📅 Project Overview

Project Type: Moderated Usability Testing & Qualitative Research

Role: UX Researcher (Lead)

Team: Product Designer, UX Research Intern, Product Owner, UX writer, Data Analytic

Organization: Leading Azerbaijani Bank & Partner Apps (Birbank, m10, Umico)

Field: Cashback and bonuses (Birbonus Ecosystem Cabinet)

Background

The Birbonus cabinet is a key feature of the loyalty ecosystem integrated into Birbank, m10, and Umico mobile apps. It enables users to track and spend bonuses, discover partners, and engage with exclusive offers. This research aimed to evaluate the intuitiveness of two alternative designs for the cabinet interface.

Research Goals

• Assess the ease of navigation, intuitiveness, and comprehension for two design flows:
  • Flow 1: Cabinet with 2 primary buttons (Earn & Burn)
  • Flow 2: Cabinet with 3 primary buttons (Partners, Payments, QR)
• Determine which flow better supports:
  • Understanding bonus balance
  • Discovering partners and offers
  • Earning and spending bonuses
  • QR payment functionality
• Uncover user expectations, misconceptions, and pain points

Research Approach

Methods:

• Moderated usability testing (face-to-face)
• A/B testing
• 8-10 task scenarios per participant
• Qualitative interview component

Participant Segmentation:

• 18 respondents in total, aged 18-45