During user interviews, legal executives questioned the long-term value that Brightflag would bring and mentioned that they don't see any reason to log into the software or use it for strategic decision-making.

This case study describes the product design approach for a new feature implementation and covers both the research in the discovery phase as well as high-fidelity iteration.

Problem Overview

During discovery calls, several client executives mentioned that they never use the software and some didn't even know that they had an account. When questioned about this, the most common reply was that they got forwarded reports from other employees which they then used for strategic decision-making, so they didn't see any need to log into the software.

Another discovery was that some executives were unsure if the software was worth paying for after they already identified additional cost-savings because it wouldn't offer additional value beyond that - especially after 2-3 years of use.

Personas were created to document interview findings and as a pillar for exploring solutions

After reporting the findings, Brightflags leadership team was looking into building features that would be beneficial for executives and to give them an incentive to log into the platform and to use it on a continious basis. One of the features that gained the most approval was the creation of an executive dashboard that would provide valuable insights.

The job of the design team was now to verify the idea and to come up with different ideas that could be used for more testing before implementation.

Market Research - Identifying opportunities

Brightflag has many direct and indirect competitors when it comes to dashboards as a feature. To identify trends, opportunities and content, a ethnography, a benchmarking report, and a user journey map were created.

Figma - Brainstorming various dashboard ideas

We created several different layouts and potential dashboard options to show how the gathered feedback can be implemented. We also used different dimensions on the designs to show how they might look on the most common monitor resolutions.

Results & Next steps

As this was explorative and research work, there has been no dashboard built yet. The most popular one was the one featured below. This design would be translated into a fully functional Figma prototype which then would be used with the tool Maze to gather direct user feedback.