Lift Relations -
Churn Reduction Platform
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Lift Relations started a re-design of their B2B LIFT Platform with the vision to improve usability and to develop and implement new features.
The goal of the project was to identify current pain points for existing customers and to make the platform more attractive for medium-sized MarCom agencies.
As UX/UI Designer, I was responsible for User Research, Prototyping, Visual Design, and Testing
Overview
Background
Lift is a SaaS platform for B2B enterprise companies. The platform enable companies to organically grow their revenue by retaining their existing client base and reduce churn of clients leaving.
I was the sole UX/UI Designer at Lift Relations.
As part of the Product Team, I collaborated daily with my Product Manager, one Project Manager, one User Researcher and one Frontend Developer. I supported design across every aspect of the business and was responsible for leading UX and UI across key parts of the application side of the platform. The design process followed the Double-Diamond-Process.
I've grown tremendously in the last year, some key achievements of which I have listed below:
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Conducting user interviews with current customers to identify current pain points in the software
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Enhancing the user flow of our current platform by creating wireframes & prototypes to simplify the user flow and prototyping a new modern user interfac
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Improving the accessibility of the platform through analysing the current platform, identifying solutions for improvement, and creating prototypes
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Lead Coordination and Communication for Brand Project with an external Design Company
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Re-Designing and updating Lift Relation's webpage implementing the new Visual Identity to improve the company's digital appearance and support sales and commercial
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Improving the internal design for communication material etc. as in-house design consultant
Defining the problem
The LIFT platform was developed before the company hired an in-house designer. The initial two versions were created without usability testing and had little consideration for an easy user flow.
I conducted user interviews with existing clients to uncover pain points that they have with the existing platform.
My research contained:
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Identifying user goals and needs
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Understanding pain points with the existing user journey
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Identifying solutions and possible new features
The main issues that I could identify within my research where:
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long onboarding because of the complexity of the software
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unclear iconography and navigation of the platform
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little consideration of accessibility
Accessibility
Accessibility of the platform was a big factor for me in my research. I analysed elements like colour, iconography, and amount of text to identify the need of improvement.
Figma has great plug-in that let you visualise how your platform would look for users with different conditions of colour blindness. This way I could identify if the current colour scheme worked also in regards to contrast and readability, and how to improve it.
Takeaways
Some key takeaways from this project are:
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Collaboration leads to better designs. As the sole designer on the project it was important to include other perspectives and collaborate on different design ideas. This way, colleagues can highlight elements that I haven't thought about at first and it creates more buy-in from stakeholders.
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User research and testing are crucial parts of developing design solutions. Design is a constant iteration of improving the experience for the end user. User feedback is the best tool to improve designs.
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Keep it simple. We quickly over complicate our designs by adding too much at once. Create a MVP first and see how it performs on the platform. You can always add more later.
Usability prototypes
To improve the usability and to simplify the navigation of the LIFT platform, I worked on a re-design of the sidebar. One big issue for users was that there was no clear separation between global and local action within the platform.While the sidebar served as a global navigation, many of the individual subpages had their own system of global actions, which increased the complexity of the system.
Additionally, different forms of settings could be found in different spots. My goal was to make a clear separation between those two elements.The first picture shows the old design and the second one shows my design.
The platform uses green, yellow, and red as signifiers for the different risk groups (green being healthy and red being at risk of churn), while also a seafoam green as a branding color. However, for users with red-green blindness, those colours looked to similar and might disrupt their experience with the platform. Adding signifiers in text form (Low Risk, High Risk) would help users to easily absorb the information and improve the accessibility easily. This also improves the readability of icons and helps navigating the platform.
The design I came up with moved on one hand all the global elements into the sidebar, like a global search function, while also made the lower half of the sidebar the access point for user settings and notifications.
I updated the icons to be more readable while I also added text to improve the accessibility of the sidebar and increase the understandability. While users were confused about a global search bar on top of the page and a local search bar on each page, adding the search bar to the sidebar improved the usability of the tool, while decreasing misunderstanding.
In my design process, I focused on developing an interface that looks simple but moderns to minimise the complexity of the LIFT platform. Navigating user lists is an important task for the project leaders on the platform and the current design was difficult to read.
My idea was to reduce the amount of information presented and visualise the data in a more simplified table. Colors and tags can be used to signify important information easily. A new "edit" - button was added to signify where project leaders can update the individual users.
Moreover, while the previous design displayed all information on one page and enabled the user to scroll the list, the new table design spread the number of users over several pages. This way the user won't be overloaded with information and a search bar eases the fundability of specific users.