Deskfy
New homepage
Deskfy is a marketing platform designed to make marketing teams less operational and more strategic. It offers a demand flow management system, a communication channel between the marketing team and end users, performance analysis for deliveries and campaigns, and a portal for sharing creative assets with end users.
The challenge was to design a new homepage that simplifies the user experience, making it easier to find the materials they need when using Deskfy.
Discovery
The need for this change became clear when we noticed that most of the complaints received by the CS team—and the biggest pain points shared in user conversations—were about finding materials on the platform. Users struggled to understand where to look and wanted a faster, more intuitive way to access what they needed.
Another key issue was that engagement with the platform's features dropped significantly if users didn’t interact with it within the first week after their first login. This posed a risk to the business, as a large part of the revenue depends on the number of active users—those who don’t engage early on are more likely to be removed later.
This project aims to address both issues with a single solution: improving new user adoption by guiding them toward key tasks while making it easier for all users to complete the platform’s primary task: finding materials quickly and efficiently.
User Journey
The first step was to review the user journey to identify exactly where in their experience we could make the most impact.
User journey
Reference research
The reference research focused on the leading homepages of companies in both national and international markets, aiming to identify the design patterns and user experiences that users are already accustomed to.
Reference research
Prototype
Before the redesign, the homepage featured information that was primarily relevant to company administrators rather than end users. As a result, many sections appeared empty or irrelevant, failing to support the user’s main goal of finding necessary materials. The user had to follow a flow that involved: accessing a side menu, browsing through multiple sections, highlighted folders, and filters, and using an inefficient search bar that rarely yielded useful results. On average, this meant that users spent around 5 minutes simply trying to locate the materials they needed.
The Homepage and material search before. the redesign
The Homepage and material search before. the redesign
New screens
The new approach was to eliminate the homepage and take users straight to the Materials page, allowing them to immediately see where to find the resources they need without having to search through the system.
We also enlarged the search bar, equipped it with intelligent functionality, and integrated advanced filters, enabling users to quickly locate the specific material they’re looking for. Below the search bar, we added quick filters to help users find materials more easily, categorized by type and format.
If a user doesn't have a specific material in mind and just wants to explore what's new or find something that might be useful, we offer a banner that showcases folders highlighted by administrators as key. There's also a dedicated "New Arrivals" section where materials less than two weeks old are featured, and finally, sections organized by administrators that now display the materials most frequently used by other registered environments.
These changes resulted in reducing the material search time from 5 minutes to just 1 minute and 53 seconds. The new quick filters, organized by material type and format, have become the most popular method for finding materials.
Usability test
To achieve this final result, we conducted numerous tests using wireframes and high-fidelity prototypes. The optimal version was selected based on unmoderated usability testing performed with 101 users via Maze Design. Additionally, internal usability tests were carried out with our C-level team, stakeholders, Customer Success, and Design teams. These tests underscored the importance of engaging with real users, who often encounter far greater challenges than those who work with the product on a daily basis.
Maze project screenshot
Heatmaps revealed where users were clicking and whether they were following the expected flow to complete tasks. They also helped us identify that some paths were unclear in the prototype version we tested.
Heat maps
In the tested prototype version, only 25% of users who reached the final flow found it easy to complete the tasks—a relatively low number, as 28% found it difficult and 40% rated it as intermediate. Based on these insights, we decided to implement improvements to address these challenges, leading to the final result already presented.
Ease of task execution
Identified opportunities
Ease of task execution