Platform Experience

The Apollo platform experience re-architecture was a design-driven initiative that began during my first week at Apollo. I noticed several issues with the navigation and overall user experience. Within two months, I designed and helped launch a new navigation system and architecture that scales with Apollo's ever-growing product offerings. This resulted in a 10% increase in customer satisfaction and improved retention.

Role
Role

• Lead the E2E designs • Lead research and strategy

• Lead the E2E designs • Lead research and strategy
Timeline
Timeline

2 months

2 months
Team
Team

• Product design lead (me) • Director of Product Management • Engineering team (4) • Staff Researcher

• Product design lead (me) • Director of Product Management • Engineering team (4) • Staff Researcher

Problem

Users
  • App is hard to navigate

  • Lack of hierarchy

Business
  • UX issues represent over 100K in revenue from lost deals and churned customers

  • Apollo being “too complex” has the 4th highest impact score among complaints -> ultimately reducing user retention and GRR

Solution

A new information architecture that aligns with the user's mental model. Making it easy to use and familiar.


+2%

GRR
GRR

+10%

Customer satisfaction
Customer satisfaction

2-month

Launch
Launch

Research

I conducted a comprehensive study on the current navigation. The methodologies included discovery research and Information Architecture card sorting/tree testing.

Goals

  • Understand our users’ mental models and current workflows in Apollo

  • Understand the terminology that aligns with user expectations

Summary

1. Poor delineation between navigation and page content
2. 3+ levels of tabs is overwhelming
3. Repeated labels and icons cause confusion
4. Poor wayfinding with inconsistent breadcrumbs

Research

I conducted a comprehensive study on the current navigation. The methodologies included discovery research and Information Architecture card sorting/tree testing.

Goals

  • Understand our users’ mental models and current workflows in Apollo

  • Understand the terminology that aligns with user expectations

Summary

1. Poor delineation between navigation and page content
2. 3+ levels of tabs is overwhelming
3. Repeated labels and icons cause confusion
4. Poor wayfinding with inconsistent breadcrumbs

a cell phone on a bench
a cell phone on a bench
a cell phone on a bench
a cell phone on a ledge
a cell phone on a ledge
a cell phone on a ledge
Current information architecture

Mapping the current IA revealed system issues: a mixed-level top nav, no hierarchy between use cases, and a lack of governance for feature teams.

Tree test

Collaborated with a researcher on the tree test to reorganize navigation elements. The test didn't fully address the necessity of these items, so I consulted with Product leads for additional context.

Object Oriented UX workshop

I led an OOUX workshop with product and design leads to understand system objects and relationships, guiding the new information architecture and future projects.

New system architecture

This was the first time I was officially presenting to the CPO to show the value of this redesign. The feedback was very positive and this added to the roadmap and prioritized. I proposed a new information architecture where it clearly delineates the hierarchy: Level 0, Level 1, Level 2, Level 3

Design explorations

I explored multiple layouts. One concept was having all the Level 0 features under a waffle. More like an app based model, each Level 0 is it's own app. This didn't test well since it breaks the fluidity of the Sales cycle. Users commented that it was hard to discover and they had to think every time.

I explored left-side navigation to improve scalability and responsiveness. A collapsible version tested better. It reduced horizontal space, with users finding it intuitive and appreciating the ability to collapse/expand.

Final design

After several iterations and multiple rounds of usability testing, this was the final design.

  • Sections to delineate the use cases

  • Iconography to help with wayfinding

  • Removed top bar to increase vertical space

  • Collapsable navigation

Retrospective

  • Use both qualitative, quantitative data to inform the design direction

  • Understand the system model to also help you design the best conceptual model

  • Be curious and use design to inspire and influence