Optimizing the Navigation and IA for B2B SaaS
Demandforce
Scope
The user interface suffered from underutilized features and reports signaling poor user understanding of these features.
My primary objective was to understand our users’ workflows and identify valuable features and meaningful terminology that aligned with their mental models.
Process
Analytics Deep-Dive: Using Google Analytics to benchmark user traffic (Image to the right)
Contextual Inquiry: Observed users at work to see behavioral patterns
Generative Card Sorting: Interviewed users to reveal language patterns
Evaluative Tree Testing: Tree tested and A/B tested two IA versions
Key Outcomes & Insights
The 12-tab navigation (top image) was changed to vertical design (bottom image) with 4 parent-level tabs and incorporated terminology in alignment with users’ mental models.
Please reach out for a case study walkthrough for more key insights.
Lessons Learned
Iterative Testing is Crucial: Leading to a refined and successful design solution
Mixed Methods Research is Powerful: Yielding a holistic understanding of the problem space
Stakeholder Collaboration Builds Momentum Quickly: Buy-in was established quickly and led to rapid implementation
My select projects
Below are snapshots of my research process for select projects. Please reach out for a full walkthrough of my case studies.
Goal:
Identify barriers to adoption and increase user awareness, understanding, and utilization.
Problem:
Low employee engagement and lack of perceived value for the productivity suite.
Responsibilities:
Lead research design, data collection and analysis, and developed recommendations.
Optimizing the Navigation and IA for B2B SaaS
Goal:
Identify high-value features to improve discoverability, usability, and user satisfaction.
Problem:
Underutilized features are confusing customers and occupying valuable UI space
Responsibilities:
Stakeholder management, research design, data collection and analysis, reporting
Goal:
Understand employee dissatisfaction with a knowledge discovery tool to improve usage.
Problem:
Declining Net Satisfaction Score and low user engagement with the tool.
Responsibilities:
Designed mixed-methods study, developed and presented actionable recommendations.