Market-place and Portal Merge
Planned and executed user experience research projects for a rapid-growth SaaS company serving brands on Shopify and Amazon. Collaborated cross-functionally to inform product design through UX research insights—represented team in presenting research findings to executive-level leadership, leveraging data to guide business decisions.
Introduction
My Role: User Experience Researcher
Users: Affiliates for E-commerce brands
Problem: Affiliates were required to log into two portals. One is to track conversions and commissions, and the other is to discover new brand partners. Users were frustrated by the motor load and lack of meaningful data.
Scope: The project includes developing an MVP for a web-responsive application, merging the two portals into one seamless experience. It also included a modernized UI with high-impact features such as a customizable dashboard, activity feed, and AI-powered Insight-Recommendation-Action within a one-year timeline.
Process
What we did, and why?
To define the problem, I conducted user interviews, planned and facilitated design workshops, and developed journey maps and “living” personas.
Identified the most underserved Jobs to be Done: Payment, Communication, and Offer management, and recommended the highest impact bets.
Successfully implemented desirable features and lean MVP by planning and conducting qualitative and quantitative research studies to collect, analyze, and interpret user needs and preferences.
Outcomes
Solution. A single login experience that leverages AI to build an Insight, Recommendation, and Action feature (IRA).
User Value. Users were empowered to optimize their business. Our solution created value because users can manage offers and communication more efficiently. They had increased confidence in the value and accuracy of the data for decision-making.
Metrics.
Conversions increased by more than 2x
Ad spend decreased
Refersion’s customer retention rate increased
User Problem-
