Designing a streamlined dashboard for shareholder rewards and perks
TiiCKER rewards shareholders by offering perks through publicly-traded companies, creating a connection between individual investors and brands like never before. After completing a website redesign for TiiCKER, we were tasked with strategizing and creating a central location where users could claim perks, view their investments and discover brands.
Lead UX/UI Designer
Dakota W. (Junior UX/UI)
Create a central hub for TiiCKER users where they can claim perks, view their investments and discover new brands while maintaining intuitive flows back to the main website where they can further explore.
The existing TiiCKER experience was nothing more than a marketing website and lacked a dashboard where users could claim perks and obtain information. This contributed to a growing number of users becoming frustrated and eventually abandoning the platform.
How might we create a dashboard for TiiCKER that helps users accomplish the primary goal of claiming perks and allows them to intuitively navigate back-and-forth between this experience and the main website?
While there are no direct competitors to TiiCKER’s unique platform, we analyzed popular investment and Fintech dashboards to uncover strengths, weaknesses and opportunities.
- Modular, grid-based layouts create clear organization with lots of content.
- Multi-level navigation helps avoid cognitive overload by showing sub-links only when relevant to the user.
- Calling out key stats provides users with quick access to important information that frequently changes.
To kickoff the dashboard portion of the project, we conducted a remote whiteboarding session with TiiCKER’s digital marketing and development teams to understand requirements and objectives.
Goals of session
- Review competitive analysis to align on strengths and opportunities.
- Organize and group content blocks through card sorting exercise.
- Prioritize required and nice-to-have features and content.
Based on prior user research and our whiteboarding session, we focused on three primary opportunities: strategic navigation that guides users, personalized content to show users relevant information and discoverability that allows users to find brands they would be interested in.
Information architecture and user flow
Before jumping into wireframes or any visuals, we wanted to focus on architecture and validating our ideas. To do this, we updated the website information architecture to show how the dashboard could be integrated into that experience. Furthermore, we developed a user flow that shows a user starting on the homepage and ending when they have successfully claimed a perk through the dashboard. These steps helped us validate our assumptions and uncover additional opportunities.
Wireframes and usability testing
For the wireframe phase, we started with very low-fidelity concepts to rapidly flesh out ideas. As we iterated, we moved into higher and higher fidelity wireframes. Once stakeholder alignment was reached, we built clickable prototypes to utilize during a round of usability testing.
We conducted 12 unmoderated usability tests from both current TiiCKER users and people unfamiliar with the platform. The goal of these tests was to confirm ease of navigation through the dashboard and ensure moving from the main site back to the dashboard was intuitive.
Usability testing findings
- The dashboard contributed to cognitive overload by showing too much information that wasn’t relevant to the main goals.
- Primary actions, such as viewing investments or adding a brokerage, were hard to notice by users.
From our usability testing findings, we were able to quickly iterate on the wireframes before moving into UI design. Utilizing existing styles, tokens and components established during the website redesign, we built on top of the final wireframes to create the desktop and mobile mock-ups for all screens involved in the dashboard experience.
After launch of the website and dashboard, we have continued to iterate and develop new features based on business objectives and user feedback. Some of these new features include a referral system, perk bundles and increased brokerage compatibility.