Objectives
Challenges & Pain Points
Navigation hurdles
and logout friction.
Customers reported difficulties finding the logout button. The lack of a visible "Sign Out" option caused user frustration and generated unnecessary inquiries for the Customer Service Department.
Overloaded support lines
with simple queries.
A significant portion of calls concerned basic account settings, such as password resets. The invisibility of these options in the dashboard forced customers to seek manual help instead of using self-service solutions.
Lack of control over
address data.
Users struggled to find options to edit or delete outdated shipping addresses, leading to potential delivery errors and confusion.
Low loyalty program awareness.
Despite earning points, customers didn't know how to check their balance or how to redeem them. The value proposition of the loyalty program was essentially hidden.
Why It Works
Changes that made the difference.
Placing key functions
"Above the Fold".
By designing a quick-access section at the very top of the dashboard, I allowed users to find essential options instantly without scrolling. This directly reduced the volume of support tickets.
Improved visual and information hierarchy.
The restructured account layout ensures that critical information, such as loyalty point balances, is visible at a glance. Users no longer have to hunt for their data.
A unified shopping
experience.
Full visual integration of the account dashboard with the store's new UI skin eliminated user confusion. A consistent interface builds brand trust and ensures a frictionless, intuitive flow throughout the platform.
