UX Case Study: Simplifying UI Copy of a Loyalty Dashboard
Problem Statement
Simplify the copy on the dashboard (for the loyalty feature) to reduce the number of support tickets.
Overview
After analyzing the support tickets related to our Loyalty Module, we discovered that many users were reaching out to better understand the loyalty dashboard and how to use it.
Creating the user persona
Recognizing that the previous UI copies were not clear enough led us to reconsider the user persona.
Identifying user pain points
We spoke with some of our customers to understand why they found it difficult to comprehend our dashboard. Our analysis revealed the following pain points:
- Users did not fully grasp the meaning of ‘lifetime.’
- Users were uncertain whether ‘current period’ referred to the day they were using the dashboard, or the duration selected in the calendar.
- Copies were inconsistent, using different terms like New vs Total and Current Period vs Total in various places.
Changing the copy
Dashboard > Loyalty Dashboard: Renaming the dashboard canvas to Loyalty Dashboard to differentiate it from other features and their respective dashboards, such as reservation dashboard, feedback dashboard.
Summary > Membership Overview: This change reflects that the data shown in the dashboard provides an overview of loyalty membership.
Customers on Program > Total Signups: Clarifying that the first grid displays data on the total signups, including those during the selected period in the date range calendar at the top of the dashboard.
New Signups > Selected Period: Maintaining consistency by using Lifetime vs Selected Period throughout all grids.
Added description: Including a note explaining the meanings of ‘Lifetime’ and ‘Selected Period.’
Summary by Tier > Tier-wise Summary: Improving sentence structure and ensuring consistency with the Overview grids in the heading under this section.
New UI with simplified copies
We gathered feedback from additional customers on these copy changes, and the reactions have been positive. However, the true evaluation will come from the data we collect in the next few months.
