The job to be done

How might we, improve our iOS app's user experience to ensure effortless self-identification and provide a seamless onboarding process for our customers?

The DAEGO 2.1 app was already available in the App Store, promising an opportunity to confirm one's identity and share it with the requester. However, feedback from the product manager indicated a need for a better user experience and for implementing new features to scan security marks on identity cards.

The task was particularly challenging because all existing app screens had to be recreated, and a new branding had to be developed simultaneously.

The Result

Initial self-identification in less than 30 seconds and effortless shareable verifications.

We've enhanced the DAEGO App with user-friendly navigation and identity document management to share any verification with inquirers. We've also improved the efficient identification processes by:

+ Increasing successful completion of tasks on the first try by 23%

– Decreasing bounce rate on errors by 56%

Resulting in a more reliable user experience.

My Role

Sole UX/UI Designer in a Start-Up

I was the sole UX/ UI designer, working closely with the product manager and the lead developer and guiding developer teams in Serbia in Front-End implementation. I also regularly exchanged with the management and AI development team.

Tools: Adobe XD, ProtoPie, OverFlow, Illustrator, Visual-Studio-Code, Slack, Confluence, Jira …

In short, the design process

It starts with gathering user and business needs and understanding the system dynamics.

When I started, I had no idea about the business goals—just a fascinating product vision. Exploring the underlying AI technologies and system dynamics was a challenging but rewarding journey driven by curiosity and a willingness to learn.

• Gather business and customer goals.
• Analyze the existing design patterns, comparing them with existing customer solutions and market competitors to evaluate opportunities.
• Conduct usability tests and interviews to evaluate and validate the existing app.
• Organize and lead creative workshops and foster the user-centered design process.
• Re-build the app's existing design and start developing a component library.
• Develop a UX map to visualize and maintain research results.
• Create user journeys, use cases, user flows, and wireframe variations for prioritization.
• Develop realistic prototypes in ProtoPie and test them with real users.
• Transfer design into iterative and release-related high-fidelity mockups in Adobe XD.
• Present design decisions to stakeholders, prioritize feedback and adjust accordingly.
• Prepare development handovers and manage design releases and documentation.

What the project taught me

User experience thrives on evidence and insight.

It is a humbling reminder that our assumptions as designers, engineers, managers, … can often be disconnected from the user's reality.

What I learned

• User-centered design is crucial: Assumptions about simplicity sometimes align with user experiences, especially for diverse user groups.
• Cognitive understanding matters: Providing clear instructions and optimizing the user interface can significantly improve task completion rates and reduce errors.
• Iterative testing and refinement are essential: Regular usability tests and user feedback lead to more effective and user-friendly designs.
• The natural growth of components: Develop an atomic component system and evolve it organically. Streamline the UI design process from wireframes to high-fidelity components for maximum efficiency.

What I would do differently

• I would advocate more strongly for stakeholder engagement in the workflow and design development process, implementing release management to reduce uncertain design loops and maintain a streamlined design approach.
• I aim to evaluate design decisions as early as possible by incorporating targeted analytics into the application development process. This way, instant feedback can be used to boost the user experience more efficiently.

Thank you for reading

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