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MigrateCAN is both an app and a responsive website that generates optimal immigration paths for potential immigrants based on their personal information. Users can confirm their eligibility, assess their competitiveness, prepare for their application and track application progress through it.
OVERVIEW
My role
As a UX researcher and UX designer, I was responsible for every aspect of this design project, including user research, wireframing and prototyping.
The problem
Many potential immigrants find information on government immigration websites too messy to understand fully, thus they feel confused when choosing an optimized immigration path. It is also hard to find a trustworthy agency.
The goal
Design a platform to help potential immigrants find the immigration path that matches most of their own situations, as well as offer them organized information packages and assist them throughout the entire application process.
USER RESEARCH
Summary
The user research initiative commenced with online surveys designed to uncover the most prevalent and critical pain points experienced by potential immigrants to Canada. As anticipated, the competitive nature of immigration has placed prospective immigrants in challenging circumstances. Despite the wealth of information available on government websites, its scattered and disorganized nature often complicates the retrieval and access process, leading to frustration among potential immigrants. Many find themselves bewildered, unsure of their eligibility for specific immigration paths or the most suitable options for their circumstances. Resorting to seeking assistance from agents or consultants, potential immigrants often question the reliability of the information and recommendations provided, fearing they may prioritize the institution's profit over the immigrant's best interests. This discovery underscores the importance of the project's focus on information collection, organization, and dissemination, rather than generating new content.
Challenges
It is hard to access reliable information which is exactly what they are looking for.
Unclear criteria and excessive requirements cause lots of obstacles in determining eligibility.
Potential immigrants don't know where to find a trustworthy immigration agency that prioritizes customers' interests.
Language barriers cause many troubles in understanding complicated immigration policies.
Solutions
The app will select immigration paths and corresponding information packages for each user according to their personal situation.
The app will automatically calculate the eligibility, competitiveness, optimized path, and any further improvement needed to be eligible according to users' personal situation.
Official immigration agencies approved and certified by the government will be listed in the app for users to consult or seek further assistance.
The app will offer different language options to adapt to a wider range of potential immigrants.
Persona: Diego
Diego is a potential immigrant to Canada who needs customized recommendations about immigration because he feels lost in choosing the right immigration path.
User Journey Map
My goal in this stage is to find potential issues that may occur during the use of this app. By simulating the entire personalized preparation process, I identify some of the negative emotions that Diego may have during different stages, and propose improvement methods to adjust the app’s features to make him happier.
START THE DESIGN
User flow
Paper wireframes
Digital wireframes
The language options at the beginning screen allow users to select their preference with ease.
Optimized immigration paths, generated based on user input, are listed on the homepage.
Current eligibility, detailed competitiveness and estimated duration are specified on each path page, along with ways to become eligible and recommendations for further improvement.
Users can choose to contact IRCC-certified agents when they encounter difficulties or need assistance.
If user log in through their government account, the application status page will show estimated durations and real-time updates from IRCC websites.
USABILITY TEST
Research goals
Determine if users can complete core tasks within the prototype of MigrateCAN.
Determine if MigrateCAN can make any changes to serve users better.
Research questions
The research result should make me able to answer these questions:
How long does it take a user to select an eligible immigration path, discover ways to strengthen their competitiveness and seek assistance from agents through the app/website?
What can we learn from the user flow, or the steps users take, to prepare for their application?
Are there parts of the user flow where users get stuck?
Are there more features the at users would like to see included in the app?
Do users think the app/website is easy or difficult to use?
KPIs
Time on task
User error rates
System Usability Scale (SUS)
Methodology
Moderated usability study
Location: Canada, remote (each participant will complete the study in their own home)
Length: Each session will last 5 to 10 minutes, based on a list of prompts
Participants are potential immigrants who wish to immigrate to Canada within the next five years.
REFINE THE DESIGN
Two rounds of the usability study of MigrateCAN were conducted with five participants each to gain insights based on their behaviours and feedback.
1st round changes
1. Some participants expect the system to calculate the official score for them. Therefore, I added the score calculation feature to it.
2. Some participants want to be able to save the ratings for future reference and comparison. Therefore, I added a button right under the ratings.
Before usability test
After usability test
2nd round changes
1. Some participants wonder if they can save their profile info before completing the whole form because they may exit the app/website in the middle. Therefore, I added an auto-save feature to the profile form to eliminate users' worries because everything can be saved to the device every several seconds.
Before usability test
After usability test
2. Some participants think the arrow on the starting page is unclear in reminding them to choose different language options. Therefore, I added a clearer arrow directing users to swipe from page to page.
Before usability test
After usability test
3. Some participants think the button to the agents' info is also unclear and it is easy for them to be ignored. Therefore, I added a message box next to the button to let users know what the button is for.
Before usability test
After usability test
Final mockups
Starting from the welcome page, users can select their language and enter all required personal information. Once they complete this, they will be taken to the homepage. On the homepage, the system will show the most suitable immigration pathways based on their information. Each pathway's detail page will provide scores for various criteria, calculated using data from previous years, and suggest ways to meet the standards or become more competitive. After users officially submit their application on the government website, they can log into MigrateCAN with their government account to track the application progress and receive related information in real-time.
Mobile App
Accessibility
The interface uses black and white as neutral colours to create a high contrast.
The interface is designed in a responsive format, including a mobile app, mobile website, and laptop website, allowing users to access it on various devices.
Given the diverse nationalities of potential immigrants to Canada, MigrateCAN is available in six common languages.
CONCLUSION
Takeaways
"I really liked how easy it was to use MigrateCAN. The language options were a lifesaver since English isn't my first language. Everything was clear and the suggestions for improving my chances were super helpful. It made the whole immigration process feel a lot less overwhelming."
— Study participant
"MigrateCAN is so much better than other sites I've tried. I loved how it showed me the best immigration paths based on my info. The high contrast design made it easy to read, and knowing the agencies listed are government-approved gives me a lot of confidence."
— Study participant
"I have to say this app is a wonderful idea. I was able to check my eligibility and see how competitive I am right away. The advice on how to improve my chances was practical. Plus, being able to track my application in real-time with my government account is a huge plus."
— Study participant
"It's user-friendly, and having it available in multiple languages is awesome. It made it so much easier to understand all the immigration policies. The detailed scoring and pathway suggestions felt very personalized and useful.
— Study participant
Next steps
Fulfilling the basic needs of potential immigrants, MigrateCAN is poised for further development to offer a wider range of advanced services to help users even more.
Introduce more comprehensive member services, such as AI-powered online Q&A, AI-customized future development plans, and upgraded rating storage limits.
Establish a community platform where users can share experiences, exchange information, and provide mutual support.
We aim to enter into a partnership with the government, allowing users to submit their applications directly through MigrateCAN in the future. This will streamline the application process and minimize confusion and errors for users.
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