The Challenge

A Finance client aimed to enhance the appeal and usability of their website interface, recognizing that ease of use and intuitive design directly impact user satisfaction and engagement. They needed to identify the elements of their current design that were lacking, understand user behavior across different demographic segments, and integrate these insights into a user-centric website redesign.

The Approach

The evaluation involved a comprehensive study with 20 individual cognitive sessions across multiple cities, engaging with a demographically diverse group of users. The study meticulously tested various elements of the website, such as product information pages, eligibility calculators, and navigation ease. Key performance indicators were established based on parameters like design appeal, ease of learning, and error frequency to objectively assess the website’s functionality.

The Impact

The study revealed significant insights into user preferences and pain points, highlighting areas for improvement such as reducing content overload, simplifying jargon, and optimizing page layouts for easier navigation. It also emphasized the need for more engaging visual elements to enhance the aesthetic appeal and retain user interest. These findings will guide the final redesign of the website, aiming to create a more intuitive, user-friendly interface that aligns with the expectations and needs of the brand’s customer base.