As TapClicks’ UX/UI Designer, my mission is to provide users with an intuitive marketing operating platform allowing them to gain time in their day-to-day activities.

Multiple reasons led to this redesign, including a technology migration, a need for increased performance (as this is a very data-heavy platform), but mainly a poor information architecture as well as the lack of an established design system, leading to multiple discrepancies in the platform and increase engineering work.

Improved Navigation

The initial navigation did not follow any information architecture or userflow. Each new feature created was added in the administration section with no questions asked. The proximity principles were not respected, leading to a misunderstanding of the features’ functionalities and a slow navigation.

Before
After

The new navigation is based on the userflow, i.e how the users reach their goals in an analytics platform which we established as “Connect Data”, “Transform Data”, “Analyze” and “Share Data”. The features were then separated following their functionality and which user goal they are fulfilling. The navigation elements are now separated into primary and secondary navigation which reduces cognitive load and increase the ease of navigation in the platform. Preliminary user testing have shown that users find on average 1.79 times faster the feature they are looking for.

We also added a platform-wide search feature to allow users to easily find anything they are looking for in the platform.

Establishment of a Design System

As no design system was previously established, important elements of the platform where visually incoherent. A clear design system now shared company-wide helped fix those discrepancies and speed up engineering work with the creation of a UI library for front-end work. This is a partial view of the design system I implemented.

UI improvements

Before
After