UX Case Study

Unlocking Power,

Unleashing Usability

Unlocking Power,

Unleashing Usability

Unlocking Power,

Unleashing Usability

Overview

Overview

Overview

20 years of software bloat were causing tremendous usability issues in a legacy b2b product, dramatically increasing the company’s support costs. Through deep user research and a careful balance of the flexibility that users required, database style interfaces were transformed to intuitive, automated, and delightful processes.

20 years of software bloat were causing tremendous usability issues in a legacy b2b product, dramatically increasing the company’s support costs. Through deep user research and a careful balance of the flexibility that users required, database style interfaces were transformed to intuitive, automated, and delightful processes.

20 years of software bloat were causing tremendous usability issues in a legacy b2b product, dramatically increasing the company’s support costs. Through deep user research and a careful balance of the flexibility that users required, database style interfaces were transformed to intuitive, automated, and delightful processes.

Background

Admire is a b2b Saas product that helps nonprofits to manage their fundraising. I was hired to spearhead the product redesign, reimagining the everyday experiences and processes our users faced and creating a new future for our company.

Admire is a b2b Saas product that helps nonprofits to manage their fundraising. I was hired to spearhead the product redesign, reimagining the everyday experiences and processes our users faced and creating a new future for our company.

Admire is a b2b Saas product that helps nonprofits to manage their fundraising. I was hired to spearhead the product redesign, reimagining the everyday experiences and processes our users faced and creating a new future for our company.

My Role

I handled the end-to-end product design process, from research and project scoping to ideation, developer handoff, and launch.

I handled the end-to-end product design process, from research and project scoping to ideation, developer handoff, and launch.

I handled the end-to-end product design process, from research and project scoping to ideation, developer handoff, and launch.

Starting Out

Starting Out

Starting Out

Going Broad with Generative Research

I started with a generative research study that would inform the scope and priorities of the rebuild. The research goals were broad, as I was learning about users’ environments, mental models, and pain points for the first time. To gain a full understanding of the client base, I interviewed users from many different client types, resulting in 20 user interviews, both on-site in clients’ offices and remote.

Synthesizing Research, Uncovering Mental Models

20 user interviews left me with more data than I could analyze on my own, so I included the full product team to help me synthesize and understand the learnings.

20 user interviews left me with more data than I could analyze on my own, so I included the full product team to help me synthesize and understand the learnings.

20 user interviews left me with more data than I could analyze on my own, so I included the full product team to help me synthesize and understand the learnings.

Together with development partners, I conducted a massive affinity mapping across an entire conference room, gathering high level themes and patterns.

The visual high-level insights gave stakeholders a vision of where the rebuild can go, and how it can solve deep user problems. 

OOUX for Strategic Scoping

Using an abbreviated form of the OOUX (Object Oriented User Experience) process, I mapped out the entire system and how elements related to each other. This allowed me to scope the MVP in a way that would lend itself to efficient development practices. 

Consistent Research Diving Deep

The initial generative research highlighted problems to solve on a broad level, but as I reached various aspects of the interface, I needed deeper insight into users’ mental models and processes in specific areas. Here, I tapped on research methods including user interviews, user surveys, concept testing, guerrilla research at vendor conferences, and usability testing to ensure clients’ needs were understood at all stages of the process and were reflected in the details.


In all, I conducted more than 60 formal interviews with users. This consistent research helped build a culture of research, driving an understanding of the value of research in mitigating risk and uncovering opportunities. 

The initial generative research highlighted problems to solve on a broad level, but as I reached various aspects of the interface, I needed deeper insight into users’ mental models and processes in specific areas. Here, I tapped on research methods including user interviews, user surveys, concept testing, guerrilla research at vendor conferences, and usability testing to ensure clients’ needs were understood at all stages of the process and were reflected in the details.


In all, I conducted more than 60 formal interviews with users. This consistent research helped build a culture of research, driving an understanding of the value of research in mitigating risk and uncovering opportunities. 

The initial generative research highlighted problems to solve on a broad level, but as I reached various aspects of the interface, I needed deeper insight into users’ mental models and processes in specific areas. Here, I tapped on research methods including user interviews, user surveys, concept testing, guerrilla research at vendor conferences, and usability testing to ensure clients’ needs were understood at all stages of the process and were reflected in the details.


In all, I conducted more than 60 formal interviews with users. This consistent research helped build a culture of research, driving an understanding of the value of research in mitigating risk and uncovering opportunities. 

Deep Dive: Feature spotlight

Feature spotlight

Filtering

Filtering

Filtering

Problem

Data retrieval was a critical feature of the software, and the varied ways clients managed their data led features to lean on complex coding concepts to keep things versatile. Advanced users were thrilled, but basic users were too overwhelmed and intimidated to dive in on their own - leading them to rely on the backlogged support team for the smallest needs.

Data retrieval was a critical feature of the software, and the varied ways clients managed their data led features to lean on complex coding concepts to keep things versatile. Advanced users were thrilled, but basic users were too overwhelmed and intimidated to dive in on their own - leading them to rely on the backlogged support team for the smallest needs.

Data retrieval was a critical feature of the software, and the varied ways clients managed their data led features to lean on complex coding concepts to keep things versatile. Advanced users were thrilled, but basic users were too overwhelmed and intimidated to dive in on their own - leading them to rely on the backlogged support team for the smallest needs.

How might we increase usability for basic users without compromising on the flexibility advanced users had come to expect? 

Research showed clear pattern of frustration: basic users felt like the filters, which were modeled on programming concepts, were a foreign language.

Research showed clear pattern of frustration: basic users felt like the filters, which were modeled on programming concepts, were a foreign language.

Research showed clear pattern of frustration: basic users felt like the filters, which were modeled on programming concepts, were a foreign language.

A slide used to present generative research findings related to filtering pain points.

Workshop & Ideation

To begin ideating on solutions, I planned and led an ideation workshop for the company’s development and support staff, who I knew had great ideas waiting to be shared. 

To begin ideating on solutions, I planned and led an ideation workshop for the company’s development and support staff, who I knew had great ideas waiting to be shared. 

To begin ideating on solutions, I planned and led an ideation workshop for the company’s development and support staff, who I knew had great ideas waiting to be shared. 

Solution

Users knew what outcome they wanted, but didn’t know how to find the filter that would get them there. The mental models were clashing.
A two-step search gave users mental and physical space to search and browse through the available filters. 

Users knew what outcome they wanted, but didn’t know how to find the filter that would get them there. The mental models were clashing.
A two-step search gave users mental and physical space to search and browse through the available filters. 

Users knew what outcome they wanted, but didn’t know how to find the filter that would get them there. The mental models were clashing.
A two-step search gave users mental and physical space to search and browse through the available filters. 

How might we support filter conditions that work together and others that work independently?
I used visuals and spacing to represent data concepts. Usability testing showed that the dotted lines and semi-adjoined cards helped users intuitively understand complex relationships that they couldn’t even explain. 

How might we support filter conditions that work together and others that work independently?
I used visuals and spacing to represent data concepts. Usability testing showed that the dotted lines and semi-adjoined cards helped users intuitively understand complex relationships that they couldn’t even explain. 

How might we support filter conditions that work together and others that work independently?
I used visuals and spacing to represent data concepts. Usability testing showed that the dotted lines and semi-adjoined cards helped users intuitively understand complex relationships that they couldn’t even explain. 

Testing

Two rounds of usability testing and refinement helped bring the filtering screens toward perfection. During the first round, users helped choose a direction to go in, and gave feedback on the overall concept. During the second round, users struggled with smoothly moving through the process, which was solved with better visual hierarchy to guide the user to the next step.

Two rounds of usability testing and refinement helped bring the filtering screens toward perfection. During the first round, users helped choose a direction to go in, and gave feedback on the overall concept. During the second round, users struggled with smoothly moving through the process, which was solved with better visual hierarchy to guide the user to the next step.

Two rounds of usability testing and refinement helped bring the filtering screens toward perfection. During the first round, users helped choose a direction to go in, and gave feedback on the overall concept. During the second round, users struggled with smoothly moving through the process, which was solved with better visual hierarchy to guide the user to the next step.

Deep Dive: Feature spotlight

Feature spotlight

Imports and Matching

Imports & Matching

Imports and Matching

Problem

Matching imported donations to existing donor accounts was a mind-numbing process.

Many users preferred manual oversight to keep their data clean, but also wished they could get the data in quickly so that they could have updated reports during a campaign.

Many users did not take advantage of the legacy system’s “auto-match” feature, because they did not trust what was going on behind the scenes.

How might we enable users to match info accurately while removing the tediousness of it? 

Solution

Firstly, I separated importing from matching to allow clients to get value from their data through stats and dashboards as early as possible, without being forced to match first. 

To give users more control of their matching, auto-match features were greatly expanded and explained, allowing users to granularly choose how much they want automated based on how confident the system is with the match.

Testing

Usability testing showed that due to the complexity of the imports screen, users struggled to find the initial starting point to create a new import, as it was nestled between stats. I adjusted the visual hierarchy and layout to surface this information right where they expected it, near previous feeds. This subsequently led users to find the “New Feed” button quickly and begin importing.

Usability testing showed that due to the complexity of the imports screen, users struggled to find the initial starting point to create a new import, as it was nestled between stats. I adjusted the visual hierarchy and layout to surface this information right where they expected it, near previous feeds. This subsequently led users to find the “New Feed” button quickly and begin importing.

Usability testing showed that due to the complexity of the imports screen, users struggled to find the initial starting point to create a new import, as it was nestled between stats. I adjusted the visual hierarchy and layout to surface this information right where they expected it, near previous feeds. This subsequently led users to find the “New Feed” button quickly and begin importing.

Quick stats gave users value from their imports as soon as they hit the system, no need to match first

After users struggled to find “New Import/Flow” during testing, I adjusted the visual hierarchy to surface this information right where they expected it

A side-by-side matching view enabled users to move through their unmatched data smoothly, with a full view of what coming up and minimum cognitive effort

Smart defaults eliminate manual work in most instances, while giving the user full control of changes

A side-by-side matching view enabled users to move through their unmatched data smoothly, with a full view of what coming up and minimum cognitive effort

Smart defaults eliminate manual work in most instances, while giving the user full control of changes

Smart defaults eliminate manual work in most instances, while giving the user full control of changes

Building a

User-First Culture

Building a

User-First Culture

Building a

User-First Culture

Morale was low. The support, sales, and account teams were supporting old and outdated products and dealing with customer complaints that were beyond their control. I worked to engage cross-functional colleagues into the rebuild process, allowing the positive vision for the future to spread outward.

Morale was low. The support, sales, and account teams were supporting old and outdated products and dealing with customer complaints that were beyond their control. I worked to engage cross-functional colleagues into the rebuild process, allowing the positive vision for the future to spread outward.

Morale was low. The support, sales, and account teams were supporting old and outdated products and dealing with customer complaints that were beyond their control. I worked to engage cross-functional colleagues into the rebuild process, allowing the positive vision for the future to spread outward.

Team Workshops

Multiple team workshops, including design studio, marketing, and research synthesis workshops, invited cross-functional partners into the design process. The diverse and converge format encouraged ideation while hearing from all members.

Multiple team workshops, including design studio, marketing, and research synthesis workshops, invited cross-functional partners into the design process. The diverse and converge format encouraged ideation while hearing from all members.

Multiple team workshops, including design studio, marketing, and research synthesis workshops, invited cross-functional partners into the design process. The diverse and converge format encouraged ideation while hearing from all members.

Engaging Teammates in Research

I leaned heavily on other departments who engaged with clients to help with research recruiting, guerrilla research, and more. This served to give me more perspectives on users, surface clients who would be happy to engage in research, and built momentum for the upcoming product.

I leaned heavily on other departments who engaged with clients to help with research recruiting, guerrilla research, and more. This served to give me more perspectives on users, surface clients who would be happy to engage in research, and built momentum for the upcoming product.

I leaned heavily on other departments who engaged with clients to help with research recruiting, guerrilla research, and more. This served to give me more perspectives on users, surface clients who would be happy to engage in research, and built momentum for the upcoming product.

Launch and Outcomes

Launch & Outcomes

Launch and Outcomes

Beyond design, I played a key role in shaping the go-to-market strategy for the Admire rebuild, working closely with sales and customer success partners.

This collaborative approach, encompassing strong marketing materials, sales enablement efforts, and proactive client engagement, laid the foundation for a successful go-to-market strategy.

Beyond design, I played a key role in shaping the go-to-market strategy for the Admire rebuild, working closely with sales and customer success partners.

This collaborative approach, encompassing strong marketing materials, sales enablement efforts, and proactive client engagement, laid the foundation for a successful go-to-market strategy.

Beyond design, I played a key role in shaping the go-to-market strategy for the Admire rebuild, working closely with sales and customer success partners.

This collaborative approach, encompassing strong marketing materials, sales enablement efforts, and proactive client engagement, laid the foundation for a successful go-to-market strategy.

Successful Beta Launch

The first launch of the new Admire is in a private beta right now, and is exceeding expectations. Beta testers have been using the product heading and providing valuable comments, allowing us to identify and address small usability issues that arise. Feedback has been extremely positive, and beta users have been noticing the stark change that the new user experience and UI makes on their usage.

The first launch of the new Admire is in a private beta right now, and is exceeding expectations. Beta testers have been using the product heading and providing valuable comments, allowing us to identify and address small usability issues that arise. Feedback has been extremely positive, and beta users have been noticing the stark change that the new user experience and UI makes on their usage.

The first launch of the new Admire is in a private beta right now, and is exceeding expectations. Beta testers have been using the product heading and providing valuable comments, allowing us to identify and address small usability issues that arise. Feedback has been extremely positive, and beta users have been noticing the stark change that the new user experience and UI makes on their usage.

“It’s so easy on my eyes”

“It’s so easy on my eyes” • “It feels clean” • “It’s very straightforward”

•

“It feels clean”


•

“It’s very straightforward”

New leads are frustrated with the complexity of their current software and have expressed excitement about the user-friendliness and approachability they see, along with the flexibility and control it offers. The sales team has seen a dramatic decrease in time-to-sale, as clients are excited to get onto the platform as soon as they see a product demo.

New leads are frustrated with the complexity of their current software and have expressed excitement about the user-friendliness and approachability they see, along with the flexibility and control it offers. The sales team has seen a dramatic decrease in time-to-sale, as clients are excited to get onto the platform as soon as they see a product demo.

New leads are frustrated with the complexity of their current software and have expressed excitement about the user-friendliness and approachability they see, along with the flexibility and control it offers. The sales team has seen a dramatic decrease in time-to-sale, as clients are excited to get onto the platform as soon as they see a product demo.

Sales Empowerment

Building a funnel: Invested in the success of the sales team by establishing a robust in-depth sales funnel and process, ensuring they were equipped to effectively communicate the product's value proposition.

Crafting the Messaging: Collaborated with marketing vendors to craft compelling video content, tradeshow materials, landing pages, and sales decks that showcased the product's full potential.

Client Retention

I recognized the opportunity to re-engage with legacy dissatisfied customers by showcasing the upcoming improvements, and led an email campaign and informative webinar.

Notably, two clients who were planning to terminate their contracts changed their minds, choosing to continue their partnership with Admire in anticipation of the future developments.

I recognized the opportunity to re-engage with legacy dissatisfied customers by showcasing the upcoming improvements, and led an email campaign and informative webinar.

Notably, two clients who were planning to terminate their contracts changed their minds, choosing to continue their partnership with Admire in anticipation of the future developments.

I recognized the opportunity to re-engage with legacy dissatisfied customers by showcasing the upcoming improvements, and led an email campaign and informative webinar.

Notably, two clients who were planning to terminate their contracts changed their minds, choosing to continue their partnership with Admire in anticipation of the future developments.

Final Screens

Final Screens

A small handful of the 200+ interfaces that were delivered to development.

Conclusion

Conclusion

Conclusion

Leading the Admire redesign pushed me to sharpen my design, product, and collaboration skills. The project was larger in scope than anything I’d done before, and shaping the big picture while researching and perfecting thousands of individual interactions proved a satisfying challenge.

I enjoyed seeing disparate features come together into a whole, and the perspective that was underscored. While every detail, from micro-interactions to large features, has the potential to build or destroy an experience, they ultimately serve a user within the context of their goals and emotions.

Final Screens

A small handful of the 200+ interfaces that were delivered to development.