Company
Services
About Synach Communications
Synach Communications is a B2C Platform where users can purchase Mobile Data Bundles, VTU Airtime, Bulk SMS, Pay Electricity Bills and social bills like TV Subscription and many more.
Purpose of this Project
I worked with Synach Communications, an enterprise company, to redesign their Admin portal for the service management web app. The goal was to streamline management tasks and improve the overall usability of the main platform.
How was I involved in this project?
I spearheaded this project as the sole designer, focusing on ideating early concepts, defining the product vision, regularly presenting to the CEO, and delivering final assets for production within a three-week timeframe. This involved collaborating with two engineers, admin managers, marketing manager and the CEO.
The Objective/Goals
Conduct research, develop strategies, and redesign the entire Progressive Web App (PWA) experience to empower Admin managers in effectively managing the service platform. The primary goal is to elevate conversion rates from 5% to 20% compared to the previous Minimum Viable Product (MVP). Additionally, create a user-friendly mobile app interface to enhance accessibility and usability
Challenges Synach Communications faced
I conducted a thorough assessment to uncover the challenges faced by Admin managers when using the product. Utilizing heuristic analysis, in-depth interviews, and usability tests, I identified several key findings:
- The menu structure was disorganized and lacked proper sorting.
- Admin users struggled with code-like input requirements for data/content entry.
- There were dissatisfaction issues with the information provided on the dashboard
Research
Stakeholder Interview
Through stakeholder and admin manager interviews, along with ongoing discussions with engineers, I undertook a thorough exploration to:
- Identify the web app's objectives and aligned them with broader business goals.
- Explore the competitive landscape to uncover opportunities and potential unique selling points
- Examine technical constraints and usability challenges to guide the design strategy effectively.
These activities established a robust groundwork for informed decision-making and ensured that the design process remained aligned with the project's objectives.
2 Key insights uncovered
- Success is defined by seamless navigation for Admin managers and CEOs, ensuring effortless updates to prices and promotions within the web app.
- Synach's competitive edge lies in its offering of discounts and referral bonuses to users
Reception of the stakeholders
Concept Creation
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Concept Creation
Concept Creation
Evaluating the Usability of Synach
I conducted a heuristic evaluation of the app to assess its adherence to UX best practices. I discovered three primary issues:
- The Admin page lacks security measures.
- The menu is disorganized, unsorted, and overly lengthy.
- Admin users enter code-like inputs when inputting data into the app.
Code-like input data
Gaining Deeper Insights: Interviews and Usability Testing
I conducted interviews and usability tests with two Admin users to understand their challenges and expectations. This research data guided improvements for an enhanced user experience.
Usability test findings & proposed Solution
20 Unsorted Menu
Solution: Organize and sort the 20 menu in a way that it aligns to the Admin user's mental model.
Write codes when inputting data/content into the app
Solution: Simple table to allow effective and easy input of data into the app
Unsatisfied with the information on the dashboard
Solution: "Sales graph", "transaction history" and others
Security Issues
Solution: Verification link that authenticates password change function
User interface and experience design problems
Solution: Ensure simple and aesthetically pleasing UI designs.
Card Sorting
I conducted a hybrid card sorting activity with two Admin users to improve app navigation and prevent user confusion. We streamlined the initial 20 menus into 8 main menus and 5 submenus based on their input, also revising menu names for clarity and ease of use. This process significantly enhanced navigation, making it more efficient for Admin users.
User flow
I mapped out the Admin user's journey through the site and created user flows for multiple scenarios. This guided the redesign process to ensure all necessary functions and pages were addressed for seamless task completion by the Admin user.
Business Impact
65% Increase in overall conversions
60%
Discount conversions
64%
Airtime2Cash conversions
70%
Data bundle & Airtime network conversions
Style guide
I rebranded the app with a corporate aesthetic, integrating stakeholders' preference for a white background and "purple" as the brand color. My focus was on improving the dashboard and discount sales funnel elements during the web redesign, leveraging the Material UI design system for consistency and efficiency.
High Fidelity Designs
1/3) Dashbord is personalized
I focused on creating a user-friendly Admin portal with essential features, tackling complexity based on research insights. See the before-and-after dashboard screens below, highlighting user-driven enhancements. The design underwent several iterations before reaching its final version.
Screen before redesign
Final Design (Customers)
Final Design (Admin Manager)
2/3) Designed for Usability and Adaptability
The menu has been reorganized into logically grouped categories, aligning with the Admin user's mental model for effortless navigation and reduced confusion. We renamed menu items based on card sorting sessions with Admin users, enhancing clarity and usability for a more intuitive experience.
Problem: 20 Unsorted Menu
Edit Website
Query transaction
Add/Remove Money
Set Notification
View all user
User Lookup
Block user account
Delete User Account
Change password
Data Controller
Airtime Discounts
Share & Sell
Air2cash percentage
Order number
Cable - Elect - Waec
Data bundle price
Mtn Data pin
Update cable price
Activate price
Upgrade Account
Screen before redesign
First iteration
Final Design
3/3) Streamlined & Optimized Menu
(Airtime Discounts , Share & Sell discounts and Aircash percentage sections)
I organized and consolidated all discount services into a single page with tabs for easy access, grouped under a new menu titled "Airtime & Data"
Screen before redesign
First iteration
Final Design
Other Screens
Here are more high-fidelity screens from over 35 designed screens.
25+ More screens
Business Impact
65% Increase in overall conversions
60%
Discount conversions
64%
Airtime2Cash conversions
70%
Data bundle & Airtime network conversions
Testimonials
Concept Creation
John Ezekiel
Concept Creation
Dr Blessing Edirin
Achievement & Recommendations
I've significantly improved the site's clarity and navigation, and I've also designed the mobile app. Moving forward, here is a potential suggestion for future app iterations:
- Competitive Analysis: It would be helpful to review competitor products' Admin sections to understand their user offerings better.
By incorporating these ideas, we can enhance the app's functionality and better meet the evolving needs of synach's users
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