Dashboard for 10+ Services

Redesigning often requires understanding historical context and navigating complex scenarios, and this project was no exception. The login area for this product served as a central hub, connecting over 10 services, which demanded coordination across multiple teams and clients. The interface was outdated, with inconsistencies in workflows and usability. Our goal was to modernize the interface and enhance the user experience.

My team and I were responsible for designing a new concept in collaboration with technical and product teams to deliver a better experience for our clients.

Impact
  • Designer-developer collaboration was significantly strengthened through co-creation and detailed feedback.
  • The design team established effective routines, like cross-product component evaluation, to ensure usability and simplify client learning.
  • Successfully cross-selling via a newly created channel (0-1).
  • Customer satisfaction increased by 3%.
  • Support calls were reduced.
Role and contribution

From the beginning, I managed the project, providing support to a senior designer on my team. When the designer left, I took the lead in developing the main concept and managed several tasks until a replacement was hired to continue and further refine the project.

SKILLS: creativity . organization . strategic thinking . planing

CONTEXT

UOL, the leading Brazilian digital content, technology, and services company, has over 2.5 million subscribers and leads globally in Portuguese-language content. With over 7.4 billion monthly page views and 114 million unique visitors, it offers various services, including UOL HOST, a major market player in hosting, cloud computing, e-commerce, and domain register, supporting developers and entrepreneurs in building their online presence.

CHALLENGE

This was a large-scale project with significant challenges, particularly in terms of its impact on the business and clients. Key challenges included:

  • Improving the client experience, as users struggled with certain products.
  • Enhancing communication to address misunderstandings, which had led to cancellations.
  • Identifying new opportunities for sales and client retention.

One of the greatest challenges was fostering collaboration and engagement across all teams, ensuring everyone felt part of this transformative process.

Aproach and process

Our process involved several key steps:

Scenario Analysis & Initial Data

Thoroughly analyzed the user scenario (navigation, context) and reviewed client questionnaire data for initial insights.

User Profiles

Developed clear user profiles based on data and initial hypotheses to guide design decisions.

Collaborative Design & Competitor Review

Worked with designers and developers on solutions, while also reviewing leading competitors’ usability and visual design.

Concept Refinement & Stakeholder Input

Created and refined the concept through team discussions and feedback before presenting the final version to stakeholders.

Project Handover & Subsequent Release (after I left)

Transitioned the project to a new designer for continued development and improvement, with the interface ultimately being released after I had left the company.

Learning and reflections

Managing a large project like this highlights the importance of engaging the team and co-creating with them. Designers, developers, and other stakeholders are integral to the process. Establishing a routine for regular discussions and creating a space for ongoing collaboration ensures alignment and consistency across teams. Shared documentation also helps maintain cohesive visuals, interactions, and workflows.

This isn’t my first time around the block with this dashboard either; I’ve worked with this product in many iterations. The 2017 version was the only exception. This deep familiarity allows for a more nuanced understanding of its evolution and the needs of its users.

Flexibility is critical when dealing with complex projects involving many stakeholders. A macro plan provides direction, but clear and consistent communication is essential to maintain alignment and ensure smooth progress.

It’s also important to recognize that not all projects will be released as envisioned. Challenges, especially around navigation and consistency, are inevitable. These require time, patience, and persistence. Resilience is key to overcoming frustrations and achieving the final goal.