— Role
UX Content Designer
Information Architect
— Timeline
3 months
— Tools
Adobe XD
Google Docs
Challenge
Provide easy to understand metrics and information about a user’s account. Give users the ability to easily and rapidly make changes when they choose to.
Solution
I restructured the content of the account page, grouping information by categories. This allowed user to only take in the information they were looking for without being overwhelmed by the rest.
Old Design
The original design worked well when the platform lacked features and metrics. It presented all information on a single page that account administrators could easily view.
As the platform grew and new features were added, the account section became bloated. This led to general confusion and information overload for our administrators.
New Design
As a result, I chose to break information down by key categories and dedicate a page to each of them. While this added a new click to the experience of finding information, it also trimmed it down into something that was approachable and easily navigable.
For example, users would instinctively know that security information could be found in the Security tab, rather than having to remember that it was somewhere in the top right corner.
Process
1. Started by analyzing the existing account page structure of loosely grouped items by proximity without clear categorization.
2. Established main information categories and organized items within each category based on relevance and user interaction data.
3. Used Microsoft Clarity heatmaps and Google Analytics to identify high-traffic areas, prioritizing key items based on user attention.
4. Designed a progressive information hierarchy:
- - Displayed a clear usage chart first for quick insight
- - Followed with a breakdown of dashboard contributions to total usage
- - Included a plan analysis to help users determine if an upgrade is beneficial
- - Ended with usage history to allow for trend comparison
5. Applied a top-down information flow across other tabs, prioritizing the most relevant information at the top and elaborating further down based on user needs and relevant data.
Results
I’m still gathering and tracking data, but in a little under two months there has been an increase in both monthly visits and unique users to the account page.
Pre Update: 7,076 visits and 1,715 unique users
Post Update: 9,904 visits and 2,143 unique users
Most importantly, the average amount of time spent on the updated page is half of what it was with the old design. This suggests users are able to quickly and easily find the information they’re looking for, successfully accomplishing the original goal.
