Streamlined workflows reduced time on task (TOT) by 60%
Redesigned Sion (beta) workflows significantly reduced time on task from ~40 seconds to under 15 seconds. FullStory data also indicated a marked decrease in 'rage clicks'.
Company
Sion
YEAR
2019
DURATION
4 months (discovery & design)
ROLE
Product strategy
Product design
Information architecture
Discovery
Data migration to Sion and a steep learning curve were key barriers to user acquisition
Sion aimed to modernize travel with a unified data platform. However, the beta faced usability issues and limited agent functionality. My objective was to identify shortcomings and redesign the interface for better UX and more personalized, actionable insights for agents.
User research indicated the current experience felt clunky and sometimes irrelevant
To identify usability issues and gather feedback, we used FullStory for observation and conducted interviews. A key finding was stakeholder reluctance to adopt Sion due to data migration effort and the learning curve, despite acknowledging current system limitations. My focus areas were
Improve relevance
Ensure all displayed data is relevant and actionable for the viewer's role to reduce cognitive load across different agency roles.
Predictability
Create a consistent overall experience based on repeatable patterns to make Sion feel cohesive.
Actionability
Redesign workflows and streamline the interface to optimize task completion.
Discovery highlighted three key focus areas to improve Sion's intuitiveness
Early mockups and prototypes were created to validate design concepts. Multiple rounds of user testing and iterative refinement incorporated valuable feedback to enhance UX.
Solving for relevance
Tailored data views were implemented for different roles: accountants (unmatched commissions), agents (upcoming/past due/paid commissions), admins (total revenue), and custom views for host agencies/ICs.
Solving for predictability
A redesigned details view, accessible via row click and presented in a flyout, kept users in context, replacing a confusing multi-tabbed separate page. This flyout pattern was consistently applied across the app.
Solving for actionability
Consistent, role-specific modals were implemented to present relevant actions and streamline workflows for efficient task completion across the diverse user base.
Sion's redesigned interface significantly improved usability and speed. Tasks reduced from 45-60 seconds to under 15 seconds. A noticeable decrease in rage clicks was observed.