UI/UX Design, Web App Redesign
Lyte for Freelancers Dashboard Redesign
Platform
Web App
Timeline
1 Month
Tools
Figma & Miro
My Role & Team
As the UI/UX designer, I worked closely with a Product manager and a UX Researcher
Key Features
RUMO is a Saas recommender system that makes it effortless for creative industries to fine-tune personalized recommendations for their customers. RUMO is a subdivision of Spideo, an established recommender system based in Paris, specializing in television and video media. With RUMO, the intention was to expand and target all company sizes in all creative industries, not limited to video.
Who are the users?
RUMO’s users are usually the founders, project managers or analysts of media companies (i.e. Video, Music, Publications). They have little to no technical background and are looking for an easy solution to provide recommendations to their customers.
Problem Identification
Project Focus: Each project is presented with meticulous attention to detail, allowing users to delve into your work without the need for unnecessary clicks or overwhelming details. Streamlined project pages provide a clear narrative for each piece in your portfolio.
Responsive Design: The template is optimized for various devices, ensuring a consistent and visually pleasing experience for visitors on desktops, tablets, and smartphones.
Interactive Elements: Incorporate subtle interactive elements to engage users, such as hover effects and click animations, enhancing the overall user experience and making your portfolio memorable.
Defining Goals
Business Goals
Utilizing the redesigned product to capture new leads, increase customer satisfaction and improve conversion rate.
How Might We
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Assessing Current Designs
To start off, I conducted a comprehensive audit of the dashboard pages, noting areas for improvement using Jakob Nielsen’s heuristic analysis principles. Our design principle is to embrace simplicity so we are focused in finding inconsistencies and redundancy of elements.
Phase 2:
Introducing a Design System
Our freelancer app lacked a consistent design system, leading to a messy and disjointed user experience. To enhance product and brand perception and build trust, I along with the design Lead created Lyte UI, a design system that ensures consistency and clarity across all products.
This streamlines development and offers a smoother user experience. Now, both our core products; Lyte for Freelancers and Lyte for Property Agents feel cohesive and professional.
Phase 3:
Understanding our Users & the Market
Competitor Analysis
I conducted a brief competitor analysis to identify common design patterns and invoice flows in the invoicing industry. we identified common industry patterns such as table views for invoices and dashboard stats for business performance.
User Research
Along with the Product Marketer/Researcher, we conducted a focus groups with seven users to identify pain points and areas for improvement.
Insights Gathered
Some users expressed challenges with unstable income, particularly from high-ticket clients with slow payment processes.
Interest in the Boost feature was high, but skepticism arose from its complicated language and lack of clarity.
Feedback revealed redundant sections on the homepage and inconsistent components impacting overall user experience.
Issues with invoice creation page included the inability to create line items without assigning a price, resulting in long and cumbersome invoices.
Users also disliked displaying their home address on invoices without the option to remove it.
Desktop was the preferred platform for administrative tasks, but some on-the-go freelancers found the mobile experience lacking due to challenges with table views.
Our Users
Basing off from from existing datapoint and the conducted user study, we have categorised our users into these 3 archetypes.
The Investor Minded
High-risk appetite; interested in using Boost rates for rewards.
The Practical
Utilizes Lyte for its practicality and ability to manage administrative tasks efficiently.
The low financial literacy
Experience inconsistent income and seek streamlined tools.
Opportunities
Improving the invoice and Boost experience will make users more confident in using Boost, increasing Income Under Management (IUM). Satisfied freelancers may recommend Lyte to others, growing our user base through word-of-mouth.
The research validated the value of the new "Advance" feature introduced through the partnership. This commission advancement service is expected to help freelancers manage unstable income.
Phase 4:
Feature Prioritization
Alongside the Design Lead, Product Owner and researcher, we prioritized tasks based on insights from user research. We targeted quick wins to maximize value within our time and resource constraints, focusing on high-impact, low-effort issues.
Project Constraint
Due to tight timelines and limited resources, usability testing opportunities were limited. We resorted to asking freelance employees within the company to review improvements and provide feedback.
Phase 5:
Final Designs
Guided Tour for Homepage and Boost
Introduced a replay-able guided tour early in the user journey to provide guidance for using Lyte and address user confusion with Boost feature.
2. Homepage Improvements
Having a well designed homepage is important because it can make or break your user's first impression. We removed unnecessary clutter and simplified the homepage for clearer presentation of important information about invoices and Boost performance.
3. Clearer Boost pages
Boost Settings page
We revamped the Boost settings page to provide clear, informative content, helping users understand and trust the Boost feature. This redesign simplifies the concept and allows users to easily visualize potential rewards.
Boost Summary page
We revamped the Boost settings page to provide clear, informative content, helping users understand and trust the Boost feature. This redesign simplifies the concept and allows users to easily visualize potential rewards.
Enhanced Invoice Pages
By allowing users to opt our of their home address, allowing them to format their itemized description and with the implementation of our new Lyte UI components, we’ve enhanced their user experience and the pages look more professional and visually consistent.
Improved Mobile Experience
We know tables can be challenging to navigate on mobile devices. To address this, we've switched to a card-based design for mobile users, enhancing clarity and making the experience more user-friendly.
The addition of the Advance Feature
Using the existing pages from our Commission Advance for Property Agent product as a base, we customise it to fit our freelancer audience and Advance mechanics.
Outcome
To measure the success of the redesign, we'll focus on these key metrics:
User retention: An increase in active users will show us how well the redesign is working.
More Boosted invoices: Tracking how many invoices users choose to Boost can reveal the redesign's impact on this feature.
Higher customer satisfaction (CSAT) scores: User feedback will help us understand how happy people are with the new design.
Though the project is still in development and we can't measure these metrics yet, we're optimistic about the redesign. Feedback from the focus group preview suggests users like the clearer interface and improved visuals, giving us confidence in promoting the product.
Takeaways
Being exposed to time and development resources constraints necessitates in creating efficient, realistic designs that can be implemented quickly.
Maintaining a good collaboration with the developers and POs are also needed to measure the feasibility of the designs. We need to keep a focus on what truly adds value to the user experience which in our case, is making sure our users gets enough clarity on our core features and eliminating usability issues that can lead to user abandonment.
Next Steps
For the next steps, we'll prioritize gathering more user feedback on both the launched design and features yet to be released. We'll use this feedback to continuously refine our designs and create better experiences for our users.
