Asurion tasked me with created a page for one of their customer facing apps. The page was a privacy screen that lists content out for the user that helps them understand their privacy options within the app. Asurion wanted to redesign the page to drive up engagement for the privacy check.
I utilized the Double Diamond UX process into this product.
My initial research was to better understand the privacy check service, as a whole. Understanding what it is, and what it does, would help in future design decisions.
Why aren’t users engaging?
- People are becoming more savvy and less trusting with technology privacy.
- Privacy is a dirty word, right now. From leaked emails, to Facebook data being used to sway elections, privacy in is an anxiety inducing topic.
- People don’t always understand technology, and that can be frustrating.
How do you get around these road blocks?
- Add language that is clear and easy to understand: Adding language that is both clear and easy to understand, users become less apprehensive when thinking about committing to something that affects Privacy on their phones.
- Add images of real people looking happy: Including images of people users can relate to, who also appear happy, creates a sense of wellbeing within the user, and builds trust in a product.
- Reduce the flow to its simplest form: Steer the user toward one simple action, to initiate the privacy check.
In order to help drive the design process, I needed to better understand the user. Since I didn’t have access to the app, or any true data, I took some liberties in creating a user persona that I believe fits the project well.
Next, I focused on content, and identified ways to develop a more straightforward telling of the service.
I began concept writing in order to have the app be driven by its content.
Once I had a good sense of the content, I was able to create new iterations of layout.
Finally, I moved to Sketch to create a concrete wireframe.
With a great foundation for the layout in place, I wanted to be sure that my design decisions made sense and were grounded in AT&T’s visual brand. I reviewed their website, and incorporated various aspects of the brand into my design such as: typography, color, white space, and photography tone.
Lastly, I searched stock images to find photos that spoke to the emotion I hoped to elicit in the user.
For the first image, I wanted to avoid overly trendy or too young. I wanted the first image to be of a slightly older person, one that was non-intimidating and approachable.
For the second image, I wanted something that connected with the call to action that sits beneath it. I chose to avoid use of technology in the second image to create a sense in the user that they had put their phones down and were relaxing, knowing they are in good hands.
After finalizing the design of the screen, I tested it’s functionality.
Some of my questions were:
- Is the content easy to understand?
- Are there any friction points?
- Does the user want to sign up at the end?
Prototype and Testing
User Testing Observations
- Is the content easy to understand? YES
Watching the user, I noticed she paused to read the information, but not long enough to warrant any concern. She read through everything at a steady pace, which meant that the content was at least organized, and laid out well. Score!
- Are there any friction points? NO
The user moved to the end of the screen in a timely and efficient manner.
- Does the user want to sign up at the end? YES
At the end of the screen, the user tried to click the button. Had this been a real prototype, they’d have been able to get to the next screen with success.
Further User Observations
At the beginning of my designs, I had the phrase “GET ENHANCED”, and the user thought it sounded like something for a male enhancement drug, so I did some brainstorming and changed it to “PRIVACY SIMPLIFIED”.
(“GET ENHANCED” sends the wrong message to the user)
Originally, I had a picture of a man with his family for the first image. The user noticed that his face had an unsettling expression to it. While the tone and content of the image was great, the expression on his face could potentially drive users away. Changing it to something more approachable means less initial doubt in the user.
(Expression of the man is slightly off putting)
“Clear goal for the user”
“The last picture makes it feel like they don’t have a care in the world. It gives you the sense that the service is set it and forget it. They don’t need to worry about the privacy of their technology anymore and can enjoy playing with each other.”
“The design is appealing to people of color, women, and seniors, while still being relatable and non-offensive to non-minority people.
Given the time constraints and limited research of the project, I created an elegant solution that speaks to the core audience as well as to the business goal of getting the user to sign up for a privacy check. Looking at the entire process and execution of the design, there is little I would change.
Things that could have gone better
Time permitting, I would have enjoyed the opportunity for more research and testing to validate, or enhance my final design.