Between June 2021 and July 2022, I led the redesign of our web application's first version, working with a team of designers, product managers, engineers, and data scientists. Our goal was to improve the visual design and user experience. After finishing the redesign, I handed the project to the in-house design team for ongoing updates.
In May 2022, I returned to the team for another web application redesign due to company rebranding. I closely worked with the Head of Product/Growth and other team members to complete the redesign. We updated the visual design and focused on enhancing the user experience. Using various tools and techniques, we created a revised application that met our users' needs.
User feedback indicated that the current version of the web application was not optimised for analysis and that it was difficult for users to access certain functional pages. Additionally, the application needed to be updated to reflect the company's recent rebranding efforts. These challenges required a complete overhaul of the application, including the creation of easy-to-navigate flows and the development of easily understandable analytics.
One of the major challenges we faced was the time constraint. We had only four months to build the new experience while working remotely, which added an additional layer of difficulty to the project. Despite these challenges, we were able to successfully deliver a redesigned application that met the needs of our users and reflected the company's new branding.
It is essential to have metrics to measure the success of a project. Together with the product manager and the Head of Product, we listed the following success criteria:
After thoroughly reviewing all of the data and feedback collected from our research and existing users, I set a meeting with the rest of the team to present my findings and propose possible solutions. The data clearly indicated that the web application had a poorly designed Information Architecture, which made it difficult for users to access functional pages and complete their tasks.
During the meeting, I shared all of the information I had gathered and explained how the poor Information Architecture was causing user frustration. I then presented several potential solutions for improving the Information Architecture, including reorganising the content, redesigning the navigation, and adding clear calls to action. The team discussed these options and ultimately decided on a course of action that would address the issues identified in the data and feedback.
During my observations, I found that users struggled to locate specific features within the web application due to the way information was arranged. This problem also affected the application's navigation system. The customer support team received numerous calls from users who couldn't find certain features, like product keys. In some instances, these features were hidden or placed in unexpected locations, such as under the "apps" category rather than the "developers' tools" section.
The disorganized structure and navigation of the web application led to user frustration and an increased number of calls to customer support. To resolve these issues, it was essential to restructure the information and revamp the navigation system, making it more intuitive and user-friendly.
After spending some time trying to rework the information architecture, I grouped all the pages on the web application into four categories - Main, No code tools, Widgets and Settings.
It is vital to place the right features under the right group to aid the visibility of each component.
It is just like visiting a library. You would expect to find a book on physics in the science section and not the languages section.
One issue we identified was that some users were ignoring important tasks related to the onboarding process, such as completing their verification process. These tasks were essential for compliance purposes and it was important that we find a way to remind users to complete them.
The product manager suggested adding a page called "Quick Actions" to the application. This page would allow both new and existing users to easily access important features with minimal clicks, and would also provide a to-do list for new users that included tasks such as completing the legal documents required for verification.
By adding this Quick Actions page, we hoped to increase user engagement and ensure that all necessary tasks were completed in a timely manner.
One common issue that was raised by the customer support team was that users were calling to complain about discrepancies in the number of APIs and wallet balances displayed on their dashboard. Upon further investigation, we discovered that the issue was often caused by users forgetting to toggle between the "Sandbox" and "Live" environments on their dashboard. While this issue may not have seemed significant to the team, I believed that addressing it would help reduce the number of calls to customer support.
To solve this problem, I implemented a simple modal with a five-second countdown that would remind users of the environment they were logged into. The modal could also be dismissed, and users had the option to choose "Never be reminded" if they found this feature annoying. After implementing this solution, the number of calls to customer support related to this issue significantly decreased. Even though the solution was simple, it had a big impact on the user experience and helped reduce the workload of the customer support team.
Filters are a common and essential feature for a functioning application. The current filter worked just fine but would not scale. I reworked the filter feature by collapsing it into a single modal. This would ensure that it would scale successfully should the need arise.
Easy Lookup is a feature that allows businesses to look up details of their customers by using regulatory IDs. The current flow for performing Easy Lookup was a hassle and needed a better experience.
I reworked the flow to a more compact flow that is easy to navigate.
Results were displayed in a problematic way to read or scan through. Results were optimised and redesigned so they could be read or glanced through in a more natural eye motion.
We wanted to inform existing users of the changes on their dashboard. I introduced a one-time welcome screen to let the users know their dashboard has changed. In addition, the marketing team also sent out marketing emails on the launch day to inform existing users of the change.
The team ran a couple of internal tests and some tests with a few existing users. Most of the feedback was positive, but some work had to be done in the engineering department to ensure that the filter, graphs, analytics, and widget worked seamlessly.
The team launched the new UI on the 20th of August 2022. Although most of the design work is done, the engineering team is still doing a few cleanups to ensure that the application works faster. The product managers are also developing new and perfect existing features based on the latest feedback.
The team is still gathering information on the impact. I will update this section as soon as I have enough information.
The information in this case study is my own and does not reflect the views of Dojah. I have intentionally omitted confidential data where necessary.