M Zaid Hayat

Dogwood Suite

Case Study

About Project

Dogwood Suite is an analytical tool designed to empower users by transforming data into dynamic dashboards and actionable insights and this tool enables users to convert raw data into visually appealing dashboards, facilitating informed decision-making and performance tracking.

Objective

Revamp the website and web app to improve user experience and increase conversion rates for both B2B and B2C users.

Challenge

The existing product lacked a cohesive design and user-friendly interface, leading to poor performance and low conversion rates. The primary challenge was to create a visually appealing website and web app that catered to both B2B and B2C audiences while addressing stakeholder requirements, including the implementation of a dark theme.

How I did it?

The redesign of the Dogwood Suite website and web app was driven by a vision to optimize user experience. Thorough qualitative and quantitative user research, competitor analysis, and stakeholder discussions informed design decisions and prioritized key features. Additionally, stakeholders' preferences regarding the user interface were carefully considered throughout the process, ensuring alignment with their vision and objectives.

Qualitative Research

Qualitative research involved in-depth interviews and usability testing sessions with current and potential users of Dogwood Suite. Insights from these sessions revealed pain points such as difficulties in navigating the interface, lack of customization options, and unclear messaging. Additionally, user feedback highlighted the need for a more modern and visually appealing design.

Quantitative Research

Quantitative analysis was conducted to gather data on user behavior, engagement metrics, and conversion rates. Analytics tools provided insights into user flow patterns, page visit durations, and drop-off points within the conversion funnel. The data indicated high bounce rates on certain pages, low click-through rates on calls-to-action, and minimal user interactions with key features.

User Experience Improvement

In addition to refining the website's home page sections, significant enhancements were made to the Dogwood Suite web app. I redesigned poor design elements, provided fully customizable dashboards, expanded analytics presentation options, and tailored customization for both B2B and B2C users. These improvements aimed to enhance the overall user experience and increase user engagement.

User Interface Refinement

A modern, clean design for the website and web app was implemented, prioritizing clarity and ease of navigation. Leveraging principles of visual hierarchy and consistency ensured users could effortlessly find information and take desired actions.

Theme Customization Options

To accommodate diverse user preferences, customizable theme options, including light, dark, and medium themes, were introduced. This empowered users to personalize their experience according to their visual preferences.

Feature Enhancement

Key features such as the dashboard creation tool underwent significant improvements to streamline the user workflow. Introducing intuitive drag-and-drop functionality and real-time preview capabilities allowed users to seamlessly customize their dashboards and visualize data insights.

Enhanced UX Copy

As part of the revamp process, I spearheaded the optimization of UX copy across both the Dogwood Suite website and app interfaces. By crafting clear and persuasive language, conducting A/B testing on messaging variations, and analyzing conversion rate improvements, I collaborated closely with stakeholders to ensure alignment with brand objectives and user needs. I aimed to boost user engagement and drive conversions effectively.

Results

Achieved a 100x improvement in performance across the website and web app.
Increased user engagement and conversion rates, leading to a notable uptick in subscriptions.
Elevated user satisfaction through an intuitive and visually appealing interface, resulting in positive feedback from stakeholders and users alike.

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