The challenges & outcome
The initial dashboard was limited and offered poor UX as it was very restrictive and was strictly communicating the same handful of standardised data to every user.
There were only five weeks between the project kick off and the presentation of the initial prototype to the stakeholders. Unfortunately, limited user data was available, which meant I had to rely on A/B testing a lot to see what design solution performed best. Using the little data available, I created the initial wireframes to cover the self-onboarding and rough outlines of the product management for the initial stakeholders meeting and get the design direction approved. This ultimately meant that I was facing a highly iterative design process as it was very unlikely to have a flawless high-fidelity prototype this early on in the project.
The main challenge in this project was the introduction of the self-onboarding process and allowing the users to manage the design and functionality of their check-out in great detail. Covering every scenario and allowing users to edit every element individually, not necessarily in a linear process, was exciting and puzzling at times. However, numerous focus groups and user testing brought me to the final result sooner than anticipated.
The other big challenge that got introduced along the way, was the additional goal to make users rely on the product for their planning and marketing. Since the product offers more accurate and comprehensive data the longer it runs, I needed to make sure the users became aware of that fact and knew how to act upon it.
That’s where the actionable data came in. Rather than throwing figures at the user without explaining the context, I designed the platform to share the data, explain its context and how they could act upon it.
The longer users work with the software, the more data we could gather, which meant more accurate data for our users. By using this to our advantage through the Hook model, every login on a new day would mean refreshed and more accurate data for the users. I managed to ‘hook’ the users and make logging into the platform part of their routine.
The outcome was a clean design of a very comprehensive user dashboard, taking users from their initial signing up and the setting up of their product, all the way to user management and optimising their checkout based on the actionable data provided. The final project consisted of 245 screen layouts covering every possible user-flow and scenario and the largest design handoff I’ve written to date.
Meanwhile, conversions have been increasing steadily while the complexity and number user-flows have grown significantly.
Don is a highly-skilled, responsible, and creative UX/UI designer. With his very precise in managing his own time to plan and deliver high-quality work within the schedule, he has all it takes to evolve product specifications from initial sketches to production-ready deliverables.
ROBERTO PESCE JR.
/ / PRODUCT MANAGER AT CONVIOUS