A user-centered redesign that transformed a complex, command-line based sales dashboard into an intuitive system through JTBD, Content Strategy, User Interviews & Data Viz—reducing screen count by 23% and significantly increasing productivity across all levels of financial sales personnel.
Situation
A large financial institution needed to refine its centralized worker dashboard, specifically for the sales team. The existing dashboard had an archaic UI, was command-line based, and heavily relied on keyboard shortcuts.
The goal was to improve efficiency and effectiveness for various salespersons, from green salespeople to senior managers.
Task
To identify opportunities for refinement within the national sales team’s use of the dashboard, enhancing user experience, and streamlining workflows.
This involved understanding how different types of salespersons interacted with the dashboard and pinpointing areas for improvement.
Action
User Research and Testing:
Conducted contextual inquiries and user interviews with different salespersons to gather qualitative insights.
Analyzed screen usage and interaction patterns through analytics to identify the most leveraged screens.
User Personas:
Mapped out user personas from green salespeople to senior managers, understanding their unique needs and workflows.
Focused on how each persona used the dashboard to manage client information and sales activities.
Contextual Inquiry and Card Sorting:
Used card sorting to identify overlaps and redundancies in screen interactions and content modules.
Captured screens and found key areas for refinement that would impact multiple user types.
Wireframing and Prototyping:
Developed wireframes and prototypes to visualize potential improvements.
Iterated on designs based on user feedback to ensure practical and efficient solutions.
Design System and Interaction Refinement:
Refined interactions and streamlined workflows to reduce the number of screens from 35 to 27.
Consolidated information and tasks into fewer screens to minimize the need for screen hopping.
Result
The refined dashboard delivered significant improvements:
Increased Efficiency: Reduced worker time spent on tasks and accessing client information, allowing salespersons to focus more on sales-oriented activities and outreach.
Decreased Technical Debt: Reduced the number of screen iterations, simplifying the system and reducing maintenance costs.
Enhanced User Experience: Provided a more intuitive and user-friendly interface, improving overall satisfaction and productivity among salespersons.
Cost Savings: The streamlined system resulted in significant daily savings in worker time and operational costs.
This project showcased the importance of user-centered design and research in refining complex systems, ultimately enhancing productivity and efficiency in a high-stakes financial environment.
