GoCity Passes Page Optimised

Project type

Interview Assessment

My Role

Product Designer

Brief

This is a project made during my hiring process for GoCity as Product Designer. The goal of this project was to review their current Passes Page, and making the purchasing project more intuitive and effective for the customers.

In my role, I identified potential issues impacting user experience, enhanced the UI and UX by creating a mockup of an alternative page with suggested improvements, and clarified the reasoning behind my choices. My design decisions aimed solely at meeting user needs, while also considering the business's requirements and expectations to ensure revenue generation.

Affinity Diagram

Design Process

Identifying user needs was crucial for evaluating potential solutions for the deliverable. This initial step helped understand the overall experience's pain points and optimise the flow for a smoother experience.

I focused on four main areas:

Information: Clarity and accessibility of pass details, including any limitations or special features, are essential to build trust and confidence in the purchase.

Convenience: The ease of navigating and comparing different pass options is a primary concern for users who value a straightforward purchasing process.

Value: Detailed information about cost savings and pass benefits helps users make informed decisions that align with their budget and travel goals.

Flexibility: Travellers appreciate the freedom to select attractions at their leisure, underscoring the need for passes that accommodate spontaneous choices.

By using FigJam, I deconstructed the current pag and recreated the user flow to ensure that nothing was missing.

Affinity Diagram

After that, I started to sketch a few ideas on FigJam, and evolved the UI based on the output I was looking for achieve. Once I got enough information, I moved on Figma. Since this was an assessment and I had a short deadline, I designed directly the mockups on high-fidelity.

Affinity Diagram

Considered adjustments

The modifications are designed to refine the user journey, with a pivotal focus on their primary needs. This fusion of functional enhancement and visual refinement aims to elevate the user interface, sharpening the clarity of information while underscoring the fundamental values of convenience, value, and flexibility on the page.

Generally, I found the experience to be very slow, with numerous steps required just to access basic information. To gain a deeper understanding of the attractions, I was repeatedly redirected away from the product page, necessitating constant back-and-forth navigation to explore more details about the attractions.