Marketing Dashboard Responsive Redesign
Inga Café-Ruoff
Redesigning a Review Management dashboard to Improve User Engagement and Task Completion
The Problem
The Reputation Manager solution, aimed at Small and Medium Businesses (SMBs), has not been updated since its launch in 2018. Recent data from HotJar and user feedback gathered by our team's product manager indicated that SMB users were abandoning the review manager without completing the product's key task of responding to reviews.
Before the redesign
The original dashboard lacked clarity, was confusing for users, and had no clear call-to-action (CTA). Additionally, the visual design was dated and the product was not responsive - a significant issue for users who often used the application on their iPad or phone.
The Solution
Usability testing, feedback surveys, and analytics data were gathered to understand user behavior and pain points. It was found that users desired a clearer path to take action and felt overwhelmed by the information presented.
The design objective was to create a dashboard that not only presented data effectively but also guided users toward meaningful actions and the primary task of responding to reviews.
Key Changes Implemented:
- Clarity and Simplification Reduced data clutter by focusing on key metrics and presenting them in a visually concise manner to resent data in a visually digestible manner to reduce cognitive load and enhance user comprehension and focus.
- CTA Integration: Introduce a prominent CTA that guides users to take meaningful actions based on the data. A primary CTA was strategically placed at the top of the dashboard, with copy that encouraged users to take action and “Respond to reviews." Secondary CTAs were introduced throughout the dashboard to guide users to engage with other metrics and insights on their online reviews.
- Visual Hierarchy: Used color and typography to create a clear hierarchy of information, making it easier for users to identify important data points.
- Responsive: Ensure the new design looks and works well across different devices and various screen sizes.
Final Designs
The redesigned Reputation Management solution dashboard successfully addressed the issue of user drop-offs by introducing clear CTAs and enhancing the overall user experience. By focusing on user engagement, simplifying the data presentation, and maintaining a clear visual hierarchy, the redesigned dashboard not only provided insights but also empowered users to take informed actions based on the data.
Outcome
The project achieved increased completion rates for the primary task of responding to reviews among SMB users, positively impacting their engagement with the platform.
