EcoATM Future State Journey
Senior UX Designer | Publicis Sapient
As part of the Customer Experience team at Publicis Sapient I was tasked with envisioning a new UX flow for the mobile phone reseller giant EcoATM.
The Opportunity
The client, EcoATM, was exploring a possible rebrand in the coming year. Their marketing and product teams envisioned a large scale, omni-channel journey to go alongside this rebrand. This new vision was to ideally merge the in-person ATM and digital app experience into one fluid journey.
As the Senior UX Designer on the customer experience team at Publicis Sapient, I was asked to concept a possible future-state experience and provide a North Star for all subsequent design work and exploration. This resulted in a massive discovery phase which culminated into a multiple page presentation that detailed the ins-and-outs of this new, potentially game-changing app.
An exhaustive audit was conducted of the current state journey. Each step in the experience was charted alongside a different user persona. This allowed for more insular thinking and a clearer understanding of the current experience’s short coming when it came to courting new users. From here, the user pain points were subtracted and solved for in the future-state reimagining.
Mapping the Journey
The current-state-journey was simple on paper but immensely more complicated once it was unraveled and mapped out. The user was tasked with evaluating their device, then traveling to a physical ATM where they can deposit the device and earn either credit or cash. This was an experience that required multiple steps and asked a great deal from the user both in terms of patience and personal data.
Through a detailed discovery phase where I charted the current-state-journey, I isolated some of the main user pain points. This included everything from difficulty evaluating the device to troubles with the actual ATM. A better UX journey would only be able to solve so many issues, but everything was documented and considered.
The following presentation was presented to EcoATM’s leadership. This also incorporated the new brand redesign to give a better sense of what the future-state-journey could look like.
The approach to presenting was also something that was deeply considered. Utilizing several client-provided user personas as a framing device, we told the story of a user who was wary but intrigued by this new brand called Flipr. By doing so, we were able to address the client’s anxieties around this new rebrand and speak directly to how this future-state-journey can ease their concerns.
The brand redesign, named Flipr, was a lively new direction for EcoATM, one aimed at courting a younger, more finically minded audience. This redesign was worked on by another agency within Publicis.
A dynamic home dashboard experience supports the user in unique ways, while also serving as a base for commerce. A new navigation distilled the 4 most important sections of the app experience, reducing clutter and keeping the user’s focus locked in.
New functionalities like a "Flipr Wallet" allowed users to apply credits to their purchases with ease, as well as provide instant gratification after a user's device was traded in.
Finding a way to accurately discern device quality and provide honest and clear valuations was another key aspect of this project. By providing a “Device Report” at the end of the user’s valuation journey, we were able to better position the user towards trade-in and potentially reduce user dropoff.
Finding fluidity between the trade-in and kiosk dropoff process was a main focus in this exercise. By leveraging modern smart phone technologies and streamlining where necessary, I envisioned a much more seamless experience that guides the user with zero room for misinterpretation.
User reviews serve as a dependable source of truth when it comes to device quality, so the decision to highlight this section of the PDP was a no brainer. Incentives were also to be given to users who share their device photos.
Reflection
In the end, EcoATM leadership responded positively to the new app experience and my discovery work. Their greater concerns around the potential rebrand were addressed and they were one step closer to their goal of an omni-channel experience. The persona-focused approach tied into the client’s various marketing efforts and illustrated how a new app experience could court more users.
This project provided me with a valuable experience and taught me how to subtly bake in client needs and expectations into a robust and considered deliverable. Since this project was mainly focused on discovery, I was able to devise new ways to organize ideas and present conceptual designs.•