Launchpad After Go-Live
A better first impression: Improving the homepage for clients after onboarding
Dwolla
Hackathon Project
In late 2020, we implemented a new page in the dashboard called the Launchpad. The purpose of this page was to help new sign-ups complete the onboarding process. However, we found that the page did not provide as much value to clients who had finished onboarding.
We took this as an opportunity to perform discovery on new ways of utilizing this page to make it useful for both new and existing clients.
Understanding the problem
Currently, there is no centralized home page in the dashboard that allows clients to view a high-level snapshot into their API activity. We’ve received qualitative feedback in regards to needing a “home page” as well as feedback surrounding the lack of value provided by the Launchpad after going live with the API
The Trends page does not provide enough value for all clients across the board (specifically, facilitator clients), however, clients have mentioned that it is helpful to see API activity in a visual way. Therefore, we must rethink our strategy for finding an alternative should we decide to sunset the Trends page from the Dwolla Dashboard.
Who does this impact?
Since each persona cares about different information, our journey map and final product will look different for each persona. By identifying the key personas, we were able to create a shared understanding of their motivations and pain points throughout the process.
Competitive analysis
I conducted a competitive analysis of various dashboard home pages to gather ideas to inform the design. I gathered screenshots of different dashboard home pages from industry leaders and competitors. This allowed me to compare their layout, functionality, and overall design elements.
User journey
Collaborating with another designer, we conducted a user journey mapping workshop, involving key stakeholders from various departments such as sales, legal, risk & compliance, marketing, and customer success. This exercise facilitated a guideline for what users might be concerned about as they go through the onboarding process within the dashboard, ensuring a seamless transition for users from creating their account to accessing the API.
Information mapping
We used a journey map to guide us as we explored the details of the metrics that were accessible through the API. This helped us grasp the important information that we could gather. With this knowledge, we had a brainstorming session to come up with smart guesses about the data points that would be important to each person. By combining the journey map and our expertise, we were able to better understand the personalized information that mattered most to each individual.
Card Sort Sessions
During individual virtual card sort sessions, I facilitated collaboration among stakeholders from the customer experience team to understand the metrics that our users truly care about, based on their personas. By utilizing the journey map and our hypotheses during our information mapping, we were able to solidify the specific metrics and information that resonated with each persona.
Low-fidelity mockups
To kickstart the process of creating low fidelity mockups, I facilitated a collaborative sketching brainstorm with my fellow UX designer. Hosting the session virtually, I outlined four main areas of focus for our designs. We focused on exploring how the page will appear as they set their account up, and after their account is set up. Additionally, we brainstormed ways to add delight, such as allowing the user to customize the experience. Throughout the session, our joint efforts allowed us to establish a solid foundation for our low fidelity mockups.
Mockups
To create high fidelity mockups for client feedback, we utilized the ideas generated during the low-fidelity session and integrated the key elements that were discussed by the group. These detailed mockups provided an accurate representation of the final product, allowing us to gather valuable feedback and make necessary adjustments before proceeding with the development phase.
Feedback Calls
During our feedback calls, we had two mockup options to show. We wanted to make sure we were heading in the right direction with our metrics for the intended audience. We also wanted to understand how our target audience liked to see the graphs. This way, we could create a user experience that meets their needs and preferences. We were also interested in finding any missed opportunities.
Results
After analyzing feedback from calls, we were happy to see our mockups turn into a great Minimal Viable Product (MVP). We carefully reviewed every part and fixed any issues, making sure the final mockups worked well for our users. Additionally, we thought about what could happen next. Our team got excited brainstorming ideas for future improvements and exciting experiences. These could include:
24 hour reporting
Additional filtering option for bank transfers $ amount / Units
How can a user compare and contrast by pulling two graphs together?