Empowering User Insights: How I Revamped ZOLEO's UX Tracker

Project Overview

• Duration: Q4 2023

• My Role: Sole Designer

• Team: Myself and Lead Samantha Gordashko

• Objective: Refine and optimize ZOLEO's UX Tracker to enable data-driven, user-centric decisions

The Challenge I Faced

When I joined this project, ZOLEO's UX Tracker was at a critical juncture. Originally designed to assess the business value of a redesign, it had been neglected and was nearing capacity. With over 12,000 user feedback points from Zendesk, the tracker was overwhelmed and unable to provide timely, accurate insights to inform decision-making.

I was tasked with transforming this massive dataset into a powerful, filterable tool that could empower stakeholders to make data-driven, user-centric decisions for ZOLEO's future.

My Approach to Tackling the Challenges

Challenge 1: Data Overload

The UX Tracker was drowning in data, making it difficult to extract meaningful insights. To address this, I implemented a data reduction strategy:

• Removed technical issues

• Eliminated hardware issues

• Discarded incomplete tickets

This refinement significantly improved the tracker's performance and made it easier to analyze and extract valuable information.

Challenge 2: Manual Reporting Burden

The tracker required significant manual effort to generate reports on loss-gains, deactivations, and user experiences. To streamline this process, I:

1. Introduced a granular tag list to index tickets effectively

2. Created a manual report dashboard as an initial step

3. Refined tag categories, focusing on critical business indicators

This structured approach laid the foundation for future automation efforts.

Building Continuous Monitoring

I designed the new tagging system as a stepping stone for continuous optimization. My plan included:

• Scheduled periodic reviews

• Stakeholder feedback sessions to refine the system

• Unlocking automation potential for:

  • Automated reporting on credits, refunds, and cancellations

  • Detailed insights on cancellation reasons and trends

  • Geographical analysis of user experiences

Improving User Feedback Analysis

To extract business-relevant metrics from user feedback, I implemented a targeted tagging system that identified:

• Cancellation Differentiation

• Refund & Credit Tracking

This resulted in actionable insights for stakeholders, providing a clearer picture of customer behavior. I created an initial report showcasing the impact of cancellations and refunds/credits, which aided communication and progress tracking.

Standardizing Ticket Summaries

During the improvement process, I discovered inconsistent language and ticket formats in Customer Service, which hindered automation. To address this, I:

1. Collaborated with the Customer Service stakeholder to standardize terminology

2. Developed a training manual for Customer Support, outlining clear guidelines and baseline requirements for summaries

Transforming User Stories into User-Centered Solutions

I leveraged the UX Tracker to convert tickets into User Stories, serving as a bridge between user feedback and actionable solutions. In my role as data analyst, I:

• Identified User Pain Points

• Prioritized User Stories based on frequency and impact

• Fueled User-Centered Design Decisions

Example User Story 1: Accidental Multiple Payments

I identified an issue where an elderly user accidentally made a double payment. To address this, I designed a solution:

• Introduced a modal during payment

• Implemented dual warnings for overpayment and double payment

Example User Story 2: Invoice Confusion

I uncovered that users didn't understand their invoices. My solution:

• Designed a new invoice overview with a "See More Details" option

• Expanded view to show plan details, feature usage costs, top-up bundle details, and tax breakdown

Key Takeaways and Impact

Through this project, I learned the critical importance of accessible user data in driving user-centered design. To bridge the gap between data availability and design decisions, I implemented a two-pronged approach:

1. Data Preparation for Automation: I structured the data to facilitate efficient generation of actionable insights at scale.

2. Short-Term Reporting with Tags and Keywords: I implemented a system for creating critical, up-to-date reports on user issues and financial metrics.

This data-driven approach directly influenced the design process, allowing me to address critical user issues proactively during the ideation phase. By keeping user pain points central throughout the design process, I ensured the development of more user-centered solutions.

The revamped UX Tracker not only improved ZOLEO's ability to understand and respond to user needs but also laid the groundwork for more efficient, data-driven decision-making in the future.