Security Master: Wi-Fi Security
Wi-Fi Security is an existing feature of Security Master.
I rethink the whole process to raise the commercial ads revenue by increasing the overall conversion rate.
Design Strategy/ Information Architecture / Spec Guideline
4-week development on Aug 2016
Collaborated with 1 Product Manager/ 1 UI Designer/ 3 Android Developers/ 1 Quality Analyst
There are over 3 million people use Wi-Fi Security every day to get things done.
However, according to the statistics, only 48% of the users reached the final step of the Wi-Fi Security.
The main purpose is to solve the dropped-off problem and raise the commercial ads revenue by increasing the total conversion rate. (The commercial page would be shown when the task is completed.)
ANALYZE THE PROBLEM FIRST
The previous process of the feature included Security Check, Signal Analysis, and Speed Test.
Last, the Commercial Page would be shown once the task is completed.
I analyzed the reasons for the dropping rate problem:
Low efficiency because the process took 25 seconds to complete.
The Lack of the progress bar, which caused the problem that users couldn’t expect how many steps to do, and how long it took. The uncertain psychology caused the impatience to keep waiting.
The wording of the title didn’t focus on the key points, and there is redundant information on the page, which caused a high cognitive load.
HOW TO IMPROVE?
1. Rethink and reorder the steps of the process
Based on the insight from interviewing the users, I found that the Signal Analysis feature itself was ambiguous and useless for the users. In addition, the animation of the Signal Analysis was the same as the Security Check’s, so it caused the misunderstanding of the feelings that the Security Check took much more time than it actually did. Therefore, after discussing with the product manager, we decided to remove the Signal Analysis step, in order to decrease the dropping rate(v1. below).
What’s more, Speed Test was the most useful feature based on our user feedback, so I propose to divide it into Download Speed Test and Upload Speed Test two parts, in order to highlight the main feature(v2. below).
According to the research by MIT, loading “slow-fast” makes users feel smoother than loading “fast-slow” because users would remember the most feelings of the last moment in the whole process. An unpleasant waiting would turn to be better if it had a pleasant ending. Therefore, I reorder the Speed Test to the first step, which took the longest time in the process(v3. below).
Shorten the whole process from 25s to 15s by improving the coding logic. During the Speed Test, Security Check will begin at the same time in back-end and show the interface at last. (final. below)
2. Add progress indicator
Based on The Psychology of Waiting Lines, if the user knows the current situation and is able to predict the remaining waiting time, he/she would have more patience to wait for the following process instead of having negative emotion to exit. Moreover, according to Progress Indicators written by Nick Babich, we should use percent-done animation for actions that take 10 seconds or more.
A good progress indicator should have the following three categories:
Current Status: What’s happening?
Outcomes: What just happened?
Future Status: What will happen next?
Therefore, I added the progress indicator which fit the above requirements to help user predict the total consuming time, and show the result of each step beforehand, to solve the dropping rate problem.
3. Improve the wording on the page
Improve the title to highlight the key point and keep the wording structure consistency. e.g. change “Testing speed” to “Speed Testing”
Remove the unnecessary information to help the user focus on the primary task. For example, the information of Wi-Fi SSID on the page is redundant and unnecessary, because there already have the same information at the beginning of the process.