Overview
Jio offers a dashboard where users can check account balances, subscriptions, and avail related features. With time and updates, it becomes hard for users to achieve even the goals that were initially intended, affecting both businesses and users.
Challenges
• Poor discoverability of top features by users.
• Priority actions weren't distinguishable for the users.
• Low retention rate on platform led to low exploration of plans and lead pages, thus affecting business goals.Client: Jio Platforms Limited
Project duration: Oct 2022 - Aug 2023
Team: Sole designer with Senior Designer guidance, 2 Analysts, 2 PMs, 8+ EngineersImpact:
• Visitor traffic increased by 21%
• The average time on platform increased by 9%
• Bounce rate reduced to 30% (previously 34.7%)
• Support leads increased by 17%
• Traffic to MyJio increased exponentially
• UX journey was adapted to scale up future user journeys.
--
Process:
I initiated by highlighting user issues, specifically targeting aspects related to interactions, inconsistency, and overall experience.
What actions users are interested in?
We peeked into analytics to learn user behavior and requirements, also aligning it with business KPIs. this provide us our key areas to work on.
Feature sorting
After discussion with all businesses and PMs, we came up with a long list of required features, considering both the tech and ecosystems of Jio.com* and MyJio*, we sorted them into categories w.r.t. different platforms.
(Jio.com dashboard portal-based platform, runs on browser, while MyJio runs on both Android and iOS, Both platforms differ w.r.t. tech, accessibility and device permissions)
Considering key actions, I created a frequency-effort matrix and sorted which category of features should be upfront or in focus.
This sorted our bigger challenge of accommodating things on different levels in IA. Since all of the data points run on individual APIs, the focus was to be divided between levels too, considering running multiple APIs will drop performance, so most actioned APIs will be upfront, this helped users save twice of time.
Blocking data sets
Considering multiple device resolutions, I divided the dashboard structure with DS grid, aligning sorted features with the resolution real state.
After multiple iterations and feedback sessions, we place main account in the top hierarchy and the respective details below (secondary info) and tertiary information in side panel.
Testing with users
To evaluate design, I worked closely with our design researcher Shrutika to help define tasks and establish key journeys.
To ensure the test was realistic, we opted to use a real build of the portal. However, this revealed how functionally unstable the portal was. Between the times spent recovering from bugs, we were able to find usability issues related to perceived affordances, layout and search.
There are a few areas that could be improvised, and dedicated to the desktop version.
All sorted? No, Back to the user's behavior
Originally, we structured main navigation with respective features based on main account but while testing, user pointed how they would love to switch between accounts like previous design but in a better way, which puts accounts in the top hierarchy and frequency.
Measuring impact
we launched the dashboard on August 2023, Initially, Traffic dropped by 27% for 15 days but increased later.
Users have responded well to the Dashboard and the simplistic redesign. Unfortunately, negative feedback largely relates to the time taken and fetching data with APIs—issues beyond our control and subject to ongoing improvements.
Learnings and Challenges
1. Data fetching with API: segregating data and navigating users between journeys based on API limitations with load time.
2. User-friendly UI: Conventional dashboards are advanced and business-oriented, our challenge was to position it for our (consumer) user base when there were very less references to look up to.
3. One of our biggest challenges was to align mobile and desktop resolutions while syncing up with MyJio. Feature bifurcation and navigation conflicted in many instances.
Thank you for reading :)
To comply with my confidentiality agreement I have omitted and appropriated confidential information.These designs are a reinterpretation of the original.