Adapt or die
No product design lasts forever. Technology, market forces and new ideas will come along and defy everything you think you knew. Either you adapt your product to the new world, or you die.
When iOS 10 came out, it forced us to look at the Azimo iOS app and ask if we were doing enough to keep up with, and ahead of, the emerging design patterns that are going to define Apple experiences for the next generation of iPhones. The answer was no.
So, we ran design sprints. We pulled some late nights. We tested our new ideas in usability labs. At every turn we asked ourselves the question “How hard are we making our users think?” The answer was always “too hard.” The answer is always “too hard.”
With this in mind, we’ve made some fundamental changes to the Azimo app. You can see a quick run-through below…
First time user experience
What we had:
- Three calls to action. At one point, somewhat incredibly, we had four. A first time user’s experience with a product should not be a multiple choice quiz.
- No mention of sending money. Pretty elementary stuff, given that’s the sole job our users hire us for.
- We wasted loads of space and put balloons in there because we thought they looked pretty. What are we, six-year-olds?
- Horrible top left nav button that brought out a hamburger menu from the 90s.
What we have now:
- No multiple choice quiz — one call to action for the one job that our users hire us for.
- A nice bit of copy that, you know, mentions what we actually do.
- Native bottom navigation. Four choices, clear labelling.
- Clear, branded UINavBar. No balloons. Sorry.
- No 90s hamburger menu - all the beef, lettuce and gherkins now live in “More”.
- And we also made…
- … a brand new history tab, with a clear explanation of its purpose and a call to action.
Existing user experience
What we had:
- Multiple objects in one “stream” that have fundamentally different purposes. The top one is a call to action for our referrals programme. The second one is a transfer that needs the user’s attention. The third one is a contact that the user hasn’t sent to. The bottom one is a call to action to add more contacts. Confusing, to say the least.
- Oh, and there’s a get started button there. What does that mean? Get started sending to a new contact? Get started sending to an existing contact? Get started now only appears for first time users. After that, as you’re about to see, it becomes “send”…
What we have now:
- Separate tabs for people and transaction history.
- A simple “send” call to action to send money to a contact.
- Clear labelling, and a separate entity, for the purpose of sending to someone new.
- And we created….
- … proper profile pages. Now you can tap a user’s name and see all your prior transfers to them, along with the ability to edit their details or start a new transfer.
Invite a friend
We also redesigned our invite a friend feature, to make it as easy as possible for users to benefit from referrals:
- Invite a friend is now a menu item, drawing more attention to the programme and explaining how a user can profit from it.
- Invite methods include a contact picker, allowing a user to trigger Azimo-branded emails/send SMS invites to the contacts in their phone book.
We made tons of other changes, both minor and major, but these are the fundamentals. Usability testing validated/improved many of our design decisions but, as with any redesign, feature or new product, we won’t know for sure that it’s working until we see it out in the wild. Please let us know what you think in the comments section!