Supporting B2B Retention and SUS by Enhancing Group Admin Experience

This redesign was intended to preserve relations with our B2B market segment and delivered the following outcomes:

• Reduced call volume for customer support post-launch with improved satisfaction metrics among group administrators

• Enhanced B2B client retention through intuitive license management interface that supported mobile-usage, enabling the on-the-go user

Updated Group Administrator Experience

🔍 Known Barriers

Enterprise clients managing multiple licensee groups faced significant friction which can be summarized with the following.

User Pain Points:

• Non-responsive interfaces hindering mobile access

• Complex license transfer workflows

• Confusion when managing multiple license groups

• Heavy reliance on sales and support teams

Business Risks:

• Potential churn of high-revenue clients

• Increased support costs

• Limited scalability for enterprise sales

• Competitive disadvantage in B2B market

Screenshots from HotJar, showing poor usability in mobile, and long time-to-completion metrics

🔬 Discovery & Research

Quantitative Insights:

• HotJar session recordings revealed common user missteps

• Support ticket and diary study analysis identified recurring pain points

• Mobile usage patterns indicated need for responsive design

Qualitative Validation:

• Diary studies from Customer Experience team

• Heuristic evaluation of existing interfaces

• Stakeholder interviews to understand business constraints

🎨 Design Process

Strategic Approach:

• Object-Oriented UX (OOUX) framework implementation

• Low-fidelity prototype development

• Iterative testing with internal teams

• Guerrilla testing with target users (hiring managers, educators)

Validation Methods:

• Remote usability testing via Teams

• High-fidelity prototype evaluation with enterprise prospects

• Continuous feedback loop with development team

Low fidelity mockup of MVP leveraging OOUX elements

🎓 Outcomes & Learnings

Immediate Impact:

• Improved usability scores in comparative testing

• Reduced support ticket volume

• Enhanced visual hierarchy driving better task completion

Future Opportunities:

• Dashboard reporting capabilities identified as next iteration

• Analytics implementation for group health monitoring

• Additional enterprise-specific features based on client feedback

🗒️ Key Takeaways

• Early stakeholder alignment through quantitative evidence

• Balanced MVP scope with enterprise requirements

• Iterative testing approach validated design decisions

• Mobile-first thinking enhanced overall usability