Intelligent reporting workspace

My team took the lead in improving TIAA's B2B reporting dashboard, uncovering user challenges, redefining core needs, and leveraging data-driven insights to create tailored design solutions.

Year

2023

Client

TIAA

Team

B2B Institutional Services

The problem

Business impact

At the start of 2023, users expressed dissatisfaction with their plan administration experience. TIAA's tools were unintuitive, leading to frustration and low adoption rates. Specifically, the reporting experience made it difficult to find reports and data needed to accurately resolve issues.

Improving the end-to-end reporting journey and outcomes is critical for reducing costs and driving key organizational success metrics.

$1.3m

Cost to run reports

- 47

NPS (Net promoter score)

33%

CES (Customer effect score)

Goal

Transform the reporting experience into an intuitive space that's trustworthy, insightful and intelligent.

Approach

The team worked together in a series of workshops and research sessions to align business requirements with user goals. We applied frameworks like empathy building, jobs-to-be-done and funnel analysis. This helped us gain a clear understanding of the users' need for a simple, personalized tool that translates data into actionable insights. The workshops resulted in a variety of innovative ideas, which we then prioritized using the RICE (Reach, Impact, Confidence, Effort) scoring method to focus on the most promising concepts.

Each designer was assigned to research a single concept, looking for ways in which it could benefit the reporting experience. We shared our findings in collaborative workshops and then combined our knowledge to create storyboards and user journeys. This paved the way for concept design and testing with our primary users. We were able to make data driven design decisions to refine our concept designs into high fidelity screens.

Outcome

Through 23 co-creation sessions and journey mapping with primary users, four key opportunities emerged to simplify and accelerate reporting tasks:

01

Simple

Prioritize simplicity for easy access to regularly used reports

Insightful

Turn data into trends and benchmarking insights

Human-centered

Lower the learning curve for finding and using reports

Adaptable

Adapt to different types of users and their needs

My role

I played a key role in strategy, ideation and concept research, working closely with cross-functional teams to gather user analytics, conduct external research and create journey maps and storyboard. I stand behind the power in both giving feedback and receiving feedback throughout the entire design process. It helps refine my concepts into lo-fi designs and fuels the iteration needed to create solutions that truly meet user needs and business goals.

Halfway through the project, after successfully co-creating and iterating on design concepts, I shifted to lead a different B2B product. While I wasn't able to see the design implementation all the way through, I am proud of the solutions i developed during my time on the project.