Solving UI issues and decreasing exits by -38.10%

By Sergey Bryukhno

Ezaem.ru is a short-term loans lending website. Users select amount and term and proceed to the application process that consist of several steps. State regulations oblige to identify user by uploading selfie with passport.

The Problem: Urgently rolled out interface made by non-designers caused sales decline more the 50%.

UX Case stody

What’s wrong with the interface?

I used remote video recordings of user sessions to understand main patterns of users’ behaviour. Here is what I found:

Broken similarity. Users already accustomed to the structure of design with one CTA button on previous pages. They do not scroll down once they reach orange button.

Two call-to-action buttons. Users simply do not expect that interface require them to perform any actions underneath already seeable call-to-action button.

Two actions instead one. Comparing to other steps of the registration funnel, this step combines two different in nature actions: to choose payment method and upload passport photo.

Usability issues as described below.

Solution

I offered to create a separate step for photo upload to keep consistency. One step – one action.

Result

When the design was fully implemented, the number of page exits decreased by -38.10%. Users accomplished this step successfully and proceeded to the next.

Further challenges

State regulations oblige the company to have not only selfie with passport but also a photo of passport separately. Due to technical limitations and deadlines we could not develop a separate step/screen for passport upload.

The challenge was how to influence user to perform two actions on page using mobile device with limited visible area and two call-to-action buttons.

Previously it was observed that mobile users do not scroll down if they reached call-to-action button.

The solution.

In addition to previous process, I added more links in a chain of user actions. Smooth scroll should keep user attention to accomplish action. Initially disabled “Continue” button should communicate to the user that this is the last action of this step of application.