Admin Portal Homepage Redesign

Redesign the user experience for landing experience for 50k admin users

Type

Case study

Timeline

2022.7 - 2022.9

Application

Web application

Background

RingCentral Admin Portal is where the admins of RingCentral customers manage their UCaaS(Unified Communication as a Service) system to support company-wide communication. Nowadays, the current admin portal homepage has limited features with outdated and static information. It brings limited value to customers and is a waste of the screen real estate.

My role

As an end-to-end product designer, I teamed up with product manager in US to conduct the admin portal NPS research in the initial discovery phase. After collecting the insights from the research projects, partners with the product owner in US and local PM in Hangzhou to convert insights into design solution.

Why we initiate this project?

Usage aspect: admin homepage has limited engagement

Since homepage get updated in 2020, except for the quick access that has some usage, the rest has almost 0 engagement based on data.

Business aspect: The homepage layout is static

It's really hard for RingCentral to make partial update for the homepage because it's fixed

Content aspect: All contents are generic

There's no personalized content for different customers

How we kick off the redesign?

For this redesign project, we take it as a great opportunity to elevate the overall user experience of the whole platform. As for the first step, we get our discovery started focusing on figuring out the user pain points and the business vision.

We constantly collect NPS(Net Promotion Score) comments to keep user feedbacks tracked. We send out emails to those who left comments about admin portal, and conducted interviews with them to dig deep into the context of the comments. During the interview sessions, we reserved a session for the expectation of the homepage. We totally made 10 feedback sessions.

We also scheduled talks with different stakeholders about the business vision, and the possibilities of the new technology stacks.

Synthesis

TOP 1

Hard to navigate and find things

5.5% of detractor complains specifically about navigation; TOP 4 (exclue support)

“It's quite difficult to navigate. The most useful functions are quite hidden.”

“Hard to navigate website”

"Nothing is simple to find!"

Lack of tutorials

0.07% of detractor complains specifically about lack of tutorial;

"Training modules would be helpful."

"Training is the pits! We purchased the software about a year ago and STILL have problems learning how to do basic stuff."

"Difficult to change settings and difficult to find information with instructions to do so. Could be more user friendly."

Lack of communication

""Changes to admin panel happen, no info is released on it, button you use to use is in a different menu, so enjoy this months scavenger hunt to find it!" "

These issues won't be addressed by the homepage redesign, but they will be the key areas for us to focus.

Think big, define the vision

+Add

As a result of synthesizing, we believed making the homepage a widget-based dashboard is the right direction for us.

Benefit the business

RingCentral could make partial change without impacting the overall layout.

Benefit the users

Users will be able to customize their homepage.

More flexible tech framework

Engineers can update the new tech framework without touching the main app.

Design Part I: Explore the layout

Selected

  • Optimized width for individual widget


  • Simpler


  • No great support for the responsive layout

Not selected

  • Better for the responsive layout


  • Not optimized width for individual widget


  • Too complex

Design Part II: Build the widget library

As for the actual widgets, we conducted rounds of brainstorming and iterations aiming to come up with a list of candidate dashboard widgets.

Widgets solving NPS problems

Widgets as UX delighter

Widgets bring upselling opportunities

Design Part III: Design the default homepage

Firstly, we categorize the space for homepage and try to come up with the best allocation. We argued with Product Owner again and again to minimize the promotional stuffs and focused on solving NPS problems and UX delighters.

Final Design

Design to be added

Results

  • Increased 15% engagement for the homepage usage;

  • Reduced the release circle for homepage from a quarter to 2 weeks;

  • Enabled partner department to push content on homepage.

2022

Xiamen, Fujian