Yodle provides online marketing services to local businesses, like dentists and plumbers. Those local business owners can log in to view the performance of their Yodle account.
In 2012-13, as Yodle's VP of UX, I led a team in creating a strategy for and executing a new design for customer dashboards.
We began with a seven-week strategy phase. The first three weeks included:
- Assessing the current state of Yodle's tools
- Review similar experiences in other industries
- Conducting user interviews (with client service reps as a proxy for small business owners)
Next, we analyzed the findings of the above activities to identify key issues and themes. From this analysis, we generated four future-state principles for Yodle's new tools and experiences.
Then, we generated ideas for six projects, and prototyped a concept for the key initiative, which was the design of the customer dashboards. We presented these ideas to the executive team for feedback, and introduced several into the company's regular planning cycle. We worked with our partners in product management and development to evaluate and estimate these ideas.
Moving into the design phase, we worked as part of an Agile development team to iteratively design the key features of the customer dashboards. Key activities included multiple rounds of wireframing, prototyping, and testing with actual Yodle customers to assess comprehension and usability. We also delivered light documentation of the UI with annotated wireframes, and style guidelines that referenced our global design standards.
The new Yodle dashboards were rolled out to a pilot group of new users in late 2012. Measured against a control group, the new dashboards showed significant increased customer engagement, which has a major correlation to retention. Based on the success of the pilot, the new dashboards were then rolled out to all new customers, as well as to legacy customers in 2013.
After being live for a year, key measurements of the project's success include:
- Average logins per month increased by 78%.
- Total dashboard visits increased by 95% year over year.
- Dashboard visits on mobile devices doubled year over year.