User experience improvement for Portal Amigos
Role
Lead Designer
Contributions
UX/UI Design, Information Architecture, Prototyping, UX Research, Benchmarking, UX Writing
Description
Redesign of Fundación Mutualidad's Portal Amigos to improve user conversion and retention. The project combined user research, competitive analysis, and the development of high-fidelity prototypes in Figma.
Context
The portal is a digital platform that connects users with professional and personal development opportunities, offering scholarships, grants, courses, events, awards, and downloadable resources, with content particularly relevant to the legal sector.
At the beginning of the project, the foundation identified the need to evaluate the user experience due to the gap between activity within the portal and user engagement with the promotional content for its services.
Objectives
Foundation's initial objective: Improve the portal's visibility, facilitate access to its services, and increase long-term user retention.
Project objective: Redesign the portal experience to create a more intuitive, valuable, and user-centered platform that increases both user conversion and retention.
Research
User Research: Based on demographic and usage data provided by the foundation, two primary user groups were identified: law students and recent graduates, and experienced legal professionals. User Personas were developed to represent their needs and guide design decisions throughout the project.
Benchmarking of Learning Platforms
Personalized dashboards displaying content based on user activity.
Features that encourage continued engagement, such as "My Courses", allowing users to easily access ongoing courses and track their progress.
Content cards that prioritize a single primary action with a clear call-to-action (CTA).
Clear and consistent information architecture that improves navigation and makes it easier to move between sections.
Pain Points Identified
Low Visibility and Unclear Access: The portal had limited visibility within the foundation's main website, and many users were unaware that registration was free and open to everyone.
Information Structure and Content Presentation Issues: The information architecture made services difficult to find. Several sections contained excessive content with limited visual hierarchy, while the distinction between different types of resources was unclear.
Limited Personalization and Inefficient User Flows: The platform delivered the same experience to all users regardless of their needs. Registration processes required unnecessary effort and provided little feedback, while the design did not encourage users to explore additional services after completing an action.
Design Improvements
The proposed solutions addressed the main usability issues identified throughout the user journey. The redesign focused on increasing the portal's visibility within the corporate website, simplifying registration and access to services, delivering a more personalized experience for returning users, and improving visual hierarchy and content organization. All solutions were designed with scalability and future implementation in mind.
Increased Portal Visibility: The communication of Portal Amigos within the corporate website was redesigned by introducing new messaging, clearer calls-to-action, and better integration of the available services to increase user registration.
Learning Experience: Courses were reorganized using categories, filters, and new layouts that clearly distinguished between available courses, upcoming releases, and courses already in progress.
