Growth
Homepage provides the best opportunity to increase engagement and improve app retention. I led the design of upgrading the experience to allow for better personalization and usage of the app.
Overview
User engagement on Rightway's homepage was low, with minimal interaction beyond the homepage and poor activity card click rate. I led a homepage redesign focused on improving feature discoverability, highlighting core value propositions, and driving utilization.
The redesign increased customer retention rate from 34.3% to 67.2%.
Jump to Deliverable
Problem
Only 7.5% of users clicked activity cards, and 65.5% didn't navigate beyond the homepage.
Research
We conducted card sorting with 20 participants to determine information priority.
Core values
Quick chat
Get request status updates
Access insurance ID card
Search prices for drugs and doctors
Ideation
Horizontal vs vertical structure?
I explored 2 layouts and tested them through usability testing.
Visual explorations
Researched design patterns from industry examples.
Used Figma Make to brainstorm early concepts.
Design options
I presented 3 high-fidelity designs to the product team for evaluation.
