Deloitte's Incentive Hub
Refreshed user interface and experience to improve engagement
Deloitte's Global Investment & Innovation Incentives (Gi3), an incentive claims management web app, experienced a drop in engagement and submission failures. My role was to pinpoint the issues, simplify the complex tool, enhance navigation, revamp the dashboard, address broken communication, and improve the overall user experience.
Timeline
6 weeks
Role
Product Strategy
UI/UX Designer
Skills
Figma, Wire-framing, Stakeholder Interview, Research, Prototyping, User Testing
PROBLEM
Clients had trouble filing claims on the app and instead sought assistance from business professionals.
Key issues including login hassles, task complexities, difficulty in identifying incomplete data, survey submission problems, and data disorganization, contributed to substantial submission delays.
RESEARCH
Collected log of user complaints, conducted stakeholder interviews and usability testing to uncover insights. Followed by end to end journey mapping to understand the key pain points, and areas of complexities.
CHALLENGE
Identified 50+ problems across 9 areas of the user journey
Prioritizing these enhancements became a crucial task, prompting us to conduct a workshop and create an impact effort matrix with stakeholders. Urgency due to time and budget constraints compelled us to act swiftly while aiming for maximum impact.
Top - enhancements log for stakeholders, Bottom right - Impact effort matrix
SOLUTIONS
Prioritized improving the user interface and client communications, focusing on quick and substantial improvements.
Email Communication
Re-designed email communication with compelling subject lines, user-friendly content, impactful visuals, clear CTAs, accessible resource links, and actionable guidance. These strategic adjustments transformed the email from a newsletter into an engaging and effective message, ensuring it captures users' attention and prompts action.
Graphics forward
Dashboard
Reduced cognitive load through a visually intuitive dashboard, improved due date visibility with regular notifications, and optimized the dashboard layout for quick access to crucial data elements such as statuses, contributors, time commitments, progress tracking, and actionable items.
Simplified User Interface
Designed a clear navigation, progress tracker, and tool tips, enabling users to track progress, navigate freely, identify incomplete fields, and spot optional ones. Submission review was enabled, allowing users to add missing documents and address inconsistencies before finalizing. Furthermore, we streamlined the document upload process into a single step, greatly enhancing efficiency.
Help & Support
To enhance user support, we created video training materials to explain the tool's purpose. Clear notifications were introduced for incomplete data, resubmissions, and Deloitte admin queries, ensuring professionals could easily understand and respond. We also established a user-friendly FAQ section for context-sensitive assistance with complex concepts, improving overall user support.
Review before submission
This feature allowed users to thoroughly review their submissions, identify missing documents, and correct inconsistencies or errors before finalizing their input. It serves as a safety net, improving submission accuracy and data reliability while enhancing the overall user experience.
RESULT
The time and effort needed to complete tasks was significantly reduced from months to a matter of minutes. Submissions for incentive claims were received ahead of schedule, with little to no back and forth with specialists.
NEXT PHASE FEATURES
Live Collaboration
To enhance collaboration and user engagement, a new feature will be added, allowing contributors to ask questions or make comments within the survey. This collaborative approach will improve accountability, leading to more accurate and faster survey completion.
Guided Walkthrough
The guided tool tip feature will be integrated to familiarize users with page functions and navigation, reducing interaction costs and cognitive strain. Redundant and intuitive steps will be eliminated, and users will be reminded of accessible resources and time estimates for a smoother experience.
SUCCESS IN NUMBERS
30%
INCREASE IN EMAIL CLICK THROUGH RATE
1.2 hrs
TIME TO COMPLETE SURVEY DOWN FROM MONTHS
43%
INCREASE IN SURVEY COMPLETION
32%
DECREASE IN BOUNCE RATE