Listed - OpeninApp Assignment
Candidate Name: Prachi Tare | [email protected] | 9340000767
Problem Statement :
Identifying the areas of improvement in the UI/UX of openinapp dashboard and suggest the
improvements. Moreover, elaborating the funnels and metrics to validate the improvements.
Also, set the KRAs to track if the improvements really worked.
Areas of Improvement on the dashboard:
● According to me, the first and foremost area of improvement can be to use a user
interface which loads on the screen within 2-3 seconds at the max. This is because,
as I tried opening the dashboard on my laptop (on google chrome, with 5-6 opened
tabs), the dashboard UI took some time to completely load, and the carousels were a bit
slower. In this era of short attention spans, it is very essential to have user retention
within the initial moments of their landing on our dashboard.
● Proper placements of thumbnails, search buttons, ‘view analytics’ tab and other
elements. This is the first thing that struck my eyes as I started exploring the dashboard.
The youtube thumbnails/iframe were garnering attention instead of the USPs we’re trying
to offer to users. Furthermore, the elements of the dashboard should be consistent. For
the lack of a better word, the proportions of every element should be equal (or slightly
bigger for the USP) so that it makes the UX more efficient in terms of navigation. In
addition to this, we can use
● Visualization dashboard: The current visualization dashboard has 11 elements, of
which the click performance is occupying a lot of space, where we can add a Dropbox
for date customization (weekly, monthly, quarterly) etc and reduce the space of that, the
same can be done for every element. One such integration for user stories and analytics
can be through tools like Tableau, which offer efficient tools as well as more interactive
UX for content creators too.
What is Broken in the Flow? And my Suggestions.
According to me, we should focus on streamlining the flow of the dashboard by creating
separate sections for every feature. Right now, the dashboard feels very scattered and it is a bit
harder to explore the functionalities that openinapp is offering.
We can create a simple page which offers users with the buttons (hyperlinks) to navigate to
other sub-structure of our product. For example, we can direct the user to a new page where
they can explore the youtube tutorials that are being offered on the top right now. Moreover, the
created links section can also be merged with the analytics part of the product under a new
page which I’m calling here as “Link Management” where the creator can do all the analytics
and link exploration separately.
On that page, we can also implement a section of link categorization, which reduces the clutter
on the page. Right now, for example, a creator has 25 links over a period of time. Here, it gets a
bit trickier to find a particular link that they might’ve created for their specific purpose.
Apart from that, we can also segregate the social media thumbnails and the ‘talk with us’ section
under one single footer, so that it won’t distract the user with separate social media links and
create a seamless user experience.
Funnels and Metrics to Validate the Improvements:
● Time for a Task: One of the simplest and most effective ways of funnel analytics is to
monitor the time taken to complete a task by the users for a feature. We would want to
minimize the time that a user takes to complete the tasks, such as viewing analytics or
maybe link customization, or any feature that we’d want to offer. This minimization would
be a good value proposition for the creator as most content creators aren’t tech-savvy
when it comes to analytics and tools.
● Engagement: We can track the number of landings on our page (before login), and login
conversions, as well as track what is the feature that users are focusing the most upon.
This would give us a rough idea of which features can be our forte and what things we’d
want to get rid of. There are various tools like Google Analytics which give us the liberty
of validating this part.
● Surveys and Tutorials: The most authentic measure of validation are the surveys that
can be a 1 minute MCQ we can add to the product as a pop-up. That would give us
direct feedback on what the pain point of our product is. Moreover, we can also focus on
promoting the in-product tutorials if we want to educate them about more specific
functionalities.
KRAs and Hypothesis:
● Frequency of Adoption: This KRA basically focuses on the number of users who are
creating accounts and generating links and maybe using analytics of our product. Our
null hypothesis can simply be the expectation of increasing users on the platform after
implementing the changes. The existing landing page is aesthetically very good, but the
UX lags because of slightly heavier elements. This can increase the loading time, while
increasing the risk of user redirection out of the landing page.
● Efficiency: This task efficiency can be generated by improving the flow of our product
and decluttering the elements on just one page. Here, our hypothesis can be increased
in the usage of features like analytics, campaigns or navigating through the tutorials.
This null hypothesis can be discarded if we see an opposite trend after implementing the
changes.
● Surveying and Feedback: Another KRA can be to compare the survey results before
and after making certain improvements. The hypothesis in this case is to seek
improvements in the ratings and survey answers by the users. This would lead us to an
organic and highly trustworthy Key Result Area as compared to the traditional metrics.
