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Background
Javatar (powered by JustAnswer) is a Landing page for customers who want to get personalized help for their issues across any category (Car, tech, law, health, etc..). From our survey, we've found out 12.3% of users don't know how the service works, they said that they don't understand how to connect with the experts.
The design was different on mobile from the web. We do not have any content on the LP that highlights how customers can connect with the expert and get answers to their questions.
Core Problem
Design an experience on the LP to highlight how customers can connect with the expert and get answers to their questions.
User Research
Users
The data shows that in the age group of 25-55 years, the traffic split is 30% of female users and 70% of male users combined for all the categories.
Data Analysis - Gender vs Session, Engagement, Conversion
Secondary Research
Identifying existing patterns on similar flows
Brainstorming Solution
Static Section
With the heatmap references and the reading pattern of users, the idea was to showcase all the steps with a brief explanation of how the service works.
Animated Section-
Animations attract attention, and with this idea in mind we thought the section might catch users' attention and the visual cues would lead them to an understanding of how it works.
Video Section
We considered video as the third option as the secondary research shows an established pattern of video providing information to the user.
Design
I've decided to design all three ideas, and further to test it on usertesting.com
Variation 1- Static Section
This is a content-heavy section and we decided to pursue the design in a way so the existing readability pattern (F-pattern) supports the static design.
We decided to add a small element ( a text button) that acts as a signifier for the section because most of the users didn't scroll to the below sections.
Test 2- Animated Section
These days the attention span of users is very less and animation is one of the best things to catch users' attention. We've decided to divide the animation into 3 steps showing one at a time with a different version of content.
Test 3- Video Section
We've created a storyboard for the video, finalize the script to make sure it was not long to watch.
Don Norman Said -
"The solution has to come from the people"
Design Testing
We decided to user test all the 3 variations on usertesting.com and let our users give feedback for our designs and decide which variation is best.
I decided to do an unmoderated test, few things I've done before launching the test -
1- Specify the target audience
2- Prepared the questionnaire for the users
3- Setup the task flow for the test on usertesting.com
📈 Test Result and Success Metrics
I run the A/B/C test for the design with 15 participants on usertesting.com.
11 out of 15 users have chosen the static variation of the "How the Service Works" design and also said they'll be more confident in buying the service after viewing this section.
Tools Used -
Google Sites
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