Project Overview:
Streamlining License Acquisition
I focused on transforming the process for obtaining licenses, reducing the application from 17 pages to just 6. This effort aimed to create a faster, more efficient experience for customers eager to obtain their licenses.
Challenge Identification:
Addressing Process Inefficiencies
The existing process for purchasing licenses was lengthy and cumbersome, leading to user frustration.
User Insights:
Understanding Diverse Needs
I engaged with users who expressed frustration over the lengthy licensing process, highlighting the need for a more efficient solution.
Role and Contributions:
Defining My Impact
As a UX Designer, my primary responsibility was to enhance the user experience for license buyers, with a strong focus on accessibility. I also developed a design system to ensure consistency for all team members creating content. Additionally, I contributed to a project aimed at improving the experience for users seeking information about stocked waterways, recognizing that many users plan trips around these activities.
Constraints and Considerations:
Navigating Limitations
My work involved redesigning the user interface for both the licensing and stocking waterways information sites. We faced restrictions in updating software, which made our task more challenging, yet we adapted our approach to deliver effective solutions.
Empathy in Design:
Crafting a User-Centric Experience
Recognizing that users approach the licensing process with excitement—often viewing it as part of their recreational journey helped me create an engaging experience. My goal was to enhance this journey by making the licensing process as enjoyable as possible.
User Journey Mapping:
Identifying Frustrations
I utilized journey mapping to pinpoint user frustrations within the application process, allowing for targeted improvements.
Insights and Feedback:
Gathering Valuable Data
Interviews provided valuable insights into user frustrations, particularly regarding the extensive 17-page application. For the stocking information project, I noted that lengthy text pages were visually overwhelming for users.
Results and Reflections:
Achievements and Lessons Learned
The project successfully condensed the licensing process from 17 pages to 6, significantly enhancing the user experience. By removing non-essential steps and introducing a pop-out cart, we streamlined the purchasing process. I learned that users have different mindsets—some approach the process as a vacation while others simply want a quick transaction. This understanding guided my design choices, emphasizing clear calls to action for both user types.
Conclusion
Commitment to User-Centered Design
This experience reinforced my commitment to user-centered design principles. By prioritizing user feedback and creating an engaging experience, I aim to contribute to processes that align closely with user needs and expectations.
