Last year, Divorce.com underwent a significant rebrand, introducing new features to make online divorce simpler. Notably, we added the 'consented divorce' option to facilitate mediation, significantly enhancing the user experience. This case study examines the UI overhaul, especially the case progress screen, which offers users a transparent, supportive overview of each step in their divorce process. The redesigned screen serves as a navigational tool, guiding users through their journey with clarity and ease. Our aim was to convert a complex, often overwhelming, process into an intuitive, user-friendly experience, ensuring users feel informed and supported every step of the way. These new features were to extend the company's market by 6-7x.
USER RESEARCH
Our main research objective
In a time-constrained and low budget environment with fewer resources, we focused on gathering quick, qualitative feedback for our product redesign, particularly for the divorce progress screen.
Our research hinged on three pillars:
Behavioral Analysis
We leveraged PostHog recordings to track user interactions and pinpoint usability issues.
Emotional Insights
Customer call recordings provided a window into the users' emotional states and specific struggles.
Direct Feedback
Customer reviews offered direct perspectives on satisfaction and user needs.
Key stakeholder meetings with operations and product management teams further informed our design, ensuring our solutions were grounded in real-world user and business insights, leading to a more intuitive user experience and interface.
USER RESEARCH
Key findings
Accuracy of Documentation
Customers have shared their concerns about the inaccuracy of forms, which could lead to legal setbacks. This has highlighted an urgent need for a more reliable and precise document validation process.
Customer Support
Users suggest that clearer, more fluent English communication from customer service representatives would greatly improve support accessibility and effectiveness.
Guidance on Process
Many find the divorce process bewildering, often struggling with unclear instructions on form usage and subsequent steps, signaling the necessity for better guidance and educational resources.
User Experience
Feedback has revealed a pervasive sense of bewilderment and irritation due to the intricacy of the process, suggesting an overarching need for simplification to create a more approachable user journey.
Layout and Information Structure
The website's layout and copy have been called out for being perplexing, with a problematic information structure. My contributions since joining have centered on introducing clarity and order to the website's content, culminating in a more navigable and coherent user experience.
The opportunity
The opportunity involves enhancing documentation accuracy, customer support, and user experience through improved validation processes, clearer communication in customer service, and more intuitive navigation and naming within the platform. This includes revamping the guidance provided to users about the divorce process, making navigation more user-friendly, and ensuring service terms like refunds and costs are communicated transparently. Success could be measured by decreased form rejection rates, improved customer service ratings, and increased clarity and satisfaction in user feedback regarding the process and platform navigation.
THE PROBLEM
IDEATION
In the ideation phase, I first mapped out the user journey and developed wireframes to pinpoint areas for improvement. Following this, I engaged in a series of strategic discussions with the CEO, CFO, General Manager, Operations Team, and Project Manager. These sessions were aimed at refining and validating the proposed enhancements to ensure a seamless and intuitive user experience. This collaborative approach ensured that every aspect of the user's journey was meticulously considered and optimized for clarity and ease of navigation.
Solution
