Iterative userflow improvement through a semi-A/B testing approach
This case study details the comprehensive usability improvement process undertaken for the Subscription-Based Billing (SBB) system at GEA Group. As part of a dedicated team of designers, I focused on enhancing the user experience through iterative design and rigorous usability testing. Over a span of a year and a half, we aimed to address key usability challenges and optimize the overall user interface, ensuring a seamless and efficient experience for our users. The project began with an in-depth analysis of the existing SBB system, identifying critical areas where users faced difficulties. By conducting both qualitative and quantitative usability tests, including A/B testing and think-aloud sessions, we were able to gather valuable insights into user behaviors and pain points. This data-driven approach enabled us to design targeted solutions and validate their effectiveness through continuous testing and feedback. Our iterative process resulted in a significant 11.25% increase in user satisfaction and notable improvements in user interface design. This case study highlights the methodologies employed, the challenges faced, and the impactful results achieved, providing a roadmap for future usability improvement projects in complex digital products.
