ReImagined Navigation
Successfully tackled persistent navigation issues faced by users, resulting in a transformative improvement in the overall user experience. The challenge revolved around users navigating through the platform, often finding themselves in a loop without reaching their desired solutions.
Problem Statement: It was observed that the users were landing on the homepage, going to a product page and coming back to the homepage only to login. It was understood that the users wanted to login but it was not clear why they went to the porduct page to begin with.
Solution:
Extracted clickstream data from the homepage to identify CTAs with maximum clicks
Made a list of product pages that recieved the most clicks
It was observed that personal loan icon in the "Loans" section on the homepage was most affected by looping behaviour, where users clicked on the loan icon landed on the PDP and returned back to the homepage and then clicked on Login
I then identified that the type of the user with this behaviour was an existing user
I came to a hypothesis that the existing users probably wanted to know more about the details of their loan which is why they clicked on the loan icon, not knowing that it was a gateway for new users.
As a soltution I decided to make a change in the heading of the section from "Loans" to "Apply for Loans". This clearly informed the user that, that section was only for user who want to apply for a loan and a new button was added "My loans" for existing users to check their loan details.
We also introducted cochmarks for new users to inform them about the new navigation where they were shown the login section if they directly wanted to login.
Power in Numbers
20%
Increase in new users navigating to product page
100+
Pages identified with the issue and rectified for the same
70%
Users logged in directly to their accounts in a week to check their loan details