Increasing Scrubby's NPS by 18 through a dashboard redesign
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Revamping Scrubby's dashboard with world class UX/UI
Scrubby’s main digital product was software that allowed people doing cold outbound sales to validate catch-all emails. While they were quickly able to grow their organization and acquire thousands of active users on the platform, the dashboard interface had become outdated and had severe optimization issues. We worked with them through the entire strategy, research, and design process.
Platforms
Roles
UX/UI Design
Deliverables
The Results
242%
18
+142%
Research and Discovery
Deep-dive into the current state
Analyzing user recordings to identify patterns
Heatmap and scroll map analysis for data-driven insights
Heuristic Analysis
Unpersonalized homepage experience
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Poorly optimized account page
Poor returning user experience
Inspiration Gathering
Creating the new dashboard for Scrubby.io was a complex and exciting project. As part of our detailed discovery and research process, we collaborated closely with the Scrubby team to understand their vision and goals. We pulled inspiration from a variety of sources, analyzing several competitor websites and leading platforms outside the email validation industry. By gathering and grouping these inspiration pieces into categories based on design, features, and user experience, we were able to develop a cohesive vision. This approach ensured that the new dashboard integrated the best elements from various industries, resulting in an intuitive and visually appealing user interface tailored to Scrubby’s needs.
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Feature Gathering
During the feature gathering exercise for Scrubby.io’s new dashboard, we engaged in a thorough and collaborative process with their team. We started by preparing sticky notes, each representing a different potential feature. We then sat down together for an hour-long brainstorming session, where both Scrubby’s team and our team contributed ideas.
This interactive session allowed us to capture a wide range of features, from necessary improvements to innovative additions. After listing all potential features, we collaboratively ranked them based on their importance, feasibility, and impact on user experience. This prioritization helped us focus on the most valuable features first.
Feature gathering is a common UX exercise, especially in dashboard redesigns, as it ensures that the final product aligns closely with user needs and business goals. By involving Scrubby’s team in this process, we were able to introduce several new features that didn’t exist on the old platform, creating a more robust and user-friendly dashboard from the bottom up.
Information Architecture & Wireframing
During the information architecture (IA) and wireframing phase for Scrubby.io’s new dashboard, we leveraged all of the data-driven research and discovery conducted at the beginning of the project. This included insights from stakeholder interviews, user testing, and market analysis. We combined these insights with a card sorting exercise to ensure a well-organized structure.
Card sorting allowed us to understand how users naturally categorize information, helping us to create a logical and user-friendly IA. We organized, structured, and labeled content effectively, simplifying the process for users to locate information and accomplish tasks.
We began by mapping out the IA, creating a clear hierarchy and structure based on our research and the results of the card sorting exercise. This collaborative approach ensured that the content organization aligned with both Scrubby’s business goals and user needs.
Next, we created wireframes, starting with low-fidelity sketches and progressing to detailed digital mockups. These wireframes visualized the layout of key elements and features, providing a blueprint for the final design. Through iterative review sessions with Scrubby’s team, we refined the wireframes, ensuring an intuitive and efficient user experience.
Global Design System
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Revamped main dashboard page
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Validation Page
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Account and Billing Page
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Optimizing the core user flow
Optimizing cancellation flow
Helping Scrubby see immediate ROI and results
Scale your business faster with proven strategies
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