The challenge
The Base platform is a B2B SaaS platform using an intelligent dashboard for visualizing customer journeys, and orchestrating customer marketing campaigns that engage, activate, and reward the customers. The platform helps their clients show analytics, reporting, and track advocacy program results over time, quantitatively and qualitatively.
As a very fast-growing Start-up, the company developed the platform rapidly, at times, with less strictness and attention to the User experience and design principles.
My task
As lead UX designer, my role included several aspects: brainstorming with the product managers about information architecture, hierarchy, improving the design system, designing new features, locating places in the platform where there was no consistency in the design, and suggesting as well as designing better solutions. I worked closely with the product managers, translated their stories into wireframes and working mockups and delivered the final designs to the development teams.
Project goal
Improving user experience by changing and simplifying user flows, making the platform look more consistent in its design language (similar icons language, creating a uniform table design), and designing new features such as an Email editor, Info card, and new video editor.
The process
First step:
The base platform is a highly complex system, my onboarding process took several weeks and included some steps: studying all the platforms pages, understanding who the competitors are, what their strengths and weaknesses are, and ultimately what the advantages of the Base platform are compared to other solutions. Listening to customers' testimonies and talking to Dev teams, Customer success managers, and product managers so as to deeply understand the platform.
Second step:
Discuss and analyze with product managers issues, questions and prioritize the tasks that should be done. Design wireframes and mockups for new features and existing parts that need improvements. Determine the hierarchy of fields and their order.
Conclusion
The onboarding time of our clients decreased significantly (from 6-8 weeks down to 4-6 weeks). We received positive feedback from users about the simplified configuration of the platform, saving them considerable time. Creating one design language while ensuring our development team uses the design system, helped sell the platform to new clients.