🧩 The Problem

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❗ Users were overwhelmed by raw data.

📉 UX lacked clarity, making it hard to extract insights.

🎥 MS Clarity showed scroll-and-leave behavior—no engagement.

🤷‍♂️ Confusion over usefulness of the scorecard.

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🔍 Discovery & Research

• MS Clarity session analysis
• User behavior funnel review
• Competitive UX study
• No interviews (intentionally skipped for speed)
• Avg. time spent: 14 minutes
• Users were confused, didn’t feel supported
• Competitors provided cleaner, more intuitive UX
• Ours lacked visual hierarchy and emotional connection

🧠 Strategy

“If we introduce small but well-placed UX improvements, we can increase engagement without overwhelming our time-strapped users.”

• Split into 2 parallel tracks:
  1. Research and MVP flow + behaviuor mapping
  2. Modular design system creation
• Micro-releases weekly to test impact
• Design language introduced subtly to avoid cognitive shock
• Agile-inspired delivery and feedback loop

✏️ Design Execution

• Tweaked layout hierarchy
• Measured scroll depth and hesitation time
• Added minimal guided content
• Introduced clean design system
• Simplified key data blocks
• Added visual insights (charts, signals, nudges)

🤝 Teamwork & Leadership

• Inspired dev shared ownership
• Aligned everyone around a shared metric (active time spent)
• Learned transparency & open feedback
• Influenced stakeholders to increase project budget

🌀 Design Thinking Framework I Applied

Empathize

I understood pain points through behaviuor analytics, not just assumptions.

Define

Users are confused and disengaged with the scorecard interface — they get just numbers but no clarity or guidance.

Ideate

Showed creative problem-solving and constraint-based ideation

Prototype

Prototyped in production, balancing speed and design integrity

Test

Used real-world feedback loops instead of traditional user testing

📈 Results

Before

After

Proposed update