Customer Conversion Challenge- Dashboards!
Hello everyone, and welcome to my weekly #CustomerConversionChallenge. It seems so long since I started this journey and exploring the amazing products of Lemonade, Monday, Pocket, and Facebook Messanger. Just a reminder of this challenge, my main goal is to detect critical screens, components, messaging for better customer conversion rates.
This week I’m going to shock you! Well not really, but I’m going to talk about dashboards and the fact that from my perspective, there is no difference! between B2C to B2B user interfaces. For that matter, there is no difference between TikTok and the most traditional enterprise software dashboard. Shocking? I know. Don’t worry, I’ll soon explain why.
Following my assumption above, do dashboards have to be with poor user experience? Or, more accurately, how to treat your B2B product as it was a B2C one? This is my challenge for today.
So why should we treat B2B user interfaces the same way as B2C ones? Because people are people are people. The same persons that have been exploring their feed on FB, Instagram, or Linkedin at night, are also waking up in the morning, going to work, opening their computer, and exploring their system’s analytics/insights/inputs, and you got the idea. There is no difference in the persona itself. Users are expecting similar user experience. It doesn’t mean that B2B products should turn into social ones, but we’re used to pressing buttons, seeing photos, sliding to the next page, tagging, sharing, and sending messages.
Of course, the need and the use of these products are entirely different from using TikTok, for example, but the way people are using these interfaces is the same.
Although most of the dashboards are for B2B products and I do not have access to it, but still, I’ve managed to walk through a few of them (thank you, dear Google) and to try and reflect my perspective on it.
Let’s look at some examples I’ve collected from Google just for inspiration, and I’ll share my thoughts.
These are all examples of amazing and successful companies, so take my opinion as a perspective, I’m not criticizing. Remember, my main goal is to increase customer conversion rates.
Do you know what my biggest problem with dashboards is? That most of them are “flat,” they’re like PDF’s but inside a website. The user experience is flat, just moving from one component to another, receiving data, without being an active user.
I think that it’s wrong to think that because the products are more “official” than B2C ones, the user experience should be flat, corrective, and just give the needed data. I would like to break this assumption and to open your mind to a different perspective.
Think of Linkedin for example: on Linkedin you’re scrolling up and down, making comments, sharing, sending private messages, sending screenshots to your colleagues with interesting info, and being an active user even if it’s just viewing it.
Let’s take this state of mind and add it to dashboards:
- Inviting and sharing your team
- Tagging your colleagues
- Messaging specific info/component to others
- Saving the data in libraries in order to come back to it later on
It’s creating a dynamic and accessible experience where your product is a tool for your users to feel they’re in control and to feel connected to the product. It’s not just converting your customers, but it’s also increasing their retention. If they manage their data inside your product, it will increase their loyalty and will feel that the product becomes theirs.
Unfortunately, I could not create sample screens as I did on Lemonade and Facebook Messanger since dashboards are a bit more complicated and the use of each dashboard varies from one company to the other, but I hope you got the idea.
My main message to you is that the users are expecting a similar user experience with no difference between B2B and B2C products, with of course a difference in the use case and preferences.
My next challenge, and it will be my last challenge for this season :), is going to be a hard one! Stay tuned for next’s week challenge.
Looking forward to hearing your thoughts,
Cheers for now,
Keren
