This problem meant that it took a while to onboard our new account managers who would use our platform to set up campaigns for our clients. Many of the processes required a lot of memorization and were tedious to go through, with multiple clicks. People also made mistakes commonly, not only because of confusing layouts, but because of reasons like small, closely-set buttons being hard to click.
1. Recall over recognition (cognitive overload)
In a reversal of the usability design principle of recognition over recall, the company’s internal platform required users to remember various codes, processes, and inconsistencies.
Multiple terms & inconsistent layouts
In the platform, various items would change names from stage to stage. For example query strings might be called SUC in one place and would become UID later, or in one very confusing idiosyncrasy, users had to learn that these codes that mapped promotional barcodes to coupon text were mapped like this:
promocode2 –> text2
promocode3 –> text3
promocode –> text4
In another case, while the main navigation bar was displayed in a particular sequence on one screen, it was displayed in another sequence elsewhere. This would often lead to clicking the wrong item.
Unintuitive flow & design patterns
Another problem was confusing UI and user flows. Much of the platform’s user interface seemed to be hastily put together, resulting in user flows that run counter to users’ thought processes.
2. Tedious or taxing processes
Another major set of issues was the number of processes that required a large number of clicks that could otherwise be automated.
Multiple screens and clicks
Many times, users would go through several screens selecting identical items, or even sometimes all items (without a ‘select all’ button).
For example, users needed a certain promotional URL with query strings, but to access it, the process was as follows:
- click url generation link, resulting in a popup that appears at the top of the screen.
- copy url
- move cursor up to the top of the screen to close the popup
- move mouse to address bar
- paste link & refresh
Physically difficult UI
At other times, the buttons were too small or close together, resulting in accidental clicks and several attempts before successfully selecting the right item.
I gave a presentation of my findings to the product team of which I was a member. They quickly implemented some changes, such as increasing the width of the hovering navbar. I also coded up a template generator for certain generated URLs which was used as a supplement to the platform. Other changes came later and gradually as the programming was changed to make the platform more user-friendly.