Phase Two: Improve the Information Clarity During Subscription
Aligning the Team
To build shared understanding and goals, we held an alignment and prioritization workshop where we grouped 100+ customer service feedback by theme and ranked issues by importance and urgency.
This focused approach helped us tackle our top priorities and reduced iteration rounds by 40% compared to previous projects.
Important product information are invisible to the user
Though all information was present in the user journey, customers struggled to identify key product features like earning sources, reward schedules, and redemption periods. These crucial details were hidden within dense paragraphs instead of being highlighted effectively.
How might we transform dense product information into easily digestible formats that capture users' attention?
Designing for focus
The workshop helped us identify key information that users frequently missed, leading to customer complaints. These critical details needed to be clearly visible throughout the subscription journey:
- Source of earning
- Reward distribution frequency
- Redemption time
Working with stakeholders, we explored various approaches to determine the optimal placement for each piece of information.
Showing the right info at the right time
Instead of overwhelming users with a wall of text, we removed the pre-subscription education page and encouraged them to type and visualize their estimated earnings.
We strategically placed the information based on decision-making priority: 1) Redemption period was placed near the CTA button since it's crucial for decision-making, especially for users concerned about liquidity, 2) Less critical information like reward frequency was moved to the confirmation page as supplementary information.
This approach transformed dense information into a more digestible format by presenting the right information at the right time in the user journey, rather than overwhelming users with everything at once.
Improved visual hierarchy
We simplified and improved the visual hierarchy of the help center page to make it more scannable.
We used clear section headers with large, bold typography to create distinct content blocks and semi-bold typography to highlight key information. Bulleted timelines with ample spacing helped break down complex information about token distribution and rewards.
Removing Defi jargons
Together with the content designers, we re-evaluated and replaced DeFi jargon with easy-to-understand terms:
- Protocol → Source of earning
- Interest accrual time → reward distribution
- Product mechanism → When will I start earning?
