Overview

ACME Co.’s customer portal was built nearly a decade ago and suffered from poor usability, slow performance, and a layout optimized for desktops only. Traffic analysis revealed a 48% abandonment rate on mobile and support tickets cited “confusing navigation” as the top complaint.

Our Strategy

1. Discovery & research – interviewed 12 frequent users, shadowed customer service calls, and audited analytics.
2. Wireframes & prototypes – created a mobile‑first design system in Figma and tested with five users via moderated sessions.
3. Build & iterate – implemented using a component‑based React stack with lazy loading and CSS modules; measured performance via Lighthouse.

Design Highlights

• New dashboard with clear task cards and collapsible sections.
• Progressive onboarding widget that surfaces tips based on user role.
• Responsive grid that adapts across breakpoints, cutting viewport jank by 60%.

Results

Users spent more time exploring features and were less likely to abandon their workflows. The revamped portal rolled out to 20,000 users over two weeks with no critical incidents.

Key metrics

session length ↑ drop‑off rate ↓

• Mobile abandonment fell to 26% (from 48%).
• Support tickets mentioning “navigation” dropped by 78%.

“This redesign was the most impactful initiative we’ve run in years — the analytics speak for themselves.” — Senior Product Manager

Technical notes

• Adopted server‑side rendering with caching to improve TTFB from 1.8s to 0.9s.
• Reduced bundle size by 40% through code splitting and tree shaking.

Takeaways

Mobile‑first thinking and continuous user feedback were critical. Future phases will explore personalization and A/B testing of call‑to‑action wording.