EzPay
EzPay is an application designed to provide various financial services for customer convenience. With EzPay, you can experience a range of services including toll payment, card top-up, bill payment, mobile recharge, and internet package services.
* The website and application require verification of mobile numbers by country.
Project Overview
Case study: Enhancing Retention Through Landing Page Optimization for EzPay
Role: UX/UI Designer​​​
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Objective: Improve the retention rate of EzPay users by redesigning the landing page to deliver a more intuitive, engaging, and visually cohesive experience that aligns with the overall app design. This includes ensuring that the new UI of the landing page are seamlessly synchronized with other pages for a unified user experience across the app.
Focus Area: The landing page as the primary entry point for user interactions, while also setting a design standard that reflects across all other pages to maintain consistency in layout, color schemes, typography, and visual hierarchy.
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Target Audience: Users aged 20-45 who frequently make online payments and seek a streamlined, visually appealing, and cohesive platform to manage their financial activities.​​
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Project Phases
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Research and Analysis
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Defining UX Strategy
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Design Process
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Testing and Iteration
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Results and Insights
Research and Analysis
To begin understanding user pain points, I conducted user interviews and surveys. Here’s a breakdown of the process:
User Interviews
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Objective: Identify specific difficulties and preferences users have when navigating the EzPay landing page.
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Participants: 20 existing users split evenly between new and returning users.
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Method: Semi-structured interviews lasting 20 minutes each. We asked about their initial impressions, what services they frequently use, and any difficulties they encountered.
Key Findings
You can see that Cluttered Interface and Poor Visual Hierarchy were the most frequently mentioned issues, indicating that users struggled to navigate the landing page efficiently.
User Survey
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Objective: Quantify the importance of specific services and identify which features users would like to access more easily.
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Participants: 50 users (including those from the interviews).
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Method: Focused on user habits, preferred features, and overall satisfaction with the landing page layout.
Key Findings
The pie chart indicates that Toll Payment and Bill Payment are high-priority features for users, suggesting these services should be more prominently displayed on the landing page.
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