Continuous improvement

DLL Web & App enhancement project

Overview

The DLL Web Portal & Mobile App Enhancement project focuses on continuously improving the user experience and functionality for channel partners. Through iterative UI/UX updates, the goal is to ensure the platforms remain intuitive, efficient, and aligned with evolving user needs. By collaborating closely with stakeholders, I helped translate user feedback into meaningful design improvements, optimizing workflows and enhancing usability. Each update contributes to a seamless and engaging experience, ensuring that the portal and mobile app continue to meet business goals and user expectations.

Duration: 2.5 years

Problem Staement

The existing DLL Web Portal and Mobile App required continuous enhancements to keep pace with evolving user needs and business requirements. Channel partners faced usability challenges, including inefficient workflows, inconsistent UI elements, and gaps in feature accessibility. Without regular updates, the platforms risked reduced user engagement and operational inefficiencies, impacting the overall experience and productivity.

Project Goal

The goal of this project was to implement iterative UI/UX enhancements to the DLL Web Portal and Mobile App, ensuring a seamless, user-friendly, and efficient experience for channel partners. By addressing usability issues, optimizing workflows, and integrating new features, the project aimed to enhance navigation, consistency, and overall functionality, while maintaining alignment with business objectives and user expectations.

My Roll

As a UX Designer for the DLL Web Portal & Mobile App Enhancement project, my role was to continuously refine and optimize the user experience based on evolving user needs and business goals. I worked closely with stakeholders, product owners, and development teams to ensure that each update provided tangible improvements in usability and functionality.

Responsibilities

UI/UX Enhancements & Design Updates

Regularly updated UI components and layouts to maintain a modern, cohesive, and user-friendly experience.
Ensured designs aligned with DLL’s brand guidelines while maintaining usability and accessibility best practices.

🔹 User Research & Feedback Analysis

Collaborated with channel partners and internal teams to gather insights on usability challenges.
Translated user feedback into actionable design improvements to enhance workflows and navigation.

🔹 Wireframing & Prototyping

Created wireframes and interactive prototypes to visualize new feature enhancements.
Conducted iterative testing to validate design decisions before implementation.

🔹 Collaboration with Cross-Functional Teams

Worked closely with product owners, developers, and business stakeholders to prioritize design updates.
Ensured that all UX improvements were technically feasible and aligned with business objectives.

🔹 Ensuring Consistency Across Platforms

Maintained visual and functional consistency across both the web portal and mobile app.
Developed reusable UI components to create a scalable design system for future enhancements.

Through these responsibilities, I contributed to a more intuitive, efficient, and user-centric platform, ensuring that channel partners could work seamlessly across DLL’s digital ecosystem.

A day in this project

A Day in the Life of a UX Designer on the DLL Web Portal & Mobile App Project

Being part of this Agile-driven project, each day was structured to ensure collaboration, iterative improvements, and continuous alignment with business goals. Here’s how a typical day looked:

Morning Standup (Daily Scrum)

Kickstarted the day with a standup call, sharing progress updates on tasks completed the previous day and outlining the day’s focus.
Discussed any roadblocks or dependencies, ensuring smooth collaboration with the team, Product Owner (PO), and Subject Matter Experts (SMEs).

Checking Emails & Design Feedback

Reviewed any new emails or comments in Figma, where stakeholders, developers, or fellow designers may have provided feedback on ongoing designs.
Addressed any urgent design tweaks or clarifications before diving into the day’s tasks.

Working on PBI/User Stories

Focused on the assigned PBI (Product Backlog Item) or User Story, whether it involved wireframing, prototyping, UI refinements, or UX enhancements.
Ensured designs aligned with user needs, business goals, and brand guidelines.

Collaboration & Design Discussions

Engaged with team members, PO, and SMEs whenever needed to clarify requirements or validate design decisions.
If needed, conducted quick feedback sessions or iterated on design solutions based on insights from stakeholders.

Submitting Designs for Review

At the end of the day, submitted design updates for peer review or PO review to gather early feedback.
Ensured that the designs were ready for demo presentations to the business team in the second week of the sprint.
Helping out developer team in implementing designs via code if required.

Agile & Scrum Ceremonies

Participated in sprint refinements, retrospectives, and planning sessions, where we reviewed the backlog, discussed improvements, and planned future sprint tasks.

Each day was a mix of design execution, collaboration, and feedback-driven iteration, ensuring the final product was user-centered, visually consistent, and functionally efficient.

Designs

Examples of UI / UX Enhancements

Example Scenario Showcasing UX Design Thinking & Problem-Solving

Scenario 1: Enhancing the User Feedback Mechanism

Problem:
The DLL Web Portal and Mobile App had only a single static link for receiving user feedback, making it difficult to gather timely and relevant insights from users. The business wanted a more engaging and user-friendly approach to collecting feedback from dealers and channel partners who onboard end users.

Solution:
As a UX/UI designer, I analyzed this challenge by conducting market research on how competitors handle feedback collection. Based on my findings, I proposed a contextual and non-intrusive approach to collecting feedback at a key interaction point:

A feedback request embedded in the "Thank You" message displayed after a successful end-user onboarding process.
This approach ensured that feedback was gathered at the moment of task completion, increasing participation and response quality.

To make the feedback collection process intuitive and scalable, I introduced two design approaches:

Emoji-Based Quick Feedback
- A series of smileys representing different levels of satisfaction:
  - Happiest (Green) smiley on the left → Highly satisfied
  - Neutral smileys in the center → Average experience
  - Sad/Angry (Red) smiley on the right → Dissatisfied
- An optional comments box below the smileys to allow users to provide additional feedback.
- This method was simple, visually engaging, and quick, making it easy for users to share feedback without friction.
Slider-Based Feedback with a Rating Scale
- A horizontal slider with a color gradient from green (left) to red (right) to indicate satisfaction levels.
- The scale ranged from 10 (highest satisfaction) to 0 (least satisfied).
- An optional comments box was included for users to elaborate on their rating.
- This approach provided a precise satisfaction level while maintaining an intuitive interaction model.

By implementing these two feedback mechanisms, the business could collect both quantitative and qualitative insights while ensuring a seamless user experience. This solution significantly improved user engagement with the feedback process and allowed for data-driven decision-making to enhance the overall platform experience.

Scenario 2 : Improving Bulk Download Functionality for CSD Members

Problem:
In the DLL Web Portal, the CSD Members section allowed channel partners to download member-specific information in PDF format. However, there was a major usability issue:

Users could only download one member’s data at a time that too after expanding the member specific row.
If a user needed information for multiple members, they had to repeat the process for each member individually.
This resulted in a time-consuming and inefficient workflow, especially for users handling large datasets.

Solution:
To streamline the download process and enhance user efficiency, I designed a multi-selection approach that allowed users to download multiple members' data at once.

Key UX enhancements included:

Checkbox-Based Selection Mechanism:
- Introduced a checkbox in each row of the CSD Members list.
- Allowed users to select multiple members instead of being limited to one at a time.
Bulk Download Button:
- Added a dedicated "Download Selected" button that dynamically enabled once the user selected at least one member.
- When clicked, the system compiled PDFs for all selected members into a single ZIP file or provided individual PDFs in bulk.
Improved Visual Feedback:
- Provided a clear selection state with a highlighted row for checked members.
- Displayed a counter showing the number of selected members to improve usability.

Impact:
This redesign significantly reduced user effort and improved task efficiency by allowing channel partners to retrieve multiple data files in one seamless action, rather than performing repetitive manual downloads.

Problem

Solution

Takeaway

Takeaways from the Project as a UI/UX Designer

Enhancing User Efficiency Through Thoughtful Design
- This project reinforced the importance of minimizing friction in user workflows. By identifying pain points like single-member downloads and lack of streamlined feedback collection, I was able to design intuitive, time-saving solutions that significantly improved user productivity.
Balancing Business Needs with User Expectations
- Working closely with stakeholders, product owners, and SMEs, I learned how to align UX improvements with business goals while ensuring a seamless experience for users. The challenge was not just about creating visually appealing interfaces but also about delivering functional value to channel partners.
Iterative Design Process & Agile Collaboration
- This project reaffirmed the value of the Agile approach in UI/UX design. Through continuous user feedback, design iterations, and peer reviews, I saw firsthand how iterative refinements lead to more user-centric solutions.
Leveraging Research & Competitive Analysis
- Introducing feedback mechanisms and refining the multi-download feature required research into industry best practices. I learned how competitor analysis can inspire innovative solutions while tailoring them to meet specific user needs.
Improving Cross-Functional Communication
- Collaboration was key—whether it was discussing technical feasibility with developers, validating designs with product owners, or ensuring brand consistency with marketing teams. I strengthened my ability to communicate design decisions effectively, ensuring everyone was aligned on the vision.
Importance of Micro-Interactions in UX
- Small details, such as smiley-based feedback selection or row highlighting for selected members, made a huge difference in usability. This experience deepened my understanding of micro-interactions and their role in enhancing user engagement.
Designing for Scalability & Future Enhancements
- By structuring features in a way that allows future enhancements, I learned how to design solutions that are not just for immediate needs but also adaptable for future business requirements.

Final Thought

This project helped me evolve as a problem-solving UX designer, focusing on both user experience and business impact. It reinforced that great design is about understanding user pain points, collaborating effectively, and iterating towards the best possible solution.

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