Privo Experimental Usability Testing

Usability Testing | User Research | User Feedback |

Overview

This case study focuses on the pilot usability testing of "Privo," a consumer-facing application developed by Credit Saison India. As part of my efforts to elevate UX maturity within the organization, I took the initiative to introduce usability testing.

Since the design team was newly established, it was essential to gain buy-in from product stakeholders. To achieve this, I planned and conducted pilot usability testing for the Privo product to demonstrate its importance and effectiveness to the stakeholders.

My role
In this activity, I was responsible for planning and conducting the usability testing, generating the final report, and presenting the findings to stakeholders.

Duration.
2+ Weeks

Team
Solo Designer

Objective and Scope

- To familiarize the organization with the concept and methodology of usability testing.

- To advance and mature the UX practice at Credit Saison India by integrating usability testing into the product design & development lifecycle

Methodology

Procedure

Create Test Plan

Scope of Work
Recruiting Participants
Identifying Objectives
Writing Test Cases

Conduct The Test

Observe Participants
Identify the Issues
Interview Participants

Analyse Test Data

Analyse the user behaviour
Analyse the user click paths
Identify the problem areas
Assess navigation

Create Test Report

Review video footage
Identify Design issues
Identify best practices
Recommend the design

Participants

- Total 6 participants.
- 2 pilot run within design team and 4 participants were from our known network outside the organization.
- All tests were conducted remotely through Google meet.
- Participants were asked questions on both Privo's native app and website as shown in below pictures.
- All 4 participants were same eligibility as real users of Privo app.

Tasks

Participants were asked to perform tasks on Privo's web platform and answer questions about mobile app screens.

There were a total of:
- 4 Web task given
- 3 question on mobile.

The tasks included following types of usability tests.
a.Expectancy Tests
b.Performance Test.
C.Visual Affordance Tests

Key Issues Found

Detailed Version Tasks And Findings

Detailed all tasks and questioned asked for Wed platform

Detailed all tasks and questioned asked for Mobile platform

Participants Executing the Tasks

Participant 1

Participant 3

Participant 2

Participant 4

Key Findings

During user interviews, it was observed that 100% (4/4) of users outside the organization did not understand the term "Credit Line." These users, who already have or are dealing with a current loan, confused "Credit Line" with "Credit Card." There is a necessity to introduce the term "Credit Line" in a simpler way within the context of the "Privo" app

All users compared interest rates and were confused about why they were high and flexible. Users wanted more details on the EMI calculator, specifically the total amount (principal + interest) payable after the loan tenure, to compare with competitors. Most users didn't realize that interest rates might depend on their credit score. It is recommended to include "Credit Score" information and a "FAQ" section near the EMI calculator for clarity.

Hero banners and website content need better design. Half of the users didn't realize there was content below the hero banner. The website has too much text, potentially increasing drop-off rates, as people process graphics faster than text. Illustrating the content is necessary

Most participants found "Privo Squad" interesting but couldn't relate it to the hero banner's content. The hero banners cover the full screen above the fold, leading users to believe there is no more content. As a result, they didn't scroll and missed the connection between the content and the menu title.

Final Outcome & Impact Created

I presented the usability test report to product stakeholders, who found the key findings valuable. As a result, they approved conducting regular usability tests for newly added features across Credit Saison's products. Additionally, they allocated a budget to conduct primary research for the "Privo" product.