Project goal
As a Product Designer, my primary objective was to increase the online presence and search engine visibility of local businesses within niche SERPs (Search Engine Results Pages) by providing an intuitive and powerful analytics tool. This involved translating complex SEO data into actionable insights for users.
Note on Confidentiality (NDA)
Due to Non-Disclosure Agreements, specific quantitative metrics related to user engagement or financial performance cannot be shared within this case study. The focus is placed on design processes, challenges, and solutions implemented.
Surround Sound
Engagement improvements
Goal: to enhance user engagement and facilitate deeper exploration of complex data within the dashboard
What was done
- User Research & AnalysisConducted in-depth analysis of existing user interaction patterns with the dashboard to identify key pain points and opportunities for improved data discovery.
- Iterative Prototyping & Content DesignDeveloped wireframes and interactive prototypes to test new layouts and data visualizations. Collaborated closely with a UX writer to ensure clarity and conciseness of all interface copy.
- ImplementationPartnered with engineering teams during development to ensure accurate UI implementation.
- ValidationPerformed thorough QA to identify and resolve usability issues. Post-launch, utilized Google Analytics to monitor changes in user interaction and validate design hypotheses.
Old Dashboard. Users can only explore general data and cannot interact with it for a deep dive.
In the first iteration, we added new interactive data that allows the user to get summaries and deep dive into the data.
After the changes, we experienced an increase in engagement and decided to increase the visibility of this data and add new data. Which brought even more of the desired results.
Impact
The introduction of new interactive data elements and refined information hierarchies led to a notable increase in user engagement and deeper data exploration, surpassing initial expectations for user adoption. Users were able to more effectively derive actionable insights from their visibility data.
Surround Sound
Task management
Goal: to enable users to efficiently track and manage their SEO performance-related tasks directly within the tool, eliminating reliance on external solutions.
What was done
- User-Centered Prototyping & TestingDesigned and iterated on wireframes and prototypes for the integrated task tracker. Conducted usability testing to validate workflows and ensure an intuitive user experience. Collaborated with a UX writer to craft clear task descriptions and statuses.
- Seamless Integration & Workflow EnhancementReimagined the task management interface by embedding essential features and relevant data points directly into the tool. This significantly streamlined user workflows.
- Post-Launch MonitoringMonitored user interactions and adoption rates post-deployment using analytics, confirming improved efficiency and user satisfaction.
We ‘reimagined’ tasktracker for our users by adding specific features and data that our users needed. This improves user workflow without the need for additional software.
The most important for our users to control their performance and share it with their clients or supervisors.
Impact
The new task management system empowered users to gain better control over their SEO activities and share performance updates seamlessly, enhancing productivity and consolidating their workflow within a single platform.
Surround Sound
Setup improvements
Goal: to simplify and clarify the initial onboarding and campaign setup process, reducing complexity and friction for new users.
What was done
- Information Architecture RedesignConducted a thorough analysis of data inputs and system capabilities to reconstruct the setup flow. The goal was to break down complex configurations into logical, manageable steps.
- Iterative Prototyping & Usability TestingDesigned and iterated on multi-step, wizard-like prototypes, incorporating contextual help and visual guidance. This approach simplified initial adjustments and provided clear explanations for each step.
- Content Clarity & CollaborationPartnered with a UX writer to ensure all microcopy and instructional texts were concise, intuitive, and supportive for users navigating the setup process.
- Development & RefinementCollaborated with engineering for accurate UI implementation and conducted rigorous testing. The redesigned flow integrated smart defaults and automated name generation, significantly streamlining the initial user journey.
Old setup. The tool is complex and requires careful adjustment before you start using it.
New setup. So we decided to break it down into logical steps, to speed things up with new generation features at each step and hints on how to work. The system generates a name after the user enters their domain and allow to add more variations by themself.
New setup. Here we automatically add 4 competitors and preselect 2 of them for user, that user can finish this stage more quickly.
New setup. We add import feature, that allows use different sources to add keywords, for example right from another Semrush tool like popular "position tracker".
Surround Sound
Other improvements
Goal: General functionality to make the tool better
Improvement for email. Added more data, that can be deep dived straight into the tool. Added more secondary C2A, to improve click-rate.
Reorganised and added new data.
New sharing functionality
