UX Research
Customer Journey
Context
Principal Afore is one of the 10 Afores in Mexico that provide services to workers affiliated with the social security system. This service is regulated by CONSAR (National Retirement Savings Commission), which is responsible for monitoring the performance and service of Afores through indicators that are evaluated and published annually. These indicators directly affect the reputation of companies and, in turn, the attraction and retention of their clients.
Problem
One of the main indicators is the service offered to users, which ranges from scheduling an appointment to follow-up and advice for completing a procedure. Principal Afore is not a digital company; several of its processes still require analog review, making these processes highly prone to human error. This causes many service failures that translate into complaints and customer dissatisfaction.
Context
Principal Afore is one of the 10 Afores in Mexico that provide services to workers affiliated with the social security system. This service is regulated by CONSAR (National Retirement Savings Commission), which is responsible for monitoring the performance and service of Afores through indicators that are evaluated and published annually. These indicators directly affect the reputation of companies and, in turn, the attraction and retention of their clients.
Problem
One of the main indicators is the service offered to users, which ranges from scheduling an appointment to follow-up and advice for completing a procedure. Principal Afore is not a digital company; several of its processes still require analog review, making these processes highly prone to human error. This causes many service failures that translate into complaints and customer dissatisfaction.
UX Research / Analitycs
Context
Cultura Colectiva is a site dedicated to brand content, divided into 11 channels of interest to young people between 18 and 30 years old, with topics such as movies, travel music, etc.
Problem
In early 2019, the company's CMS was updated, resulting in a significant decrease in content consumption. Once a minimum viable implementation was delivered, the next challenge was to implement features to improve:
Site performance
Time on site
Pages per session
Bounce rate
Implementation
Site Performance: The above site metrics were performed by Lighthouse, a Google tool for testing site performance. One of the first and most significant implementations was Lazy Load, which loads components based on scrolling.
Result: This improvement reduced the site's load time by almost 50 seconds, which, in addition to bringing it within industry standards, helped improve the following metrics.
Dwell Time: The metric analysis was performed by Google Analytics. One of the strategies adopted to improve the site's statistics was the implementation of a video widget at the top of each article that was related to the topic by tags, a decision made thanks to CrazyEgg's results, which told us it was a position where users stayed the longest.
Result: The average view percentage doubled, but, thanks to CrazyEgg and Optimize, it was discovered that the tags for both YouTube videos and articles needed to be reconfigured to generate more user interest and further improve the metric, a task that was left pending.
Pages per session: This metric was tracked using Google Analytics, and CrazyEgg was used to review user behavior regarding horizontal browsing activity. For this metric, Infinite Scrolling was implemented for articles and suggested links within articles were improved. When Infinite Scrolling was released, the expected results were not achieved, and after analysis with CrazyEgg and testing with Optimize, it was discovered that the extra components between articles prevented the user from reaching the next article, so the team opted to keep the components minimal. For suggested links, it was proposed to improve the visibility of contextual links by adding underlines, and for links between paragraphs, it was suggested to add thumbnails to generate a recommendation widget.
Result: With Infinite Scrolling, horizontal navigation was increased by 5%. However, improvements were proposed to the presentation logic of subsequent articles to further spark user interest; this implementation has not been measured.
The recommendation widget and contextual links have not been implemented.
Bounce Rate: As an additional measure to reduce bounce rates, the implementation of a newsletter subscription pop-up was suggested for two reasons: first, to increase the list of users interested in the site (engagement), and second, because of the call to action generated by the pop-up. The test implementation was carried out on the Lifestyle channel, as it was the most visited.
Result: Analytics showed a 7% improvement in the Lifestyle bounce rate over a period of approximately two weeks. Although the subscriber list did not increase significantly, the pop-up became the channel with the most subscribers over the course of those two weeks.
