Project Overview
Summary
Reqfire is a startup based in Melbourne made up of a team passionate about building apps, and giving more people the power to use User Flows to build their own apps. The team created an user flow modelling tool designed to help streamline communication between non-tech people and developers.
Since launch in December 2017, Reqfire has attracted a good number of interested audiences and sign-ups. However, the numbers dropped significantly as it moved through the conversion funnel. 
We were engaged to investigate, define problems and provide recommendations to increase user retention and conversions of trial users into happy paying users.
In collaboration with a fellow UX Designer, we adopted Lean UX and focused on obtaining feedback as early as possible so that it can be used to make quick decisions in rapid, iterative cycles within the one-week sprint. The aim is to reduce waste and provide value by following these steps: think, make, check.
The initial UI design was "technical" and counter-intuitive. "Where do I start?" was the main pain point.
My Role
My role was to be the co-facilitator for our two person team, from the initial client meeting, user research, meetings and design workshops with the client, to the final presentation of the recommendations. 
My focus was in User Interview, Heuristic Evaluation, Information Architecture, Terminology, Content Strategy and Interaction Design.
Key deliverables
A number of deliverables were required for the project, including:
• research insight and findings
• interim recommendations (bite-size video tutorials)
• Information Architecture
• design and usability recommendations for improvement
• user flows and app flows
• product sketches and wireframes
• mock-up of design(s)
• a final presentation to the client
Results
A guided user journey and improved user interface.
• User-centred UI with improved heuristic and updated terminology
• 3-steps Quick Setup to populate basic template
• 5-steps Quick Guide with icons and labels
• Redesigned User Guide with clean and improved visual hierarchy
Key Learnings
My key learnings from this project:
• Optimise. Don’t oversimplify nor over-engineer.
• Park disagreement aside to keep the project rolling.
• Keep things obvious and simple.
Design Process​​​​​​​

Research planning after the initial client meeting.

Discovering the problem and streamlining the app flow.
Looking for the optimised flow.

Understanding the steps, elements and process required at each step of initial app flow.

Identified a gap at the early stage of learning curve after the heuristic evaluation and usability testing. 
The initial UI design was "technical" and counter-intuitive.
An intuitive UI design and information architecture were required to bridge this gap.

Working on the terminology. 

It is important to keep the terms user friendly.

Icons and labels iterations. 

Adding verbs to improve design affordance.

First version of Quick Guide iconography and terminology ready for presentation to client.

Receiving feedback on the first version of icons and labels. 

Balancing user goals and business goals.

Improving the usability and affordance. 

Deciding the best way to incorporate the Quick Setup and Quick Guide.

Working on the Quick Setup guide idea and flow.

Finalising Quick Setup questions.

Working on the interaction design. 

Marrying aesthetic and functionality.

3-steps Quick Setup to populate basic template.
User answers three questions, system creates a basic User Flow based on the answers.
This addresses the "Where do I start?" pain point and partially bridges the gap.
User-centred UI with improved heuristic and design affordance. 
Displaying "user flow" in zip-zap fashion instead of horizontally in the initial design. 
It is more intuitive for users to scroll vertically than horizontally.
(Slide-out Quick Guide is available on the side panel, as shown in image below.)

Extended side panel showing the 5-steps Quick Guide.

This shows the overview of Reqfire app flow.

Quick Guide step expanded to provide further guidance.

This provides guidance on customisation of each step.

(See image below for the interaction design.)

UI and interaction design of the Quick Guide and User Guide.

This new design provides improved intuition, consistency and seamless usability.

Re-designed User Guide with clean and improved visual hierarchy.

Outcome
Re-designed UI and User Guide of the app were received very positively by the Reqfire team.
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