Project Overview

This project evaluates the effect of a redesigned UI on user performance in Vanguard Group’s online process. Using A/B testing, we compare a Test Group (new UI) against a Control Group to assess:

• Completion rates
• Error rates
• Time to completion

Objectives

1. Does the new UI help users complete the process faster?
2. Does it reduce user errors?
3. Does it improve completion rates?
4. Does it achieve at least a 5% increase in completion rates (cost-effectiveness threshold)?

Data Sources

• Client Profiles (df_final_demo) – Age, gender, and account details for user segmentation.
• Experiment Roster (df_final_experiment_clients) – Identifies A/B test participants.
• Digital Footprints (df_final_web_data) – Logs user interactions and process steps.

Results

• Completion Rate: The Test Group outperformed the Control Group.

• Error Rate: The Test Group showed higher error rates in Step 1.

• Time Taken: The new UI increased completion time for some users, especially in early steps.

• Presentation Link:https://docs.google.com/presentation/d/1dQK6OA6uhE9Pmas3V4g1WYmPI3KOppbepJVNN_Fyv2A/edit#slide=id.g3269a4724af_0_376

Team Members

• Elohor
• Mike
• Prince
• Angel