Banq App
Due to NDA I can’t show all screenshots here, but I can do it 1-on-1 describing some problems I had resolved.
01
Key Features
Banq, voted one of the hottest tech start-ups in Finland, is an online home services company currently disrupting the traditional home cleaning industry in the Nordics. Freska operate 1.6B EUR Nordic market growing 7-10% YoY. I led the redesign of Freska customer app from 0-1, from researching and identifying problems, to designing and handing off for implementation. Freska's application, driven by a new comprehensive design system, resulted in improved user engagement, increased revenue, and optimized customer support.
02
Outcomes
Design System and Branding Enhancement:
Banq got consistent design library, guidelines and updated brand book that ensured consistency and scalability, resulting in improved usability and a seamless user experience across the product. In future it could help us to effectively enhance the overall brand recognition and loyalty.
User Engagement and Feedback:
After the release, 88% of users who provided ratings included specific reasoning for their quality ratings. User engagement was improved, as users felt more compelled to give feedback on the cleaning services.Functional Improvements:
Additional cleaning functions were added to the main page, variations of payment methods were expanded, personalized time slots (Automated dispatch) for bookings were introduced. These improvements resulted in an 11% increase in revenue.Customer Support Optimization:
By restructuring the Support page and creating a knowledge base of frequently asked questions (FAQ), we were able to reduce the load of customer support by 30% and improve average response time, which became at around 4 min.
03
Defining the problem:
Freska's application had been running for three years with incremental feature additions, but all the new features were launched quickly in order to monetize them immediately. Initial observations revealed that the previous design choices hindered consistency, accessibility and scalability.
In order to succeed the following actions have been taken:
Metrics and success criteria were defined to measure the impact of the redesign.
Backlog of necessary improvements and fixes was created to ensure that old issues were not carried over.
Stakeholder goals, including customer retention, activation rate, and churn rate, were included in the plan.
Customer Journey Mapping and User Persona were performed to understand user pain points that could be addressed with new features.
04
Ideating and design:
It was decided to build our design system on the basis of Material 3 guidelines. An incremental approach to updating the application was adopted to facilitate easier maintenance, faster bug fixes, and less painful transition for customers.
This stage include:
First of all, the most critical elements of the application, such as the bookings page and payment functions, were redesigned.
Then we improved secondary screens, like booking history, tax summary, cancellation of booking flow, subscription update flow, support page, etc.
The rating flow was enhanced to collect specific feedback and increase understanding of customer needs.
Implement, test and learn:
Before implementation we had a usability testing. Usability testing and the methodology of its implementation can be devoted to a separate case study. But I think in this context it is important to note what benefits this activity brought us. With the help of testing:
Feedback was collected from both existing users and potential new users to refine the application.
Usability testing was conducted to evaluate the user experience, identify pain points, and set priorities for improvements.
The redesign process was iterative, with multiple iterations leading to a final, improved product. We also checked our new designs for accessibility.
Summary:
In summary, the redesign of Freska's application, driven by a comprehensive design system, resulted in improved user engagement, increased revenue, and optimized customer support. The iterative approach allowed the company to maintain a user-friendly and evolving application while addressing critical business metrics and user feedback.
