Company

Sitejabber is a web-based platform for consumers to find trustworthy online businesses and avoid scams. Sitejabber was founded in 2008 in San Francisco, California and has been described as "the Yelp for websites and online businesses". 

Challenge

We were asked to revamp the information architecture of their B2B dashboard while updating the look and feel to help SMBs easily access all of the tools that the dashboard has to offer, ultimately leading to more premium subscriptions.

Solution

The team redesigned the information architecture to a flatter structure and
simplified complex information to be more digestible. The final design resulted with toolbars, tabs, and cards being the main way to navigate throughout the dashboard. 

FINAL DELIVERABLES

An efficient and easy-to-use dashboard

Over the course of six weeks, the team came up with a new dashboard design to make it easier and more efficient to use. The average time spent finding tools went from 36 seconds to 10 seconds and the average number of clicks went from 6 to 2. 

EMPATHIZE

It's a fact -
reviews improve businesses

We kicked off the project by familiarizing ourselves with the product and the industry. According to BrightLocal's latest survey, 91% of consumers actively read online business reviews. It was also discovered that showing a rating of 3+ stars positively impacts CTRs.

SMBs want an efficient way to manage their rep

We began by interviewing eight businesses that use Sitejabber's dashboard, including both the free and premium version. Through the user interviews, we were able to create three user personas to materialize our findings. From there, the team created three jobs to be done (JTBD) to further understand the business owners' motivations and goals.

DEFINE

Businesses don't want to waste time on finding tools

Gathering all of the results from our user testing, the team leveraged affinity mapping to find any patterns in our observations and categorized all the insights that were similar. After categorizing the feedback into broader categories, we used a 2x2 matrix to prioritize the problems that were the most important to solve. Here were the main takeaways:

IDEATE

One size does
not fit all

After determining the main priorities for the project, we conducted card sorting to determine to new information architecture for the dashboard. We concluded that we wanted to showcase eight different tools and the most effective way to do so was through vertical navigation, per the result of some comprehension tests. We decided to go forth with components highlighted in green.

Dashboards should make lives easier

After coming to an agreement on the general layout of the navigation, the team brainstormed ideas on additional navigation within the dashboard, data visualization, as well as displaying content to be actionable. Specifically to navigation, we've explored different ideas on how to make the experience more intuitive for SMBs. We ran a number of user interviews for the different options and went forth with the options that resonated with the users. 

PROTOTYPE

Architecting a simple dashboard for SMBs

After verifying our design proposals with the users, we quickly moved into high fidelity in Figma and created a clickable prototype in Principle. We presented our research results as well as our final designs to the CEO of Sitejabber. 

Clear and enhanced navigation

The redesigned navigation includes newly implemented toolbars, tabs, and cards to help users find tools with ease and make clear choices.

Customizable homepage

The homepage, a new tool designed within Sitejabber's dashboard, helps users focus on relevant information and take actions. 

Actionable noteworthy insights

Users who are new to using dashboards now have high-level insights to help them understand the main takeaways and actionable CTAs.

OUTCOME

A dashboard that is truly efficient and easy to use

To validate our proposed design, we asked 14 users to locate five tools and widgets on the current and proposed dashboard. In conclusion, the users took 1/3 of the time to find the tools and widgets in the proposed version. The average time decreased from 36 seconds per tool to 10 seconds and an average of 6 clicks per tool to 2 clicks. The client was thrilled with the results and will be implementing our designs within the next couple of months. 

Crafted with care by Kevin Kim © 2019
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