Create An Intuitive Dashboard To Increase Engagement For New/Old Users
From identifying and predicting the work that will need to be tackled, to sourcing talent to execute that, and then monitoring the project of that product, it's interesting to see how a product is developing over time and how machine learning can help people and organizations to get the engineering products built.
Tara.ai, a platform that uses machine learning to enable product teams to be on-time, on-budget, and on-roadmap.
Product design lead - my role and responsibilities include working directly with the co-founders, analyzing end user needs, guiding and designing UX features through user research and design validations.
From end to end, I led the scope of three projects - onboarding overhaul, contractor profile and dashboard redesign.
I have also been the sole driver of Tara's rebranding from 2018 to 2019 - with the delivery of new icon, new branding guideline, and new web homepage.
With the pre-existing insights from client's research and deeper understandings through our drayage studies and client meetings, we breakdown the high-level goal to more actionable challenges:
Create An Intuitive Dashboard To Increase Engagement For New/Old Users
Automate And Digitize The Manual Coordination
Prioritize Daily Actionable Items On The Dashboard
Optimize And Simplify The Visual
When I joined Tara.AI, there has been some critical road blockers - users are experiencing frictions before signing up and after signing up. I have been watching the rage clicks made by them on Fullstory and heard their stories of giving up during the interviews. To better understand the pain points, let's begin with user stories.
Product Owners
Need the best matched developers to help build products. By automating the product scoping and execution, product owners can plan with confidence and drive efficiency of product development.
Contractors
Finding the right person for the right task is mission critical. TARA’s network boosts developers’ visibility by matching the right skill sets to the diverse and time sensitive projects.
With the understanding of two significant audiences, I spent one week for the first round of preliminary user testings to gain the unfiltered user feedback.
Import Coordinator
Jenny's
Pain Points
• Manually tracking containers
• Manually releasing holds/fees
User testings results presented that the pain points can be classified as three primary categories: Onboarding, Profile and Dashboard.
Trucking Coordinator
Maritza's
Pain Points
• Scheduling appointments via calls
• Manually invoicing customers
User onboarding is the most important part of the customer journey. To get people into the door, we need to avoid any kind of friction and guide them with ease. By studying the existing onboarding journey, I discovered a heavy load of information and overwhelming process with little guidance.
I decided to start from scratch and deconstruct the process to small pieces. The user flow for onboarding only is drafted and followed up with low fidelity wireframes.
Onboarding - before
Onboarding - design option 1
Onboarding - design option 2
The second round of user testing was fulfilled. During the testings users voted for the two design options. We got the green light of the design option 1. 🙂
Dashboard
Side Navigation
Delivery Order List
Container List
We’ve deconstructed the process on the client side small pieces and atomic actions. Due to the NDA limitation, at this point I omit the contractor dashboard section. The user flow below indicates the clients' happy paths to track their product and secure the talent they desire.
The pre-existing page to have clients and developers collaborate is called product analytics - a place to collect the ongoing data and past history for the product to build. During the preliminary user testings, we discovered the lack of usage of that page. And also gained insights of how to make the dashboard bring value to the customers.
Before
After
From the very beginning, I was convinced that it is vital to keep the interface clean, simple and intuitive. With Tara.AI, there are many different user cases from managing deal flows, creating and managing product scopes, finding and hiring talent. Simplicity is crucial to avoid confusion and help them operate with ease.
After launching the new onboarding and dashboard, we have been closely watch the Fullstory sessions and user analytics. The first month after launch, the new user sign up increased from 48 (March 2019) to 205 (April 2019) and the products scoped on Tara increased from 61 (March 2019) to 179 (April 2019).
The growth of 400% on user sign up and 300% on product builds validates the new design for Onboarding and Dashboard. The next steps is to keep iterating on the current design and embark the user testings regarding the dashboard flows to gain more feedback.
Along with product design, I have been working with the founding team to re-brand the platform since day 1. It was great to see how the brand evolves and everything comes together in a seamless way.
The logo redesign aims to bring focus and clarity to teams without distracting; so our logo and symbol are fluid, clear, and impactful. (To comply with non-disclosure agreement, I omitted the branding guidelines in this case study).
The logo works best in a gradient of #3C45C3 and #1DB7FF on a white background. For dark backgrounds, the logo should always be white.
To comply with the non-disclosure agreement, in this case study I have omitted the dashboard page for persona Maritza, the expanded view of containers, and pages with confidential information.
© 2021 TINGRAN LIU