Consumer Fusion Mobile App for Reputation Management

Case Study: Enhancing the Consumer Fusion Mobile App for Reputation Management

Overview

Role: UX Designer / Product Strategist
Project Type: Mobile App Enhancement
Client: Consumer Fusion
Duration: 8 weeks
Team: 1 UX Designer (me), 1 Product Manager, 2 Engineers, 1 QA Analyst

Problem Statement

Consumer Fusion offers a mobile application designed to assist businesses in managing their online reputation. Despite its robust feature set—including review generation, social media management, and directory oversight—user engagement metrics indicated suboptimal utilization of key functionalities. User feedback highlighted challenges in navigating the app's interface, leading to decreased efficiency in executing essential tasks such as sending review requests and managing social media content.

Goal

Redesign the Consumer Fusion mobile app to:

• Improve user navigation and task flow efficiency

• Enhance the visibility and accessibility of core features

• Increase overall user engagement and satisfaction

• Ensure consistency with the brand's desktop platform

Research

Methods:

• User interviews with a diverse group of existing clients

• Analysis of app usage analytics to identify drop-off points

• Competitive analysis of similar reputation management tools

• Review of user feedback from app store reviews

Key Findings:

• Users found the navigation unintuitive, often requiring multiple steps to access primary features

• The process of sending review requests was not streamlined, leading to underutilization

• Social media management tools were buried within the interface, reducing discoverability

• There was a lack of onboarding guidance for new users, causing initial confusion

Design Process

1. Information Architecture Overhaul

Reorganized the app's structure to prioritize frequently used features, ensuring that tasks like sending review requests and managing social media content are accessible within two taps from the home screen.

2. Wireframing and Prototyping

Developed low-fidelity wireframes to map out the new user flows, followed by high-fidelity prototypes using Figma to visualize the redesigned interface.

3. Usability Testing

Conducted remote usability tests with a group of 10 existing users, gathering feedback on the new design's intuitiveness and efficiency.

4. Iterative Refinement

Incorporated user feedback to refine the design, focusing on simplifying complex tasks and enhancing the overall user experience.

Key Metrics (Before vs. After Redesign)

Design Highlights

• Simplified Navigation: Introduced a bottom navigation bar with clearly labeled icons for Home, Reviews, Social Media, and Settings.

• Quick Action Buttons: Added prominent buttons on the home screen for sending review requests and creating social media posts.

• Onboarding Tutorial: Implemented a step-by-step guide for new users to familiarize them with the app's features.

• Consistent Branding: Aligned the mobile app's visual design with the desktop platform to provide a cohesive user experience.

Outcome

Post-launch analytics indicated a significant increase in user engagement and task efficiency. The streamlined interface and improved feature accessibility led to higher user satisfaction and a reduction in support inquiries related to navigation issues.

Tools Used

• Figma for wireframing and prototyping

• Usability Hub for remote testing

• Google Analytics for usage data analysis

• Slack for team communication and feedback

Reflection

This project underscored the importance of user-centered design in enhancing mobile application usability. By focusing on the users' primary tasks and streamlining the interface accordingly, we achieved a more intuitive and efficient user experience. The success of this redesign demonstrates how thoughtful UX improvements can lead to measurable business outcomes.

Next Steps

• Monitor user feedback for continuous improvement opportunities

• Explore the integration of push notifications for real-time updates

• Assess the feasibility of adding multilingual support to cater to a broader user base