Responsibilities
Lead a team of designers for reskinning the entire platform, conducted in depth research and analysis of the existing platform and ran several workshops with the product and business team to come up with a new user experience strategy
Timeline
November 2022 → June 2023
Team
2 Designers, 4 Developers and business stakeholders
Tags
Product Design
UX Design
Product Strategy
Design System
Design Research
Workshops
Prototyping
User Goals -
As a financial advisor I should be able to -
Discover content easily that I can share with my list of contacts
Create and share curated campaigns to successfully engage with my contacts
Easily track and follow the lifecycle of the campaigns I created
Receive measurable and actionable insights regarding how my campaigns are performing to indentify growth opportunities
Confusing home/content discovery page
This is also the first page that users land on upon signing in, it only used a horizontal scroll and the users could only see 4 articles at once which increased a lot of friction when it came to discovering articles
Key Challenges
Information Overload
Poor Interactivity
Unclear CTAs
High Friction
Campaign dashboard lacking utility
The old dashboard was just a exhaustive and unnecessarily amplified list of campaign with very little insight into anything actionable or measurable for the advisors
Key Challenges
Poor Usability
Lack of Actionability
Poor Utility
Poor measurement and data visualisation of campaign analytics
Despite aiming to provide measurable marketing campaign for financial advisors it had very poor data visualisation for their entire analytics section and failed to display measurable insights.
Key Challenges
Poor Usability
Inconsistent Patterns
No Data Visualisation
Poor Visual Hierarchy
Outdated design language
Entire platform had a very outdated design language with no consistency maintained across components, pages and design patterns. Here is an example of some of the complex iconography used on the product which failed to communicate what it is supposed to
Key Challenges
Poor Visual Hierarchy
Poor Iconography
Inconsistent Patterns
Problem Statement & Challenges
Upon conducting a comprehensive experience review of the platform we were able to come up with a problem statement -
Key Challenges Identified
Here are the key challenges that we identified and decided to focus on some of the major ones across the platform
Poor Usability
Inconsistent Patterns
No Data Visualisation
Poor Visual Hierarchy
Information Overload
Poor Interactivity
Unclear CTAs
High Friction
Poor Iconography
Lack of Actionability
Poor Utility
How can we improve the general usability of the platform while keeping in mind the various user types and design the platform keeping in mind their primary objective of using the platform in order to simplify the user experience and make it less overwhelming
Breakdown of the problem
Poor platform navigation and overwhelmingly complex user flows
Lack of information architecture and use of jargon resulting in poor communication
Outdated design language, lacking consistency across the platform
How we solved these challenges with the help of design?
Before getting to any solutions it was important to understand who we are designing for and hence we narrowed it down to these four main user types
Enterprise Administrator
Managing firms and user that come under the enterprise, track overall performance and impact of marketing campaigns across all firms and advisors
Financial Advisor
Create campaigns to share and engage with their contacts, track and measure impact and take action based on those insights
Firm Administrator
Managing advisors within the firm, creating campaigns and campaign materials for the advisors to share with their contacts, track overall firms performance
Compliance User
Conduct a thorough legal compliance review of all the campaign created by the financial advisors before it is sent out
I conducted several workshops across various divisions in order to align on the pain points, the goals and the value proposition for the users. These workshops were primarily conducted in collaboration with our advisor success department as they are the ones who are closest to the users as well as several members of the product team that helped the design team to better structure the overall user experience.
Implementing a design system
We started off with setting up a basic design system and customised the design system that's in use across TIFIN's family of products to suit Clout's platform needs. Taking the atomic approach we redid the entire navigation and laid out the states for all the foundational components that would be required for us to start designing page level layouts and flows.
New platform navigation
Brought forth certain primary navigation items that were earlier buried within various sections of the platform as well as worked on page level navigation with the help of tabs and content switchers wherever relevant and introduced a natural scroll to the platform that was missing earlier.
Key challenges we solved for
Poor Usability
Poor Interactivity
High Friction
Decluttering the Discover Page
We decided to remove all the unnecessary elements from the discover page that did not have any utility. We also gave the content cards a fresh look with the help of our design system and keeping the information and CTAs contextual to the user type and their primary jobs to be done.
Key challenges we solved for
Information Overload
Lack of Actionability
Inconsistent Patterns
Poor Interactivity
Simplifying Campaign Creation Workflow
Creating campaigns being one of the primary use cases of the platform, it was crucial to simplify this process as much as possible because the earlier process was difficult to follow and required jumping through various steps without any clear indication of your progress
Key challenges we solved for
Poor Usability
High Friction
Lack of Actionability
No Visual Hierarchy
Updated Campaign Dashboard
Made the campaign dashboard a little more informative than just a listing of all the campaigns created and brought in a visual hierarchy do display the information without it being overwhelming for the user. We also introduced a campaign details page where the user is able to track in depth analytics of the campaign performance and preview the campaign.
Key challenges we solved for
Lack of Actionability
No Data Visualisation
Poor Utility
No Visual Hierarchy
New Analytics
Completely rethought and redesigned the analytics section of the platform with logical grouping that is easy to understand for any user. Using easy simple to understand language provided insights that are immediately actionable for the advisor. Providing intelligent recommendations that can be executed with one click.
Key challenges we solved for
No Data Visualisation
Lack of Actionability
Poor Utility
Poor Interactivity
Updating the compliance experience
We rethought the compliance experience and almost looked at his as an activity log for each campaign and using a timeline experience made it easy for the user to understand the campaigns lifecycle.
Key challenges we solved for
Poor Utility
Poor Interactivity