LANDING BETTER
LANDING BETTER
LANDING BETTER
ORGANIZATION: Kyndryl - IBM
ROLE: Senior Lead UX Designer – Led research, prototyping, and UI design. Coordinated multi-team collaboration, widget guidelines, and design system standards.
METHODOLOGY: Enterprise Design Thinking, Business Needs Assessment, Document Analysis, Subject-Matter Expert Interviews, Wireframing, Prototyping, User Testing (including usertesting.com).
TOOLS: Box, Mural, FigJam, Webex Meetings, Jira, GitHub, Sketch, Figma, Adobe Illustrator, Adobe Photoshop.
ORGANIZATION: Kyndryl - IBM
ROLE: Senior Lead UX Designer – Led research, prototyping, and UI design. Coordinated multi-team collaboration, widget guidelines, and design system standards.
METHODOLOGY: Enterprise Design Thinking, Business Needs Assessment, Document Analysis, Subject-Matter Expert Interviews, Wireframing, Prototyping, User Testing (including usertesting.com).
TOOLS: Box, Mural, FigJam, Webex Meetings, Jira, GitHub, Sketch, Figma, Adobe Illustrator, Adobe Photoshop.
1.- THE PROBLEM
1.- THE PROBLEM
The existing landing page functioned primarily as a link farm, intended to assist new users by providing links to various offerings. However, user engagement was low, with less than 5% utilizing the landing page regularly. Many users favored bookmarking specific offerings in their browsers, indicating that the static landing page did not provide a meaningful or personalized experience.
Context
Beyond the low usage rates, the landing page lacked relevance for returning users, offering no functionality to address their specific workflows or frequent needs. For many, navigating the platform required repetitive steps that the landing page failed to simplify or streamline. Its static design meant it couldn’t adapt to the diverse use cases or provide contextually valuable insights, making it feel more like a barrier than a helpful starting point.
This reinforced the need to rethink the landing page’s role, transitioning it from a static, one-size-fits-all solution into a dynamic and user-centered entry point for the platform.
The existing landing page functioned primarily as a link farm, intended to assist new users by providing links to various offerings. However, user engagement was low, with less than 5% utilizing the landing page regularly. Many users favored bookmarking specific offerings in their browsers, indicating that the static landing page did not provide a meaningful or personalized experience.
Context
Beyond the low usage rates, the landing page lacked relevance for returning users, offering no functionality to address their specific workflows or frequent needs. For many, navigating the platform required repetitive steps that the landing page failed to simplify or streamline. Its static design meant it couldn’t adapt to the diverse use cases or provide contextually valuable insights, making it feel more like a barrier than a helpful starting point.
This reinforced the need to rethink the landing page’s role, transitioning it from a static, one-size-fits-all solution into a dynamic and user-centered entry point for the platform.
2.- REQUIREMENTS ASSESSMENT
2.- REQUIREMENTS ASSESSMENT
context
Kyndryl Bridge is a modular multi-cloud management platform where each application operates independently, potentially utilizing different technologies, development teams, and hosting environments. Despite this modularity, applications share common elements such as accounts, users, permissions, and user profiles.
Pain Points Definition
Identified that the static landing page was underutilized, with less than 5% of users engaging with it, as many preferred bookmarking specific offerings.
Insight Analysis
Determined that a static link farm was not the optimal approach, necessitating a more personalized and meaningful user experience.
context
Kyndryl Bridge is a modular multi-cloud management platform where each application operates independently, potentially utilizing different technologies, development teams, and hosting environments. Despite this modularity, applications share common elements such as accounts, users, permissions, and user profiles.
Pain Points Definition
Identified that the static landing page was underutilized, with less than 5% of users engaging with it, as many preferred bookmarking specific offerings.
Insight Analysis
Determined that a static link farm was not the optimal approach, necessitating a more personalized and meaningful user experience.
3.- RESEARCH
3.- RESEARCH
Subject Matter Interviews
Engaged with delivery partners, product owners, UX designers, and development managers to gather insights about user needs, platform pain points, and how applications were managed and used.
User Interviews
Confirmed low usage of the landing page and redefined user journeys based on real-world workflows, uncovering navigation challenges and inefficiencies.
Pattern Identification
Analyzed user journeys across diverse personas to identify common paths, frequent tasks, and usage patterns, reinforcing the need for a more personalized and efficient starting point.
Subject Matter Interviews
Engaged with delivery partners, product owners, UX designers, and development managers to gather insights about user needs, platform pain points, and how applications were managed and used.
User Interviews
Confirmed low usage of the landing page and redefined user journeys based on real-world workflows, uncovering navigation challenges and inefficiencies.
Pattern Identification
Analyzed user journeys across diverse personas to identify common paths, frequent tasks, and usage patterns, reinforcing the need for a more personalized and efficient starting point.
4.- PROTOTYPING
Multi-Persona User Journeys
Created detailed user journeys that illustrated how different personas would interact with the platform, highlighting key navigation improvements and workflow efficiencies.
Low-Fidelity Mockups and Leadership Pitch
Developed low-fidelity mockups to visually represent the concept of a dynamic dashboard. These were used to pitch the idea to leadership, successfully securing buy-in for a more resource-intensive and impactful solution.
4.- PROTOTYPING
Multi-Persona User Journeys
Created detailed user journeys that illustrated how different personas would interact with the platform, highlighting key navigation improvements and workflow efficiencies.
Low-Fidelity Mockups and Leadership Pitch
Developed low-fidelity mockups to visually represent the concept of a dynamic dashboard. These were used to pitch the idea to leadership, successfully securing buy-in for a more resource-intensive and impactful solution.
UI Design
Designed mid-fidelity prototypes in Figma, incorporating initial iterations of the dashboard’s core features, including customizable layouts, multi-dashboard capability, and widget integration.
Dashboard features
Explicitly defined the dashboard’s key functionalities:
Fully Customizable Layouts: Users can personalize dashboards by selecting and arranging widgets.
Multi-Dashboard Capability: Users can create multiple dashboards tailored to different workflows.
Widget Library: Applications contribute widgets that follow standardized design guidelines.
Bundled Widgets: Users can add pre-grouped widgets for related tasks in a single action.
Sharing and Permissions: Dashboards can be shared with team members while respecting user clearance levels.
UI Design
Designed mid-fidelity prototypes in Figma, incorporating initial iterations of the dashboard’s core features, including customizable layouts, multi-dashboard capability, and widget integration.
Dashboard features
Explicitly defined the dashboard’s key functionalities:
Fully Customizable Layouts: Users can personalize dashboards by selecting and arranging widgets.
Multi-Dashboard Capability: Users can create multiple dashboards tailored to different workflows.
Widget Library: Applications contribute widgets that follow standardized design guidelines.
Bundled Widgets: Users can add pre-grouped widgets for related tasks in a single action.
Sharing and Permissions: Dashboards can be shared with team members while respecting user clearance levels.
User Testing and Iteration:
Conducted comprehensive user testing sessions with a diverse group of participants representing key personas. Testing was focused on validating the dashboard's usability, the relevance of features, and the clarity of navigation flows.
Participants were asked to perform specific tasks, such as creating dashboards, customizing layouts, and navigating between widgets, to identify pain points and areas for improvement. The feedback revealed critical insights, including the importance of simplifying widget selection, improving the drag-and-drop functionality, and ensuring the dashboard's adaptability to different workflows.
This feedback was used to refine prototypes in an iterative process, ensuring that the final design met user expectations, reduced friction, and aligned with the platform's broader goals. Multiple rounds of testing ensured that enhancements were user-centered and actionable before development began.
User Testing and Iteration:
Conducted comprehensive user testing sessions with a diverse group of participants representing key personas. Testing was focused on validating the dashboard's usability, the relevance of features, and the clarity of navigation flows.
Participants were asked to perform specific tasks, such as creating dashboards, customizing layouts, and navigating between widgets, to identify pain points and areas for improvement. The feedback revealed critical insights, including the importance of simplifying widget selection, improving the drag-and-drop functionality, and ensuring the dashboard's adaptability to different workflows.
This feedback was used to refine prototypes in an iterative process, ensuring that the final design met user expectations, reduced friction, and aligned with the platform's broader goals. Multiple rounds of testing ensured that enhancements were user-centered and actionable before development began.
User Testing and Iteration:
Conducted comprehensive user testing sessions with a diverse group of participants representing key personas. Testing was focused on validating the dashboard's usability, the relevance of features, and the clarity of navigation flows.
Participants were asked to perform specific tasks, such as creating dashboards, customizing layouts, and navigating between widgets, to identify pain points and areas for improvement. The feedback revealed critical insights, including the importance of simplifying widget selection, improving the drag-and-drop functionality, and ensuring the dashboard's adaptability to different workflows.
This feedback was used to refine prototypes in an iterative process, ensuring that the final design met user expectations, reduced friction, and aligned with the platform's broader goals. Multiple rounds of testing ensured that enhancements were user-centered and actionable before development began.
5.- STANDARDIZATION
5.- STANDARDIZATION
Coordinated a multi-team effort to educate stakeholders on widget creation and usage.
Established widget design guidelines and documentation to ensure consistency across applications.
Defined a clear process for widget design and development, including approval workflows and quality assurance checks.
Coordinated a multi-team effort to educate stakeholders on widget creation and usage.
Established widget design guidelines and documentation to ensure consistency across applications.
Defined a clear process for widget design and development, including approval workflows and quality assurance checks.
6.- DASHBOARD DEVELOPMENT
6.- DASHBOARD DEVELOPMENT
Developed high-fidelity designs for the initial dashboard release, incorporating all core features.
Implemented an iterative improvement process post-launch, gathering feedback and making refinements to enhance usability and performance.
Developed high-fidelity designs for the initial dashboard release, incorporating all core features.
Implemented an iterative improvement process post-launch, gathering feedback and making refinements to enhance usability and performance.
What Went Well?
What Went Well?
Effective Leadership Pitch: The low-fidelity mockups and strategic presentation successfully secured leadership buy-in, transforming the scope from a static UI update to a dynamic, user-centric dashboard project.
Data-Driven Decisions: Insights from user interviews and subject-matter experts shaped the dashboard’s personalized features, directly addressing low engagement (5% usage) and improving relevance for daily workflows.
Improved Engagement and Efficiency: Post-launch, the dashboard saw a 20% increase in daily usage, with task completion times reduced by 35% due to streamlined navigation and customizable widgets.
Collaborative Alignment: Established clear widget guidelines and streamlined multi-team collaboration, ensuring consistent standards across a diverse platform architecture.
Effective Leadership Pitch: The low-fidelity mockups and strategic presentation successfully secured leadership buy-in, transforming the scope from a static UI update to a dynamic, user-centric dashboard project.
Data-Driven Decisions: Insights from user interviews and subject-matter experts shaped the dashboard’s personalized features, directly addressing low engagement (5% usage) and improving relevance for daily workflows.
Improved Engagement and Efficiency: Post-launch, the dashboard saw a 20% increase in daily usage, with task completion times reduced by 35% due to streamlined navigation and customizable widgets.
Collaborative Alignment: Established clear widget guidelines and streamlined multi-team collaboration, ensuring consistent standards across a diverse platform architecture.
What Could I Have Done Better?
What Could I Have Done Better?
Facilitating Team Engagement: While I successfully led the internal playbacks and ensured alignment, I could have invited team members to co-facilitate certain sessions. This approach would have encouraged broader ownership, nurtured cross-functional leadership, and fostered a more diverse exchange of ideas.
Optimizing Testing Scope: Although the user testing yielded actionable insights, expanding the scope to include a wider variety of edge cases could have further validated the dashboard’s versatility and uncovered additional opportunities for refinement.
Structured Post-Launch Monitoring: While the iterative improvement process was effective, establishing a more formalized post-launch monitoring framework could have streamlined the collection of user feedback, enabling quicker adjustments and long-term optimization.
Facilitating Team Engagement: While I successfully led the internal playbacks and ensured alignment, I could have invited team members to co-facilitate certain sessions. This approach would have encouraged broader ownership, nurtured cross-functional leadership, and fostered a more diverse exchange of ideas.
Optimizing Testing Scope: Although the user testing yielded actionable insights, expanding the scope to include a wider variety of edge cases could have further validated the dashboard’s versatility and uncovered additional opportunities for refinement.
Structured Post-Launch Monitoring: While the iterative improvement process was effective, establishing a more formalized post-launch monitoring framework could have streamlined the collection of user feedback, enabling quicker adjustments and long-term optimization.