Website
Card Sort I Low-Fidelity Wireframes I High-Fidelity Wireframes for Navigation I
The Context
Redesign the website to increase engagement and reduce bounce rate.
The Problem
Our customers and our retailers found confusing to navigate on our previous website and to log into their respective portals. The traffic fork was implemented in September 2022 and reduced the bounce rate significantly. This time a new redesign has been implemented; work on the Information Architecture has been done to organise the content.
About
etika is a “fair finance” FinTech that partners with retailers to give customers a borrowing budget before they shop.
My Role
I worked in collaboration with the Senior UX Designer, in the discovery and delivery process. The key stakeholders were involved from the beginning of the project.
Card Sorting exercise
Due to budget constrains, a card sorting exercise was conducted with 8 merchants and 8 people that volunteered to conduct the exercise.
High-Fidelity wireframes
Two wireframames showing the homepage with the traffic fork and the customer page.
Usability testing
Usability testing was conducted with five merchants. They were asked to perform five tasks using a non-leading language to test the functionality of the website.
Outcomes
The Traffic Fork has reduced the bounce rate from 47.7% to an average of 13.91%.
The website has been redesigned, and card sorting exercises were conducted to organise the Information Architecture of the website, and to organise the information on the FAQ’s; The Traffic Fork that was implemented in September 2022 was kept.
The updated website is currently on development