CMS-driven dashboard redesign
Increase monetization and page views, reframe dashboard content to drive intent and allow for quick copy changes and testing without added complexity.
A little background: The Experian dashboard is the first thing a user sees when they sign in to their account. The old version included a user's credit score and things like their credit usage, total debt and account balances. The dashboard product team wanted to use our content management system to create a new version that would act as a router, replacing unnecessary components and functionality with CTAs to spark curiosity and drive intent.
My role
I was the lead UX writer on this project. In addition to writing primary and secondary placements, quick actions and banners I also:
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Collaborated with a UX designer to choose layouts that best fit content and messaging.
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Helped the product team route CTAs to appropriate destinations.
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Input and managed dashboard content in our CMS, Contentstack.
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Partnered with developers to build content models.
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Acted as a point of contact, answering questions and providing feedback to other UX writers working on dashboard placements to ensure consistency.
Increase premium member engagement and monetization
Depending on the user, we displayed one of two primary placements, both highlighting select benefits of a premium membership.
Primary placement encouraging premium members to explore their benefits.
Premium membership upsell shown to free users.
Next steps to educate users and drive intent
Secondary placements make up the bulk of the content. I approached them as "next steps" for the user, educating them on their benefits and sparking curiosity.
These are just a handful of the ones I wrote for our MVP.
The perks of using a CMS
Since I was a CMS novice, there was a bit of a learning curve and a lot of "let's see what happens when I do this." But once I got comfortable with it, the benefits were clear.
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Edit copy, icons and illustrations without added dev work, which was especially helpful for minor changes and typos (hey, it happens).
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Quickly test copy variants and remove placements that aren't performing well.
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View changes in a testing environment before pushing to production.
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Display different content depending on the user for a more personalized experience.
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Didn't have to worry about component overrides or copy getting lost in Figma.
Positive results across all platforms
We A/B tested our MVP against the old dashboard and gradually increased exposure, with our product, engineering and QA teams looking for any technical bumps along the way. Once things looked stable, we set exposure to 100% in November 2023.
Results:
Web: 9.4% increase in page visits, 6.51% increase in conversions
iOS: 8.5% increase in page visits, 15.7% increase in conversions
Android: 19.6% increase in page visits, 10.5% increase in conversions
My role, post release
After the initial rollout, I remained a major player even as I took on new projects. As business needs changed and work continued, I wrote new placements, updated existing content and remained an integral part of the dashboard team.
If you're curious about my post-MVP contributions or want to dig deeper into my experience with the CMS, feel free to get in touch!
Ready to see more of my work?