Account Organization

Overview :

The goal of this project was to redesign the information architecture and workflows for locations and groups using user-centered design principles to optimize the user experience for a marketing analytics platform.

The Problem :

Groups and Locations were both top-level navigation items, but Groups could contain Locations and subgroups. This made the relationships confusing and navigation cumbersome as users had to traverse between different sections to manage connected Groups and Locations. The stakeholders wanted to simplify the Group page, but this would not fully address the navigation and relationship issues.

My Role :

As the lead UX designer, I collaborated with Stakeholders, Developers, QA, and Customer Service to understand pain points and requirements. I was responsible for designing and implementing an improved information architecture.

Process :

Conducted user research and stakeholder interviews to understand needs

Mapped out new information architecture and flows

Created wireframes and prototypes for tree navigation and management pages

Designed high-fidelity mockups and UI components

Conducted usability testing on prototypes

Iterated based on feedback

The Solution :

To address the navigation and management issues, implemented an "Accounts" section, which serves as a centralized hub within the existing platform. This section introduces a clear and intuitive hierarchical tree structure that vividly displays the intricate relationships between Groups, subgroups, and Locations. To clearly display the relationships between Groups, subgroups, and Locations, I designed a tree navigation panel on the left side to traverse the hierarchy. The right side displays the details and management features for the selected Group or Location. The "Account" section provides users with easy access to view and manage the connections between related Groups, subgroups, and Locations in one unified interface.

Results :

Improved navigation between connected Groups and Locations

Streamlined workflows for managing Group and Location settings

Reduced customer confusion about relationships

Positive feedback from usability feedback and stakeholders

Reduced support dependency by decreased reliance on customer service and onboarding workshops

Challenges and Lessons Learned :

Convincing stakeholders of the need for refactoring beyond simple changes

Balancing project scope with user needs

Managing tradeoffs between UI consistency and improvements

The redesign improved the user experience and made key workflows more efficient for diverse customer needs. Close collaboration with stakeholders ensured their buy-in for a successful launch.