This is a retrospective how we improved dashboard and user experience of out B2B service based on customer feedback. We had a hunch that something affecting the customer satisfaction and we needed to react on it.

On my UX designer role, I collected data, e.g. analytics, feedback from customers and stakeholders, designed new concepts & prototypes based on the data, and did also interviews with our customers on several occasions.

Project involved a project owner, a business analysts, developers, a service designer helping with the interviews and UX designer consultant who was working until May of 2023, working mostly on UI design and prototypes.

The project was started at the end of 2022 and was released on September of 2023.

During four years of development, the dashboard had grown from early concepts to a place of multiple links, services and functions.

Pain points which are affecting the user experience:

☹️ All customer segments use same service, even though each have very different needs and expectations.

☹️ We are moving from legacy to target systems which cause duplicate content and challenges with content management, until the transformation is completely done.

☹️ We provide links to over ten different Telia portals where customers can manage their services.

☹️ We don’t yet have all the data we would like to use. Therefore possibilities for are quite limited and we are forced to create one-size-fits-all solutions.

☹️ Focus was steered from one company segment to another, during the development.

Showing all menus open with all possible links on the dashboard. The problem is that the dashboard acts more like a navigation, not as actual dashboard where customers can find the most relevant content for them.

Here are few customer feedbacks from 2022. It was noticed that most of the negative comments are coming from small segments and some individual customers seem to be have lot of problems finding what they are searching for.

And this goes on...

There was also an internal workshop conducted, where our service was compared with competitor's. Comments carried the same tone as our customers'.

Customer segments on the service are divided, as shown here:

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I started collecting click events from the dashboard based on two opposite customer segments, small and large. This way we know which areas are most used and how those differ between the segments.

When comparing click events from past year (4/2022–4/2023) we got noticed that:

• Small customer segment had overall clicks of 72922

• Large customer segment had overall clicks of 124479

Even though large segment represent only small amount of our customers, they create almost double the clicks as the small segment.

Next it was important to look how these clicks are divided between the dashboard links.

• Bigger circle represents more clicks (one pixel in diameter equals 1000 clicks).

• Clicks by small segment customers are more spread out between the links.

• Both, but especially large companies are focused heavily on subscription management (Big red dot) which is the bread and butter of our service.

Based on these findings we started designing new concepts. These were also built as prototypes when started testing with customers.

New simplified dashboard shows the most relevant content in more compact form

1. Main tiles

    - First thing on the page which provides way to the most important pages    

    - Helpful for small segment or rarely visiting customers

    - Links can be customised

    - Provides quick access to most used functions   

    - Default set of links are based on analytics

    - Links can be customised

    - Non distracting, smaller banner. Still above the fold.

    - Doesn't distract the service usage

    - Optimal position between marketing needs and customer feedback

    - Hidden links can be revealed with one click if needed

Customisation brings possibility to choose most important functions for each user, which is more useful feature for heavy users who use the service on daily basis, than occasional visitors.

New “contact us” page was created for explaining different contact methods. This is important especially for new customers who had problems understanding the multiple ways of communicating with Telia. Descriptions will help choosing the correct/preferred contact method.
 
List pages were improved with clear CTA buttons and “more actions” menu to provide related actions to that very content, so that we are not depending solely on the dashboard or top navigation links. 

Tour component was built to guide customers through new features and visual changes on the service.

• It can be used also as a service walkthrough for new customers.
• For customers in hurry, there is a possibility to skip the tour

The tour component can be visited later on, if user chooses to.

We conducted a test session with our partner Eficode to test new concepts with 6 of our customers, who were already familiar with the service. These tests were conducted remotely, using a Figma prototype.

Users felt positively about these changes, but still few adjustments needed to be done.

Notes from the report:

We (me and a service designer) also invited customers to interviews who were familiar with the service and were interested on providing valuable information for us. We wanted to know how they are using the service and what they felt about the new concept.

Here are few comments:

Dashboard
• Currently here’s too much content and too much scrolling
• Light customisation is enough 
• New dashboard feels more simple/clear

Main tiles
• Good idea if you could edit those tiles
• Right at eye level quick links/buttons (4) good thing. Also takes up some space
• “Open a new subscription” and the “Subscriptions” are used the most

Quick links
• It would be nice to be able to arrange the order of the quick links as you wish
• Could you add quick links from other pages by clicking "Add to quick links"
• I don't feel the need to edit. Still the concept is clear and the editing of quick links is good idea

Search
• Search is important for me
• The search is not interesting
• Have applied for a PUK code once in his six-year working career
• PUK code search often used

Banner
• The banner is not clicked, only if there is a real need
• Necessary evil
• A smaller banner is better
• Content related and personalised promotions would work better

As we noticed, the usage varied by each customer. Some of the feedback were just what we wanted to hear.

Based on the feedback and concept testing we made some small iterations and fixes to the designs. Overall we felt that our assumptions were on the right track.

The simplification project was released to our customers on September of 2023. It was not expected that only a small amount of negative feedback was received (if any), which we considered a good thing as usually changes will cause negative reactions.

After one month the release, the CSAT score showed a noticeable bump upward 8,4%, our biggest one yet.

We were quite happy with the results but still listening our customers and improving the user experience is a never ending process which doesn't end here. 

We will continue to:

• Collect and compare analytics data
• Collect direct customer feedback
• Discuss with the customer support
• Discuss with stakeholder to understand their needs/wishes
• Interview our customers on regular basis

• Test concepts and iterate constantly based on the feedback

Thank you for reading.