This UX/UI design project was for a mobile app, Bluepass. Samantha discusses her experience with the project at UX Academy.

About Sam

I have been in Marketing for around 4 years, with a recent completion of a Masters in Data Analytics and Marketing.  

However, whilst on furlough, I reviewed my skills. I decided to re-train and enter a new career path in UX/UI design. This would help me understand business requirements in a User Research role. I would directly engage with the customer and use their insights to create more user-centred products and services.

In order to gain more experience within this field, I recently completed the UX/UI Design Course from UX Academy. I gained knowledge about UX theory and hands-on experience of tools such as Figma and Miro. These skills were put into practice on a real client project. This gave me an understanding of how to collaborate as a team, in addition to establishing effective project management techniques.

Project: Bluepass

Bluepass is a mobile app that connects NHS staff with companies offering exclusive discounts. The product is aimed at the NHS, specifically targeting doctors, nurses and ambulance drivers. My team were assigned to help improve Bluepass’ user experience and app flow.

Business Goals

Our business goals involved:

  • Improving the user experience or flow for the Bluepass App.
  • Increase the number of users activating discounts and sharing them.
Success Metrics

The UX/UI design project’s success was measured by the level of engagement with the app (increase in shares, amount of discounts used, app usage).

Initial Research 

Interviews took place between 3rd and 10th August with current NHS Staff. Users were asked about their current habits for using discount apps. Next they were given the current Bluepass app for feedback on its usability.

Key quotes that came from the research included:

  • “…I found the home page confusing as I was expecting to see more than just a blank screen.”
  • “…I like asking friends/family to find codes through WhatsApp/call.”
  • “I find the process of finding a discount too long.”
Problem Statement

Next, the project’s hypothesis focused around improving the user’s introduction to the app.

The steps taken for the project were:

  • Improve the onboarding process.
  • Create an obvious sign up/login/guest login process.
  • Improve discount visibility.
  • Integrate social media.
User Personas
Journey Map
Rationale of Design

Login Page: One of the key changes included simplifying the login and onboarding process. As previous research suggests, 72% of users value completing the app onboarding process in under a minute. This is crucial in their decision on whether or not they will keep the app. Thus, simplifying the login process enhance the process and improve user engagement with the homepage.

Offers Page: We introduced stack offers with the highlighted discounts. This reduced the time users spent finding discounts.

Sharing: Also, we created a section that promotes sharing discounts via social media apps. This suggestion came from our insights during user research. Similar UX examples have yielded a 14% increase in user sharing and engagement.

Usability Testing

After creating high-fidelity wireframes, we recruited an additional 6 NHS users to test the changes and assess their impact on usability. Key quotes from the research included:

  • “I found the login page and homepage easy to use.”
  • “I like the layout and division of offers on the home screen.”
  • “There is too much text presented on the offers page. I would like less text or more images to balance it.”
  • “I would like to customise the sharing options.”
  • “I would like to see more links about discounts and how to verify.”
UX/UI Design Project Challenges:

Due to the Covid-19 pandemic, the project was done remotely. It was more challenging as the team and client were working full-time jobs and living in different geographic areas.

Also, as most of us were new to UX research and design, it took some time to get used to the software (i.e Figma) and UX concepts.

To overcome this, we allocated set times and deadlines for the project and tasks. Also, we had regular communication with the client and updated him on the project’s progress.

Expected Impact From the Changes:

Based on previous research, by simplifying the onboarding experience, Bluepass can expect improvements of user retention by 50%.

Adding social media to the app’s sharing feature will enhance the functionality and the credibility of the app. When users share their recommendations online, it adds credibility to the products and may influence a future purchasing decision.

Whether you want to start a career in UX, or just diversify your skillset in general, UX Academy has several courses available to suit your needs. Get the chance to work on real projects and build your UX portfolio. Discover more about our UX/UI Design Course now. 

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