UX/UI Design: Scalable SaaS Dashboard
AQai offers science-based adaptability assessments and certifications for consultants, coaches, and HR professionals
01
Overview
My Role
Research
UX/UI Design
A/B Testing
Surveys & Feedbacks
Location
London, UK
Tools
Figma (Design)
Background
AQai is a SaaS platform helping organizations and individuals improve AQ (Adaptability Quotient) - a critical skill for success in today’s fast-changing world. AQai assesses adaptability, personal traits, and environmental factors, providing personalized insights to help teams navigate change, improve well-being, and enhance performance.
Serving both coaches and clients, AQai supports workforce adaptability through data. On a mission to transform the well-being of 100 million people by 2030, AQai empowers organizations to thrive in an ever-evolving world.
Goals of the redesign
-
Increase Conversions: Boost sign-ups with banks by 15% .
-
Build Brand Trust: Create a credible and reliable design.
-
Improve Engagement: Increase scroll rates and interactions.
About the company
Based in Munich, Finanzvergleich GmbH is a well-known platform in Germany that specializes in providing transparent and up-to-date comparisons of financial products, including savings accounts, loans, and investment options.
Background
When I joined Finanzvergleich GmbH, my first project was to redesign their website with a modern, trustworthy look. I focused on creating a minimal design with improved UX/UI relaying on user research, surveys, interviews, and analytics insights.
Goals of the redesign
- Increase Conversions: Boost sign-ups with banks by 15% .
- Build Brand Trust: Create a credible and reliable design.
- Improve Engagement: Increase scroll rates and interactions.
My Role
Research, UX/UI Design, A/B Testing, Surveys & Feedbacks
Tools
Figma (Design), Proto.io (Prototyping), VWO (A/B Testing)
Mouseflow, GA (Analytics)
AQai is a SaaS platform helping organizations and individuals improve AQ (Adaptability Quotient) - a critical skill for success in today’s fast-changing world. AQai assesses adaptability, personal traits, and environmental factors, providing personalized insights to help teams navigate change, improve well-being, and enhance performance.
Serving both coaches and clients, AQai supports workforce adaptability through data. On a mission to transform the well-being of 100 million people by 2030, AQai empowers organizations to thrive in an ever-evolving world.
Location
London, UK (remote)
Goals
-
Create a Seamless Experience: A user-friendly, intuitive dashboard for diverse users.
-
Build Trust: Easy, secure data entry with clear steps to foster confidence.
-
Simplify Role Management: Easy navigation of team structures and roles.
-
Good Engagement: Encourage platform use, increase conversions, and enhance user satisfaction.
My Role
UX/UI Design for AQai Dashboard
Tools
Figma
Year
2021 - 2022
Context & Goals
During my freelance period, Adaptai Ltd, an assessment and coaching company, commissioned me to design their first dashboard AQai®.
I played a key role in shaping a new vision for their digital product, focusing on creating a user-friendly and scalable design.
In addition to the dashboard, I developed a flexible design system that enabled the engineering team to seamlessly expand the platform with new features. This was achieved through close collaboration with stakeholders, product owners, and engineers, ensuring a cohesive user experience.
Research
To understand user needs and inform the design decisions, I relied on a combination of existing documentation and competitive research. Although there were few direct competitors, I analyzed various coaching tools and assistants to understand industry trends and common practices in user experience design. The insights gathered from these resources, combined with internal stakeholder input, helped shape the direction of the dashboard.
Brand Positioning Map
Key Insights
-
Need for Simplicity: Users needed an interface that was straightforward and easy to navigate. With no prior dashboard, it was important to focus on clarity and reduce cognitive overload.
-
Diverse User Needs: Coaches, organizations, and clients each had different needs, but there was a common requirement for an intuitive flow that catered to their specific roles.
-
Trust and Security Concerns: Given the sensitive nature of the data, users were cautious about data entry, particularly around credit card details. A clear and trustworthy design was essential to alleviate this concern.
-
Desire for Customization: Users wanted some flexibility in how they viewed and interacted with their organization’s data, allowing for a more tailored experience that suited various organizational structures.
Key Findings from Research
Unclear Product Information
Users struggled to understand product details due to poorly structured titles and descriptions. Some users were confused about product quantities (e.g., how many glasses or plates are included in a set). To address this, I collaborated with the editorial team to rewrite and restructure content for clarity.
Navigation Issues:
Users felt lost when trying to return to the product category after viewing a specific item.
Editor’s Recommendations Felt Like Ads
Instead of editorial picks, users preferred to see what other customers bought (social proof). The "Editor’s Choice" section was perceived as promotional rather than helpful.
Lack of Purchase Reassurance
Users needed confirmation that they were choosing the best product, whether through reviews, ratings, or bestsellers. They wanted trust signals like "Bestseller," "Most Purchased," or customer testimonials.
No Delivery & Return Information
Users wanted quick access to shipping and return policies before making a purchase decision. This information was either missing or hard to find, leading to hesitation and drop-offs.
For the research of this project, I interviewed 8 users from different user groups interested in financial products. These interviews provided valuable insights into their initial frustrations and overall feelings for the site, helping me better understand their needs.
Learners
For the research of this project, I interviewed 8 users from different user groups interested in financial products. These interviews provided valuable insights into their initial frustrations and overall feelings for the site, helping me better understand their needs.
The coach-only view was designed to provide a clear and interactive way to manage team members. I created a tree-structured hierarchy, allowing coaches to easily add, remove, and organize members within teams. This intuitive system helps coaches visualize team structures, track relationships, and make adjustments seamlessly.
Character Report
Ideation & Wireframing
In the Ideation & Conceptualization phase, I brainstormed with stakeholders to define key features and created low-fidelity wireframes to map out the dashboard. These early designs were refined through feedback, focusing on simplicity and intuitive navigation. Prototypes were tested to ensure smooth user flows for assessments and results, aligning with user needs and business goals.
03
UI Design
Onboarding
The Register and Login screens were designed for clarity, ensuring a smooth start. The Onboarding introduced key features step by step, along with a video walkthrough to guide users through the dashboard. With a focus on trust and simplicity, the flow made getting started quick and easy.
Design System
The design system ensured consistency with reusable UI components like buttons, forms, and navigation. It included certificates, badges, and progress indicators, adding visual appeal and motivation. These elements were integrated into cards and dashboards, making the interface clear, engaging, and easy to use.
Results & Impact
The new dashboard offered a clear, intuitive experience, making it easy for users to navigate assessments, track progress, and access key insights. Features like certificates and progress indicators boosted engagement and trust. Though I didn’t have direct access to user interviews, feedback confirmed users found the flow intuitive and appreciated the useful features. The positive response validated the design, enhancing user satisfaction and supporting Adaptai’s growth.
%20register.png)
Register Screen
%20login.png)
Login Screen
4.png)
Onboarding Screen
6.png)
Onboarding Screen: Video
7.png)
Let's Explore Screen
%201.png)
Report overview
(coach only)
The coach's report view was designed to display charts and stats that highlight a client's performance and results. This allows coaches to easily track progress, identify strengths and areas for improvement, and make data-driven decisions to guide their clients effectively.
Ability Report
Character Report
Homepage & Overview
AQ Report & Exporting
AQ Journey, Cups & Tasks
Events & Community
Help & Support, Tickets, Chat
Report overview
(coach only)
The coach's access needed an interactive way to organize team members, so I designed a flow with an intuitive tree hierarchy. This allows coaches to easily add and arrange members, creating a clear, visual structure that simplifies team management and decision-making.
Final Thoughts
This project started from scratch and seeing it still in use today feels rewarding. It reinforced the importance of user-centered design, focusing on simplicity and flexibility. I learned how to balance functionality and aesthetic appeal, while ensuring the design can scale with the platform’s growth.
You want to see more from this project?
Check out the case study on Behance
Personas
Since the product was aimed at multiple user types, I created a few detailed personas to guide the design. Here are some selected features and motivations for each one of them.
Coach
Carla, 41
Needs: An intuitive, quick-to-navigate dashboard for assessing client progress.
Goal: To provide actionable feedback.
Preferences: Values simplicity
Focus: Looks for tools that offer clear visual insights.
Team Manager
Mark, 34
Needs: A dashboard to track team adaptability and performance.
Goal: To view team data at a glance.
Preferences: Easy interface for data visualization.
Focus: Management and data organization.
Client taking assessments
Alice, 45
Needs: A user-friendly platform to complete assessments
Goal: To complete tasks quickly and securely.
Preferences: Values speed, security
Motivation: Driven by earning incentives like certificates.