B2B Marketing analysis platform

B2B web platform

Analysis

Fintech

About client:

The client is a B2B marketing analytics company that analyzes landing pages and advertising performance for fintech projects. They approached with a need to create a platform to streamline their processes and provide more in-depth insights for their clients.

Location: Israel

The platform's purpose: Help affiliate managers to analyze and manage landing pages and advertising performance for their fintech projects.

What the client expected:

The client had approached with an MVP version of the platform, but the visual side and performance haven't been on an appropriate level. Additionally, from a UX perspective, new employees spent too much time learning the tool as they spent too much time learning the interface feature placement and mechanics.

Results

+28%

Managers' efficiency

Managers'

efficiency

Managers' efficiency

-25%

Managers' errors

Managers'

errors

Managers' errors

+32%

Analytics' productivity

Analytics'

productivity

Analytics' productivity

-40%

Loading speed

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Outdated UI.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

The strategy has been created based on a design thinking approach where we are paying attention to the introduction phase before starting our work to collect all the problems stakeholders see and users face. After designing another tasting phase was initiated to see if problems were solved effectively.

Designs

The goal was to develop a user-friendly platform with an intuitive interface, enabling users to navigate and understand the system easily based on behavioral research and best practices. The result is a streamlined layout that allows users to manage and control affiliate leads.

Liza | Designer

Note

Based on research, we put all important data about leads. So that the company can communicate with them more effectively, which makes the business impact.

Liza | Designer

Note

Based on research, we put all important data about leads. So that the company can communicate with them more effectively, which makes the business impact.

Liza | Designer

Note

For B2B products data visualization, it is important to keep a content-first structure. That means:
• Using accent colors only for the most essential parts of the interface.
• All the colors and elements meet accessibility standards.

Liza | Designer

Note

Liza | Designer

Note

According to user interviews, the feature for managing roles and permissions has improved their interaction with the platform and given faster access to settings.

Liza | Designer

Note

According to user interviews, the feature for managing roles and permissions has improved their interaction with the platform and given faster access to settings.

Liza | Designer

Note

As users work with massive data, the table filtering feature helps them find any data on demand easily.

Liza | Designer

Note

As users work with massive data, the table filtering feature helps them find any data on demand easily.

In the testing stage, we observed significant measurable improvements after the redesign:

Testing method: qualitative (user interviews). Number of interviewees: 10.

I see new data organization may potentially increase the productivity of my team. I appreciate that the report of affiliate managers' activity became so detailed. Love it!
Nir, Team Lead
Searching data processes in tables became much faster and easier. I especially like the filters for campaigns.
David, Affiliate manager
I can highlight the Managing roles and permissions page. Like that now it can be sorted by brands. And this new double-confirmation process can reduce the mistakes we make occasionally.
Lior, Team Lead
I like how the Dashboard page looks now. It's so clean and organized. And this welcoming message makes it so friendly now. So cool!
Amir, Affiliate manager
It was a great idea to create this structure for the information about our leads. All the important information is on the top. Looks nice and clean.
Jacob, Affiliate manager

I see new data organization may potentially increase the productivity of my team. I appreciate that the report of affiliate managers' activity became so detailed. Love it!
Nir, Team Lead
Searching data processes in tables became much faster and easier. I especially like the filters for campaigns.
David, Affiliate manager
I can highlight the Managing roles and permissions page. Like that now it can be sorted by brands. And this new double-confirmation process can reduce the mistakes we make occasionally.
Lior, Team Lead
I like how the Dashboard page looks now. It's so clean and organized. And this welcoming message makes it so friendly now. So cool!
Amir, Affiliate manager
It was a great idea to create this structure for the information about our leads. All the important information is on the top. Looks nice and clean.
Jacob, Affiliate manager

UX research behind design solutions

After calls with stakeholders, I started user interviews to identify their problems. Based on user interviews it was important to define common patterns and problems.

— 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.

Design system

The design system was built in Figma and implemented on React in order to keep consistency throughout the platform. The use of this design system enhances the overall user experience, providing a seamless and cohesive interface for visitors to navigate and engage with.

Let's talk about your project:

elizaveta.malash@gmail.com