MELP. Employee Benefit App
MELP wanted a fresh set of eyes to help the in-house design team get unstuck. I delivered a proposal that allowed the team to move forward as they enter the next steps of growth and development.
In summary…
When I met the MELP team, their challenge was clear: users were frustrated trying to access perks in the app.
With no time for user interviews, I tackled the problem with an app audit and competitor analysis to uncover what was causing the confusion.
I proposed a simpler, more consistent design, focusing on fixing the information architecture and user flow.
The result? A smoother experience that’s easier to navigate now and ready to support future growth.
This case study is a work in progress, please be patient…
The Problem: User Struggles and Business Challenges
The main challenge MELP users faced was navigating the app to access perks. The process was convoluted, with multiple steps required to find discounts. Inconsistent user interface elements across different screens contributed to this confusion, creating an experience that felt disjointed and overwhelming.
This negatively impacted user engagement with perks—a key offering for MELP's business model. This issue not only affected user satisfaction but could also limit long-term user retention and engagement with MELP’s services.
My job was to deliver recommendations for the client to integrate by their in-house design team.
Understanding the Landscape
Without access to direct user feedback, I focused on conducting a detailed audit of the app, as well as a competitor analysis, to uncover what was leading to user frustration.
During the audit, I identified several key issues…
Information overload:
There was too much content on each screen competing for attention. This made it difficult for users to focus on their primary tasks.
Long-winded user journeys:
Many pathways were overly complex, leading to dead ends or unnecessary steps.
Inconsistent UI:
The lack of consistency across screens created hesitation for users, as each screen felt like a different experience.
Ideation & Design: Crafting the Solution
Armed with insights from the audit and competitor analysis, I set out to redesign key areas of the app to make it more intuitive for users.
One major change was simplifying access to discounts. I moved the discounts section to the bottom navigation, eliminating several steps and allowing users to find discounts quickly and easily. This small change reduced friction in the user journey by streamlining the process.
I also added a profile page for users, so that information is contained in one place and moved the “More” button alongside it.
During the process, I discovered that MELP was planning to expand their feature set in the near future. This insight helped me design flexibly for future updates while keeping the current user flow simplified.
LEARNING. On reflection, next time I would call for further meetings with the team to gain an understanding of their goals and future plans. I overlooked the resource which was MELP team themselves!
Delivering the Solution
To present the solution clearly, I created before-and-after wireframes to illustrate the impact of the proposed changes. The wireframes demonstrated how simplifying the navigation and bringing consistency to the UI would reduce user hesitation and streamline the journey for accessing perks.
In my presentation to MELP, I emphasised three key areas for improvement:
Consistency: Ensuring all screens follow a cohesive design pattern would reduce confusion and make navigation more predictable.
Simplified user journeys: Reducing the number of steps required to access core features like discounts would minimise mental load and improve user satisfaction.
Restructured information architecture: Organising information based on user priorities would help users access what they need quickly and easily.
*To be added: sketches / wireframes of what I observed and what I changed.
The Impact: Business and User Outcomes
The design changes I proposed help address the core issue of user frustration. By simplifying navigation, reducing unnecessary steps and creating a consistent experience, MELP’s users would be able to access perks more easily, particularly discounts.
While the impact of these changes was not measurable during the project’s timeframe, the foundation laid by restructuring the app’s navigation and improving UI consistency was expected to:
Increase user engagement with perks by making them easier to find.
Improve user satisfaction, leading to better retention and repeat usage.
Reduce user drop-off due to frustration over complex journeys or unclear pathways.
*To be added: feedback from or stakeholders
What I Learned: Reflection and Growth
One of the main challenges in this project was the lack of direct user interviews, which limited my ability to gain firsthand insights into user behaviours and needs. However, by focusing on a detailed audit and competitor analysis, I was still able to identify key pain points and suggest meaningful changes.
I also learned the importance of working more closely with internal teams, such as the tech and design teams. In hindsight, I wish I had pushed for follow-up meetings to align on potential technical constraints or upcoming changes, like the future features they wanted to include under the "More" button.
Looking Ahead: What I’d Do Differently
If given the chance to work on a similar project again, I would:
Push for internal interviews: In the absence of user interviews, I would make sure to interview internal stakeholders such as customer service, tech, and design teams to gain alternative perspectives on user pain points.
Insist on user research: Validating assumptions through direct user research is invaluable. In this case, conducting a card sort could have helped us better understand how users wanted the information structured.
Collaborate more with the development team: A closer collaboration with the tech team would have ensured that any design decisions aligned with the app’s long-term roadmap.
Next Steps: Recommendations for MELP
To continue improving the user experience, I recommended MELP take the following next steps:
Conduct user research: Understanding how users interact with the app, what their primary goals are, and what causes frustration would provide vital insights and direction for future iterations.
Run a card sort: This would help determine how users mentally categorise the app’s information and features, ensuring the information architecture aligns with user expectations.
Iterate on the designs: Based on user feedback, iterating on the proposed changes would ensure they are fully aligned with user needs and business goals.