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Responsive Mobile + Desktop • Launched Project • Design Systems

Passport 1.5 Update —
Personalized Dashboard & Onboarding


Designing a new personalized dashboard and onboarding experience for Passport's 72k+ users. Passport is a platform by OneValley that empowers startups by providing resources such as perks, mentorship, funding, and events. 
Timeline
2022

 Skills + Tools
UX/UI Design, Figma, Design Systems

Team
Michael Mok, Anubhav Sharma, Alec Wright

Context

What is the current user experience?


Previous to the ver 1.5, Passport had not been updated in 1-2 years since it's initial launch, and since then the platform has grown tremendously, reaching a 47% growth in 2021 prior to the 1.5 launch in 2022.

I led the design of the ver 1.5 update, which includes;
  • Updating the platform’s design systems, branding, and overall experience.
  • New onboarding
  • New personalized dashboard

Passport version 1.5 will also act as an in-between to Passport 2.0, which is planned to have more personalized content and features. 


In Passport's current design, popular features such as perks, mentors, events, and network had page shortcuts at the top. Latest Perks were the first feature highlighted, as perks was the most popular feature of the platform. The visual design was outdated and there were some redundancies between the highlighted features and the navigation bar, creating an overall clunky experience


Research — Existing User Data

What does the data show?


Based on previous user research conducted by the team using FullStory, several features with low engagement should be highlighted better so that users could see their value.




Research — User Interviews

What do the users say?


Results from the user interview sessions supported the existing user data, showing that users are overwhelmed by the features available and want clarity from the get-go in Passport.

1. Users had difficulty understanding the available features on Passport, and the value those features could bring to them.


  • There was a lack of clarity that impacted discoverability and made users skip over content
  • Users would like more direction, a more tailored/guided experience.

Fixes:
  • Redesigning cards and sections to highlight value, improve wording
  • More CTAs with actionable language, make sections more action oriented to clarify to user
  • Short description on each section
  • Potential for providing a short tutorial or a guided path for user

2. Users had difficulty finding the features and content they wanted.


There is an opportunity to improve filtering across the board

Fixes:
  • Onboarding to gather relevant data to tailor content to
  • Tailoring content based on user goal, providing more recommended paths
  • Potential to filter based on location (locally relevant content), industry, segment, startup stage









Information Architecture — User Flow

How can we bring more value to the user?


Following these insights, I began working with the product team to design a new user experience that would be better tailored to the user’s needs. A new personalized dashboard was born, one that would have content personalized based on 4 common user goals;

  • Startups wanting to fundraise
  • Develop their products
  • Find and retain customers
  • Save money on tools & resources
Design System

Updating the Passport experience


  • Jumping off from past designs and ideas, and coalescing existing design and components to update and unify Passport’s design system. 
  • Redesigning cards and components to better highlight their value to the user.
  • Adding new quality-of-life features, like bookmarks.