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Team of 3 Designers and 2 Developers
Contract Head of Design
As the Head of Design for the Atlas Point project, I orchestrated user-centric research, conceptualized intuitive interfaces, and fostered close collaboration with development teams to optimize usability and engagement for financial advisors.
Team of 3 Designers and 2 Developers
Recognizing the need for a more intuitive and engaging user experience, I led a cross-functional team to transform the platform. Through a deep understanding of the advisors' workflow and by incorporating modern design principles, we were able to create a streamlined, user-friendly interface. By placing a strong emphasis on user-centric design, we were able to significantly increase engagement and provide financial advisors with the tools they need to efficiently serve their clients and achieve their financial goals.
Low Engagement
The Atlas Point project addresses a critical challenge of low user engagement within the authenticated website. Through thorough analysis of site analytics and insightful conversations with customer service representatives, it became evident that a substantial gap exists in users' comprehension of the platform's extensive functionalities. This is reflected in the limited return visits after initial logins, with users primarily accessing survey links and subsequently displaying minimal interaction with the broader capabilities of the site.
In the realm of dashboard design, the issue of cognitive overload was starkly apparent within the existing framework. Users faced a deluge of data and complex navigation, resulting in a taxing experience that hindered their ability to swiftly grasp the overall health of their clients. To mitigate this challenge, my approach centered on elevating the dashboard to a high-level overview. By strategically curating and presenting key client insights in an easily digestible manner, I aimed to empower users with the capacity to swiftly assess their clients' status and make informed decisions, all while reducing the cognitive burden that hindered engagement and productivity.
To infuse a sense of joy and improve user engagement, I strategically incorporated gamification elements into the design. By integrating interactive challenges, reward systems, and playful interactions, I transformed the user experience into a more immersive and enjoyable journey. This approach not only captured users' attention but also encouraged them to explore the product more deeply. By carefully aligning the gamified elements with the users' goals and motivations, I created a seamless blend of entertainment and functionality, ultimately boosting the overall stickiness of the product. As a result, users were motivated to return, interact, and invest time in the product, fostering a stronger connection and heightened satisfaction.
Before and After
Navigating a complex site can be daunting. But we transformed the user experience with innovative enhancements that make a world of difference. Introducing a sleek side navigation system that brings effortless navigation to even the most intricate corners of the site. Our design journey didn't stop there. We sprinkled a touch of gamification magic, introducing badges and progress bars that entice users to explore lesser-known parts of the platform. This clever approach not only piqued curiosity but also boosted user interaction, creating a captivating journey through the site's depths. And that's not all – we introduced the BeFi Confidence Index, a game-changer for advisors. By providing them with a tool to enhance their survey knowledge and engage more effectively with clients, we've taken the site from a simple tool to a dynamic and empowering platform. Get ready for a transformation that enhances navigation, engagement, and expertise, all in one seamless experience.
Leveraging User Acceptance Testing (UAT) proved to be a strategic cornerstone in our design process. By implementing a smaller test pool, we efficiently uncovered potential issues and challenges early on, enabling swift adaptations to mitigate pitfalls. This meticulous approach allowed us to fine-tune our designs and functionalities before a wider release. One notable success emerged through the generation of reports. Through UAT, we identified specific user needs that were initially overlooked. Rapid adaptations were made to accommodate these requirements seamlessly, resulting in a robust report generation feature that aligned precisely with user expectations. This iterative process not only ensured a smoother rollout but also reaffirmed our commitment to delivering a user-centric product that addresses unique nuances with precision and efficiency.
The impact of our efforts was palpable and reflected in the results. Through meticulous site tracking, a remarkable surge in user engagement was evident. Notably, there was a significant increase in log-ins, signifying heightened user activity and interaction with the platform. Beyond this, an equally noteworthy trend emerged – a notable uptick in engagement with lesser-known products, including various training programs. Our strategic enhancements not only drove users to explore the depths of the site but also ignited curiosity to explore offerings that might have otherwise remained undiscovered. This outcome showcased the powerful synergy between effective design, user-centric features, and our commitment to providing a comprehensive and compelling experience for our user
