-56%
Support Requests
124%
User Traffic Increase
92%
User Satisfaction Rate
Overview
BONDAI is a B2B CRM platform used by Bank of America and Merrill Lynch for their loyalty programs. Designed as a self-serve tool, it allows staff to collect customer data, manage newsletters, and update websites.
However, due to its complexity, BONDAI frequently received requests for assistance, leading to significant time and resource inefficiencies. To address this, they needed improvements to make BONDAI more user-friendly.
Role
UI/UX Lead
Responsibilities
User Interview, Usability Testing, Data Analysis, Design System, UI Design, Interaction Design
Problem
A Self-Serve Platform That Doesn't Self-Serve
Difficult to Learn
Clients reported that the platform has a steep learning curve, making it even more difficult to train new staff. Only a few users fully understood how to use it, and there was no one available to teach new employees.
Support Requests
BONDAI frequently received support requests, resulting in significant time and resource inefficiencies. These requests included monthly data collection, email newsletter management, and website updates.
Not Visually Engaging
BONDAI recognized the need for a more visually appealing design to better attract potential clients during product proposals. They wanted a modern and polished look.
Pain Points
Why is it So Difficult?
User interviews and usability tests were conducted with end users. They shared insights, answered questions, completed given tasks, and demonstrated their daily workflows.
Solutions
Improving the Experience
Information Architecture
The information architecture was updated, and we took extra care in redesigning the sidebar menu.
Sketching & Prototyping
Iterations were created, tested, and reviewed by the team to refine the design.
Interaction Design
Interactions were one of the top priorities in this project to address user feedback about unclear actions.
Sidebar Menu
Enhanced interactions with new features, Bookmark and Search.
Filter
Consistant filter design across all pages.
List View
Click to sort or drag & drop to re-order items.
Home Dashboard
Customize your dashboard widgets for quick insights and shortcuts.
Data Analysis
Integrated analytics with custom date ranges and drill-down views for deeper insights.
Result
A/B Testing
-56%
Support Requests
124%
User Traffic Increase
92%
User Satisfaction Rate
The updated version of BONDAI was released to a selected group of end users. Over a month, we monitored their activity and traffic, followed by a user survey. The results were highly positive: requests for data collection dropped by 56%, user traffic increased by 124%, and the user satisfaction rate reached 92%.
Conclusion
Takeaways & Next Step
The results of this project highlight the impact of focusing on real user problems. By simplifying the design and enhancing key features, Sensei Marketing saw a significant boost in efficiency within just one month.
If there is an opportunity to continue developing this project, I would create a mobile platform of BONDAI, which will be an exciting challenge to work on because of the platform's complex features. Close collaboration and consistent feedback from stakeholders played a key role in making these outcomes possible.