As a grad student intern at Demandforce, I conducted the company’s first in-depth round of user experience research and testing.
I created personas and scenarios, conducted interviews, and held user testing in an intimate lab setting. We began with a finite set of tests, but quickly adapted our tests to maximize our time with participants.
Ultimately, I learned that the Demandforce product dashboard is powerful, but full of functions that many customers find intimidating, or just never find.
I was able to make a solid set of recommendations to the design team:
- Users found the dashboard presented too much information at once. They only used their three or four most valued set of features on the dashboard, like email reminders to customers.
- Ambiguity often caused users to overlook important features like ‘Search’.
- Aggregated data is less helpful than segmented data. For example, money made since Demandforce was purchased is less helpful than money made with email campaigns in the last month.
Good UX makes things better 