Improving user experience & drive engagement

After realizing their product interface was struggling to accommodate rapid feature expansion, the team embarked on a comprehensive redesign to enhance usability and scalability. The process involved rethinking navigation, hierarchy, and structure, while actively incorporating customer feedback through qualitative studies and A/B testing. They set clear objectives: improving ease of feature discovery, increasing usage of key reports, and visually refreshing the product. Initial testing phases showed positive results, with significant increases in usage for important reports like Dashboards and Insights, though some areas like Funnels and Retention experienced declines. Further adjustments, including a change in feature groupings and UX interactions, addressed these issues and led to improved usage statistics. The redesign underscored the importance of adaptive problem-solving and continuous user feedback in product development.