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Mina Izadpanah
Product designer

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Qualitative Research | User Experience | Visual Design | Prototyping | Testing


Project Brief:

I was in-house designer for a company which provides complete suite of services for migrants including calling, sending money and  messaging.After releasing the new design of the app, data showed us we had a drop in subscription transaction which means that new design effected the user experience and also the revenue of the company!


Objective was to improve the subscription plan flow in a trusty, flexible and easy to understand to increase the subscription purchase and bring it to the prevues state of pre-update version.


6 people (1 Designer, 1 Product Manager, 1 Analytics, 3 Developers)


  • Qualitative Research

  • UX Design

  • Visual Design

  • Prototyping

  • Testing


Sketch, Principle, InVision 

The Process

The Process

My process will be different inn different projects and will be determined by many factors such as the project goals, business needs, problem to be solved, time and etc. Here I’ll describe my process for solving this problem.

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Understanding the why with user research

Through the support of my team and PM, I encouraged our team to leverage user research and testing to validate any solutions before any redesigning. We conducted different interviews to identify pain points, Opportunity and insights.I interviewed 5 people of age groups between 26-33 years, to understand their needs and behaviour when they are using the app.

Qualitative research - Demographics

  • 5 total participants

  • 3 female, 2 male
  • Ages range between 26–33
  • All call their home land 3 times in a month
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Notable Findings:

During the interview I understood that in general when users decided to make a call they just want it to happen and can't wait to explore the app, learn new experience. So they want some thing quick and fast!

  • 4 out of the 5 participants, couldn’t find subscription plans! 

  • All 5 participants easily find the add money page and easily knew that how to add money in their account.

  • 2 out of 5 didn’t have any ideas about pricing/ international page

  • hard time to find search and find new offers and rates for different countries
A part of  many ideas explorations
A part of many ideas explorations

Potential Solutions

The research made it evident how different users would use the app differently.

After summarizing the information from user interviews and data from analysis, It was the time to find the solutions that help both business and users needs in a same time!


I sketched each iteration and added the elements and screens that were necessary to reach users' goals, to quickly see which ideas work best.

Prioritization potential solutions in UX Decision Making
Prioritization potential solutions in UX Decision Making

Prioritizing  the Potential Solutions

In this step I involved PM and devs to discuss about the different solutions and prioritize them. 

Story Board

I created a storyboard describing my user’s experience with the app.

After talking with different users and understanding their story and their needs before starting designing any pages it was the time to create a persona and the story to create an empathy with users and design a product that works for them!.

I created a storyboard describing my user’s experience with the app.
I created a storyboard describing my user’s experience with the app.

User Journey Flow

Creating UX flow helps me to understand the whole user journey and covering all the screens.

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Low fidelity Wireframes

At the beginning of my design process I created wireframes for testing purposes. we had a list of screens to cover all scenarios and then we started to do grayscale wireframes to detail out the flows. In this step I also made a low fidelity prototype to test the idea with users and fix the problems in the early stage.

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Low fidelity Prototype

Before starting creating a high fidelity visual designs and any implementation, I created prototypes to test the designs with users and understand how the new solutions works!

Usability Test


5 total participants

3 female,2 male

Ages range between 23–38


1.Start to use the app and add money to your account and search for different offers 

Test Result

Not any major issues while testing the prototype just some good insights for interaction improvements and copy change.

Guiding Questions:

  • Successfully completed the task in less than 5 minutes.
  • In Market place page, all the participants easily find the add money button and tap on it
  • 4 from 5 participants didn’t tap on subscription section first, which means red button has a strong effect and it’s their first choice.

This test helped me to understand the pain points of new design and fix them and helped me also to create different designs for some screens to create A/B test.

High fidelity mockups

In this step I also involved the copy writer to help me to fix the copies for the differnet screens and preparing the all screens for the implementation.

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High fidelity Prototype

After finalizing the visual design, I also created these prototype for the showing the interaction between different pages to devs and starting the implementation part.

Made by InVision Studio
Made by InVision Studio

A/B Testing

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Screens for A/B Testing and Measuring the Success

According to first Usability test results, I decided to define two different tests as A and B test to build it by developers and run in two different small group of users to check which design has a better performance.

To measure the success of this improvements we define to track:

  •  First interaction count, how well does the new subscription offer attract attention
  •  Checkout success rate, measure how many customers finish the checkout process  or Increasing the total amount of subscription purchase


Result of the test

We ran the test for small group of user and running the test for small group of users:

According to A/B test result after three weeks, we found that test B had a  little bit better result for subscription purchase but test A had a better result for add money and it increased world credits purchase 2x times and test A !!

Project Learnings

Reflection & going ahead

1. Keep doing different tests and validating the ideas before launching any features

2.Defining a proper measurements for success is one of the keys to validate the tests and working closely with PM and data analytics helped me to have a better communication

So next step for this project  is to iterate the process, check the data from new design, find out the pain points and Iteration these steps to create the product that works for users!