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SureCritic platform

SureCritic is an automotive Customer Experience(CX) platform. Subscribers gain customer insights from surveys, reviews, third party reviews and dealer interactions. Surveys can be created, deployed and managed within the platform. Subscribers can view all of their business/s insights within SureCritic. They can view custom reports and details about employee performance.

In the alpha version of the software, they where having a problem surfacing these valuable insights to customers. The navigation was confusing and inconsistent. The software as a whole was not responsive which was problematic.

Responsibilities

UX/UI and Product Design

Client

SureCritic

SureCritic Dashboard

Discovery

After conducting stakeholder interviews with COO and CIO I surfaced high level goals for the next iteration of the platform. It was important to create a system that was flexible and could support various pieces of data. The business users needed key insights to be surfaced and have the ability to easily understand how they compare to the competition. This platform needed to be responsive so users could keep up to speed with insights on the go.

The Before

I performed a high-level heuristic evaluation of the software by examining the interface for consistency and usability issues. I found problems with the navigation structure and overall presentation of data. Before, messaging for error handling was confusing and not customer facing.

Before Design
User Personas

Once I understood the user’s wants and needs, I created two key user personas. The corporate user manages multiple regions of businesses and needs to quickly understand how they are performing compared to one another. The other persona is a single business owner who is only concerned with the details of their specific business.

Corporate Persona Business Persona
Competitive Research

As I was gathering background research it was important to look at competitors in the CX space. After seeing what key players were doing I found that all of their platforms were responsive. They were presenting data in a more visual way and had an easier navigation pattern.

Competitive Research

Wireframes

I created wireframes throughout the redesign process that helped communicate content placement and information hierarchy. This allowed me to quickly iterate on early designs.

Page Wireframes

Dashboard

The new dashboard design presents data in a rich visual format with over twenty different custom tiles. They clearly display business performance over time while comparing other competition in the region.

Dashboard Components

Robust Table System

Since so much of the software was data heavy, an important piece of the platform was a flexible table system that could accommodate simple tables with rows and columns. It also provided conditional highlighting, charts, side scrolling and the ability to elevate key metrics.

Table Design
Table Design

Extensible Design System

Consistency was a main goal of the project. Designing atomic elements that came together as a family to create components was important. In the end, every screen of the software felt like they fit perfectly together.

Typography

With the typography, an important factor was designing a scale that was flexible enough for descriptive headlines, but could also accommodate small type sizes in dense tables of data.

Typographic Scale
Form Fields & Buttons

I created a set of form fields and buttons that were flexible enough for long surveys while still functioning on dense table screens.

Form Fields and Button Types
Colors

Starting with SureCritic’s blue branding color. I expanded the primary colors to include a range of options to use throughout the software. Taking inspiration from the initial blue, I created a gray scale that has a subtle hint of blue so that all the colors tie together nicely.

Brand Color Swatches

Large Component Library

I created a large component library that helped drive consistency throughout the application. Once these were built out they allowed for rapid development of new features with in the platform.

Design System Components