I was tasked with improving Snöball’s event marketing dashboard usability to make campaign creation more seamless, along with enhancing navigation and performance tracking.
2-3 Weeks
UX Research,
UI Dashboard design
Usability Testing
Prototype
Figma
Miro
Fathom
Slack, AdobeXD
MY ROLE
TIMELINE
TOOLS
campaign manager,
Product manager,
Developer
TEAM
OVERVIEW
Through user research, I identified issues with low discoverability, missing elements, and inefficient workflows. The dashboard lacked intuitive navigation, users couldn't save or select templates, and social media sharing was cumbersome.
Problem
Goal
Redesigned Share & Landing Pages: Optimized for faster sharing and to include missing but necessary elements.
Improved Navigation: Simplified site structure for a more intuitive user experience.
Template Page: Added a dedicated space for users to easily select and save campaign templates.
Before diving into the design process, a direct comparison of the redesign shows a centralized Snöball dashboard that prioritizes easy accessibility and making campaign management and tracking more efficient.
Before Redesign
After Redesign
Landing Page
Share Page
To improve accessibility of landing page, I separated the sections, allowing users to easily navigate through each process. For the sharing page, I introduced a live preview option so users no longer need to repeat the save and preview steps.
I redesigned key UI elements to enhance clarity and reduce cognitive load, ensuring a more intuitive experience. Users struggled with campaign design due to a lack of affordances for color guides, margin controls, and alignment tools.
To overcome the issue of users starting campaigns from scratch, I introduced a template-saving feature, enhancing efficiency and reducing cognitive load by enabling design reuse and easy customization.
RESEARCH
DESIGN PROCESS
Empathy Mapping
User Persona
User Research
User Interview
Usability Testing
SYNTHESIS
IDEATION
FINAL DESIGNS
REFLECTION
Developing solution
Prototype
Major Redesign
Testing
Post design
USER INTERVIEW
In order to learn more about the Dashboard experience and identify user needs and paint points. I conducted 3 interviews with campaign managers.
What does a typical day in your workflow look like?
What challenges do you face when creating campaigns?
Which aspects of the dashboard could be improved to better meet your needs?
How many years of experience do you have working with this dashboard?
Repetitive tasks: Manual inputs take up significant time.
Navigation issues: Difficulty finding features slows users down.
Reporting needs: Users want more flexible reporting tools.
Onboarding gaps: New users struggle without better guidance.
Efficiency focus: A simpler, streamlined interface is highly desired.
Key Insights:
Focusing on:
*Screenshots from user interviews conducted on the Fathom platform.
USABILITY TESTING
I observed participants performing common tasks such as:
Challenges Identified:
Users hesitated when switching between steps (e.g., from content creation to previewing).
They struggled to find features like analytics or advanced sharing options.
Empathy Mapping
After taking user interviews and usability testing, I created an Empathy map to organize and identify recurring pain points and user needs. This process highlighted common challenges users face and areas for improvement.
The majority of users highlighted the need to redesign the landing page and sharing page, emphasizing improved usability and a more intuitive layout to enhance their experience.
*Empathy mapping board created using the Miro platform.
USER PERSONA
During the research phase, I conducted interviews with 10 users, asking questions like, “What challenges do you face in navigating the dashboard?” and “Which features do you rely on most frequently?” These interviews provided valuable insights that guided the creation of user personas, ensuring the dashboard addresses the needs of diverse users.
I discovered that a simplified and task-focused interface aligns best with user workflows. As a result, this approach became the foundation for the dashboard's redesign.
Mohak
Age: 30
Role: Camping manager
Pain-Points
Struggles with complex navigation and difficulty locating features.
Finds it time-consuming to create and manage campaigns due to manual data entry.
Emily
Tom
Age: 25
Role: Event Coordinator
Pain-Points
Overwhelmed by the cluttered interface, leading to confusion and delays.
Difficulty tracking campaign performance due to limited analytics features.
Age: 40
Role: Marketing Specialist
Pain-Points
Difficulty understanding the dashboard without adequate onboarding support.
Frustrated by repetitive tasks and lack of automation.
🤔
😌
😊
The redesigned Snöball dashboard improves navigation with clearly separated sections, making it easier to manage campaigns. Key actions are now more accessible, reducing task completion time. Template selection, a streamlined sharing flow, and performance enhancements create a smoother user experience.
PROTOTYPE
USER TESTING
I created a click-through prototype in Figma to test how users would interact with the new Snöball dashboard. Over one week, I conducted 20 tests with Campaign Managers. I set up tasks in the prototype, observed users via Zoom screen sharing, and gathered their feedback afterward. The reactions were great, and I also identified some areas that needed tweaking. I took those insights and improved the design. It was really rewarding to connect with users, get their thoughts, and make design changes that would improve their experience.
