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NOVA by Headway: Resolving UX problems

Enhancing User Experience for a Web3 Investment Mobile App

🔍 About the Project: NOVA by Headway is an innovative investment service designed to make real estate investments accessible through tokenized properties. Launched in Q4 2023, this app allows users to invest in high-end properties starting from as little as $50. The Headliner team, responsible for developing NOVA, needed to address various UX issues after the product launch and streamline the app's user experience.

🎯 Goal: resolving existing UX problems, and/or optimize user flows, making the app more intuitive and user-friendly.

🕵️‍♀️ My role: UX designer.

📝 My responsibilities: Analyzing user feedback, conducting in-depth UX research to identify pain points and areas for improvement. Designing solutions to address UX issues.

🎯 Goal: resolving existing UX problems, and/or optimize user flows, making the app more intuitive and user-friendly.

🕵️‍♀️ My role: UX designer.

📝 My responsibilities: Analyzing user feedback, conducting in-depth UX research to identify pain points and areas for improvement. Designing solutions to address UX issues.

Case contents

1. Improving Authorisation flow

Issue 1: Reentering the same data • Issue 2: Bureaucratic password setup • Issue 3: Too early PIN setup

2. Improving App Conversion

Issue 4: Uncatchy onboarding • Issue 5: Confusing property card design

3. Results and conclusions

More case studies about NOVA:

Investment Mobile App Design

Falconnier Design System

1/3 Improving Authorisation flow

Based on user feedback and with the help of composing general customer journey map (CJM), I identified potential and existing UX problems of Authorisation and Purchase flow.

Issue 1: Reentering the same data

📌 Problem

14% of users had trouble choosing the registration/login method on the main screen. They had to re-enter their email each time they switched methods, as their input was not retained.

📌 Problem

14% of users had trouble choosing the registration/login method on the main screen. They had to re-enter their email each time they switched methods, as their input was not retained.

📊 Research

Through a combination of user testing, surveys, and analytics data, I identified that a significant portion of users experienced the problem. Users frequently mentioned their frustration with having to re-enter their email, leading to repeated attempts and drop-offs.

"It's annoying to re-enter email every time I switch login methods."

"Why can’t it just remember my email???"

"Why do I have to enter my email again?"

🗣 Users feedback

⚠️ Impact

This problem led to a 12% increase in bounce rates on the login screen, causing some users to abandon registration. New users were especially affected, resulting in a lower conversion rate from new visitors to registered users.

🤔 Conclusion

Users expect to enter their email immediately, but the current process has too many steps. They are typically ready to input their email right away, but are only prompted to do so on the second screen.

🤔 Conclusion

🛠️ Design process

I brainstormed and developed several design options, which were tested with a subset of users to ensure the new flow met their needs.

✅ Solution

I integrated the main screen with the email and social input forms, allowing users to enter their data in one place and select their preferred authorization method. This streamlined the process and reduced frustration.

This change severely reduced the number of steps, data inputs, and actions required across all Authorisation methods, as well as in case of switching between Sign Up and Log In.

✅ Solution

This change severely reduced the number of steps, data inputs, and actions required across all Authorisation methods, as well as in case of switching between Sign Up and Log In.

🔄 Post-processing

The solution is in development. Due to limited resources at the time of UX research, not all improvements could be implemented immediately. I have communicated the issue's impact to managers and stakeholders and requested additional resources for future implementation.

Issue 2: Bureaucratic password setup

📌 Problem

About 22% of users faced difficulties during the password setup stage, with 8% dropping out at this step. The current flow required fulfilling a checklist of 5 conditions, which is frustrating and intimidating, leading to a prolonged registration process.

📌 Problem

📊 Research

Using a combination of user testing sessions, feedback surveys, and analysis of drop-off rates, I identified that users found the password setup process cumbersome and confusing.

Analytics data showed a significant drop-off at this step, and qualitative feedback indicated users felt overwhelmed by the checklist of conditions.

Using a combination of user testing sessions, feedback surveys, and analysis of drop-off rates, I identified that users found the password setup process cumbersome and confusing.

Analytics data showed a significant drop-off at this step, and qualitative feedback indicated users felt overwhelmed by the checklist of conditions.

"I feel like I'm jumping through hoops just to create a password(("

"The checklist makes it seem like setting up a password is a huge task."

"…it's too demanding."

"…😫"

🗣 Users feedback

⚠️ Impact

The complexity of the password setup process not only frustrated users but also contributed to a significant drop-off rate at this critical step, extended the registration time and deterred users from completing it.

🤔 Conclusion

The checklist approach was identified as a significant pain point. It was perceived as bureaucratic, requiring significant cognitive effort from users. We needed to transition to a more user-friendly approach that simplified the process.

🤔 Conclusion

🛠️ Design process

I conducted design sprints and reviewed best practices in UX design for password creation to ensure my solutions were grounded in proven strategies.

✅ Solutions

1. Provide an option to generate a password that meets security requirements. This reduces cognitive load on users and ensures that the passwords created are secure, without users needing to manually fulfill the checklist conditions.

2. Simplify the presentation of the password security requirements list.

3. Instead of a list of conditions, display a progress bar that visually indicates the security level of the password as users type. Research on user interaction with progress bars shows that they significantly boost engagement and task completion due to the goal gradient effect, where users are more motivated to complete a task as they perceive they are closer to the finish line.

✅ Solutions

2. Simplify the presentation of the password security requirements list.

Iteration 1: adding Password Generator

Iteration 2: adding Password Strength indicator and showing requirements as a to-do list

Iteration 3: replacing to-do list with progress bar

🖥️ Implementation

In collaboration with devs we implemented the password generator (option 1) as this solution met the resources we had. Additional testing was conducted to ensure the changes were seamlessly integrated into the registration flow.

📈 Outcome

After implementation, I observed a 14% increase in successful registrations and a 10% decrease in drop-off rates at the password setup stage. Users reported a smoother experience, highlighting the ease of the new process.

+14%

Successful registrations

-10%

Drop-off rates

📈 Outcome

+14%

Successful registrations

-10%

Drop-off rates

Issue 3: Too early PIN setup

📌 Problem

57% of users tried to skip the app PIN setup process after their first successful login. Currently, the app asks users to set a PIN for app access before completing registration, which leads to drop-offs. Analytics data confirmed a 9% drop-off rate at the PIN setup step.

📌 Problem

📊 Research

Interviews revealed this pain point, where participants expressed their desire to explore NOVA features first after registration. Interviews provided insights into users' frustration with unskippable extra security steps.

"I want to see the app first."

"come on guys I know security is important but please make it skippable for now. I've already set up one password, and here goes another one? please not now 😑"

🗣 Users feedback

⚠️ Impact

An early request for PIN setup disrupted the user flow, causing impatience and drop-offs. This step hindered users from quickly accessing and exploring features, which is crucial during their first interaction with the app.

🤔 Conclusion

Users don't yet need an extra security measures and are already fatigued from setting up security barriers during the Authorization. At the first login stage, most users want quickly access the app and to explore investment opportunities, saving additional security measures for later.

🤔 Conclusion

🛠️ Design process

I researched industry standards and best practices for balancing security with user experience in financial apps. By brainstorming various solutions, I found the most balanced approach.

✅ Solution

Allow users to skip the PIN setting during the first login and prompt them to set it later. This will increase completed registrations, shorten the user path from registration to exploring app features, and reduce negative emotions. PIN setup step could be implemented after the first token purchase, during future logins or as soon as any more sensitive data appears in the app.

✅ Solution

🔄 Post-processing

The solution is currently in development.

2/3 Improving App Conversion

Analytics showed that about 26% of users dropped off at the invest screen. I needed to determine the reasons and propose solutions. As a result, research and user interviews identified more issues.

Issue 4: Uncatchy onboarding

Old solution: 5 slides in a row

📌 Problem

Users often skipped the old onboarding, which explained tokenization and NOVA's purpose. When entering the app, they didn't understand the concept of real estate tokenization and left. The attempt to save development resources on onboarding by using an old and not very effective solution led to a UX problem for newly launched product.

📌 Problem

📊 Research

Interviews, user testing, and surveys highlighted this issue. This combination of qualitative and quantitative methods provided a good understanding of why users were skipping the onboarding and what information they found necessary and critical.

"I just want to get into the app finally"

"The slides are boring. Nobody wants to read that"

🗣 Users feedback

⚠️ Impact

Skipping onboarding led to a lack of understanding of the app's purpose, causing users to leave, resulting in a high drop-off rate.

🤔 Conclusion

The current onboarding didn't work because it delayed the user's entry into the app after registration. Users wanted to complete the formalities quickly and finally take control into their hands. They also found the slide-based solution not catchy.

🤔 Conclusion

🛠️ Design process

I prototyped several onboarding strategies, testing them to determine which approach best addressed users needs and preferences. Together with the team I reviewed best practices and considered the specific context of NOVA to create an engaging experience.

Prototypes of tested onboarding options

✅ Solutions

Redesign onboarding to be a completely optional but noticeable. Do not play it automatically. Make it interactive. Allow users to take control first - enter the app, and explore it independently. Introduce users to NOVA within the context of the interface.

New onboarding would guide users through the main flow and explain how to invest in tokenized properties. The narrative can be interrupted at any time.

✅ Solutions

New onboarding would guide users through the main flow and explain how to invest in tokenized properties. The narrative can be interrupted at any time.

🖥️ Implementation

In agreement with the product owner, I suggested to implement onboarding button call as a mini-banner on the main page, as this solution fit the devs resources and user experience during current MVP stage. As the product evolves, this solution will be transformed into an interactive scenario through stories.

Final solution and release update advert

📈 Outcome

A month after the release, conversion increased by 13%. So users were 13% more likely to continue with the purchase flow.

+13%

Conversion increase

📈 Outcome

A month after the release, conversion increased by 13%. So users were 13% more likely to continue with the purchase flow.

+13%

Conversion increase

Issue 5: Confusing property card design

📌 Problem

In several cases users didn’t realize that there were active properties available alongside the "Coming Soon" ones. This led to confusion, with many thinking there was nothing to buy, and leaving the app.

Users also didn't know that tapping on a card would lead to property details. The "Invest Now" function, which instantly adds a token to the cart, wasn't intuitive.

📌 Problem

Users also didn't know that tapping on a card would lead to property details. The "Invest Now" function, which instantly adds a token to the cart, wasn't intuitive.

📊 Research

To understand the issue, I conducted interviews and user testing, noticing that 2 out of 10 users didn’t realize there were more properties to explore. They also struggled to interact with the property cards and found the "Invest Now" button confusing.

"I didn’t see any properties to buy"

"At first it looks like nothing is available right now as I see coming soon property only."

"The 'Invest Now' button is so strange, I thought it leads to details."

"I didn’t know I could tap on the card for details"

🗣 Users feedback

⚠️ Impact

The "Coming Soon" properties cards took up too much vertical space, causing users to miss available options to invest. This design flaw impacted the app’s conversion rates and user satisfaction severely. Additionally, the lack of intuitive interaction for accessing property details and confusing "Invest Now" button further hindered user engagement.

🤔 Conclusion

Since the app is designed for developing markets in Asia and Africa, it may be used on older phone models with smaller screens. On these devices, the second card often didn’t fit vertically enough to show its status.

Users also needed clearer guidance on interacting with the cards to access property details.

🤔 Conclusion

Users also needed clearer guidance on interacting with the cards to access property details.

🛠️ Design process

I looked into the layout and visual hierarchy of the property cards, taking user feedback and smallest screen size limitations into account. I tested different design iterations to find the best balance between visibility and usability. I also explored ways to make the interaction with property cards more intuitive.

Tested design options

✅ Solutions

Redesign the card: Make the "Coming Soon" state of the card more visually distinct from the "Available" state of the card. Reduce the vertical size of the card by shortening the photo height and/or reducing the amount of data in the card. This ensures that users can see both "Coming Soon" and available properties on much smaller screens.

Remove the instant token addition function: Simplify the "Invest Now" button to better match user expectations and the concept of a deliberate, informed purchase. Instead, place the primary action button to see property details within easy reach of the user’s thumb.

✅ Solutions

🖥️ Implementation

I collaborated with the product manager, devs, and stakeholders to implement the redesigned cards. The new design featured a clear visual distinction between the "Coming Soon" and available properties, with reduced vertical space to ensure visibility on older phone models.

I also changed main action button position from left to the right side of the card to make it easily reachable to right-handed users, that are more than 87% of all NOVA users.

The before and after cards redesign

📈 Outcome

After implementing the cards redesign, conversion increased by 21%. Users were more likely to explore active properties and engage with the investment process, leading to higher satisfaction and retention rates.

+21%

Conversion increase

📈 Outcome

+21%

Conversion increase

3/3 Results and conclusions

Working on the NOVA project has been a fascinating journey, full of insights and improvements. Here's what I achieved:

Simplified authorization flow. The new password setup made the process less daunting. Plus, allowing users to set up a PIN later meant they could dive into the app's features faster.
A more engaging onboarding is now interactive and optional, giving users the freedom to explore at their own pace. This change led to a 13% boost in users continuing with the purchase flow, showing that when users feel in control, they stay engaged longer.
By making clearer property cards and distinguishing them from "Coming Soon" ones, we reduced confusion and helped users quickly find investment opportunities. This change helped keep users on the app and engage with available properties 21% more likely.

Working on the NOVA project has been a fascinating journey, full of insights and improvements. Here's what I achieved:

Simplified authorization flow. The new password setup made the process less daunting. Plus, allowing users to set up a PIN later meant they could dive into the app's features faster.
A more engaging onboarding is now interactive and optional, giving users the freedom to explore at their own pace. This change led to a 13% boost in users continuing with the purchase flow, showing that when users feel in control, they stay engaged longer.
By making clearer property cards and distinguishing them from "Coming Soon" ones, we reduced confusion and helped users quickly find investment opportunities. This change helped keep users on the app and engage with available properties 21% more likely.

+14%

Successful registrations

+21%

Conversion increase for Invest flow

-10%

Drop-off rates during registration

+13%

Conversion increase for Purchase flow

Seeing the positive impact of these changes has been incredibly rewarding to me. I believe it reinforces the importance of a user-centered design approach that not only addresses immediate issues but also contributes to the product's long-term success.