Ciclic - Residential Assistance

Challenge

Ciclic launched a new residential assistance product, a 100% online service offering emergency repairs and maintenance. However, initial sales figures were lower than expected.

My role

As a Service and UX Designer (freelancer) for Estúdio Marte, I collaborated with the team and Ciclic stakeholders to identify user pain points and improve the product's user experience and marketability.

Design process

We employed a Design Sprint 2.0 framework, conducting in-depth user research through interviews and surveys. This research was enriched with three key workshops:

• Proto-Persona Development: We created user profiles to understand target audience needs and expectations.
• User Journey Mapping: We visualized the user's experience from initial awareness to service completion.
• Co-creation of Ideas: Brainstorming with the team and stakeholders generated solutions for product improvement and communication.

Impact

We developed and tested five high-fidelity prototypes for the product's online sales pages (mobile and desktop), evaluating aspects like interactivity, customization, and navigation. This user testing allowed us to:

• Increase service plan options: Cater to a wider audience with diverse needs.
• Improve service categorization: Make it easier for users to find the right service.
• Streamline purchase interaction: Reduce complexity and enhance user flow.
• Update iconography: Enhance visual clarity and user understanding.
• Refine technical information: Present assistance details in a clear and user-friendly way.
• Reimagine product communication: Balance credibility with user-friendly language.

Results

The redesigned product and sales pages were met with positive feedback from user testing. This led to a significant improvement in user experience and, ultimately, a new project for Estúdio Marte with Ciclic after a noticeable 17% increase in conversions when the product was relaunched.

My Contribution

Throughout this project, I actively participated in all stages: research, workshops, prototyping, and final screen design. This experience allowed me to effectively utilize user-centered design principles to solve a real-world business challenge and deliver a successful outcome.