Project Description

ecoATM.com

ACTIONABLE METRICS:INCREASE CONSUMERS TO SELL THEIR PHONES WITHOUT PERSONAL INFORMATION ON THEM. ALSO SIMPLIFY THE PRICE YOUR DEVICE SECTION SO THAT CONSUMER FEELS MORE CONFIDENT IN THIS TRANSACTION.

STRUGGLES / SOLUTION

STRUGGLES: ecoATM received many locked devices which we could not sell at a profitable price.

SOLUTION: Teach consumers how to prepare their device early in the journey.

GOAL CONVERSIONS:

  • 12% INCREASE IN IPHONES BEING PREPPED CORRECTLY

  • 22% INCREASE IN CONSUMERS VIEWING THE “HOW TO PREPARE YOUR DEVICE” PAGE PRIOR TO THE “FINDING A KIOSK” PAGE

  • 7% DECREASE OF ABANDONMENT AT THE KIOSK

EcoATM Original Home PageEcoATM New Home Page

UX Research

I utilized Usertesting, Optimizely, and SessionCam to gain direction and insight on the user. This system allows me to see a more rounded approach to optimizing and updating areas of struggle.

SessionCam Insights

I reviewed recordings to see what journeys the user was completing. This allowed me to see that the consumer had hesitation when selecting the “Recycle Your Device” cta. Next, we noticed high friction when a user selected their device.

Usertesting Insights

I surveyed 60 users to determine which copy would help them to understand the process. 40 of the 60 applicants didn’t understand the whole process. Most did not know that they would have to connect their device to our machine, and it would have to be unlocked.

Optimizely Insights

2000 sessions were A/B tested comparing the original website versus the new website. Goal was to have the consumer unlock their device, choose their device, then use our find a kiosk map page. Results concluded that the (B version) new website resulted in a 5% increase of proper device drops at our kiosk machine.

Persona

This persona Cruz was based off users that visited our kiosk. We noticed a large portion of users who had sold their devices were between 18 – 25, with an annual income $12k – $28k.

Empathy Map

This empathy map is centralized around the user’s uncertainty that this kiosk can facilitate his needs to sell his phone.

Customer Journey Map

This customer journey map ranges from awareness, to website research, then traveling to the physical kiosk.

Interaction Design

ecoATM is safe, convenient, and easy way to sell old devices for cash. This consumer is content with receiving less than 50% of their devices value. Also, they have to spend at least 15 minutes at the kiosk machine giving their personal information, and having the device be scanned by the kiosk machine.

Below is a link to a desktop prototype that you can click through, along with a video of the “Price Your Device” mobile prototype.

“Price Your Device” desktop prototype.
(Only the Apple brand is active on this mockup)

Video of the Price Your Device Prototype Mobile version.

Desktop Home Page Render

Visual Design

I wanted to inspire more synergy in selling your device to help our environment by using brighter colors, modern design, and organic imagery. I have included a few examples in the carousel.

Deliverables

I supported the engineering and merchandising team with observational recordings, wireframes, mockups, prototypes, branding, and design assets.

  • Gathered insight from user recordings

  • Created diagrams, wireframes, prototypes and mockups

  • Branded & designed all content

UX Research
Interaction Design
Visual Design
Coding

Results

We directed the user to prepare their device by removing all personal data early in the consumer journey. Along with updating the price your device section to help consumers find their selling price easier. Next, alerting the consumer to remove their personal information gave them more confidence in our business and the transaction.

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