eVisa India
​Redesign of the eVisa India website, offering effective and professional assistance in obtaining visa to India online.
Overview
eVisa India team of specialist is designated to guide and support the applicants through the whole visa process, but the webiste is not very user-friendly
Roles
User researcher
UX/UI designer
Information architecture designer
Challenges
The biggest challenge is the quite complicated form that users have to fill in order to apply for a visa. There are a lot of questions in it that are not properly organized, so the whole structure needs to be changed.
Key deliverables
Competitor analysis
Content audit
Site map
Form flow
Persona
User experience map
Wireframing
Main goal
Creating a functional, user-friendly website that will attract potential customers and allow them to deal with the matter quickly and efficiently.
Tools
Pen and paper
Miro
Adobe Illustrator
Adobe Photoshop
Figma
AWARENESS
The first stage was to receive the brief, read it and gather knowledge and information about the client's expectations.
RESEARCH
Brief analysis with focus on client’s goals
Based on the information received from the client, I was able to establish the following:
PURPOSE AND SCOPE
The client wants a functional and visual redesign of the website.
Main issues that users care about:
•old-fashioned, unattractive look and layout of the website which can be repulsive, reducing conversion
•form that is too long, and requires a lot of cognitive effort from users to fill in
•form structure that is not obvious to users and make them unsure if they are providing correct data - often resulting in contacting support (costing the company time and money)
•text and page language that is not easy to absorb
Main issues that the client cares about:
•improved usability and UX of the form and page
•increased conversion / sales
•modern 'business casual' style design that is difficult to be mistaken for a typical commercial or typical government website - finding a balance
•usable, easy and accessible website for all users
•improvements that make the form easier to complete or give the impression of one that requires less effort from the user
What should be delivered?
1) A refreshed high-fidelity home page concept / visualisation
2) A refreshed high-fidelity concept / visualisation of the visa form
TIME FRAME
Project start: 17.10.2022
Deadline: 23.10.2022
ABOUT THE CLIENT
•eVisa Express is an independent company that offers efficient and professional assistance in obtaining visas online. It is not associated with any governmental agency.
•e-Visa grants its holder entry to the desired country. The application process can be completed in less than 15 minutes using any working device with an internet connection.
•Thanks to company’s team of specialist, designated to provide support and guide the applicants through ever encountered obstacles, clients might be sure that the whole process will end up completed successfully.
•Users can contact the support team by calling the telephone service or via email. Support assistance is offered not only in English but also in German, Spanish, Chinese.
•The website that needs redesigning concerns visas to India. The main benefits of the website for the customer are: fast application processing, efficient customer service (24/7), multiple payment methods, site languages and expertise that increases the efficiency of visa applications.
ABOUT THE TARGET GROUP
•The target group in this case is all people who want to apply for a visa to India for themselves, family or even friends. These people visit the site either after searching for a phrase such as "how to get a visa to India" or "companies providing visa processing services to India".
•They can therefore either look for information on how they should arrange this visa themselves and come across a site that offers such a service. The second option is that the users know from the beginning that they want someone to do it for them / help them.
•The main benefits of the website for the customer are the fast application processing, efficient customer service (24/7), multiple payment methods, site languages and expertise expertise that increases the efficiency of visa applications.
Competitor analysis
By doing desk research, I was able to find similar websites and compare them with the client's one.
1) Client's website: https://visa-to-india.com/
2) Government of India: https://indianvisaonline.gov.in/evisa/tvoa.html
3) India Immigration & e-Visa portal: https://www.indianimmigration.org/
Based on the information and content I found, I was able to compare all three websites.
Content audit
To identify the underperforming content and features on client’s website and fix it, I conducted a content audit.
1) Heuristic review
Testing the website using Nielsen's heuristics, which provide very general guidelines for the functionality of a site or application.
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Scope: client’s website analysis - evaluation of the content and functionality, identification of elements requiring improvement
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Business goals
•usable, easy and accessible website for all users - improved usability and UX of the website
•business growth - increased conversion/sales
•satisfaction of users
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Users objectives
•intention to visit India and therefore apply for an e-visa (naturally, these are both those who can apply for it and those who cannot - in the second case, they will find out about their ineligibility thanks to the information on the website / help of the assistants)
•intention to apply for an e-visa to India while avoiding formalities - a company that would do this on your behalf (naturally, these are both those who can apply for it and those who cannot - in the second case, they will find out about their ineligibility thanks to the information on the website/help of the assistants)
•user-friendly website where it is easy to find information and get things done quickly at little mental cost
•satisfaction of company’s services - getting appropriate assistance and information
Heuristic Evaluation
Evaluator name: Aneta Bołoz
Device / Browser / OS: Lenovo Ideapad / Chrome / Windows 10 AND IPhone 11 / Safari / iOS
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Severity rating:
0
1
2
3
4
I don't agree that this is a usability problem at all
Cosmetic problem only: fix if time is available
Minor usability problem: fixing this should be given low priority
Major usability problem: important to fix, given high priority
Usability catastrophe: fix this as soon as possible
2) Usability checklist
I carried it out in order to complete the data and to ensure that all errors were detected.
Site map
To look at the current site structure and organise it, I created a site map.
Application form flow
The form is the most important element needing improvement, so I walked through all the questions as far as possible.
EMPATHISE
5 whys
Problem: Resignation from Evisa Express services
Why? The visa form seems to be very long, time-consuming and/or difficult.
Why? Too much data that needs to be filled in.
Why? Because of the amount of questions in the visa form.
Why? As this amount of information is required by the whole procedure.
Why? To ascertain the background, current situation and intentions of the applicant.
User experience map
I created a user map that refers to the current design and functionality of the site. At this stage, I did not focused on breaking down the form into individual questions.
DEFINE & STRATEGY
Problem statement
I am a person who wants to go to India. I try to find time so as to apply for a visa, but due to the amount of responsibilities I can’t afford going to an Indian Embassy on my own. I wanted to contact this to Evisa Express, but even the visa form on their website seems to long and I keep postponing filling it out. I think I’ll resign.
Persona
I prepared a persona using Adobe Illustrator and Photoshop.
IDEATE
Site map - new version
I created the new sitemap with the goal of making it as user-friendly as possible and trying to organise the content accordingly.
Visa form questions sorting
For the purposes of the new form, I have arranged the main questions (excluding conditional questions) so that their correlation is better reflected. To visualise the concept, I looked at the first two steps.
