In the fast-changing fintech industry, the user interface is essential for shaping the user experience. Although Easypaisa's original hamburger menu was functional, it posed considerable navigation challenges due to its cluttered design, which made it difficult for users to locate specific features. To tackle this issue, I focused on streamlining the interface to enhance its user-friendliness and accessibility.

This case study outlines the journey, challenges, strategies, and methodologies employed to enhance both the navigation system and overall user experience, ensuring it meets the expectations of modern users.

Current Hamburger

The menu is full, and packed with lots of features and options, making menu look messy and complicated. Users require assistance in locating what they are looking for. This issue made the app difficult to navigate and slowed down users, negatively impacting their overall experience.

Current Architecture of Hamburger Manu

To fix these problems, a decision was made to change the hamburger menu. The goal was to simplify the app's menu by reducing clutter, combining similar options, and creating a more user-friendly, intuitive design for easier navigation.

Current Architecture

I examined the current menu layout by starting with a detailed mapping of every feature.

Current Architecture of Hamburger Menu (View FigJam File)

User Activity

I organized a card sorting activity with users, both in person and online. This allowed me to learn about user's preferences and expectations as they grouped the menu options in ways that made sense to them.

Card Sorting Activity Setup

I employed a hybrid sorting method that combined predefined categories with an open "Add Categories" option. This approach revealed new user-preferred groupings and improved menu organization for a more intuitive and enjoyable experience.

Card Sorting Activity Results

The card-sorting activity guided my decision to simplify the menu by reorganizing features into more intuitive groupings, which reduced cognitive load and improved navigation flow.

User Activity Findings

The card sorting activity provided me with valuable insights. I observed that many users grouped certain features similarly, indicating an organizational structure that felt intuitive to them but was absent in the original menu. Recognizing these patterns was essential, as it guided my decisions on redesigning the app's menu.

Card Sorting Activity Results Analysis

The insights revealed patterns of how users expected the menu to be structured, informing my choice to consolidate similar features and create a more logical, user-friendly organization.

New Architecture

Armed with user-driven data, I aimed to create a new menu structure that intuitively grouped features to reduce cognitive load and enhance ease of finding them.

Proposed Hamburger Architecture (View FigJam File)

I chose to group high-traffic features prominently, ensuring users can quickly access frequently used options, which supports improved task completion and overall satisfaction.

Interface Design

With the new architecture established, I focused on the user interface design. My goal was to create a clean, modern look that was visually appealing and highly functional. The design featured larger touch targets, clear labels, and a color scheme that aligned with Easypaisa's brand identity.

Here are a few design principles I applied in creating the user interface.

Law of Proximity

I grouped related functions in the menu to minimize search time and cognitive load by helping users recognize them as part of the same category.

Miller’s Law

I organized the information into chunks to help users process and remember the menu options more easily.

Hick’s Law

By simplifying the menu options and reducing the number of choices, I aimed to speed up decision-making for the user.

Fitts’s Law

I increased the size and spacing of menu items to make them easier to tap and reduce error rates, especially on mobile devices.

Law of Common Region

I used distinct sections within the menu to group items, guided by the card-sorting results, which enhanced the sense of organized structure.

New Improved Hamburger Menu

By applying Fitts’s Law, I made interactive elements larger and spaced them to improve usability, particularly on smaller screens, enhancing the mobile experience.

Final Remarks

This case study emphasizes the significance of improving user experience through intentional design. The redesigned hamburger menu for Easypaisa exemplifies the success of a user-centric approach, and there is high expectation for its positive impact on users. Ultimately, this initiative highlights the importance of prioritizing user needs in design, leading to a more intuitive and enjoyable app experience.