Fintech
Parcl Labs
Parcl Labs delivers real-time housing market data, analytics, and research to power advanced real estate and investment applications.
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AI Guerilla Research at a Glance
I was entrusted by Parcl to unravel a guerilla research challenge that would critique Parcl's outdated home experience - with the goal to form a new one.
The landing page emerged as my muse. Why? It's the gateway for users to onboard, optimize conversion rates, and ultimately, bring liquidity into the protocol without the extra steps.
To ensure a magnetic first impression, I harnessed the power of 3M's Visual Attention Software (VAS). An AI crafted by neuro- and data scientists, this remarkable tool predicts how web designs will captivate users in just 3-5 seconds, with 92% accuracy.
Marking Areas of Interest
First, I identified key areas of interest and used AI to assign numeric scores, indicating the probability of user focus.
Initial findings revealed the heading's strong appeal, but also the need to enhance the Call To Action's - crucial for bringing users into the funnel. Next thing you notice, is that the "Select Wallet" CTA wasn't receiving adequate attention, despite its importance.
Problems and Solutions
Problem: “Select Wallet” CTA received the least amount of attention.
Solution: replace “Join Waitlist” with “Select Wallet.” Then, replace “Learn more” with the “Join Waitlist” button. The “Learn more” CTA should be the least of priority, and can be moved to any section of the home page.
Problem: Lack of user retention tactics on the landing page
Solution: Tweak the UX message of the heading to a more desirable action related to Parcl’s innovative idea. A message that which emotes meaning tied to the brand. At the moment, the current heading seems too generalized and does not provide context as to what Parcl does or stands for.
Problem: Let's face it, no matter how "innovative" they are, the building illustrations are distractive.
Solution: Replace illustration with a more subtle artwork, or reconsider repositioning the graphic assets.
Heatmap: Initial Findings
We are viewing similar data from the previous test.
The buildings illustration seems to be hogging unnecessary attention. This may be disrupting the hierarchy sequence of the landing page.
The dots on the bottom-right and upper-left side can be mistaken as clickable content.
Yet again, there’s no peak of interest being given to the “Select Wallet” Call-to-action.
