AYOMIDE LAWAL

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👏Role

UX Researcher

UX Designer

⏳Project Duration

4 Weeks

🧑🏽‍💻Tool

Adobe XD

📝Outcomes

UX Research

UX/UI Design

Overview

Globacom Limited, popularly known as Glo, is a multinational telecommunications company based in Nigeria. They operate not only in Nigeria but also in other West African countries such as Ghana, Ivory Coast, and Benin. Currently, Glo is the second-largest network operator in Nigeria with over 45 million subscribers. On average, every household in Nigeria owns a Glo sim . Their vision is to become Africa's biggest and best telecommunication network, and to serve the world better.

The Problem

Is there a better way to describe an awful experience? I truly felt cheated the first time I used the app, not just in terms of my time and money, but also my phone storage. I was utterly lost while navigating through the app.

To begin, I checked the reviews for the app on the PlayStore and found that they were overwhelmingly negative. With over 4,000 reviews, I realized that I wasn't the only one who had a bad experience with the app; there were thousands of others. My motivation is to see Glo users happy and satisfied with an updated version of the app that meets their needs.

😊 Goal

At the initial stage, the high level goals I had in mind were;

• Design a mobile app that is simple, intuitive, and functional, meeting the needs of its users.

• Motivate and improve users’ trust for Globacom Limited.

• Support their vision of being the best and biggest in Africa with this App.

Map & Target Heuristic Evaluation Competitive Analysis User Research Sketch & Decide User Flow Paper Sketches Defining the Solutions Feedbacks Reflections

Map & Target

Firstly, I grouped the reviews from play store, to see patterns and recurring pain points from different users. This gave me a direction on how to proceed and a view on how users are feeling.

Heuristic Evaluation

Adopting Jakob Nielsen’s 10 usability principles as the metrics for the evaluation- focusing on the functionality, layout & design and conversion points of the app. I was able to identify some friction points and areas to improve. But I must commend the consistency maintained on the app.

Competitive Analysis

A small number of firms have the majority of the market share (MTN, AIRTEL, GLO and 9MOBILE), this has created fierce competition and they are always in the race to outperform one another.

User Research

Having a one-on-one interaction with the existing users was important for me. In order to have a clearer perspective and a more detailed understanding of what other users could be going through.

I watched users navigate through the app while performing some tasks and was taking note of their feedbacks. All in all, I tried to get feedback from users based on their overall feel of the app and also based on the task given.

😊 Findings

Major Focus -From the interviews and researches conducted, I identified these areas to improve on to make the app better.

1) A better onboarding experience

2) Easier navigation through the app

3) Integrating more features and functionalities that meet users' needs

4) Improve the UI design of the app

Sketch & Decide

Going further, after identifying some of the major features and the need to include some features, I mapped out an information architecture to give me an idea on how to organize the content.

User Flow

Ensuring a flow that was seamless and cohesive for users was a priority. Moving on from the IA, I started the user flow showing the major interactions between different screens of the app.

Paper Sketches

Paper sketches was a good starting point, it helped in the brainstorming of how the layouts and arrangement of elements should be. Achieving a clean and simple layout was a priority, in order to help users navigate quickly and focus on the details.

Defining the Solutions

Home Screen

The home screen required some changes based on earlier research. Users expressed a desire for additional basic information and features that were not previously available. The new design includes details for xtratime and data bonus balances, as well as additional features to encourage user action.

Navigation System

Chat Window

One of the major issues was not being able to access the chat window and ongoing chats once you leave the window. In a bid to solve this, I included the chat feature in the bottom navigation menu so it could be easily accessible and give users control and freedom to do other things. Also, some usability issues earlier identified were taken into consideration.

Gifting & Sharing Airtime

This is a feature that is non-existent on the current app. From the earlier research, users saw this as a basic necessity and this informed my decision to include the feature. Drawing inspiration from other competitors, I tried to make the experience seamless and quite straightforward.

Monitoring Data Usage

Data usage history - it shows the amount of data that was used within a period of time and its breakdown on a daily basis.

Data usage limit - The user has the control to set a limit to her data usage and receive notifications when the limit is reached.

Data usage statistics - The user could see the breakdown of the data usage.

Recharge Account

Another major pain point was users couldn't top-up their account using a recharge card pin directly on the app as compared to other network providers. I designed a simple interface to allow users perform this action.

Usability Testing

I conducted usability testing on the interactive prototype to see how users will complete a task once they were given some context. The primary goal is to see how easily they can perform these tasks and to confirm if they can recommend the app to a friend.

• I tested with 5 users and the tasks I tested for are:

• Recharge your Globacom account with the airtime top-up feature

• Chat with a Glo customer care representative

• Share and gift airtime to another subscriber

• View your account information

• Monitor Data Usage