CMS Center
ROLE
I worked as a UX Designer, driving end-to-end design with a focus on information architecture and strategy to streamline workflows in large- scale form filling.
TEAM
UX Designer, PM, SDE
TIMELINE
3 months
TOOL
OVERVIEW
As the first UX Designer with Spectrum, I spearheaded the UX/UI of the CMS Admin's redesign, a vital B2B tool for home services, refreshing its six-year-old architecture. In coordination with a project manager, UI designer, and engineers, and aligning with the CEO's strategy, we focused on a user-centric overhaul aiming for a Spring 2024 launch. My leadership facilitated collaborative sprints and cross-functional validations, emphasizing quick iterations and continuous usability testing. Together, we ensured that our redesign decisions were well-informed and strategically aligned, enhancing the system's usability and functionality.
PROBLEM
Spectrum's customers were either not using the software or failed to utilize many of the services offered by the CMS platform
Research, including interviews with account managers, client onboarding teams, sales, and marketing, reveals that clients often avoid using the software or only use certain CMS features they need, despite a wide range of available tools. Without sufficient motivation, clients prefer having their account managers complete tasks on the platform rather than doing so themselves.
- Clients struggle to navigate and find information
- Many CMS features are underutilized by clients
- The platform's terminology confuses users
- Clients heavily rely on account managers for tasks
- Clients often lack advanced analytical skills
SOLUTION
Establishing simplified, personalized, and actionable guidance allows our customers to manage leads more easily and provides better access to our services
- Applying easier navigation and access to our services
Refocusing the CMS from a sprawling feature set to a modern and comprehendible tool specializing in lead generation through a four phase strategy
Before
Cluttered and UI outdated that was difficult to navigate
After
Cleaner, more intuitive navigation organizes information to allow clients to search for lead information immediately, making it easy to prepare for leads.
- Allowing a personalized experience based a diverse user base
A customizable yet streamlined experience through modularity and optimized filtering.
Before
Static dashboard with cluttered filtering.
After
Draggable dashboard components, revised filtering options, and visual features that aid in lead comprehension.
- Language eased to provide a more universal language
Simple words and help text to aid in comprehension and approachable services.
Before
Technical jargon is filled with marketing, sales, and development jargon.
After
Clean and concise language and inviting tooltips to help the tool
SOLUTION
User activity jumped by 57% over a 6-month period
By using the behavioral analytics tool, Fullstory our team found out that regular user activated jumped by over 50% during a 6 month period.
Other stats found
- Stronger feature engagement time
- Improved conversion paths
- Less rage, dead, and error clicks.
- Improved task-completion funnel