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Better UX, Better Business Value

Boosting client retention & satisfaction through product improvement

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Product Overview

CPDone is a compliance and e-learning platform, primarily serving mortgage and finance professionals in Australia. Launched in 2012, the platform helps professionals stay compliant with industry regulations and earn CPD credits online. However, over time, the platform began to experience low user adoption and increasing frustration due to outdated usability and a clunky user experience.

Purpose and Context

Objective

The goal was to enhance user satisfaction and increase platform adoption by fixing the usability problems that were causing frustration and disengagement.

My Role

Assistant Product Analyst/Junior Product Owner

The challenge was amplified by limited resources, including the absence of dedicated UX expertise.

My role was central in the research, ideation, and initial prototyping phases. I collaborated closely with software engineers and customer support teams to ensure that the proposed changes were feasible and aligned with user needs.

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Tools, Skills, Methodologies

Key tools included Pivotal Tracker for project development and collaboration with the DevTeam, Aha! for high-level management, Axure RP and Balsamiq for wireframing and prototyping, and Mixpanel for usage data. The methodologies we used included guerrilla interview, usability testing, heuristic evaluations, user testing, user flow optimization, and stakeholder interviews.

Understanding the Problem

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Evaluating and Testing

To thoroughly understand the issues affecting the platform, I started with a

heuristic evaluation⁠

, comparing the platform's UI and UX against industry best practices. This was crucial for identifying usability and user-friendliness gaps. Next, I conducted user tests with a select group of users to observe their interactions with the platform. This direct observation helped reveal less obvious problems, such as confusing navigation and cumbersome workflows. To further understand the pain points, I analyzed user data from support tickets and usage logs, which highlighted recurring issues and their impact on user satisfaction.

I also performed task flow analysis to pinpoint specific areas of frustration within the user experience.

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Complex Flow. (Actions/screens needed to take action for an alert/notification)

Complex Flow. (Actions/screens needed to take action for an alert/notification)

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Simplified flow.

Simplified flow.

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Additionally, I carried out guerrilla research, including quick surveys and interviews, to gather immediate, direct feedback from users. This comprehensive approach provided a clear and detailed understanding of the root causes behind user frustration and disengagement.

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Starting with Idea Sketches (Low Fidelity)

Starting with Idea Sketches (Low Fidelity)

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Prototyping Solutions

Using insights from my research, I developed low- to medium-fidelity prototypes that targeted the most pressing issues, avoiding the need for a complete system overhaul (especially that the product was being used my thousands of users). For features and enhancements that gained stakeholder approval, I advanced to high-fidelity prototypes in collaboration with engineers. This allowed us to test interactions, identify potential bugs, and validate the design. These prototypes focused on improving navigation, streamlining workflows, and enhancing the overall user experience. The goal was to implement quick, impactful changes within the constraints of our available resources.

Conclusion

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Outcome

The project successfully revitalized CPDone, leading to increased user satisfaction and higher engagement rates. The improvements in the platform's UX and UI resulted in a more intuitive and user-friendly experience, which in turn boosted adoption rates and reduced churn. The success of this project demonstrated the importance of listening to users and making iterative improvements based on their feedback.

User Engagement: Post-revamp, active users increased by 10%(with the help of version launch), with session duration improving by about 15%.

Client Retention: The platform gained a few more more clients that brought in thousands of users.

Product Adoption: Feature usage saw a 25% rise, particularly in the dynamic reporting dashboard and goal management functionality.

Customer Satisfaction: User surveys & interviews indicated a 30% increase in overall satisfaction with the platform.

Learning

This project reinforced the value of user-centered design and the importance of adaptability in product management. I learned that even with limited resources, significant improvements can be made by prioritizing critical issues and leveraging user feedback. In future projects, I plan to further integrate user testing throughout the development process to ensure continuous alignment with user needs.

Final Reflections

The project’s success was a result of a strong focus on user feedback and a collaborative approach to problem-solving. If I were to tackle a similar project in the future, I would prioritize early and continuous user testing to catch potential issues sooner. The most surprising aspect was the extent to which small UX changes could drastically improve user satisfaction and engagement. This experience underscored the importance of making data-driven decisions and staying adaptable in the face of resource constraints.

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Let’s connect and explore how I can contribute to your team!

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me@fortmeg.com⁠

☎ 01512 9155 361⁠

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