AREA
Product Design
responsibilities
- Benchmarking
- Visual design
- Low and high fidelity prototypes
- Maintenance of the Design System
- Handoff to the development team
- Report creation
year
2022-2024
Tools
Figma, Notion, Google Docs, Maze Design, UserGuiding
Challenges
I joined the product team after the launch of the new control panel version, which, although robust, had some usability issues. As the sole designer on the team, we had to identify and prioritize the problems, focusing on optimizing the user experience to increase revenue and interaction on the platform.
📲
Apply the concepts of mobile first
Although the platform is responsive, at various times, the layout and navigation experience on mobile devices presented problems.
🙋♂️
Improve usability
Many users had doubts, encountered terms they did not understand, and considered some processes too complex.
👨👩👧👦
Different audiences
Although the product is focused on beginner store owners, it was necessary to also work with advanced features to serve large-scale store owners.
📝
Refactor the Design System
Even when using a Design System, it often technically limited the applications, impairing the usability of the product.
Results
4.1/5
+40
86%
87,5%
How could we help users better understand the platform
Many customers who started using the platform felt lost, especially with the dashboard. This resulted in confused users, unable to perform basic actions, and subsequently quickly leaving the platform.
As a result, the product team decided to implement an initial guide (onboarding), which was a success. Now, about 80% of users can register at least one product on the first day of using the platform.
How could we increase interaction on the platform
Together with onboarding, we introduce a task checklist, providing users with a clear guide on what to explore on the platform.
Staying on the home page for the first 30 days, this checklist is structured into four stages, each with eight tasks, accompanied by tips and detailed explanations to guide each customer towards the success of their online store.
After conducting research, heuristic analysis, and dialoguing with the support team, we chose to reformulate the registration process. The main improvements included revising the texts, implementing features to optimize the registration process, and making adjustments to the flow.
It is important to emphasize that the basic structure of the registration process was maintained, taking into account the familiarity of many users with this type of process.
BEFORE
AFTER
Feedback collected after the update
"Super positive the new settings"
"I loved it, it's more complete!"
I liked simplified the registration
How could we optimize our clients' reports
The reports from our clients' online store were experiencing slow performance. After discussions with the infrastructure team, it was decided that these reports would no longer be native and would be transferred to a separate database platform, thereby resolving the performance issues.
Seizing this opportunity, we also implemented a performance analysis with specific charts for monitoring the online store. This initiative aims to assist store owners in monitoring and optimizing the performance of their stores.
After the launch of the theme store's MVP, we were able to observe some points of improvement. We implemented filters in the theme listing, refined the hierarchy of the information on the cards, introduced complete custom descriptions on the theme detail pages, and improved the shopping experience.
And along with weekly marketing actions, we were able to not only increase, but also maintain the recurrence in theme sales per month.
BEFORE
AFTER
How could we optimize the visual editor for beginners?
Users were facing difficulties due to the complexity of using the theme editor for their stores, resulting in a significant increase in support requests.
To address this, we created a simplified editor that retains the main features of the advanced editor, but in a more agile and intuitive way, reducing the number of items and making the process more efficient.
All users have access to the advanced editor, while new users can only use it after purchasing a theme on the platform, encouraging theme purchases.
How could we improve our Design System
Although we were already using the Design System, in some scenarios, the lack of documentation and some limitations prevented its efficient use.
Faced with this problem, we promoted a complete restructuring of the Design System's tokens, adopting primitive and semantic tokens.
We also reviewed all the components, resulting in comprehensive documentation creation in Storybook, integrated with the component library in Figma.
How could we improve navigation on the platform
The navigation menus represented a persistent challenge on the platform, as the main menu was always activated even when trying to access a sub-menu. This situation resulted in slowness and frustration, since it was necessary to load the entire main menu page to access a sub-menu.
Given this, we reorganized the menus, significantly improving your experience. Now, it is no longer necessary to open a main menu to access a sub-menu. Check out the details below.
BEFORE
AFTER
Retrospective
Throughout my time at Bagy, I had the opportunity to contribute to several projects, some presented here, both related to our internal ERP and to the dashboard projects.
This experience has brought significant development to my strategic vision regarding business, products, and technology, allowing me to fully comprehend the strategic process behind each decision made.
Working on diverse projects has brought enriching challenges and continuous learning opportunities.
Other projects
Check it out too
Let's talk 🙃
If you want to talk about a potential project or just say hi, send me an email.
© 2024 · Augusto Metz