Challenge

As mobile began to be more pervasive in SE Asia, the Mobile experience began to be more critical for Burmese users. As mobile engagement dropped and bounce rates began to rise, the team became more focused on delivering a great mobile experience. This is where I came in.

My Responsibilities

As Lead UX Designer I was responsible for the following:

Research - In-person Contextual Walk-Throughs in Yangon through an Interpreter

Metric Analysis - Google Analytics, Hotjar

Prototyping - Sketch, Invision

Usability Testing - Invision, Zoom

Developer Handoff - Zeplin

Iterating at scale - All of the above

Outcomes

All of the work we did over the course of a year paid off considerably. These are some of the key outcomes we saw after launching and iterating the experience:

50%

decrease in mobile bounce rates

30%

Increase in engagement overall

One of the key stakeholders had this to say about my work:

Whenever myself or my team have questions for Lance in regards to an interface, interaction or general experience design implementation, his answers always prioritize the user's needs without neglecting the business needs and requirements.