A B2B project that redefined merchant's experience and improved their business.
EBANX is a leader in local payment solutions across the fastest growing markets in Latin America servicing both merchants and consumers. Offering complete payment solutions for the markets in Brazil, Mexico, Colombia, Chile & Peru that enable business to expand with the intelligence and efficiency necessary for consistent growth in Latin America.
When I first joined EBANX, in 2016, I had the challenge of working on EBANX Dashboard, a new version of Merchant Area, the first EBANX platform created to allow merchants to follow their finance information. The Merchant Area had an interface not so user-friendly and a low performance, taking too much time to complete basic tasks. The project of the Dashboard’s first version was already started for a while and I was going to be responsible to finish and set what’s next.
My first step was to discover which metrics we had and how it was being used. Because the Dashboard is a complex system, it was inevitable that we had different kind of users using the product (business owners, engineers, administrative assistants, etc.), and that each of them was using it in a different way.
To prove this hypothesis, using Trello, I first pointed the main doubts, certainties and suppositions. To validate them, I made an analysis over the metrics of Google Analytics crossed with some data collected with Hotjar.
With the analysis, I had an overview of the most used features and how the Dashboard was being used. Then I started the definition of personas, where we interviewed 5 very distinct merchants.
Based on the interview, we designed 5 personas that represents the amplitude and characteristics that we found in the users. Just to illustrate the deepness that we got I show one of them below:
The costumer service, Nina, represents a groups of users who used the Dashboard to follow payments, cancel orders and solve in a general way any doubt of clients.
For each persona, we defined a scneario and mapped its journey, identifying their pain points, motivations and frustrations. Besides that I made a heuristic analysis to find new attention points in usability that could impact the user experience.
Working perfectly in every single screen
The interviews shown that the merchants that used the mobile version didn’t come back because of usability problems, and the ones who kept using it, dit it just to see an overview of their finances.
So, the solution was to rebuild the interface and structure of the Dashboard using a fluid layout, so everything could fit perfectly and work well in each screen size.
I started on redesigning classic elements (such as tables) exploring how they would behave in each screen, watching out to not make drastic changes so the user doesn’t need to learn how to use the platform again. I started with some sketches.
Once with a very defined concept, I built a library with the elements, following the premisse of Atomic Design.
Going deep and serving each user
To reduce phone calls and emails asking about how to use the Dashboard or set an account, we joined the Onboarding Squad to work together in a smart signup. The result was a step-by-step guide, where the merchant could start processing by himself for the first time. If he (or she) finds any doubt, he could just schedulle a call up for 15 minutes with his Business Manager, with one click, without leaving the platform.
Validating the new Dashboard
With a funcional interface, we did new tests and interviews to validate the product. We repeated the ideation cycle and, then, started to move our merchants to the new platform, trying to make this as smooth as possible. To support our help channels, we created a PDF guide explaining the new features and how to use them, so we could save the time spent by the Business Managers by giving help to the merchants.
For a month, the merchant could switch from one to another version, until feeling cofortable for a definitive change. The numbers were very positives: only 22% of merchants stayed on the previous version.
The final product had considerable changes, but it was just a consequence of the user experience redesign. Designing and developing an user-centered and data driven product allowed us to create new features, reorganize elements according to the use context, simplify the language and make it consistent, prioritize and organize information, and improve the performance to avoid any friction with the experience.
“The more complex the scenario, the higher the need for supportive user interfaces. Thus, B2B sites ought to emphasize usability more, not less, because they must help users accomplish more advanced tasks.”
It’s hard to quantify how much I did learn by working on this project with such a talented team, but I can easily point how the redesign impacted in our merchant’s day-by-day and how it reflected in our business.
improved on general performance
fastest loading Dashboard website
decrease in e-mails and phone calls related
Increase in satisfaction
"The new Dashboard got a lot better! It's easier to use. I had suggested that the ticket link appear on the same screen as it's generated. And you did it. Thank you. 😊”
“Pretty good! I really like the design and it's easy to check everything that I need.”
“I like this version better. It's very easy to find any information.”
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