Solving Adoption Problem by Redesigning the Interface

Company:
Point of Reference

Team:
PM , UX Director

Role:
UX/UI Designer

Timeline:
16 weeks

Introduction:

ReferenceEdge platform is a customer relationship management B2B software service. It helps businesses identify, recruit, and manage customer advocates to improve sales & marketing efficiency through automation.

The outdated UI was confusing, inefficient, and didn’t support video calls, leading users to abandon the task. As a result, the company received a negative Net Promoter Score.

PROBLEM

I improved the User Experience by changing the calendar view to a work week view and enabling click and drag interaction that easily allows users to select multiple options at once. Additionally, I updated the UI Style by adding a second design system and a video conference option as a communication channel.

SOLUTION

IMPACT

80% Task success rate

110 points increase in NPS

RESEARCH

During the research, I identified 3 main personas: Account Executive, Advocate, and Prospective Buyer wich helped me better understand pain points and opportunities for improvement from the user perspective. Next, I mapped out each persona’s user journey, and performed a heuristic evaluation of the product to come up with a list of improvements for each user flow.

The users are prospective buyers and satisfied customers

Users can’t complete the task and abandon product

PROGRESS AND ITERATIONS

Solution #1

Present week view, enable click and drag

Solution #2

Allow selecting a video conference call

Solution #3

Update UI style by moving to a new design system

CHALLENGES & NEXT STEPS

The biggest challenge was to find the most intuitive way to present overlapping time zones to the user. I presented four ideas to the team, and by testing them with users, we found the most optimal one. To add more clarity, I supplemented the table with a legend and a tip on how to use the calendar view to select times. I recommended continuing to measure user satisfaction and iterate.

Measure

  • Task success rate

  • Time on task

  • NPS

  • CSAT