Optimizing Dashboard Functionality to Address User Feedback
Optimizing Dashboard Functionality to Address User Feedback
Optimizing Dashboard Functionality to Address User Feedback
This project aimed to enhance and expand features for the Fintech Primitives dashboard, a CRM tool designed for fintech startups and wealth management firms to manage and serve mutual fund investors.
This project aimed to enhance and expand features for the Fintech Primitives dashboard, a CRM tool designed for fintech startups and wealth management firms to manage and serve mutual fund investors.
This project aimed to enhance and expand features for the Fintech Primitives dashboard, a CRM tool designed for fintech startups and wealth management firms to manage and serve mutual fund investors.
Role
Research, UX/UI, Product Design
Industry
Fintech, SaaS, B2B, Mutual Funds Domain
Duration
8 months
Team
Chief Technology Officer, Product Owner & Me
OVERVIEW
OVERVIEW
Problem
Problem
Problem
User feedback highlighted that the dashboard's poor navigation, lack of relevant insights, and limited scalability reduced productivity and hindered evolving business needs.
User feedback highlighted that the dashboard's poor navigation, lack of relevant insights, and limited scalability reduced productivity and hindered evolving business needs.
User feedback highlighted that the dashboard's poor navigation, lack of relevant insights, and limited scalability reduced productivity and hindered evolving business needs.
Solution
Solution
Solution
The redesigned dashboard improved client onboarding and management efficiency, leading to its adoption as a CRM tool by 60% of our clients.
The redesigned dashboard improved client onboarding and management efficiency, leading to its adoption as a CRM tool by 60% of our clients.
The redesigned dashboard improved client onboarding and management efficiency, leading to its adoption as a CRM tool by 60% of our clients.
SETTING THE SCENE
SETTING THE SCENE
What is Fintech Primitives?
What is Fintech Primitives?
What is Fintech Primitives?
Fintech Primitives (FP) is a cloud based Platform as a Service (PaaS) in the mutual funds domain. FP simplifies the complexities of the Indian financial ecosystem into APIs, facilitating mutual fund distribution. Fintech Primitives dashboard is a CRM tool designed for fintech startups and wealth management firms to manage and serve mutual fund investors.
Fintech Primitives (FP) is a cloud based Platform as a Service (PaaS) in the mutual funds domain. FP simplifies the complexities of the Indian financial ecosystem into APIs, facilitating mutual fund distribution. Fintech Primitives dashboard is a CRM tool designed for fintech startups and wealth management firms to manage and serve mutual fund investors.
Fintech Primitives (FP) is a cloud based Platform as a Service (PaaS) in the mutual funds domain. FP simplifies the complexities of the Indian financial ecosystem into APIs, facilitating mutual fund distribution. Fintech Primitives dashboard is a CRM tool designed for fintech startups and wealth management firms to manage and serve mutual fund investors.
UNDERSTANDING THE PROBLEM
UNDERSTANDING THE PROBLEM
Why Redesign?
Why Redesign?
Why Redesign?
To understand the problem, I collaborated with the primary user categories, i.e, the internal Customer Success team and Operations teams and investigated the customer onboarding process and the daily operations. This revealed the following issues.
To understand the problem, I collaborated with the primary user categories, i.e, the internal Customer Success team and Operations teams and investigated the customer onboarding process and the daily operations. This revealed the following issues.
To understand the problem, I collaborated with the primary user categories, i.e, the internal Customer Success team and Operations teams and investigated the customer onboarding process and the daily operations. This revealed the following issues.
PROBLEM #1
DASHBOARD DEFICIENCIES
PROBLEM #1
DASHBOARD DEFICIENCIES
The initial dashboard was an interim solution . It lacked intuitive navigation, relevant insights, advanced features.
The initial dashboard was an interim solution . It lacked intuitive navigation, relevant insights, advanced features.
The initial dashboard was an interim solution . It lacked intuitive navigation, relevant insights, advanced features.
PROBLEM #2
TOOL-AIDED DASHBOARD CREATION
PROBLEM #2
TOOL-AIDED DASHBOARD CREATION
The dashboard was built with an external predefined tool to expedite app development.
Scalability and customization issues prevented it from meeting evolving business needs.
The dashboard was built with an external predefined tool to expedite app development.
PROBLEM #3
CHALLENGES IN ADAPTATION
PROBLEM #3
CHALLENGES IN ADAPTATION
Scalability and customization challenges hindered its alignment with evolving business needs.
Scalability and customization challenges hindered its alignment with evolving business needs.
Scalability and customization challenges hindered its alignment with evolving business needs.
PROBLEM #4
USER SATISFACTION IMPACT
PROBLEM #4
USER SATISFACTION IMPACT
Lower productivity and user satisfaction made it difficult to access important information efficiently.
Scalability and customization issues prevented it from meeting evolving business needs.
Lower productivity and user satisfaction made it difficult to access important information efficiently.
DISCOVER
DISCOVER
Looking through the User's eyes
Looking through the User's eyes
Looking through the User's eyes
In understanding the users' perspective, two primary personas emerged:
In understanding the users' perspective, two primary personas emerged:
In understanding the users' perspective, two primary personas emerged:
Customer Success Member
Customer Success Member
Customer Success Member
As a Customer Success team member, my responsibility is to onboard mutual fund distributors to Fintech Primitives. I guide them through the process of creating a mutual funds platform where investors can invest. This involves collecting information and configuring various services to ensure distributors can seamlessly get started.
As a Customer Success team member, my responsibility is to onboard mutual fund distributors to Fintech Primitives. I guide them through the process of creating a mutual funds platform where investors can invest. This involves collecting information and configuring various services to ensure distributors can seamlessly get started.
As a Customer Success team member, my responsibility is to onboard mutual fund distributors to Fintech Primitives. I guide them through the process of creating a mutual funds platform where investors can invest. This involves collecting information and configuring various services to ensure distributors can seamlessly get started.
Operations Member
Operations Member
Operations Member
As an Operations team member, my role involves managing daily activities related to sending and retrieving important information to and from regulatory bodies. This information is crucial for the successful investment process within the platform.
As an Operations team member, my role involves managing daily activities related to sending and retrieving important information to and from regulatory bodies. This information is crucial for the successful investment process within the platform.
As an Operations team member, my role involves managing daily activities related to sending and retrieving important information to and from regulatory bodies. This information is crucial for the successful investment process within the platform.
Initial Dashboard Experience
Initial Dashboard Experience
Initial Dashboard Experience
Client onboarding and daily operations heavily relied on the dashboard. However, there were several issues:
Client onboarding and daily operations heavily relied on the dashboard. However, there were several issues:
Client onboarding and daily operations heavily relied on the dashboard. However, there were several issues:
>90%
>90%
>90%
of the onboarding process was manual, involving document collection due to lack of digital automation.
of the onboarding process was manual, involving document collection due to lack of digital automation.
of the onboarding process was manual, involving document collection due to lack of digital automation.
40%
40%
40%
of daily operations required the use of multiple third-party tools, with no integration into the dashboard.
of daily operations required the use of multiple third-party tools, with no integration into the dashboard.
of daily operations required the use of multiple third-party tools, with no integration into the dashboard.
Missing Features
Missing Features
Missing Features
impacted the internal team's efficiency, daily operations, and the ability to adapt to evolving business needs.
impacted the internal team's efficiency, daily operations, and the ability to adapt to evolving business needs.
impacted the internal team's efficiency, daily operations, and the ability to adapt to evolving business needs.
Regarding interface issues, the following factors hindered productivity:
Regarding interface issues, the following factors hindered productivity:
Regarding interface issues, the following factors hindered productivity:
HYPOTHESIS
HYPOTHESIS
By designing and creating a new dashboard from the ground up with the internal development team, prioritizing the implementation of required new features and gradually migrating existing functionalities from the old dashboard, we can enhance user experience and streamline operations.
By designing and creating a new dashboard from the ground up with the internal development team, prioritizing the implementation of required new features and gradually migrating existing functionalities from the old dashboard, we can enhance user experience and streamline operations.
By designing and creating a new dashboard from the ground up with the internal development team, prioritizing the implementation of required new features and gradually migrating existing functionalities from the old dashboard, we can enhance user experience and streamline operations.
DESIGN EXPLORATION
DESIGN EXPLORATION
Initial Wireframes
Initial Wireframes
Initial Wireframes
I began ideating wireframes by starting with a listing page, as most dashboard pages feature tables with lists. My primary focus was on organizing the information in a way that is easy to digest, as collective data can often be overwhelming. Additionally, I concentrated on improving the side navigation and addressing issues caused by the filter tab.
I began ideating wireframes by starting with a listing page, as most dashboard pages feature tables with lists. My primary focus was on organizing the information in a way that is easy to digest, as collective data can often be overwhelming. Additionally, I concentrated on improving the side navigation and addressing issues caused by the filter tab.
I began ideating wireframes by starting with a listing page, as most dashboard pages feature tables with lists. My primary focus was on organizing the information in a way that is easy to digest, as collective data can often be overwhelming. Additionally, I concentrated on improving the side navigation and addressing issues caused by the filter tab.
OBSERVATION #1
DO WE NEED THE PAGINATION?
OBSERVATION #1
DO WE NEED THE PAGINATION?
Pagination encourages users to browse pages sequentially, even with filters, leading to wasted time, increased cognitive load, and reduced discoverability.
Pagination encourages users to browse pages sequentially, even with filters, leading to wasted time, increased cognitive load, and reduced discoverability.
Pagination encourages users to browse pages sequentially, even with filters, leading to wasted time, increased cognitive load, and reduced discoverability.
OBSERVATION #2
WHY IS THE CTA AT THE BOTTOM?
OBSERVATION #2
WHY IS THE CTA AT THE BOTTOM?
Placing the CTA at the bottom of a dashboard can be overlooked, especially on scroll-heavy pages. Key actions should be easily visible and accessible without requiring users to search extensively.
Placing the CTA at the bottom of a dashboard can be overlooked, especially on scroll-heavy pages. Key actions should be easily visible and accessible without requiring users to search extensively.
Placing the CTA at the bottom of a dashboard can be overlooked, especially on scroll-heavy pages. Key actions should be easily visible and accessible without requiring users to search extensively.
OBSERVATION #3
FILTER EXPANSION AS A POP-UP?
OBSERVATION #3
FILTER EXPANSION AS A POP-UP?
Using a filter screen as a modal can disrupt the user flow by hiding the main content, making it harder to reference while applying filters. This can lead to confusion and increase interaction time.
Using a filter screen as a modal can disrupt the user flow by hiding the main content, making it harder to reference while applying filters. This can lead to confusion and increase interaction time.
Using a filter screen as a modal can disrupt the user flow by hiding the main content, making it harder to reference while applying filters. This can lead to confusion and increase interaction time.
OBSERVATION #4
VISUAL ELEMENTS FOR NAVIGATION BREAKDOWN
OBSERVATION #4
VISUAL ELEMENTS FOR NAVIGATION BREAKDOWN
A side navigation with icons and aligned micro-breakdowns enhances UX by providing a clear, hierarchical structure. Icons improve scanability, while alignment ensures consistency.
A side navigation with icons and aligned micro-breakdowns enhances UX by providing a clear, hierarchical structure. Icons improve scanability, while alignment ensures consistency.
A side navigation with icons and aligned micro-breakdowns enhances UX by providing a clear, hierarchical structure. Icons improve scanability, while alignment ensures consistency.
DEVELOP
DEVELOP
Visual Style and Typography
Visual Style and Typography
Visual Style and Typography
Design Iterations
Design Iterations
Design Iterations
We worked on redesigning the dashboard by developing new features and decided to gradually transition from the old dashboard to the new one.
We worked on redesigning the dashboard by developing new features and decided to gradually transition from the old dashboard to the new one.
We worked on redesigning the dashboard by developing new features and decided to gradually transition from the old dashboard to the new one.
Final Design
Final Design
Final Design
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Copyright 2024 by Ann Mary Alex
Copyright 2024 by Ann Mary Alex
Copyright 2024 by Ann Mary Alex