Companies
Sem Parar
Type
Mobile
Year
2023
PRESENTATION
Sem Parar, a leading company in the automatic payment solutions sector for drivers, has the Super App, which has an average of over 2.3 million active users per month.
CHALLENGE
Complaints have been reported through the service channels regarding the login screen of the Super App.
My objectives were to identify the main pain points addressed and to seek solutions to create an immediate impact on the application's experience.
DISCOVERY
We carried out dynamics with the customer service team, among other stakeholders, to understand the context of user complaints.
We analyzed the reviews in the app stores regarding login and navigation data through Analytics, everything related to the usability of the SuperApp login screen.
UI Analysis
The "Forgot my password" and "I am already a customer" links are very close together and the font is small, which may hinder tapping and readability.
Poorly utilized spacing, services grouped without order
The "Already a customer" link does not convey the desired functionality, as it refers to a first access journey for creating a password.
Secondary links have very low contrast, which harms accessibility.
The "Buy online" button and the "Activate tag" link are visually misaligned with the rest of the content and are not contextualized.
The links 'Calculate Trip' and 'Find Sem Parar' are not directly related to the login action, they divert attention.
MATRIX CSD
Certainties
Active users have no access issues and can enter the Super App without problems.
The login screen has serious accessibility issues.
The screen is very cluttered, it has too many features that distract from the main action.
Suppositions
If the "I am already a customer" button does not have a clear function, it can confuse the user, as it seems redundant with the context of the screen.
If the links "Forgot my password" and "I am already a customer" are not clearly visible and close together, then the user may click the wrong one or not find them, as the contrast and spacing hinder usability and accessibility.
Doubts
Should we keep the services "Calculate Trip" and "Find Sem Parar" on the login screen?
Data analysis
A survey was conducted based on data extracted from Google Analytics of the Super App, to understand how users behave when entering the login screen.
1:19s
Average time users spend on the Login screen.
3%
They access the services "Calculate Journey" and "Find Sem Parar" from the Login screen.
9%
They access the journey of "Buying Online" from the Login screen.
7%
They access the "I am already a customer" button to create an access password.
PROBLEM STATEMENT
Super App users are having difficulty navigating and performing important actions, such as creating a password or purchasing a tag, because the login screen has a disorganized visual hierarchy, poorly contextualized elements, and ambiguous labels. This negatively impacts usability, increases friction during the first access, and reduces conversion in strategic functionalities.
DELIVERY
MoSCoW
Must Have
Separate screens for login actions and Tag purchase
Increase the size of the fonts for the CTAs and links
Improve spacings and contrast of the components
Should Have
First access onboarding
Include help messages or contextual tips to support users with low digital maturity.
Could Have
FAQ
Customize the welcome message according to the user's status (new or recurring).
Won’t Have
Links with low relevance (e.g. "Calculate trip", "Find Sem Parar").
Create new DS components.
User flow
By using only components from the new Design System of the Super App, it was possible to achieve a result where each journey had more focus, with better spacing, adjustments to font sizes, and increased contrast of colors.
The CTAs have also undergone changes, making it more implicit to the user what action they will take.
The creation of two different sections, each focused on users who already have a Tag and another for those who have yet to acquire theirs, allowed for greater emphasis on new conversions.
Question:
You are not a Sem Parar customer and wish to acquire a tag. Where would you navigate to?
Question:
You have a vehicle tag, but this is your first access to the Super App. What would you do?
