概述
BACKGROUND
MyStartr is an internet company based in Malaysia that launched a crowdfunding platform in 2012 using Reward-Based Crowdfunding. In 2019, they obtained an ECF (Equity Crowdfunding) license issued by the Securities Commission Malaysia, becoming a legally regulated equity crowdfunding platform. For this project, I worked with a visual designer. I collaborated with front-end and back-end engineers to revamp MyStartr’s website to align with the latest version of its brand identity and create a user-friendly and cohesive web experience that aligns with the company’s overall image.
DELIVERABLE
✔︎ Delivering web interface across desktop and mobile devices.
ROLE
UX/UI Designer – Research, user experience design, user interface design, prototype design
CHALLENGE
This project was the first major undertaking I tackled after joining MyStartr. As the previous website design had been in use for nearly a decade, it presented several challenges. The ECF market in Malaysia is still relatively young, and as a financial product, increasing user trust and attracting potential investors are crucial to the success of the platform. The website had to not only provide consumer functionality but also serve as a critical marketing and education tool.
To achieve these goals, I had to integrate and streamline the website’s information while removing outdated or redundant content. As there was no clear ownership of such content, I had to work closely with the various departments and take on the responsibility of integrating and reconstructing the website’s textual content, using illustrations and photos to enhance the platform’s credibility and educational content.
In my opinion, a website should serve as a gateway to enable users to obtain company information quickly and effortlessly, rather than requiring them to comb through pages of content like a reference book. Therefore, information simplification and visualization are critical components to create a user-friendly website.
Highlight
Standardized the ECF application process and made it entirely online for MyStartr, a crowdfunding company
Apart from investors, applicants are also important customers for us, as they bring in promising entrepreneurs who can attract more investors to the platform. Previously, MyStartr relied heavily on offline communication with applicants to obtain information, which was time-consuming.
In the recent redesign, I interviewed relevant departments, including the project department, which works closely with applicants; the compliance department, which collects most of the official data; and the marketing department, responsible for promoting the projects. We discussed and communicated to understand all the steps required for a project to be successfully launched from the application process. We standardized the process structure into an “Issuer Journey” and designed a Progress Bar to show the application progress in large and small steps.
The main features of this section include:
- Completing and reviewing all data online
- Quickly grasping the key steps of all project applications
- Knowing the current application progress and approval status at any time
- Clear breadcrumbs to reduce confusion in the application process
- Viewing past application records and submitted data at any time
This one-stop integration of all data related to a project helps applicants and colleagues responsible for the project to reduce data omissions and mistakes during handover.
Improved the readability and usability of the project introduction page
Every ECF project contains much necessary information on ECF projects that cannot be omitted due to regulatory requirements. Through observation with GA and Hotjar software, I noticed that users had difficulty reading the large amount of text in the existing layout, leading to confusion and high bounce rates.
Therefore, I studied several competitors and found that many used Anchor to segment long texts on their product pages. However, to implement this approach, our backend content management system needed to be adjusted. After multiple department meetings, I added anchors to the project page, which effectively improved the user’s speed in finding the target information on both desktop and mobile devices. The user browsing time also increased as a result.
Revamped Web Visual System
A redesigned web interface that adheres to the new visual system specifications.
- Integrated website color schemes, illustrations, image application methods, typography, and font choices to create a visually appealing and refined user experience.
- Enhanced brand impression, establishing the association of light blue color and circular shapes with MyStartr, ensuring easy recognition among Malaysian users.
Research
Throughout this project and its ongoing iterations, I conducted internal workshops within the team to foster collaborative brainstorming and complete the user journey mapping.
Persona
Based on Google Analytics data and our member information, I formulated a set of personas to establish consensus within the team regarding user segmentation.
User Journey
Data Analysis
I utilized Google Analytics and Hotjar for user observation in the current project. Google Analytics provided insights into user flow within the previous website version, including identifying drop-off points through breakpoint analysis. Additionally, Hotjar allowed me to observe user mouse movements and heatmap patterns, enabling the identification of user objectives and behaviors.
Reflect
Differentiating Genuine Needs
During the execution of the user journey workshop, I learned the importance of distinguishing genuine needs from superficial ones. It is crucial to avoid solely focusing on solutions and understand the underlying reasons that address user pain points. UX design’s value lies in effectively addressing user needs rather than engaging in a superficial feature arms race.
Continuous Monitoring and Iteration
After the new version went live, I continuously monitored user flows using Google Analytics and Hotjar. I assessed whether the implemented features genuinely resolved user pain points by analyzing firsthand and secondhand data. In cases where doubts arose, I formulated hypotheses and conducted A/B testing for ongoing iterations.
