Crehana
In my role at Crehana one of the biggest HR/E-learning platforms in LATAM, as a digital designer, my work directly contributes to the company's impact. I collaborate closely with the marketing team, ensuring our clients and potential customers are engaged through social media, ads, and beyond.
Self-Service Facelift
Goal
We needed to improve the visuals and the overall experience for the buyer.
Challenge
The visuals and journey are not optimized, and with tight deadlines and resources we needed a fast yet effective desing process
What the data showed
40%
of users who initiated the puchasing process did not finish it, 26% of these users did not even complete the registration step.
Problems identified
The website's design presents UX issues that could impede the buyer's journey, particularly in element grouping and page flow. Elements are not intuitively organized, which may confuse users about related actions and disrupt their purchasing process. The payment summary's separation from the main action area could lead to oversight of important details. Enhancing element cohesion and a logical action sequence would greatly improve navigation and user experience.
Inconsistent design elements, like the progress bar and CTA button across different screens, can create confusion and hinder the user experience. Such changes disrupt users' expectations and can lead to uncertainty about their progress and next steps, ultimately slowing down their journey and reducing usability. Consistency is crucial for a seamless and intuitive user interface.
The design inconsistencies and unclear navigation cues seen in the screenshots likely contribute to a 40% drop-off during purchase and a 26% abandonment in registration, as users encounter friction and lose clarity on how to proceed through the steps.
The Design
Moodboard
To refine Crehana's user journey, it would be beneficial to examine and draw insights from the streamlined checkout flows of similar learning platforms like Platzi and Codecademy. Emulating their effective registration and payment processes can help reduce user drop-off rates and encourage higher completion rates in both registration and purchase phases, aligning with Crehana's vision for seamless user engagement.
Wirefames
Starting with paper wireframes provided a tangible, quick-to-modify foundation for the initial design stages, fostering creativity and collaboration. This low-tech approach allowed for rapid iteration of layout and feature placement without the constraints of digital tools. Following this, we transitioned to low-fidelity digital wireframes, which refined our concepts into clearer structures and workflows. This progression ensured that we could efficiently scale our designs into more detailed representations while continuously testing and validating usability and flow.
What improved
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Element Grouping: Optimized the grouping of related elements to establish clear visual associations between login and purchase details.
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Navigation Flow: Refined the overall page flow to intuitively guide users from one step to the next.
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Progress Bar: Redesigned the progress bar for consistency, providing users with a clear indication of their current step and what remains.
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CTA Consistency: Ensured that the call-to-action buttons are consistent across screens to avoid confusion and maintain user momentum.
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Containerization: Implemented a unified container for the login and registration elements to visually communicate their connection to the purchase process.
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Clear Product Information: Created a distinct section for product details, making it easy for users to find and understand the offering.
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Descriptive Text for Inputs: Added clear, descriptive text for input fields to eliminate guesswork and clarify what information is required.
Final Designs
Other Important Details
In developing the design, I prioritized responsiveness, ensuring that our layouts and interfaces adapted seamlessly across devices, catering to a diverse user base. Collaboration was a cornerstone of this process. Regular communication with the product owner, design team, and development team allowed for ongoing feedback, which was instrumental in refining the UX. This multidisciplinary dialogue ensured that every design decision was informed, functional, and aligned with our collective vision, resulting in a product that was both aesthetically pleasing and technically sound.
Working at Crehana
Refreshing and Improving
As part of the team in charge of refresing the brand look and feel for 2024, among those responsabilities I took the lead of the re-design of several landing pages, and processes.
My responsibilities include refining our website's UI for optimal user experience, crafting compelling ads, and developing useful client materials like course reminders and guides. I also apply my foundational HTML and CSS skills to assist in updating and creating new components, leveraging platforms like Hubspot and Salesforce.
In essence, my role at Crehana is about driving meaningful change and maintaining our digital presence with a professional and approachable touch.
