SKT Membership UX Improvement
Overview
Redesigned the IA, home interface, and onboarding of SKT Membership to reduce cognitive load and navigation time.
Key Problem
Core membership actions were scattered across a flat and inconsistent IA, forcing users to backtrack and switch screens frequently.
Design Response
I reorganized the IA and onboarding to create clearer navigation and more intuitive guidance.
Methods
I evaluated the existing IA through heuristic analysis, tested three alternative structures (A/B/C) using Maze, and used heatmap and task-flow data to inform the final design decisions.
Validation
Maze testing favored the redesigned IA (B), and the new onboarding reduced task time from 11.0s to 5.6s.
Heatmap comparison showing shifts in user attention before and after the redesign
Outcome
The redesign achieved nearly a 50% reduction in task completion time, improving access to key benefits.
