Elevating Data Analytics to a Robust SaaS Platform
With user-centered approach, the goals was to create an intuitive interface to increase user retention as well as introduce users to a onboarding process which will allow them to consistently interact with new features and products.
Chicago, IL (Remote)
UX Designer
Healthcare
120
The Plan
Our journey commenced with an engaging remote ideation session. Utilizing virtual whiteboards, we mapped out different market segments alongside the corresponding solutions we offered, uncovering new opportunities for growth. We were committed to delivering a "white glove" service experience, customizing our solutions and data-driven insights to meet each client’s unique needs. This approach was akin to a personal chef curating a meal, ensuring that every client received tailored recommendations. Additionally, we enhanced user experience by personalizing their Tableau charts, providing a bespoke experience that emphasized our commitment to client satisfaction.
Challenge
The primary challenge was evident: the web application suffered from an overload of technical jargon and internal terminology, leading to confusion and frustration among external users. To address this, I recognized the necessity of simplifying the user flow and enhancing intuitiveness. Our initial focus was to implement a comprehensive onboarding process, complemented by clear documentation to facilitate seamless navigation for new users. By analyzing industry best practices, we discovered a universal lack of use of ease. This focused us to aim to create an experience that would set a new standard in usability. The previous design was influenced by an outdated model reminiscent of a news platform, which featured convoluted sections and sub-sections that risked alienating users unfamiliar with the system.
Results
Post-redesign, user engagement significantly increased with a 25% reduction in task completion time and a 30% decrease in user error rates. User satisfaction ratings improved from 3.2 to 4.6 stars. The streamlined workflows and modern interface resulted in a 20% increase in new subscriptions within the first six months of the launch.
25%
Reduction in task completion time
30%
Decrease in user error rates
20%
Increase in new subscriptions
Pillars of Success
Fix the lack of design system: Without an established design system in place, I saw an opportunity to refresh the platform's look and feel. Partnering with engineering, we began creating a unique library of reusable components using React, building the foundation piece by piece. Every customized component was added to our dedicated design library in Storybook. This extensive project laid the groundwork for a cohesive and scalable design system, supporting a complete refresh of the platform.
Redefine the user: Research revealed a misalignment between our target audience and the platform's actual users. While we initially focused on C-level executives, they were only logging in monthly, which impacted usage metrics. Shifting our attention to daily users—mainly independent contributors—opened the door to restructuring the product to deliver more value in their everyday tasks. Through interviews with both users and potential customers, we identified ways to make our solutions more accessible and seamlessly integrated into their workflows. This user-focused approach reduced unnecessary clicks, increased session time, and ultimately enhanced the platform's value.
Wireframing & Prototyping: Typically, wireframes and prototypes are used to establish a design and make rapid adjustments. In this project, however, we extended their use beyond the usual purpose. We allowed external users to interact with our designs and prototypes, creating an environment for A/B testing throughout the six-week project. Ultimately, we developed four unique designs and created three prototypes to refine and validate our approach
Testing Decisions: We launched the new and improved version of our web application, and the results were as satisfying. User retention soared by 75%, and drop-off after downloading data content such as graphs and excel sheets fell from 15% to just 9%. The real win was in the user feedback—people were asking for more and eager to see what else we could offer. It felt like a light bulb moment; the redesign had unlocked new possibilities for growth and innovation. Our product team then conducted interviews with about 20 users, while the client advisory team gathered live insights from 90% of our customers. The direct feedback allowed us to create a centralized repository for user insights. This foundation enabled us to prioritize new features and set up future tests.
Conclusion
While working at Pareto, I encountered challenges in fully understanding the day-to-day user experience due to limited direct insights. In retrospect, I believe conducting more user interviews focused on functionality and user flow would have provided a clearer picture. While quantitative data offers valuable metrics, direct user engagement is essential for capturing the nuances of actual usage patterns.
Establishing a pathway for direct communication between the product team and clients could have significantly enhanced our approach. Regular live sessions and collaborative design workshops with potential users would have fostered a more precise understanding of how the product was used daily, allowing us to make targeted improvements aligned with user needs.