Updated and reorganized the account page for better IA and discoverability, improving enterprise users experience in lieu of upcoming feature add.
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Lead designer, I developed wireframes, high fidelity designs, and prototypes that supported user research (which included our internal team's sales manager), worked with developers to QA the designs and iterated based on stakeholder feedback and user research.
The redesigned page improved usability for both our internal sales team and user testing participants. Users found it more useful for daily tasks and overall understanding of the new account-first model. Testing showed measurably improved engagement.
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We had multiple SRQs tracking for this page, users rarely used it and when they needed to, they reported it was confusing for them. Through interviews with the sales manager and extensive usability testing, we identified major pain points such as a lack of hierarchical organization of the data, increasing friction for even the simplest task. Users reported difficulties in finding key features hindering their ability to perform tasks efficiently. This feedback highlighted the need for a more organized and user-friendly design.
After the redesign, testing participants found they understood tasks easier and intuitively found what they were looking for when navigating the page. Our sales team reported the new layout was significantly more efficient for their daily tracking of prospects and leads, as well as the overall health of an account. Usability testing confirmed that users found the interface easier to navigate, with reduced friction measured by fewer drop off points during major tasks.
I discovered how crucial it is to work directly with users who actively need the tool we're redesigning. The effectiveness of testing is greatly amplified when users can easily relate to and understand the tool's functions. However, without a real stake in the outcomes, their ability to provide meaningful feedback diminishes. To address this, we engaged in detailed, ongoing discussions with high-volume accounts on the platform, as well as our sales team, who are frequent users of the tool. This continuous feedback loop provided us with invaluable insights that directly influenced enhancements, ensuring the tool not only met but exceeded user expectations. These collaborations have been key to our success, highlighting the importance of involving the right stakeholders throughout the development process.
