Project Overview
Level Africa is a B2B2C fintech platform that streamlines investment processes across Africa. Our team was tasked with conducting a comprehensive usability assessment of their website and implementing strategic design improvements based on user testing insights.
Project Type: Client Project (part of educational program)
My role: Lead UX Designer in team of 5
Timeline: Nov 2023
The Challenge
As a growing startup, Level Africa needed to expand their user base but lacked insights into how effectively their website communicated their value proposition. Without prior usability testing, they were uncertain whether their messaging resonated with potential users. Our team was tasked with:
Evaluating the intuitiveness of their existing website
Assessing how well users understood their investment platform offering
Identifying critical usability barriers and opportunities for improvement
The Solution
Our solution was a two-phased approach:
Usability Testing: We conducted usability testing to uncover specific usability issues and pain points experienced by users interacting with the existing Level Africa website.
Design Updates & Recommendations: Based on the insights gathered from the usability testing, we developed design updates to address the identified issues. These findings, along with recommended changes for future iterations, were documented and presented in a comprehensive report.
Discover
Kick-off
We kicked off the Level Africa project with a remote discovery session. Our team reviewed the existing website and client-provided information, synthesizing our findings to understand the platform, audience, and business goals. Key insights included:
Target Market: African investors aged 25-65, with varying levels of investment experience
Design Direction: Modern, clean interface that inspires trust and professionalism
Primary Objective: Facilitate seamless stock trading transactions
Secondary Goals: Build user trust through comprehensive educational resources, e.g. FAQ pages
Key Challenge: Establishing credibility as a legitimate financial platform in a market wary of investment scams
Core User Stories
We identified five essential user stories that would guide our design process:
As a first-time visitor, I want to quickly understand Level Africa's value proposition so that I can determine if it's relevant to me.
As a potential investor, I want to easily explore available business opportunities so that I can assess the potential return on investment.
As a user, I want detailed information about the platform's background and credibility so that I can feel confident in using the platform.
As an investor, I want easy access to educational resources and support so that I can make informed investment decisions.
As an existing user, I want efficient account access and management so that I can quickly and easily manage my information and use the platform.
User Flows & Prototyping
To address the user needs outlined in the user stories, we mapped five key user flows representing the platform's core functionalities. These flows were then prototyped in Figma for usability testing.
Research Plan & Script
Strategic Planning for Effective Research
To ensure a focused and productive research phase, we created a User Testing Plan outlining the project's background, objectives, chosen methodology (unmoderated remote testing), key research questions, target participant profile, and project timeline. This plan served as a crucial tool for aligning the team, defining the research scope, and maximizing the value of the insights gathered during usability testing.
User Testing Script & Methodology:
Guided by our User Testing Plan, we created a detailed script centered around five core research areas:
Clarity and Confidence: Do users find the information necessary to confidently make investment decisions?
Task Completion: Can users easily navigate the platform and complete key tasks without friction?
Friction Points: Do users encounter any points of frustration or confusion during their interaction?
Efficiency: How long does it take users to successfully complete key tasks?
Usability Bottlenecks: Are there specific user flows or interface elements that create navigation roadblocks?
We conducted unmoderated remote usability testing using Lookback.io, where participants completed pre-defined tasks within our prototype. Five participants, all over the age of 22 and actively interested in investing, were recruited for the study. Their interactions were recorded to allow for detailed analysis. The primary goal of this testing was to identify user pain points and opportunities for improvement within the platform's user experience.
Key Findings from Usability Testing
After reviewing the recordings of all five participants, the following key insights emerged:
Positive Feedback: Users generally appreciated the clean and simple design of the interface.
Navigation Issues: Some users experienced difficulty navigating back to the homepage from the Signup/Login pages.
About Us Page Content: Many participants expressed a desire for more comprehensive information about the company and its services on the About Us page.
Call to Action Visibility: The primary call to action, "Get Started Now," was difficult for some users to locate.
Need for Transparency: A recurring theme was the need for greater transparency and more detailed information to empower users to make informed investment decisions.
Redesign
Based on insights from usability testing, I led the redesign of the Level Africa homepage, focusing on addressing the identified user pain points. Some of the changes I made:
Simplified Value Proposition: To address user confusion about Level Africa's core offerings, I consolidated redundant content sections and crafted clearer messaging. The "Empowering your Investment choices" and "Trust-driven approach" sections were merged to deliver information more effectively. I also introduced a new "How it Works" section that breaks down the service's functionality into clear, digestible steps.
I designed this "how it works" section which was added to the homepage
Optimized Content Hierarchy: Based on user feedback, I restructured the page's content hierarchy to prioritize high-impact elements. The "Invest now, earn up to 15% back in returns" section was elevated to a more prominent position after users consistently highlighted it as valuable information that influenced their interest in the platform. This reorganization helped ensure that key conversion-driving content was immediately visible to potential investors.
Enhanced Social Proof: The testimonials section underwent a complete overhaul, incorporating user photos and full names to build greater credibility and trust. Additionally, I transformed the press coverage section into interactive cards, making it more engaging and clearly clickable.
Handoff and Next Steps
Upon completion of the redesign, we created a comprehensive developer handoff file containing detailed annotations, measurements, and specifications for all design elements. This file serves as a clear and actionable guide for Level Africa's development team, ensuring a smooth and accurate implementation of the proposed changes.
While our direct involvement in the implementation phase has concluded, we are confident that the user-centered design approach and the detailed handoff file will enable Level Africa to successfully bring the improved user experience to life. We recommend that Level Africa conduct post-implementation usability testing and monitor key metrics after the redesign is live to validate the effectiveness of the changes and identify any further areas for optimization.