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To comply with my non-disclosure agreement, I have omitted and obfuscated confidential information in this case study.The information in this case study is my own and does not necessarily reflect the views of WorldPay from FIS

Scaling an Enterprise Platform for use
by SMBs

Stakeholders

Engineering, Product, Sales

Roles
Member of three-person UX & UI Design Team, UX Research

Downscaling and Rebranding a Payments & Reporting Platform to Focus on Small Business Needs

Target Audience
Small Business Owners, Office admins, Logistics, Data entry/reporting occupations in fiduciary roles,
Scope
8-month timeframe. 
Research + Testing
  • Direct feedback from users (both solicited and non-solicited)

  • Customer service logs

  • Card sort both open and closed

  • Tree test

  • Used Usertesting.com and userzoom.com both

Introduction + Background

This project is the continuation of the redesign of iQ from the previous case study no. 1. The project's second half was to continue the upgrade of iQ into a portal that offered a streamlined, modernized, and clutter-free experience,  but doing so in the new FIS brand and most importantly some new features that would be useful to the SMB market.  This means that the platform would retain the most essential features for enterprise clients, but now it would include new self-service options, such as payment disputes, statement downloads, and custom report creation unique for small business needs.

 

iQ, initially designed for enterprise organizations, had already begun an overhaul of its outdated interface and poor user experience, along with a complete code upgrade from LifeRay to Ionic. This part of the project's scope involved reimagining the platform as an accessible tool for enterprises and small businesses, with a significant focus on the latter.

Goals

The primary objective was to deliver a market-leading portal experience for our SMB customers by:

 

  • Addressing customer feedback and known pain points related to navigation and UX

  • Aligning the look & feel of iQ with our other WorldPay products (rebranded for FIS)

  • Re-focusing the IA on the features most important to our users

  • Achieving a responsive design that scales across mobile, tablet and desktop

 

The target audience included enterprise-level customers who are used to having reams of data at their visual command and small businesses who wanted and needed just the basic facts of their payments information.

Research & Discovery

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A thorough UX audit helped discover many issues to address, such as taxonomy, iconography, interaction models and responsiveness.

Part of Final UX Audit Report Conducted on the Enterprise Version of iQ

We revisited the existing information architecture from that audit by conducting open and closed card sort and tree tests. UserZoom and UserTesting.com facilitated user recruitment, keeping the target users of small business owners in mind. The findings from these tests spurred information architecture and site mapping exercises, resulting in the development of a new site map. Also, these findings helped inform critical executive decisions, unbreaking some long-held deadlocks.

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Results of Card Sort Provided Valuable Insights

Timeline & Roles

The project was given a timeline of six months, which included research, design, testing, and implementation.

The design phase involved rigorous stages, including extensive research, information architecture and site mapping exercises, low-fidelity wireframing, and high-fidelity wireframing.

The team consisted of two designers working in different time zones on different continents with myself being one working from Texas and my partner in London we reported to the Global Head of UX. Collaboration between two designers was crucial, with each focusing on specific features and ensuring design coherence.

Challenges

The iQ Payment Reporting Platform redesign, presented intricate challenges that demanded careful consideration and innovative solutions. One significant challenge was defining small and medium-sized businesses (SMBs) criteria. Determining the annual revenue threshold and the number of transactions to classify a business as small posed a complex question. Or would the number of employees and locations be the determining factor? Or both. Striking a balance between inclusivity and practicality was crucial to ensure that the platform was accessible to a wide range of businesses.

 

Another hurdle arose in deciding the information to display for enterprises compared to SMBs. While streamlining data for SMBs was essential for ease of use, enterprises required in-depth data for comprehensive decision-making. Finding the right balance between simplicity and complexity was a delicate task.

 

The challenge of delivering tailored experiences for both enterprise and SMB users proved intricate. Deciding whether to determine the user experience at login, allow the user to toggle the experience they felt would be correct, or implement situational adjustments on a per-screen basis required careful consideration. Placing the decision into the hands of the user seemed inappropriate, yet a per-screen approach to dynamically define the experience and adjust the displayed information would be overly complex and intricate.

 

Addressing these challenges demanded a deep understanding of user needs, business requirements, and technological possibilities. Collaborative brainstorming sessions, user feedback loops, and iterative testing were instrumental in resolving these complexities. Ultimately, a predetermined approach was adopted, ensuring that the platform dynamically adjusted its interface based on user roles and preferences assigned at user setup during onboarding. This solution provided iQ with a tailored and intuitive experience, catering effectively to enterprise clients and SMBs.

Before

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After

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Solutions

We conducted in-depth market research and consultations to address the challenge of defining small and medium-sized businesses (SMBs), ultimately establishing specific criteria. A predetermined annual revenue threshold and a set number of locations became the key parameters for classifying businesses. This clear definition ensured the platform could effectively differentiate between SMBs and enterprises, allowing for tailored experiences based on the users' business scale.

 

We employed a comprehensive approach to tackle the dilemma of what information to display for different user segments. A second round of user research was conducted using UserTesting.com and its diverse user base. This iterative testing was integrated into the design process, occurring for each feature during wireframing. Feedback from these sessions guided our decisions on the information hierarchy. If specific data proved overwhelming for a single screen, UX techniques like progressive disclosure and show-and-hide functionalities were implemented. These practices allowed us to present complex information elegantly, ensuring a seamless user experience.

Redesigning each screen with simplicity in mind along with the collaboration between the two designers allowed for a seamless integration of fresh perspectives, ensuring a cohesive design. Regular design reviews and effective communication guided the design process.

 

The challenge of serving up the appropriate user experience was resolved through strategic user identification. During the user setup process, each user was assigned a specific designation (SMB or enterprise) based on their business type and requirements when they were onboarded with FIS. Assigning small business designators was a retroactive association each customer's account manager made for existing accounts. This designation was tied to their user ID. As a result, upon logging in, the system instantly recognized the user's profile and seamlessly delivered the corresponding experience. This approach had not been one of choice originally by the dev team due to the added work on their part, but it became the only logical choice. Tagging the user at login simplified the user journey and ensured that users received a tailored interface from the moment they accessed the platform.

 

By implementing these solutions, iQ successfully navigated the complexities of the diverse user base and their distinct needs. Ultimately, the platform's ability to seamlessly adapt to the users' requirements enhanced user satisfaction and streamlined business processes, making iQ a valuable tool for businesses of all sizes.

Results and Impact

The redesigned platform witnessed increased engagement from small businesses and higher usability for enterprise clients. The user base expanded significantly among small businesses, showcasing the success of the user-focused redesign efforts.

 

This redesign not only revitalized iQ but also provided valuable insights into user-centered design, collaboration, and adaptability, setting a benchmark for future projects.

 

Given the tight deadlines of only six months this project emphasized the importance of teamwork and collaboration. Effective communication and cooperation between team members were key to navigating challenges and achieving project success.

Conclusion

While redesigning and upgrading iQ Payment Reporting Platform, we encountered multifaceted challenges that demanded innovative solutions and strategic thinking. Through meticulous research, collaborative problem-solving, and user-focused design, we successfully transformed iQ into a versatile and intuitive tool catering to small and medium-sized businesses (SMBs) and enterprises.

 

Defining clear criteria for SMBs, including specific annual revenue and location parameters, allowed us to create tailored experiences for different business scales. The iterative user research conducted via UserTesting.com provided invaluable insights, enabling us to refine information display through techniques like progressive disclosure and show-and-hide functionalities. Additionally, the strategic user identification process ensured that users received personalized experiences when they logged in, simplifying their interactions with the platform.

 

The success of this project reaffirms the importance of user-centric design, iterative testing, and collaborative problem-solving. By addressing the diverse needs of our user base, we enhanced user satisfaction and streamlined business operations, making iQ a valuable asset for businesses of all sizes.

 

This journey elevated iQ to new heights and served as a testament to the power of thoughtful design and effective collaboration. Reflecting on this project, we are inspired to continue pushing boundaries, embracing challenges, and creating innovative solutions that enhance user experiences and drive business success. The redesigned iQ Payment Reporting Platform is a testament to our dedication to excellence in UX design and our commitment to empowering businesses in the digital age.

Let's Chat

469.369.5821
scotty@scottypulley.com
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