Product
Web Application / SaaS Platform
Client
Totango
Enhancing a Customer Success Platform
Project Name:
Totango Platform Enhancement
My Role:
Product Designer, focused on designing new features and enhancing the UI/UX of existing platform modules.
Tools:
Figma
Miro
FigJam
Slack
Jira
Project Duration:
1 Year (My time working on the platform).
Project Description
This project focused on improving the user experience and adding new capabilities to an existing, widely-used Customer Success platform. My role involved enhancing specific areas like the main Customer Dashboard and the Workflow Automation module to make the platform more intuitive and powerful for users.
The Challenge
While the existing Customer Success platform was powerful, users sometimes found parts of it hard to understand and that it led to inefficient ways of working. Some sections also had an outdated look.
Users particularly needed better tools to get a clear understanding of their clients' overall business health and easily spot potential risks or signs of problems before they escalated.
These issues were mainly reported by users themselves and highlighted by the support team. Occasionally, insights from the marketing team also pointed to areas needing improvement.
Goals
Our main goal was to make the platform easier to use and add features that help users be more proactive and insightful in managing their customer accounts, ultimately helping their clients succeed.
Specific Goals for Improvements (UI/UX):
Increase Feature Use: Improve the design of existing features to encourage more users to use them regularly.
Reduce Support Questions: Decrease the number of times users contacted our support team for help related to specific features.
Improve User Satisfaction: Enhance the overall user experience to make users happier with how the platform looks and works.
Specific Goals for New Features:
Help users better predict if a customer might leave (churn risk).
Make it easier for users to see and manage the different steps in their customers' journey.
Help users understand what factors are most important for their clients' business health score.
My Design Process
As a Product Designer on the team, I focused specifically on improving the Customer Dashboard and the Workflow Automation module. My process was collaborative and user-centered, fitting into the team's overall workflow.
a) Research:
I started by looking at platform usage data, analyzing feedback from users and the support team, and researching competitor products. A key finding was that designing for complex tools like automation requires great attention to detail and a deep understanding of specific user needs to avoid confusion.b) Planning & Concepts:
Based on research insights, I explored different ideas. I sketched various layout options for the Dashboard and mapped complex user flows for the Automation module. I also actively participated in team brainstorming sessions to develop and refine concepts.c) Design & Prototyping:
I translated concepts into design using Figma. I created wireframes to define the structure and main functions. Then, I created detailed high-fidelity mockups. For important user paths, I built interactive prototypes to test how the designs would work.d) Testing & Refinement:
I regularly presented my designs to the product design team and product managers for critique. I also worked with the Product Manager to gather feedback directly from users. This feedback was crucial for identifying usability issues and making iterative improvements to the designs.
The Solution
My design work led to noticeable improvements in key areas of the platform:
Customer Dashboard Redesign: We made the main dashboard clearer and more helpful for users. Key improvements included:
Showing data in an easier-to-understand way.
Allowing users to customize the dashboard layout with the information they needed most.
Making navigation simpler to critical customer information.
Workflow Automation Module Improvements: We made this powerful tool more user-friendly. Key updates included:
A more intuitive visual builder for creating automation sequences.
Design support for adding new types of triggers and actions.
Clearer messages to help users identify and fix errors in their workflows.
Results & Impact
My design contributions positively impacted how users worked with the platform:
Measurable Improvements (Trends):
Users started using key parts of the dashboard more often.
Users could create workflows faster.
There was a decrease in support requests related to these features.
Positive Feedback:
Users and colleagues gave positive comments about the clearer design and how much easier it was to understand information and build workflows.
The design updates led to greater clarity for users dealing with complex data and processes.
Users reported saving time in their daily tasks.
Goals Achieved: The designs helped users better understand customer health, manage workflows, and become more efficient, contributing to the platform's overall goals.
Learnings
Working on this platform as part of a team taught me valuable lessons:
Team Collaboration: I learned how to work effectively with developers and data analysts and appreciated the value of teamwork in building a complex product.
Working Across Departments: I learned how to communicate with different parts of the company (like support or marketing) to understand problems and gather information for design.
Designing for Complex Businesses (B2B): This project significantly improved my skills in designing for business users, including handling complex tasks, lots of information, and specific industry needs.