Data reporting homepage re-design

Overview  

Amex GBT Egencia is a global business travel platform with data reporting capabilities, helping travel managers (8k+ MAU) analyze their team’s travel program performance and monitor key metrics.

This project called for a re-design of the data reporting homepage in order to improve usability and visibility of key data reporting features. The MVP design aligned with brand standards, improved usability, and included new features to address unmet user needs, designed to delight.

I led end-to-end design of this initiative, gathering data, leading workshops, seeking out design feedback, and socializing the MVP across the company.

Gathering data

Quantitative

Data gathered from Adobe Analytics and Tableau dashboards:

  • 42% overall page abandonment rate

  • Low engagement with top navigation bar (the most engaged link gets 6% of clicks)

  • Low engagement with educational/training content which takes up 75% of the page

  • High engagement with less visible links to our key products, Data Hub (31%) & Analytics Studio (10%)

Qualitative

Customer quotes gathered from ongoing discovery interviews:

  • "I miss just being able to go in and grab reports. I’m a customer, I don’t want to have to be an expert to pull data."

  • "I miss the report library from Legacy."

  • "The new version looks nice, but it’s hard to find certain things. It took time to get used to new version."

  • "If I had time to dedicate to being an analyst in the system... I tried for awhile, but it’s not super intuitive, any of it. I'm not sure where I should go, how to even begin."

Usability heuristic evaluation

Assessment of the current homepage experience against Jakob Nielsen’s 10 usability heuristics:

Defining outcomes

I defined the following experience outcomes in the voice of the user and worked with Product to understand our larger product objective:

We know we’re successful when users express they can more quickly and easily find what they need and accomplish their tasks. We will also reduce the abandonment rate on the page. Users will be able to say:

It is easy to use - I don’t feel like I need to be an expert to use the Reporting suite!

It’s clear to me what the purpose of the homepage is and where to find the things I need.

I can perform key tasks faster i.e., running reports and downloading data.

It feels consistent with other parts of Egencia.

Workshop explorations

With our PM and team of engineers, I led a design workshop to explore ideas for the new homepage, engaging some of the engineers in their first design workshop. Participants identified ideas that emphasized key product areas and dynamic data visualizations.

Lo-fi

From sketching to wireframing, I rapidly created lo-fi designs to help facilitate conversations with stakeholders and gather feedback from relevant partners. Their feedback helped inform content, layout direction, and spurred larger conversations about topics like design system page spacing and how to take an iterative approach to this re-design.

Hi-fi

Hi-fi designs leveraged mostly existing design system components and explored new illustrative iconography which helped facilitate conversation about illustration design system contribution. We explored tone of voice and a new feature idea for scheduled reports.

MVP & scoping

The MVP leveraged solely existing design system components in order to help the team quickly build and release the new experience and start to gather customer feedback. Because the abandonment rate of the page was high and the usability poor, we hypothesized that keeping parity with the latest design system along with adding a few new, helpful functionality would be a great improvement for the MVP, and we could continue to learn and iterate on our work. I helped facilitate the MVP storymapping session with PMs to align on scope.

The MVP was socialized across the company with various stakeholders including Product & Engineering leadership, garnering excitement and visibility around the data reporting space.