Shopgate Admin

Shopgate needed both to improve the admin experience and to deliver more value to the customer. I worked to redesign the analytics dashboard and other high impact pages of the admin to achieve these goals.

Role & Contributions

I worked with the VP of Product, Product Managers and developers in creating visual assets, a style guide and components library. My role varied page to page, but primarily I functioned as the UI & interaction lead — keeping a consistent design system intact, providing design and interaction direction and creating full-fidelity design comps.

Analytics Redesign Overview & Approach

Data showed Shopgate customers who terminated their contracts early rarely logged into the web admin to track their success, even if they were successful on the platform. Given these insights we revamped the analytics dashboard to display relevant metrics in an approachable way. The hypothesis was that if our value was immediate and undeniable (through data) that our customers would be less likely to churn.

Results

The immediate feedback was exceptionally positive. Beta customers loved having access to a wider range of data with greater granularity. In addition to having access to the new dashboard, beta customers were set up to automatically receive weekly email updates highlighting the top trends in revenue, orders, installs and conversions rates. We were able to collect and adapt their feedback and eventually rolled out the redesigned analytics dashboard to all customers.

Churn is down, and although we can’t attribute that totally to the dashboard, we can with some confidence say that it has helped.

Push Campaign Redesign Overview & Approach

The analytics dashboard was the starting point of the admin redesign. Our goal when approaching each section of the admin was both to improve the experience and to deliver more value to the customer.

Push notifications are an essential feature of native mobile apps, providing direct communication (often times based on customer data and user behavior) to one’s most valuable customers. By improving the experience and effectiveness of this push notification tool, we could show how essential our services are in customer communication.

I worked on refining UX and visual design of the push notification tools—adjusting the look and feel and modifying the workflow of the campaign builder.

The campaign builder works as a conditional experience, revealing particular toolsets when relevant inputs are selected. Through internal testing we found that keeping tools out of sight unless necessary provided the most intuitive experience.