How to define key usability problems despite numerous UX challenges?

To create a user-effective and business-coherent roadmap.

01.

Discovery

The first thing is to understand the type of company, the services, the system, and the users.

  • What is our company's core business?
  • Who is our main user?
  • What problem do we solve?
  • What makes us different?
  • What is the current state of the system?
  • What are the stakeholders' expectations?
  • What is the company vision?

02.

Definition

It was necessary to first separate the wheat from the chaff and take key actions to move forward:

  • Conduct user interviews. (31 Interviews)
  • Review or implement quantitative evaluation tools: Hotjar, Google Analytics.
  • Define which functionalities were the most important and most used.
  • Understand which pain points were the most common, the most severe, who they affected, and how many users were impacted.
  • Analyze how users were using the system (navigate the SaaS with them and ask them to perform their main tasks).

03.

Prioritization

Analyze the data and define, with the stakeholders, the cost and feasibility of each UX initiative:

  • How much development time will each initiative take?
  • What impact will each change have on the user?
  • Which ones align best with the business's short- and medium-term goals?
  • Which initiatives put us in a better position than the competition?
  • How many users will each change impact?
My biggest challenge was aligning the stakeholders' differing visions for the Product roadmap:
Some wanted to add features to an already complex system, others prioritized regional expansion, while BAs and product team members like myself wanted to focus on the core module for future expansion.
User research findings
Issues related to the performance of critical processes

89% of users had complaints about the performance when performing business-critical tasks.

Related to complex task flows in key processes

93% of users reported complaints about navigation and the number of steps in key flows.

Users with requests for new functionalities

32% of users missed functionalities they had or knew from other systems.

Users with a significant level of dissatisfaction

12% of users had an unfavorable rating of the system and wanted to switch providers.

The approach to convincing and negotiating involved presenting system data, user information, and market/competitive intelligence.

Through market research, user research, Google Analytics, Hotjar, and the IT support ticket system.
Users Interviews

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SUS & NPS Surveys

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Competitive analysis

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Reports from the Help Desk Software

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Google Analitycs Reports

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Hotjar Reports

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A few of the key challenges

We are idea-driven, working with a strong focus on design and user experience. Our projects should engage your audience, we want to create wonderful digital things that people love to be part of and use.

Understand the situation

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Bring the experience to life

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Strategise chart the course

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Based on the data and decisions with stakeholders, the following steps were:

Design & Test

  • Create wireframes and task flows of the selected initiatives and validate them using Lo-Fi prototypes with real users and stakeholders.
  • Use A/B Testing for particularly important or complex flows.
  • Create two versions of the new UI design.
  • Create the design system.
  • Create and adjust components in Storybook.
  • Support the creation of documentation related to the changes.
Deploy & Measure

During and after the implementation, the following tasks were performed:

  • Assisting developers in creating or editing components and flows.
  • Reviewing the screens generated in React to validate consistency with the delivered designs.
  • Conducting user interviews 4 weeks after implementation to establish improvement indicators.
  • Conducting new user surveys to update satisfaction data.
  • Reviewing Hotjar and Google Analytics and creating new reports with updated information.
Using Google Analytics, the IT support tool, and surveys, we measured (before and after) satisfaction, error rates, and the system's conversion rates.
Pre-changes conversion rate without errors
51%
Post-changes conversion rate without errors
83%
Pre-changes SUS score
65
Post-changes SUS score
82
Pre-changes NPS score
7
Post-changes NPS score
9
350
Happy Clients
780
Photo Capture
850
Work Completed
650
Telephonic Talk
It was a major challenge to align different perspectives and understand the optimal route for the SaaS, taking into account the market, competitors, and users.
Following the implementation and 4-weeks usage of the changes, the results were:

Overall user satisfaction increased by 30%

  • After detecting critical issues in the payroll and Employee Updates flows, we redesigned them, also modified the information architecture, established a coherent system design, and simplified key interactions.
  • After 4 weeks, the new SUS test showed a score of 87, reflecting a significantly more positive perception of usability.
  • We also saw improvements in completed tasks (+32%) and a reduction in the average time per flow (-28%).
  • We established a UX Roadmap that clearly defined the next UX steps for future iterations.
Horizon cloud phone system:

50% reduction in time, difficulty, and learning curve for creating call handling flows.

  • Workflow simplification, new features ideation.
  • Information Architecture, UI Design, System Design.
  • Wireframing, Figma & HTML prototyping.
Case Study
Accessibility
Because we don't all navigate in the same way, nor do we have the same needs

Automated tools and plugins are not enough when it comes to making websites, apps, and SaaS accessible — it’s still necessary (until AI can do it) for a human to manually review the code.

Accessibility Audit: TASB (Texas statewide educational association)

Ensured compliance with W3C's WCAG 2.1 Level A-AA guidelines using automated tools and manual review of HTML / CSS / JS code

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Case Study
Accessibility Audit: FurstPerson HR & Hiring SaaS

Guaranteed accessibility compliance with WCAG 2.0 Level A-AA guidelines by thoroughly analyzing the front-end code to identify and prioritize accessibility issues

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Case Study