my shot, I built a hypothesis assuming the lack of progress visibility, content and aesthetics could be the leading causes of dropout. Starting with the three-profile mapping flow, I prioritized reviewing the test flow itself and the creation of elements that could reinforce this idea.

Feeling secure to give my shot, I built a hypothesis assuming the lack of progress visibility, content and aesthetics could be the leading causes of dropout.

Starting with the three-profile mapping flow,

I prioritized reviewing the test flow itself

and the creation of elements that

could reinforce this idea.

The main flow of products could have given the user the impression of a link between one set of instructions and another, which might have resulted in the user giving up. After completing one test, the system failed to stimulate the user to proceed to the other sets of instructions.

The card proposal above aims to reinforce the need to fill out the other flows. The following points were taken into account:

An access condition was added to the flows, drilling the fulfillment of the previous one.
Bringing differentiation to each mapping flow, reinforcing the concept of sequencing.
Providing predictability regarding the average time users would need to respond to the mapping questions.

The card proposal above aims to reinforce the need to fill out the other flows. The following points were taken into account:

An access condition was added to the flows, drilling the fulfillment of the
previous one.
Bringing differentiation to each mapping flow, reinforcing the concept of sequencing.
Providing predictability regarding the average time users would need to respond to the mapping questions.

Likewise, it was proposed for the questionnaire cards. It was suggested that the attributes that will appear for users be better selected and that their meanings be indicated on the same card.

Not in Kansas anymore

We also have made significant revisions to the visual aspect to increase user engagement. With these enhancements in place, we have decided to embark on a new round of usability testing to validate or invalidate our improvements.

Although we didn't proceed with the planned improvements due to prioritization, another designer incorporated my UX/UI research findings into a subsequent project. The issues highlighted in my research and previous studies are discussed in the screens below.

Although we didn't proceed with the planned improvements due to prioritization, another designer incorporated my UX/UI research findings into a subsequent project.

The issues highlighted in my research and previous studies are discussed in the screens below.

Learnings

"To find ideas, find problems. To find problems, talk to people." - Julie Zhuo

Despite the stakeholders' skepticism of a research action before the pixel, the results of the analysis opened their eyes to what we should be developing.

"To find ideas, find problems. To find problems,

talk to people." - Julie Zhuo

Despite the stakeholders' skepticism of a research action before the pixel, the results of the analysis opened their eyes to what we should be developing.

"To find ideas, find problems. To find problems, talk to people." - Julie Zhuo

Despite the stakeholders' skepticism of a research action before the pixel, the results of the analysis opened their eyes to what we should be developing.

"To find ideas, find problems. To find problems, talk to people." - Julie Zhuo

Despite the stakeholders' skepticism of a research action before the pixel, the results of the analysis opened their eyes to what we should be developing.

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