Portal 3x

Challenge

High friction. The existing portal could no longer support how the business had evolved. New payment methods introduced were disjointed from the main workflows and new functionality felt kludged on. The old portal lost the sense of being comprehensive, reliable, and trustworthy. And the accumulated tech and UX debt felt insurmountable. We needed a fresh start.

Process

Step: Team up. UX designers have experience doing research but hiring a dedicated UXR role detached from the design work was ideal. In addition, a design developer working closely with the front-end engineering team ensured the integrity of the design all the way to production.

Step: Design system. Design system don't have to be made from scratch. Taking these UI elements from Figma all the way to reusable code components introduced consistency and velocity both the design work and the front-end dev work.

Step: Always be learning. Our ability to reach end users was limited, so we tried different approaches. We used the well established jobs-to-be-done framework as a starting point, then tailored it to the company's unique B2B2C business.

Step: Visual design. It was important for the new look and feel of the UI to be aligned with the brand and the marketing team's vision of where it's headed.

Step: North star. Limited time and resources means we have to do incremental releases. Having a north star design guided the work as we collaborated across teams to determine compromises, ensuring we are always heading in the right direction.

Success

Clarity. In a single view, reps can instantly see where the customer sits, what they have achieved in the process, and what to do next. This enabled the sales rep to take action quickly and effectively.

Flexibility. The portal allowed the sales rep the ability to meet the customer where they are in their conversation, offering the right step into determining the best payment method for their project.

One destination. A single form enables the rep to pre-qualify their customer across all loan product types and payment methods without having to send them multiple applications.

Trust. The new portal felt stable and up-to-date, not stale and unreliable compared to the number of other modern tools they used day to day.

Evolution. An established feedback loop with end-users and customers ensures product updates are serving the right needs and achieving the right outcomes.

Audience

Large and small solar installers who want to instantly fund their projects by providing payment options to their customers.

Role

I led the design and managed a team of UX designers and researchers.

Link

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