New Here
The challenge:
Immigrating is hard. Especially when you don't know where to find answers.
Government-run immigration websites are notoriously difficult to navigate, and their services are often challenging and time consuming to access. To make matters worse, the high cost of lawyers and other specialists make this type of guidance inaccessible for many individuals.
How might we provide an easier way for people who are immigrating to receive expert guidance and community support so that they feel less overwhelmed and isolated?
The process:
Click on a section to jump there.
Competitor analysis, User surveys, User personas
User journeys, User flows, Site map, Low fi wireframes, Mid fi prototype
Usability testing, Affinity mapping
High fi prototype, Design language system
Takeaways & lessons learned
The outcome:
An app for people who are in the process of settling in a new country to meet with specialists via chat and video call. They also have access to a personalized checklist, a library of vetted resources, and a supportive community.
01 RESEARCH
A competitor analysis set the stage.
In order to design a solution that would meet the needs of users, I first needed to understand what was already available to them. So, I analyzed two websites: Boundless Immigration and Migrationsverket (Sweden’s governmental immigration agency).
Now I was able to identify priorities in my own design:
An intuitive and simplified interface
A consolidated library of reliable resources
A frictionless way to get personalized help from an expert
Next, I conducted surveys and interviews to better understand my target audience and their needs.
My goals were to:
Understand common challenges people face as they move and adjust to life in Sweden.
Learn about peoples' experiences with navigating the government's immigration website.
Find out how people try to seek answers to their immigration or citizenship-related questions.
Gather opinions about the types of features that would be most valuable to include in our app.
"Unless I wanted to hire a lawyer, it felt like I had to become an immigration expert myself in order to properly navigate the process."
— Aaron, moved to Sweden from the US
Here's what I learned:
63% of survey participants find the government immigration website to be difficult to navigate.
80% of survey participants would be interested in using a web app designed to help them navigate their immigration and relocation journey.
People are frustrated by how difficult it is to receive individual support, and anxious about the lack of status updates after submitting an application.
There is no central location for a list of resources or "to-dos." People have to search various sites to find information about immigration, taxes, insurance, healthcare, etc.
Based on those insights, I knew my app needed to include:
A consolidated list of all applications and supporting documents, along with instructions and waiting time estimates.
Easy-to-understand explanations of the purpose of the various government agencies and processes, plus an indication of which systems you are automatically registered in (ex. health care) and which ones you have to manually apply for (ex. insurance).
A way to speak directly with a professional who can answer specific questions without having to wait for weeks or months for a response.
I distilled these insights into two user personas.
Maryam and Chris represent the most commonly held needs, goals, and frustrations of the individuals I interviewed and surveyed. This started to bring into focus the ways that the app could meet these needs.
02 DESIGN
I created user journeys to consider how people would feel as they progressed through each task.
I started by breaking down the steps that Maryam and Chris would need to take in order to accomplish their goals. Then I considered the thoughts and feelings they would experience throughout their journeys, and specified the app functions necessary for each step.
User flows further mapped out the individual steps involved in completing each task.
I built user flows for each of the key app functions, with the goal of making each flow as streamlined as possible.
A site map brought everything together in one comprehensive structure.
I started with a card sorting study, which allowed me to fine tune the content and structure of the app by using feedback from potential users. The end result was a site map with an intuitive structure that provided the outline for the next phase: wireframing.
Finally, it was time to start considering visual screen layouts with wireframing.
Using my user flows and site map as a foundation, I sketched out low fidelity wireframes. The goal here was to bring into focus the app's basic visual components and screen compositions.
A mid fidelity prototype started to bring the app to life.
Prototype showing the "Booking a meeting" user flow.
Using the ideas fleshed out in the low fidelity wireframes, I built an interactive mid fidelity prototype. Designed with minimal details and in grayscale, the prototype's goal was to map out all the functionalities before spending lots of time on the pretty stuff.
03 TEST
It was time to put my design to the test!
I conducted 6 moderated tests: 3 in-person and 3 remote. My goal was to find out how easily participants could navigate through the app's primary functionalities. Each person was asked to "think aloud" so that I could have some insight into their thought processes. I also carefully observed their body language and the way they progressed through each screen.
Participants were asked to complete the following tasks:
Complete the onboarding questions and tutorial
Book a meeting with an expert
Access a written resource
Access a community page and connect with another community member
Organizing my observations brought trends into focus.
Each user test was recorded so that I could review the footage for analysis. I pulled out the key insights and organized them into an affinity map (below) and a spreadsheet where I ranked errors in order of severity. This gave me a clear action plan for how to improve the app's functionality.
Based on these insights, I made a few tweaks to the mid fidelity prototype.
Problem:
One user stated that since the topic of immigration is so high stakes, they would be skeptical of who wrote the app’s content and whether the information could be trusted.
Resolving this was a top priority, because in order for users to find value in the app, they need to feel confident relying on the information it provides.
Solution:
The credentials of the authors/translators and original sources are displayed in each article. I've also included a note on the homepage about the credibility of the app's content writers.
Problem:
Two users attempted to start a private chat by tapping the “comment” icon, and one user was unsure about the function of the "heart" icon.
Solution:
I changed the icon styles and included an indicator showing the number of comments and likes left on a post. This will make it easier for users to infer the function of the icons.
04 REFINE
It was finally time to breathe some life into that interface.
I built the high fidelity prototype with these main goals in mind:
Create efficient user flows and intuitive interfaces that address the needs of my audience.
Utilize visual design and language that communicates a tone of credibility balanced with friendliness and warmth.
Consider ways to integrate AI in order to individualize the app content for each user's situation and needs.
Prioritize an accessible user experience for all individuals by mindfully selecting color palettes, UI styles, and language.
Here's what I came up with…
#1. An informative and welcoming onboarding experience.
Questions are limited to 1-2 per screen in order to reduce cognitive load and minimize touch points.
Based on the user's answers to these questions, the app is tailored to meet their specific situation (country of origin, destination, language, etc.) and needs (assistance applying for a visa, finding housing, securing a job, etc.)
#2. A clean and functional home screen that features a customizable checklist.
Upon logging in for the first time, the checklist is populated based on the user's answers to their onboarding questions.
All home screen content, including the daily tips and featured resources, is individualized in order to be applicable to the user's specific situation and needs.
#3. A pain-free way to book a meeting with an industry pro.
The user can easily filter the type of expert they're looking for by using a drop-down list of categories, or a search bar which includes speech-to-text functionality.
Choosing an expert is straightforward, with each professional's bio including their photo, credentials and transparent pricing.
The efficient booking process gives the user control over their meeting details.
The user can choose to add the meeting to their personal calendar and/or use the app's push notifications, making it easy for them to remember and show up to their future meeting.
#4. A vetted, well-organized resource library.
The user can easily filter the type of information they're looking for by using a drop-down list of categories, or a search bar which includes speech-to-text functionality.
The user can easily filter the type of resource they're looking for by using the search bar or the drop-down list of categories.
All resources are written or vetted by industry experts, and their details are included at the bottom of each article.
#5. Access to a supportive community.
Members with common backgrounds or interests can easily connect with each other, and share valuable advice and comaradarie.
Users can choose to communicate via the group bulletin board, or through the private message feature.
Lastly, I organized everything into a design language system.
The final step was to create a design system that would maintain organization and consistency throughout the app's development.
Included in the system are guidelines for logo usage, color palette, typography, UI elements, iconography, imagery, screen layouts, copy, and accessibility.
05 REFLECT
Since this was my first UX project, I could write a novel about what I learned along the way. But here are a few takeaways in a nutshell:
Embrace the learning curve.
This was my first experience using design tools like Figma, so in an effort to expedite the design process, I initially attempted to teach myself how to navigate them. Although I learned a lot through this self-taught trial and error approach, the process would definitely have been more efficient (and less frustrating) if I had completed a course to get a handle on the basics before diving in to the design work.
Flexibility over perfection.
In my effort to make each and every deliverable "perfect," I created some double-work for myself when elements ultimately needed to be adjusted several times as the project developed. So in the future, I'll be mindful to prioritize simplicity and adaptability in order to maximize efficiency (while also still making things look nice, of course).
Human connection is king.
While being prepared with well-formulated questions is an important aspect of user interviews and usability tests, even more essential is approaching each person with genuine curiosity. When people can feel that I am truly invested in their perspective, they're more comfortable opening up and sharing their authentic experience. And that's when those brilliant ideas start to flow.