B2B Client Portal: Dashboard Design
CLIENT PORTAL DESIGN AND UX CASE STUDY – MADE WITH REWARDS NETWORK
TL;DR
Redesigned the client portal dashboard, catering to the needs of restaurant owners by enhancing the user experience and promoting the value of the partnership through data and analytics.
RESPONSIBILITIES
UX Direction & Strategy, Creative Direction, Product Workshops, User Testing, Sales Leadership Interviews, Responsive Design, Design System, Stakeholder Reviews, Development Handover
TEAM
1x UX Designer
1x Visual Designer
1x Product Manager
1x Email Developer
1x Product Developer
TIMELINE
2 Months
The client portal at Rewards Network, crucial for restaurant owners, underwent a comprehensive overhaul due to its outdated design and a predominantly non-tech-savvy user base. Collaborating with the Product and Technology teams, our mission was to create a modern, user-friendly dashboard. Our focus was on enhancing user experience, instilling confidence in our users, and helping them recognize the value of our partnership through data and analytics.
A significant challenge we addressed was the need for a complete redesign of the portal homepage, incorporating new design features, systems, web design, and UI/UX enhancements. Extensive market research and customer needs analysis played a central role, guiding us to create a user-friendly, forward-looking design that streamlined account management and emphasized the value of the Rewards Network partnership.
We also revamped the site's structure, transitioning to a more efficient site flow that allowed users to access data for any location directly from the dashboard, eliminating unnecessary steps and enhancing usability. This redesign marks a pivotal moment in optimizing the client portal for restaurant owners, promoting engagement and confidence in the platform.
THE CHALLENGE
HELPING THE CUSTOMER SEE THE VALUE OF THE PARTNERSHIP THROUGH DATA & ANALYTICS
Our task was to revamp the portal homepage, designing a more user-friendly dashboard with improved features and systems. Market research and competitor analysis guided us in addressing challenges like complex data and unfamiliar information.
We aimed to meet user expectations by incorporating design, data, and analytics into our redesign, ultimately providing restaurants with a future-ready, user-centric platform that emphasized the value of our partnership.
STARTING STRUCTURE
The previous client portal design followed an iterative development process, gradually adding modules to a basic grid layout. However, this approach proved inefficient and frustrating for restaurant owners with multiple locations, especially franchise owners overseeing extensive portfolios.
To address this, we focused on reimagining the site flow to streamline the user experience, allowing for direct access to critical data for any location from the dashboard, eliminating unnecessary navigation steps and catering to the diverse needs of our user base, including franchise owners with extensive networks of establishments.
EARLY WIRES AND SITE FLOWS
We collaborated with business units and Technology teams to propose multiple options for the redesigned dashboard layout, focusing on enhancing the user experience and facilitating location-specific data access. Our goal was to streamline data presentation for restaurant owners to quickly grasp the value of dining members referred by Rewards Network.
Taking stakeholder feedback into account, we refined the flow to offer a seamless and intuitive journey, granting owners better control over data presentation. This approach effectively conveyed the value and impact of Rewards Network's dining members, strengthening the partnership's benefits for owners.
In the initial phase of wireframing, our mobile-first approach aimed to prioritize the notification area for busy restaurant owners. We addressed technical constraints and last-minute feature requests while preserving the core aspects of the existing layout.
Our redesigned design offers immediate access to analytics and a comprehensive multi-location overview, eliminating the need for location selection at every step. This streamlined approach empowers restaurant owners with efficient data retrieval and quick access to key insights, facilitating informed decisions.
We rigorously tested our new dashboard by engaging sales leadership, customer service associates, and actual customers. Our main goal was to create an engaging, informative user experience, providing a clear account overview, actionable metrics, and encouraging exploration of new services. We conducted extensive tests, including feedback on color palettes' impact on layout and associations.
Our user testing zeroed in on two critical areas: the notifications section and event and specials management. These areas held significant engagement potential, identified through input from our customer service team. We maintained open lines of communication with frontline staff to address user needs, shaping the dashboard's future development based on our findings, which were recorded and shared using Miro and Confluence.
USER-DRIVEN DESIGN
Extensive user testing revealed valuable insights and guided our selection of a layout that effectively met user needs and project objectives. The prominence of notifications and a conservative color palette, along with impactful callouts for pre-approval cash offers, resonated with users and the Sales team. The stats and insights area received positive feedback from all testers, reinforcing its effectiveness in the design.
A USER-CENTRIC DASHBOARD DRIVEN BY REAL VALUE
Through extensive user testing and iterative refinement, we've developed a solution that perfectly aligns with both user needs and our overarching business objectives. What sets our solution apart is its ability to tangibly showcase our value. With real-time data and invaluable insights, our revamped dashboard has become an indispensable resource, fostering user engagement and loyalty.
Our commitment to excellence shines through diligent iterations and user feedback integration, ensuring we not only meet but exceed user expectations. The enhanced dashboard empowers users with timely information, solidifying our position as a trusted partner in their success.
We strategically integrated crucial elements into the portal modules to enhance user engagement and empower restaurant owners. Left-channel navigation, personalized messages, and a prioritized notifications area streamlined user interactions. Real-time data and insights kept users coming back to explore their accounts, and a dropdown header simplified navigation for multi-unit owners, optimizing their business management.
Our redesign prioritized a remarkable user experience, reinforcing our commitment to user success. By addressing their needs, delivering insights, and ensuring effortless navigation, we enable owners to focus on delivering excellent dining experiences for their customers.
We implemented crucial UX enhancements within the portal, focusing on member reviews and pre-approved MCA (Merchant Cash Advance) offers. The member reviews section not only facilitated direct communication between users and restaurant members but also presented valuable direct marketing opportunities. In contrast to the previous system, where the Sales team conveyed MCA opportunities to restaurant owners, this feature allowed owners to receive notifications directly through the portal, eliminating the need for Sales involvement.
The dining review module sparked a remarkable 53% increase in restaurant owner engagement, with a significant uptick in replies within just five months after its launch.
Reviews play a key role in the Rewards Network partnership, prominently displayed on partner sites' restaurant information pages. Our focus was to improve user experience by introducing robust filtering, seamless reply functions, and attention-grabbing visual icons. This transformed section enhances owner-diner interaction and encourages social media sharing, making it a valuable tool for owners to engage with diners and stay responsive to feedback.
MODULES ENHANCEMENTS: CAPITAL FUNDING FOR RESTAURANTS
Rewards Network redefined restaurant funding with their innovative "pre-purchase" model, which funded restaurants based on user credit and recouped the investment through diner sales. However, the previous user experience relied solely on Sales communication for offer dissemination, leading to a cumbersome process.
To streamline and expedite the process, we introduced a solution allowing users to instantly access their offers upon logging into the portal. This self-sign-up feature accelerated the delivery of cash, resulting in increased retention and cash offers while reducing the sales team's workload. The landing page included essential information, FAQs, and an explanatory video with engaging motion graphics, simplifying the cash product's understanding.
The impact was substantial, with the capital funding callout and digital elements contributing to a remarkable 49% increase in restaurant cash advances, totaling over $8M in funding since April 2022. This success underscored the effectiveness of our approach and the tangible benefits it delivered to Rewards Network and restaurant owners.
CLEAR AND CONCISE: SIMPLIFYING THE COMPLEX WITH EXPLAINER VIDEOS
Creating a compelling video was crucial to support our merchant cash advance product within the client portal. Recognizing that busy owners might have reservations about cash offers, we wanted to provide a comprehensive explanation of the product, including how capital funding works and the repayment process. This captivating video played a vital role in the success of our offer page, ensuring owners fully understood and embraced this opportunity.
Dining Credits explainer video
We worked closely with Sales, Product, and Data teams to achieve an exceptional update to the portal design system in record time. Our responsive design elevates the user experience, ensuring a seamless journey for users whether they're at their restaurant or on the go. Extensive redesign efforts have seamlessly integrated Rewards Network's values into every facet of the portal, culminating in a cohesive and impactful platform that authentically embodies the essence of Rewards Network.