B2B SaaS Application Redesign
The App was a data visualization platform that enables users to analyze their brand’s current position, define and create strategies for future growth, and export ready made reports that demonstrate ROI, Value and Revenue Growth as a result of the changes to brand positioning in the market. The application redesign project was a complete design and usability revamp and included migration to a new code base.
Application Before
The application before was a non-responsive iframe that lived within a third party data visualization application. The redesign included a migration to a custom app suite. We used product analytics to inform the views we wished to migrate to the next generation of the software. A full UX Audit and Competitor Analysis was completed prior to any design.
Personas and User Testing
The development of user personas was fundamental to the project’s success. Before any changes could be made we needed to understand the user and their potential workflows within the application. This helped us to further define the needs, goals and pain points of our target audience.
Information Architecture
The next step, IA, creates a birds eye view of all the content, categories and requirements for the site. Here the taxonomy was redefined to ensure usability when navigating the site. Pages that were no longer necessary were removed, and existing views were reconfigured for better usability. The IA is a living document that is updated regularly.
Wireframe to Mock Up
The design process involved wireframe creation. This helps to bring the CEO’s vision to life. The wireframes were then approved before moving on to the UI Design. User feedback was integrated and prototypes were tested. Presentation of UI Designs to key stakeholders for approval was the final step before hand-over to Engineering for implementation
Final Application
The result was a revamped application on a new code base that was fully customizable. Design was optimized and the platform was engineered in a way that product tracking and customer engagement was built in. This improved the user experience and enabled future enhancements based on customer feedback. Iterative improvements are consistently being added.
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