Enabling users to self serve

Brand managers from agencies and enterprises struggle to navigate the app, leading to unsustainable reliance on customer success managers. This hindered self-service and needed addressing. User data analysis revealed agency clients as primary users, prompting a focus on this demographic.

Talking to customers

Interviews with the internal team and brand managers uncovered navigation pain points. Users found it difficult to start or locate needed pages, citing a lack of visual hierarchy and structure in the way information is presented. Inconsistent navigation panel functionality across pages further complicated the user experience.?

Competitive analysis

Researching other influencer marketing platforms provided insights into how navigation design principles can be applied.? Here are some of the points that made them successful:

Easy to use navigation

Non jargon labels that is actionable

Consistent placement of navigation

Concise display of information

The design process

The design process began with data analysis using Churnzero, Clarity and Hotjar to quantify element performance. With these tools, it helped us identify elements that can be removed and elements that need prominence. We also included in the analysis feedback from team members and brand managers. Our approach focused on identifying common themes and recurring issues, allowing us to address the most prevalent concerns efficiently.

'How might we' questions were also developed to align user tasks and goals.?Questions such as:?

How might we provide an experience that is useful to new and returning users??

How might we tailor their experience that allows them to see their activity within the app?

How might we guide their interaction so that they may self serve?

Main objective

The main objective became improving navigation to increase short-term retention for desktop users. This involved creating a user-friendly experience for both new and returning users while enabling self-service and reducing reliance on customer support.

The MVP

Based on the feedback received, we implemented several key changes to enhance user experience and navigation within the platform. ?Internal testing revealed positive results. A consistent side navigation drawer and navigation at the top of the screen were introduced, addressing user confusion and improving overall accessibility. This change streamlined navigation and provided clearer identification of which page the user is on.

We developed a new dashboard page to offer both new and returning users a personalised view of their platform activity. This feature aims to improve user engagement and facilitate easier access to relevant information. ???

For new users, quick-start links and customer support contact information were prominently displayed on the dashboard. Returning users benefit from improved goal-oriented navigation and activity retention features.

Iteration and challenges

Resource and time constraints necessitated iterative design processes to balance technical limitations with user value. Despite these constraints, efforts were made to enhance navigation elements and provide clear page identification.??

Next steps

The revised navigation system has been well-received by users. This foundational revision is expected to facilitate easier feature additions and create consistent, recognisable patterns for improved user self-service capabilities. Future improvements will focus on enabling single-click access to nested pages and users' most recent activities within the application.