Results
+28%
-25%
+32%
-40%
Before
❌
No proper site architecture.
❌
Non-intuitive UX.
❌
Outdated UI.
❌
High loading speed.
After
✅
New user flow that increased managers’ productivity by up to 28%.
✅
Changed architecture that made core features more accessible for users.
✅
Increased customer satisfaction with the design changes and data organization.
✅
Created a design system that optimized website loading speed.
Liza | Designer
Note
As it is a B2B product for a specific fintech company, we had access to all metrics to measure efficiency.
As we can see, employees' efficiency has been significantly improved after implementing new features.
Design process
Designs
Testing method: qualitative (user interviews). Number of interviewees: 10.
— I've noticed affiliate managers in my team spend too much time for analyzing campaigns. In fact, they have to collect conversion rates by all campaigns for all countries we work for. I think the page with reports is not efficient as it missed convenient data representation.
Nir, Team Lead
— What angers me is that I have to take too many steps to find detailed statistics about landing page conversions. It's important because I have to analyze and make decisions faster about its efficiency.
Jacob, Affiliate manager
— I got used to an existing interface, but sometimes I face serious issues in composing reports for specific dates as it's not really accessible.
David, Affiliate manager
Liza | Designer
Note
User interviews helped me build effective solutions THAT SOLVES USERS’ PROBLEMS.
To do that, I have:
✔️
Defined the hypothesis I wanted to check. In this case, I’ve prepared a list of tasks I asked users to complete. Observing this process, I ensured users could find all design features and the interface was intuitive and user-friendly.
✔️
Arranged 1:1 user interviews. In this case, I interviewed 10 people.
✔️
Collected the feedback and share it with the client.
