The Product
Lime Cellular offers a white-label text marketing platform to partners and resellers in different industries.
Project Duration
November 2021 - March 2022
The Problem
As the platform expands to serve financial clients, the reporting aspect has become cumbersome when wanting to understand campaign data.
The Goal
Create a new dashboard specifically catered for financial clients that shows reporting data as front and center.
My Role
UX designer from conception to delivery.
My Responsibilities
Create personas, user-journey mapping, paper and digital wireframing, low and high-fidelity prototyping, conducting usability studies, iterating on designs, and developing design QA.
Understanding the user
Our financial users are quite different from the rest of our clients. They are more data-centric and send double and even triple amounts of messages compared to other industries. Due to this, they spend more time looking at reports. Currently, the platform offers different reports, yet each one has to be generated separately from one another. To get to a report, you need to perform several clicks. This is quite frustrating when trying to get information efficiently. Just as a banking application, they would appreciate having a hub showing all the data they’re looking for in one place.
Persona: Problem Statement
Ray is a stockbroker who needs an easy way to view text messaging data so he can make reliable predictions when sending text messages to his subscriber list.
Frustrations
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Taking too many steps to gather data.
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Not being able to gather customized data in one place.
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Live reporting without having to press a “reload” button.
Goals
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Grow his text messaging subscriber lists.
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Send financial text messages at the right time.
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Analyze data efficiently to make predictions.
User journey map
Ray’s journey map revealed that having a dashboard showing the main data he needs will allow him to make faster predictions for future text marketing campaigns.
Ideation
The drafts of the financial dashboard have specific elements with asterisks on the side signaling that they were used in the refined version shown on the right. The elements allow diminishing user pain points when viewing this screen.
Starting the design
Digital Wireframes
After ideating on paper wireframes, I created digital wireframes. These designs focus on displaying the reporting data as the first thing the user sees when logging in.
The main screen focuses on the main data points that the user needs such as scheduled tasks, running jobs, latest sends, and the top lists.
The text blast screen was redesigned to take advantage of the entire screen real estate while keeping familiar elements of the old design.
Low-fidelity prototype
My low-fidelity prototype focuses on the user viewing the main reporting screen and then sending a text blast.
Refining the design
Based on stakeholder feedback, I made the following changes:
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Five rows showing scheduled tasks
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Five rows showing running jobs
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Graphs displaying data for running jobs and the latest sends
High-fidelity prototype
My high-fidelity prototype iterates from the stakeholder feedback.
Takeaways
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Challenges: Making sure the designs the stakeholders approved are translated into the final product. This meant working closely with our development to focus on interactions and design details to make the product great.
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What I learned: I saw how the priorities of stakeholders changed depending on the company’s circumstances. In this case, changing from a complete product redesign to just focusing on the financial users helped to set specific design elements to act as a blueprint to later be adapted for all users, no matter the industry.
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Teamwork: Some of our developers have been with the company since it started. They actually designed the original platform that is still being used today. For them the platform works fine as is but it is my job to explain to them the importance of having a good design and user experience.
Status
The financial dashboard was initially released to financial clients only prior to a full release in September 2022 to all of Lime Cellular's clients which encompasses a multitude of industries.