This case study outlines the design process undertaken to improve the user experience of a traffic management tool within a type-in search marketing platform. The focus was on enabling marketing professionals to efficiently manage and analyse traffic generated by direct navigation search terms.
The primary challenge was that users were struggling with the existing tool due to its complex interface, slow performance, and lack of intuitive analytics. These issues made it difficult for users to optimise campaigns and understand the impact of their type-in search terms.
The research phase began with user interviews, surveys, and analysis of support tickets to identify pain points. Additionally, a competitive analysis was conducted to understand industry standards and best practices.
The team brainstormed solutions, resulting in sketches and wireframes that addressed the key findings. We focused on creating a modular dashboard that allowed users to customise their view with widgets related to different data points.
Interactive prototypes were created using tools like Sketch and InVision. These prototypes provided a tangible way for stakeholders and test users to experience the proposed changes.
Multiple rounds of user testing were conducted with both novice and experienced marketers. The feedback received was invaluable, leading to iterative refinements of the design.
A cleaner, more intuitive navigation system was implemented, reducing cognitive load and enabling users to find features more quickly.
Backend improvements were made to ensure faster data retrieval. The front-end was optimised for speed, particularly on data-heavy pages.
A new dashboard was created with customisable widgets that provided users with immediate insights into traffic data, trends, and campaign performance.
An interactive tutorial was introduced for new users, guiding them through the tool's features and best practices for type-in search marketing.
Post-launch feedback indicated a marked improvement in usability. Task completion times were reduced by 30%, and user satisfaction scores increased significantly.
The analytics dashboard became the most-used feature of the platform, with an 80% adoption rate among active users.
The improved tool led to an increase in platform subscription renewals and an uptick in user recommendations, contributing to business growth.
The redesign of the traffic management tool for the type-in search marketing platform successfully addressed the initial challenges. The process highlighted the importance of understanding user needs and continually testing designs to create a product that not only meets but exceeds user expectations. The platform is now well-positioned for future enhancements and remains competitive within the market.