Introduction

• Brief: Map customer journeys and build personas to guide a user-centered portal redesign.

• Challenge: Users struggled with confusing flows and forms; teams needed clarity on user needs.

• Goals: Make the portal intuitive, improve engagement, and align features with real user goals.

Discovery Phase

• Stakeholder interviews: Met with product team and customer support.

• Business requirements: Reduce support requests, speed up onboarding, and boost satisfaction.

• User needs assessment: Users want simple forms, clear steps, and transparency on status.

Problem Framing

• Problem statement: Users get lost in complex journeys and drop off before completing tasks.

• Success criteria: Users complete core flows with fewer errors and less confusion.

• Constraints & assumptions: Must work for a range of user types; legacy backend limits some changes.

User Research

• User interviews: Gathered pain points around forms, navigation, and unclear processes.

• Competitive analysis: Most portals still overlook journey mapping and persona-driven features.

• Market research findings: Simpler flows and tailored content drive engagement.

Synthesis

• User personas: “The Busy Buyer,” “The New Customer,” and “The Data Checker.”

• Journey mapping: Visualized step-by-step experiences—flagged friction at onboarding and form completion.

• Key insights & opportunities: Users want progress feedback, fewer steps, and more relevant info.

Solution Development

• Information architecture: Reworked dashboard and forms based on journey maps.

• Wireframes & prototypes: Designed new flows, clearer forms, and dashboard updates.

• Visual design system: Clean, modern UI—easy to scan, with clear status and help cues.

Testing

• Usability testing: Ran with key personas—flagged unclear form fields and drop-off points.

• User feedback: Simplified forms, added progress indicators, and clarified next steps.

• Design iterations: Tweaked flows and visuals for speed and clarity.

Implementation

• Handoff: Annotated wireframes and personas shared with dev team.

• Dev collab: Weekly syncs to keep flows user-friendly and on brand.

• Go-to-market: Rolled out with onboarding tips and in-app guides.

Results & Impact

• Metrics & KPIs: Higher completion rates, fewer support tickets, and better user feedback.

• User adoption: More users finished onboarding and core flows.

• Business impact: Lower support costs, higher satisfaction, and a more user-centered product.

• Lessons learned: Start with real journeys, test with real users—small tweaks make a big difference.