User Journey Redesign

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Simulation of a User Journey Redesign

As in some situations as an UX Designer and Digital Designer, you don't have always have the opportunity to display everything about your work as per good practices and due to branding/marketing requirements.

Therefore I created a similar project where the user journey was simplified from the cluttered original, including critical landing pages such as the homepage quote form and the quote results form.

The Original Quote Form - Cluttered and Poor Contrast

The original Quote form that you can see on the left, was asking for too much questions upfront without giving any advantages or proposition to the user.

Despite vertical quote forms have the advantage of helping the user filling the information, since they are upright and therefore follow the natural Z path of reading, the fact is that poor contrast, and asking too many questions upfront can make the user abandon the journey.

Cluttered not just with unnecessary requests of information but also unbalanced with poor contrast, failed the Web Content Accessibility Guidelines (WCAG) 2.0.

Typographic elements, buttons, prominent call to action should take into consideration the WCAG 2 level AA. It is possible to acchieve an WCAG 2 level AA with contrast ratio of at least 4.5:1 for standard text and 3:1 for large text, and a contrast ratio of at least 3:1 for graphics and user interface components (such as form input borders). Level AAA requires a contrast ratio of at least 7:1 for normal text and 4.5:1 for large text.

The New Quote Form - Clean and Vibrant

By stripping the journey and only asking questions at the right stage, I was able to keep users engaged. Better contrast colours with enough breathing space created great results.

Design layout