Y-Axis is a leading immigration consultancy firm in India. helping professionals and students to settle in countries around the world for education and work purposes.
UX Design, UI Design, Prototypes
Y-axis approached us for a complete revamp of their online platforms and this website is a part of many existing products. They want the website to showcase the various immigrations services and make the overall experience better on the website for end-users.
Acknowledge the client's requirements, end-users needs, and overall UX research insights. By analyzing the pre and post-authentication user experience. We re-designed a seamless experience of services provided by the y-axis on their website.
We've followed the double diamond approach for the overall UX process. The project involved a lot of iterations on wireframes and visual design after taking consistent feedback from the stakeholders & end-users.
We've collaborated weekly basis with Y-axis CEO, digital marketing head, and operations head and got constant feedback. It helps us to move in the right direction and also showcases the value to the stakeholder in every meeting.
Y-axis provides a wide range of services to its customers, such as -
1. Studying overseas
2. Finding work overseas and associated services
3. visa and related services
4. college and university portal finder
5. International job search portal
The website plays a crucial role in acquiring new customers and also to guide users through different services channel on the platforms.
Y-axis website is content-heavy and so we mapped out the information architecture of the existing website.
1. The top navigation was too heavy with many options to choose from, making it cluttered and hard to read.
2. Lot of repetitive content in multiple pages, which provides no value to the end-users
3. Hard to find the right content as the nav is not clean
The website design doesn't meet the brand personality. The design patterns present on the website were not functional and outdated.
We were able to talk to real customers to understand their experience on the platform, here are some critical insights we've discovered -
1. Users were not able to discover the content they are looking for, the navigation makes it difficult for users to explore the services
2. The hierarchy of the content organised in the sub-pages is not optimal
3. The recurring contact form prompt on the website makes the user frustrated.
We've identified 2 key user's persona's that are the main target audience and customers of the y-axis.
1. College Students
2. ApplicantsJob Seekers
Simplified Navigation :
Due to extensive services provided by the y-axis, it's easy to stuff the nav-bar with too many options. The navigation overall needs a refresh, so that users can easily scan and find relevant sub-pages.
Improved Discovery :
As the y-axis provides a lot of overseas travel-related services, services must be easily discoverable within the page's content. The current website does it to some extent. but, it has a lot of content that is not clearly and easily discoverable.
Powerful Search :
The current search experience is a simple keyword-based search. The search needs to be curated for the users to find the relevant results to improve discoverability.
Clean & Minimal:
The layout should match with brand attributes that are informative and simple.
From our research, we understood five critical service use cases that the y-axis tries to solve for its customers at a high level -
1. Work Abroad
2. Study Abroad
3. Migrate Abroad
4. Travel Abroad ( visa )
We also added another section "coaching" requested by the marketing stakeholders.We added it as its one of the top-selling services for the y-axis and all the services revolve around these use-cases like visa, college search, job search, concierge and many more. When the user is on the website they are looking for help in the specific use-cases, and the best way for the user to discover the services is to let them check the use-cases first.
Allow users to discover and find relevant services offered by y-axis
To make more robust experience, we designed a contextual search according to the services selected by the users that let them see why they are signing up for.
Services have a discovery section that help users to navigate within the platform
Adding a chat-bot helps users to navigate through services in a conversational way and also to get connected with a supervisor
Helps user to discover classes and the schedules
