- Prioritize browser compatibility and interface decluttering for a smoother experience.
- Simplify payment options to minimize user confusion.
- Introduce transparent purchase tracking to boost user confidence.
- Elevate product images' resolution for improved visual appeal.
Redesign of a B2C SAAS photography e-commerce website
Highlights
Client
ProConnection
Website
www.promaster.com
Platform
Responsive Dashboard and Mobile design
Role
Lead Designer, UX Researcher & Brand Designer
Skills & Methods
Research, User Interviews, UX/UI Design, Prototypes & A/B Tests, Usability Tests
Tools
Figma, Adobe Suite, Zoom and Maze
The Problem
The existing admin dashboard of ProConnection presents significant usability challenges, hindering efficient management and decision-making for the platform. The interface is cluttered and lacks intuitive navigation, resulting in a steep learning curve for users. Key tasks, such as product management, inventory tracking, and user engagement analytics, are convoluted and time-consuming due to the complex layout and unintuitive workflows.
2.5x
2.5x longer task completion time.
30%
30% drop in user engagement.
45%
45/100 mobile responsiveness score.
2.3x
2.3x higher navigation steps for tasks.
68%
68% unawareness of certain dashboard features.
3x
3x increased time for data entry due to complex forms.
The Solutions
The solution involves a comprehensive redesign of the dashboard pages, aiming to enhance ProConnection's market reputation and elevate user experience. By implementing streamlined interactions, intuitive user flows, and a visually organized interface, the redesign addresses existing usability challenges. The primary goal is to create an interface that aligns with user needs, significantly reduces cognitive load, and establishes a user-centric approach. This approach will not only improve user satisfaction but also position ProConnection as a market leader, known for its user-friendly and visually appealing platform.
Defining The Problem
We are tasked with redesigning ProConnection's admin dashboard, a crucial tool for store owners and platform administrators. The existing interface presents a complex and unintuitive user experience, leading to extended task completion times, decreased user engagement, and a high error rate during inventory updates. This hampers efficient management of products, user engagement analytics, and support for local businesses. The challenge lies in crafting a solution that simplifies interactions, reduces cognitive load, and creates an intuitive dashboard that resonates with users' needs.
Opportunity
The redesign is a chance to elevate user satisfaction by simplifying interactions, optimizing flows, and enhancing visual organization. This can lead to increased task efficiency, higher engagement, and improved feature adoption, positioning ProConnection as a user-centric marketplace.
Hypothesis
We hypothesize that a streamlined and intuitive admin dashboard will lead to increased user engagement, faster task completion, and reduced error rates. This will drive better feature discoverability, fostering a stronger user community and solidifying ProConnection's market leadership.
Research
During the research phase, a comprehensive analysis of ProConnection's values, objectives, and challenges was conducted. This included gathering user reviews and feedback to address their specific pain points while using the platform
Key Insight form the research
Who are we designing for
Our design efforts are focused on addressing the needs and challenges of a diverse user base, represented through a persona that encapsulates the collective requirements of ProConnection's independent store owners, photography enthusiasts, and shoppers.
Core Task Flow
The core task flow for ProMaster involves users seamlessly navigating through product discovery, selection, and checkout, ensuring a user-friendly, efficient, and satisfying experience.
Ideation
During the ideation phase, the wireframes were meticulously crafted, drawing inspiration from existing screens while enhancing the user experience. Focused on responsive design, the wireframes envision a revamped photography-focused eCommerce platform that ensures seamless user interactions on both web and mobile devices.
Wireframing
The Final Solution
The final solution included a comprehensive design audit, showcasing high-fidelity screens. We meticulously compared old and redesigned screens side by side, utilizing a color-coded scheme (green for improved, orange for needs improvement, red for fixes).
Landing Page
The landing page was revamped to provide a cleaner layout with improved visual hierarchy, utilizing greens for enhanced elements and addressing user navigation challenges through orange and red markers.
Product Page
The product page saw enhancements in imagery and product information presentation. Green highlights showcase improved sections, while orange and red indicate areas needing attention for better user understanding.
Cart Page
For the cart page, user flow was streamlined, and feedback was addressed. The color-coded approach helps distinguish areas that are enhanced, need improvement, or require fixes.
Forum Page
The forum page's redesign focused on improved interaction and engagement. The color scheme indicates adjustments made for better user participation and navigation.
Responsive Mobile Screens
The responsive high-fidelity mobile design ensures consistent and user-friendly interactions across devices. The color-coded evaluation aids in pinpointing improvements for each screen size.
Success Metrics
The success of the redesign is quantified through a range of key performance indicators (KPIs) that reflect the substantial improvements made. These metrics encompass reduced task completion times, increased user engagement, a significant decline in error rates, higher adoption rates of advanced features, and a notable decrease in support tickets related to dashboard issues. These achievements affirm our design's effectiveness in streamlining interactions, simplifying the user experience, and fostering a positive environment for ProConnection's diverse user base.
50%
Task Completion Time reduced by 50% (5 minutes to 2.5 minutes).
20%
User Engagement Rate Increased by 20%
85%
Mobile Responsiveness improved to 85/100 (from initial 45/100).
18%
Error Rate: Decreased to 5% (from initial 18%).
Conclusion and
Takeaway
In conclusion, the redesign of ProConnection's admin dashboard has been a resounding success, transforming an intricate interface into a user-centric platform that addresses various user challenges. The meticulous process of ideation, wireframing, and high-fidelity design, guided by user feedback and needs, culminated in a solution that significantly improved task efficiency, user engagement, and overall user satisfaction. By reducing cognitive load, simplifying interactions, and enhancing visual clarity, we've created a space where independent store owners, photography enthusiasts, and shoppers can connect seamlessly.
Key Takeaways
Prioritize a user-centered approach for effective design outcomes. Iterate based on user feedback to achieve continuous improvement. Simplicity and clarity enhance usability and user satisfaction. Responsive design ensures consistency across devices. Data-driven decisions guide informed design choices.
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