Project goal
To design, develop, and continuously enhance a new SaaS product within Semrush, specifically tailored for local businesses. The primary objective was to provide an intuitive tool for monitoring and improving business Google Maps search visibility, transforming complex geospatial SEO data into understandable insights.
Product link: Map Rank Tracker
Product link: Map Rank Tracker
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.
My Design Process
- 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 visualisations. 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, utilised Google Analytics to monitor changes in user interaction and validate design hypotheses.
Map rank tracker
Heatmap - heart of product
Goal: to structure complex geospatial data into an easily understandable and actionable visualization for users
First touch user flow.
This flow shows how users get into Heatmap for the first time. Here is showed how user going through landing page, setup, sign up, paywalls with different conditions.
This flow shows how users get into Heatmap for the first time. Here is showed how user going through landing page, setup, sign up, paywalls with different conditions.
Heatmap.
The primary campaign overview, allowing users to analyse geospatial performance insights, competitor data, and visibility trends.
The primary campaign overview, allowing users to analyse geospatial performance insights, competitor data, and visibility trends.
Competitors report.
Provides detailed insights for in-depth competitor analysis.
Provides detailed insights for in-depth competitor analysis.
Competitors comparison.
Enables direct, side-by-side analysis of competitor performance.
Enables direct, side-by-side analysis of competitor performance.
Impact
The clear, intuitive, and actionable visual presentation of data served as a primary driver for product adoption and purchases
Map rank tracker
Setup improvements
Goal: To streamline user onboarding by increasing setup completion rates and providing clear, optional customisation pathways for engaged users.
Problem (Old Version).
The initial setup was a single, cluttered screen, causing user confusion and decision fatigue. Users felt overwhelmed by too many options, leading to low completion rates, despite helpful default settings.
The initial setup was a single, cluttered screen, causing user confusion and decision fatigue. Users felt overwhelmed by too many options, leading to low completion rates, despite helpful default settings.
Solution (Improved Version).
Redesigned the setup into a streamlined, multi-stage process focusing on a "default-first" approach. This allows users to quickly launch campaigns without immediate customisation, while preserving all editing functionality neatly organised into logical sections (following F-patterns) for advanced users.
Redesigned the setup into a streamlined, multi-stage process focusing on a "default-first" approach. This allows users to quickly launch campaigns without immediate customisation, while preserving all editing functionality neatly organised into logical sections (following F-patterns) for advanced users.
Impact
This redesign significantly reduced user drop-off within the LP-setup-confirm-report funnel, leading to substantial improvements in user activation and payment conversion rates.
Map rank tracker
Paywall improvements
Goal: to enhance user understanding and conversion within the monetisation flow by providing clear options and information when credit limits are exceeded.
Problem (Old Version)
The initial paywall was punitive, simply informing users of exceeded limits without offering actionable solutions or explaining the value of upgrading.
The initial paywall was punitive, simply informing users of exceeded limits without offering actionable solutions or explaining the value of upgrading.
Solution (Improved Version)
The redesigned paywall now provides clear, actionable options: users can adjust their campaign to fit available credits or are presented with the product's value proposition for an upgrade, enabling them to proceed without frustration.
The redesigned paywall now provides clear, actionable options: users can adjust their campaign to fit available credits or are presented with the product's value proposition for an upgrade, enabling them to proceed without frustration.
Credit Transparency
Integrated a dedicated popup to visually explain the credit consumption model (e.g., 1 pin + 1 keyword = 1 credit), clarifying how the system works and providing essential context for user decision-making.
Integrated a dedicated popup to visually explain the credit consumption model (e.g., 1 pin + 1 keyword = 1 credit), clarifying how the system works and providing essential context for user decision-making.
Popup Design System
All popups are designed according to the same principle and rules, but depend on the context.
All popups are designed according to the same principle and rules, but depend on the context.
Large system
There are more than 50+ states, that depends on context and situation, including Free Users, Semi-free Users, Trial Users, Paid users, Unregistered Users.
There are more than 50+ states, that depends on context and situation, including Free Users, Semi-free Users, Trial Users, Paid users, Unregistered Users.
Designing the Payment System.
Additionally, I described the payment system case in details here:
Case study
Additionally, I described the payment system case in details here:
Case study
Impact
This improvement highly increased amount of payments and decreased churn.
Map rank tracker
Additional UX Enhancements
Goal: to continuously enhance the tool's overall functionality and user experience through various impactful improvements.
AI-Powered Keyword Suggestions
Integrated AI (via ChatGPT API) to provide users with relevant and optimized keyword suggestions during campaign setup, significantly streamlining the process of defining their local search focus. This enhancement aims to boost campaign effectiveness and user efficiency.
Integrated AI (via ChatGPT API) to provide users with relevant and optimized keyword suggestions during campaign setup, significantly streamlining the process of defining their local search focus. This enhancement aims to boost campaign effectiveness and user efficiency.
Enhanced Campaign Overview Cards
Redesigned campaign cards on the list view by integrating key performance metrics directly, providing users with an at-a-glance overview of campaign status. This improved visual structure enhances efficiency for users managing multiple campaigns by reducing the need for deep dives.
Redesigned campaign cards on the list view by integrating key performance metrics directly, providing users with an at-a-glance overview of campaign status. This improved visual structure enhances efficiency for users managing multiple campaigns by reducing the need for deep dives.
Activation-Focused Email Flow
Developed and designed a targeted email flow to boost user activation following campaign creation. This flow specifically addresses instances where users create campaigns but do not immediately view their results (e.g., heatmap reports), guiding them back to discover product value.
Developed and designed a targeted email flow to boost user activation following campaign creation. This flow specifically addresses instances where users create campaigns but do not immediately view their results (e.g., heatmap reports), guiding them back to discover product value.
Full User Flow
It is important to keep up to date with how users find their way into the product and how they navigate through it.
It is important to keep up to date with how users find their way into the product and how they navigate through it.
