This project evaluates the impact of a new User Interface (UI) redesign on Vanguard's digital platform. We analyze client interaction data to assess whether the new UI leads to higher completion rates and a better user experience. Through exploratory data analysis, performance metric evaluation, and hypothesis testing, we determine the effectiveness of the redesign compared to the traditional interface.
The digital landscape is rapidly evolving, necessitating continuous improvements to user interfaces. Vanguard initiated an A/B test to compare the traditional online process with a new, more intuitive UI design. The primary question we sought to answer was: Does the new UI design result in higher completion rates?
- Client Profiles: Demographics, account details, and engagement metrics for Vanguard clients.
- Digital Footprints: Detailed logs of client interactions with Vanguard's online process.
- Experiment Roster: Data indicating whether clients were exposed to the traditional or new UI design.
- Completion Rates: The new UI design led to a statistically significant increase in process completion rates compared to the traditional design.
- User Engagement: Despite a higher error rate, users spent more time on certain steps in the new UI, suggesting deeper engagement.
- Demographic Insights: The redesign was equally effective across different age groups, with no significant difference in engagement among genders.
- Completion Rate Difference: Our analysis confirmed that the new UI design significantly improved completion rates, supporting the hypothesis that the redesign enhances the user experience.
- Cost-Effectiveness Threshold: Although the new UI increased completion rates, it did not meet Vanguard's minimum threshold for cost-effectiveness, suggesting a need for further optimization.
The A/B test was well-structured, ensuring equitable distribution across demographics and minimal biases. The duration of the experiment was adequate for gathering meaningful insights.
While the new UI design shows promise in enhancing user engagement, its cost-effectiveness remains a concern. Further iterations and tests are recommended to refine the design and maximize its impact.
- Optimize UI Elements: Focus on reducing error rates and improving the intuitiveness of the redesign.
- Longitudinal Study: Analyze long-term effects of the new UI on client behavior and completion rates.
- Expand Demographic Analysis: Investigate the impact of the redesign on different demographic segments to tailor the UI more effectively.
Explore our Tableau dashboard for interactive visualizations of our analysis and findings.
Thanks to Vanguard for providing the data and opportunity to contribute to the evolution of their digital platforms.