Tools and Activities
Requirements: Customer Feedback Analysis, User Flows, Wireframing, Rapid Prototyping, High-fidelity Design, User Interviews, User Validation
Tools: Figma, FullStory, Pendo, Gong.
Duration
Jul 2023- Aug 2023
My role
One Product Designer
ABOUT THE PROJECT
Athennian, a complex entity management system platform recently launched a new version of its software. However, we quickly got customers' feedback that this release has introduced friction to the critical workflows. They were feeling frustrated. Our challenge was clear: we had to fix these issues fast, even though we were short on time and resources due to recent layoffs.
PROBLEM
The Problem Statement was mostly defined by the direct Customers' feedback and analysis of the data we could get from FullStory and the CX team. Users have expressed being overwhelmed by redundant information displayed within the software and not clear navigation. Additionally, they were frustrated by the multiple clicks they need to go through to accomplish critical workflows.
SOLUTION
Based on the discovery we've run through with PMs, I've introduced a new UI user interface for the critical workflows. This redesign was focused on minimizing cognitive load and enhancing usability. As a result, the number of required clicks was reduced by up to 60%, streamlining the user experience and allowing for more efficient task execution.
Design
In response to users' frustrations around unclear navigation and excessive clicks, I've delved into the UI design to simplify and enhance efficiency. Through a series of internal reviews, I've come up with an updated UI for the critical workflows.
The outcome of the updated UI was striking: a remarkable 60% reduction in clicks needed to accomplish tasks.
Validation
The approach to solving the problem was methodical and data-driven. We conducted 16 user demos to validate prototypes, refine designs, and gather feedback. Additionally, we engaged in 6 rounds of internal reviews, accumulating data that served as the foundation for making data-driven decisions.
The user demos provided insights into user behaviour and their expectations. This allowed the updated design to be rooted in actual usage patterns. I've refined the design multiple times to address pain points and friction points directly, leading to a more refined and intuitive UI.
The outcome of the updated UI was striking: a remarkable 60% reduction in clicks needed to accomplish tasks.
Outcome
Feedback Loop
A crucial post-launch user testing phase is an integral part of my design process. Through follow-up user interviews and in-app surveys, I actively gather insights to continuously discover room for improvement. Keeping a feedback loop open at all times demonstrates the company's commitment to enhancing user experience and maintaining an open, responsive relationship with our users.
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Athennian.com