Adopting our user's mindset when presenting data, driving the user to take action without the need to explain the platform's functionality
4 min reading time
Senior UX/UI Designer
Role
Product Design Lead
(single designer)
Team
Product / R&D
Product
B2B AI background check platform
The Challenge
Setting user expectations when working with the platform to reduce the need for high-touch support
Throughout my Intelligo onboarding, I immersed myself in the company's products and objectives, gaining valuable insights into user interactions. This journey revealed gaps between user understanding and platform terminology.
Insights from user calls and sessions:
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The terms used in the platform do not speak the user's language. Resulting in the need to explain how to work with the system.
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The user's mindset is around subjects while the platform is focused on single reports.
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Users spend time understanding the risk profile of a subject before diving into the content of the report.
Design Solution
Transitioning the focus from reports to profiles aligns seamlessly with users' risk analysis strategies, delivering a comprehensive view of subject risk coverage.
Consolidating all information about a subject in one place using profiles has made it easy for users to understand if a deal is in jeopardy due to a subject's conduct.
Replacing our reports list with a profile list, while highlighting and redefining key information, helps our users prioritize their work based on a quick assessment of a subject's risk.
The Process
Our users LOVE working with the platform, but upon examining their actual actions (User FAQ, user sessions), it's clear the platform doesn't communicate effectively, resulting in unnecessary back-and-forth to gather information or, worse, contacting support for help.
Making changes to an existing product that users love is tricky; you don't want to change too much too fast and alienate your users in the process
Phase 1 - Terminology and highlighting
The objective of this change was to establish clear expectations for platform usage, minimizing the requirement for additional explanations from Intelligo staff.
After careful consideration and discussions with Marketing, Sales, SC, and Product, we implemented the following changes:
Simplifying report statuses and reducing the steps by renaming the statuses proved successful in lowering user support tickets.
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Changing the terminology to set user expectations resulted in a shift of conversation toward the subject covered and collaboration on this project. consequently increasing the number of users accessing reports.
By emphasizing key information for rapid identification and subject risk assessment, we streamline the process and minimize unnecessary back-and-forth.
Phase 2 - Shift form Reports to Profiles
Moving to profiles made sense and would help our users, but it was a significant endeavor with limited benefits. Aligning it with Intelligo's business needs was key to justifying the effort.
We discovered that users wanted to add complementary reports on the same subject. However, our infrastructure did not support this, limiting our ability to capitalize on the opportunity.
Transitioning to a model of profiles meant we had more information on the subject, but we were still limited by space.
Having a consolidated view of a subject allowed us to promote relevant offerings on the profile page.
Take away
Through embracing our users' perspective, we achieved substantial transformation in how our clients perceive and engage with our platform.
After each release, we tracked user experiences to minimize disruptions. We were thrilled to see immediate adoption without issues. Our incremental changes helped developers release features with fewer bugs, while users had the opportunity to adjust gradually to the updates.