Nina Betts

Account Management Experience

Lead Product Designer

Project Overview

In this project, I designed a new account management experience for a shipping and delivery company to address the issue of delivery customers managing different aspects of their accounts across multiple systems. The goal was to centralize key features into a unified interface, improve satisfaction, boost engagement, decrease support calls, reduce clicks, streamline navigation, and increase revenue through upselling.

The success of the new system was confirmed through usability testing, achieving an overall rating of 4.9 out of 5. Feedback praised the design’s clarity and visual appeal.

Discovery

Deep Dive into Existing Content

I evaluated existing pages like Profile, My Information, and Accounts & Payments. This assessment revealed long page load times and a fragmented and confusing user experience.

Analytics Review

Analyzing user visit data helped me understand which pages are most frequented and identify areas of high user interest or need.

Call Center Analysis

I reviewed call center data to identify high-volume inquiries. This guided my focus for improvement in the Account Management designs.

Online Customer Reviews

Online reviews revealed challenges with subscription management, claims processing, and reaching support. 

Research

Competitive Analysis

I conducted a competitive analysis comparing our platform with industry giants like FedEx and USPS. This helped me understand industry standards and identify areas for innovation.

Stakeholder Interviews

I met with the Product Director, Product Managers, and Marketing Managers to understand and get a grasp of the customers and pages the teams manage.

Key Takeaways:

  • The ultimate goal for this experience is to drive user engagement, acting as a hub from which users can navigate to other parts of the site.
  • This will be a landing page and offer comprehensive information about users, like shipping schedules, ongoing claims, payment methods, etc.
  • The business wants to reduce support calls related to Profile, and upsell customers to a higher account to increase revenue.
  • The most urgent tasks should be displayed on the landing page, which will be adjacent to the profile page.
  • The primary personas targeted for MVP were customers who use services for shipping or receiving residential packages, including Basic, Primary, and Pro users in the US and Canada. 
  • Information is not easily accessible due to complex navigation and too many clicks required.
  • The site doesn’t offer an intuitive and straightforward user experience.
  • Customers have communicated that the current user experience is confusing.

Define

Problem Statement

Informed by research findings, I formed a problem statement, which was instrumental in pinpointing the exact challenges I needed to address in the new design.

Customers are frustrated with managing their accounts due to a disjointed system, which leads to a confusing experience. Lack of a centralized system causes increased call volumes and user dissatisfaction.

Personas

Next, I crafted user personas derived from research insights to help me tailor the design to meet the diverse user needs and behaviors of our customer base. These personas guided every design decision to ensure my solution resonated with the unique demands of each user segment.

Features/Functionality

I introduced features and functionalities to address specific needs identified in the user personas.

  • Skeleton Load: Placeholder for page loading.
  • Dark Mode: Lorem
  • Engagement Zone: Area for promotions, upsell opportunities, and user feedback.
  • Help FAB (Chatbot): For easy access to help and support.
  • User Profile Card: With a progress bar for profile completion.
  • Sub Navigation: Overview, Profile, and Membership for easy navigation.
  • Track a Package: Search bar for shipment status.
  • Accounts & Payments: To review and manage payment methods.
  • Claims: Overview of claim status.
  • Shipments: Summary of shipment activities with status and tracking.
  • Profile Tab: For updating personal information.
  • Membership Tab: To manage memberships with prominent CTAs.
  • Mobile/Responsive Design: Ensures adaptability to mobile devices, maintaining a user-friendly interface.

Placeholder for page loading.

Area for promotions, upsell opportunities, and user feedback.

For easy access to help and support.

With a progress bar for profile completion.

Overview, Profile, and Membership for easy navigation.

Search bar for shipment status.

To review and manage payment methods.

Overview of claim status.

Summary of shipment activities with status and tracking.

Information Architecture

I conducted a Card Sorting activity with the team, using data from the top call drivers and most viewed pages to inform our information architecture. The new architecture streamlines navigation, consolidates features for easy access, and reorganizes sections for better user flow.

Card Sorting & Map

Use Cases

I developed use cases to visualize how user personas would interact with the new system. These scenarios ensured my design solutions were valuable and user-focused.

Scenario: A user needs to update payment methods and check the status of a recent shipment quickly but is often frustrated with slow page loads.

Action: The user lands on the Overview tab by default for immediate access to the “Payment Methods” card, while the “Skeleton Load” feature ensures a perceived faster loading experience, making management efficient. Then, she uses the “Track a Package” feature to check her shipment’s status without navigating through multiple pages.

Scenario: A user wants to explore additional services and easily manage their account settings.

Action: The “Engagement Zone” offers personalized upsell opportunities and updates relevant to the user’s interests. To manage their account, the user toggles between different account sections such as “Profile” and “Memberships” using the  “Sub Navigation Tabs.”

Scenario: A user needs an overview of his extensive shipping activities and quick access to support.

Action: The “Shipments Card” offers advanced control over his shipments and memberships for his detailed needs. When he has queries, the “Help FAB-Chatbot” provides instant assistance.

Visual Design

Lorem ipsum

Sketches

Information Architecture

Next, I sketched a few options and chose a tabbed layout to move foward with.

Wireframes

Information Architecture

Then, developed low-fidelity wireframes to outline basic layout and functionality, presented them to the team, and after a few iterations, created high-fidelity prototypes for usability testing.

 

High-Fidelity Mockups

I created detailed designs, incorporating aesthetic elements and user-friendly interfaces. I included variants to accommodate different user segments.

High-Fidelity Mockups

I created detailed designs, incorporating aesthetic elements and user-friendly interfaces. I included variants to accommodate different user segments.

Prototypes

Usability Testing

I worked with the Research Team to conduct tests with UserTesting.com to gather real-user interactions and identify areas for improvement. The designs underwent usability testing with 20 participants, both infrequent and steady shippers. Learning objectives included I used feedback from usability testing to refine and enhance the design, ensuring it meets user needs and business goals. Recommendations included 

Results:

Overall rating (1-5 on clarity) 4.9 

The designs was very well received by participants. Overall, they found it very well organized, clear, glance-able with the right amount of info, and visually appealing.

"This is my home hub for all my day-to-day business."

- Test Participant

Usability Testing

Conducted tests using platforms like UserTesting.com to gather real-user interactions and identify areas for improvement.

Sitemap

I developed a sitemap and a user-friendly navigation menu based on our card sorting activity and analytics data.

User Flow

I created user flows for the main tasks to help illustrate how users interact with the website: applying for a license, renewing a license, finding courses, and reporting unsafe practices.

Apply for a License:

Start > Home > Click "Apply for License" CTA > License Application Page > Select License Type (RN, LPN, APRN) > Application Form > Fill in details > Submit Application > Confirmation Page > End

Renew a License:

Start > Home - Click "Renew License" CTA > License Renewal Page > Select License Type > Renewal Form > Fill in details > Submit Renewal - Payment Process > Confirmation Page > End

Find Courses:

Start > Home > Click "CE Courses" CTA > Continuing Education Page > Browse CE Course Listings > Select Desired Course > View Course Details > Enroll in Course > Confirmation Page > End

Report Unsafe Practices:

Start > Home > Click "Report Issues" CTA > Reporting Unsafe Practices Page > Read the process and confidentiality policy > Fill in Report Form > Submit Report > Confirmation Page > End

Visual Design

Wireframing

Wireframes were created to visualize the structure and page layouts. Call-to-action buttons were strategically placed on the home page to drive user engagement and facilitate easy access to key online services.Wireframes were created to visualize the structure and page layouts. Call-to-action buttons were strategically placed on the home page to drive user engagement and facilitate easy access to key online services.

Style Guide

I developed a style guide for future reference and maintenance that included typography, color palette, iconography, and other design elements aligned with the Nursing Board’s branding.

Prototyping

I then created high-fidelity mockups for a prototype to conduct usability testing to validate design decisions and gather feedback.

Usability Testing

I created a test plan and conducted usability testing to evaluate the design and functionality of the redesigned website. Feedback was gathered to refine the design and ensure it met user needs and expectations.

1. Objective

Evaluate the usability and effectiveness of the redesigned Nursing Website and provide recommendations for design updates to enhance the user experience.

4. Data Collection

Task Success rate: Percentage of successfully completed tasks.

Task completion time: Time taken to complete each task.

User satisfaction: Feedback on the overall experience, and ease of use.

2. Method

Moderated remote usability testing was conducted with 5 participants familiar with the previous Nursing Board website, including registered nurses, nursing students, and nursing program administrator. The testing involved a combination of task-based scenarios and open-ended feedback collection.

5. Test Summary

Task success rate: 85% of users successfully completed the tasks.

Task completion time: The average task completion time was within the expected range, indicating efficient navigation and interactions.

User satisfaction: Users expressed satisfaction with the redesign, noting improved clarity of instructions and ease of use compared to the previous version.

3. Testing Scenarios

License Renewal: Participants navigated the website and completed the license renewal process.

Continuing Education Selection: Participants were given a scenario of enrolling in a continuing education course.

Reporting an unsafe nursing practice: Users navigated the website and reported a potential unsafe nursing practice.

6. Recommendations for Design Updates

- Add a Home link to the navigation to ensure users can easily find their way back to the main page.

- Incorporate filtering and sorting option for courses, allowing users to easily narrow down their choices.

Development & Implementation

After the designs were refined, I handed them off to the development team and collaborated with them to ensure the designs were implemented accurately. We conducted thorough quality assurance testing to ensure the website functioned as intended on various devices and browsers.

Results

I successfully redesigned the legacy Nursing Website to be more user-friendly, efficient, and visually appealing.

Post-launch metrics showed:

  • Increased user engagement
  • Reduced bounce rates
  • Higher success rates in completing key tasks.


The redesigned website now better serves its users and effectively supports nursing professionals in their work.

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