Case study

ServiceNow

Customer Success Center Dashboard

Role

Design

Art Direction

Research

Strategy

Prototyping

Usability Testing

UX

UI

Year

2019 – 2020

Visit

01

Our Challenges

Understanding problems in service platform

The Customer Success at Scale team works towards the vision of useful content for customers to create a unified experience. The flip side of this benefit is even though ServiceNow sells itself as simple, human and engaging, the reality is enterprise software is never simple to buy, integrate, expand, and optimize. 

Some problems we kept in mind during the process were: 1) Now Creators brand is still new for customers, 2) customer engagement in profile and badges is low, and 3) users are not aware of achievements already earned.

02

Primary persona audience

Empathizing with our key players

After a face-to-face workshop with the ServiceNow team, we aligned with business and consumer goals, needs, and aspirations. ServiceNow really cares for and gives attention and priority to their users, so I had a tremendous amount of data to work with.

Together we identified six main users in this platform community, including developers, business owners, and business analysts. These were the key players we focused our energy on to design a personalized Hub dashboard system.

ServiceNow customers have access to a wide range of platforms, tools, and programs. The purpose of the Customer Success team is to drive up the confidence and speed to success for its many customers.

We aimed to achieve this by providing content and guidance for various roles and personas to be more successful with the ServiceNow platform. Whether it be solving a problem, learning something new, or understanding industry best practices, we do this to help them have self-serving customers, increase overall profitability, and focus their time and energy solving more difficult customer issues.

03

Structure and flow

Mapping out the experience

During our workshop, I focused on how we can develop a framework to expand on creative thinking for design systems and UX. I designed a sitemap, Hub structure, and high level user journey with product integration for Now Creators. We wanted to display relevant content for each customer persona role and build a structure and experience where customers feel they belong and can keep coming back to for help and information, proactively provided when and where they needed it in the Hub.

04

Prototype with usability testing

Priortizing key features backed by data

Our prototype defined the Now Creators Hub with initial thinking and design. I worked and brainstormed alongside the ServiceNow UX design and research team to develop a strategy and gathered data from usability testing. Together we crafted a script and had 1-on-1 interview live video sessions with their user testing participants. 

After data validation, we chose key navigation features from the usability testing results and split them into three insights and findings categories: 1) Onboarding key players, 2) Make it personal for me, and 3) Learning through power of community. We focused our efforts on what really mattered to help grow the breadth of customers on the Now Creator platform with fast confidence and adoption rates for new users to ServiceNow.

Let's navigate, shall we?

Onboarding the developer

How does a customer get to the Now Creator Hub? How do we get customers to use the Hub? What benefits do they get out of it? An onboarding experience so we can learn about you: where have you worked, where you are from, what you want to do, and social linking with your accounts. Learning about our users will help lift prescriptive pathways and filter content for them to dive into, with relevant topics based on our pre-selected persona criteria.

Make it personal for me

Search and explore

Results and filters

Bookmarks

Notifications

The ability to search up-to-date content across properties, narrow down specific results via multiple filters, and an intuitive search interface that gives accurate results helped our participants discover valuable content that was not easy to find. Search query categories included:

Troubleshoot - Finding solutions to machinery problems and connecting to ServiceNow’s customer service
Solve problems - Queries for users to find answers to specific issues
Level up - Caters search queries for users to increase their status level

All participants expressed value in "Bookmarks". There was a need for this feature to help them engage with ServiceNow content internally instead of their web browser.

Learning power with community

Super badges

Events

Webinars

05

Design system and brand style

Iterating fundamental components

For the Developer platform refinement, we aligned with a Now Creators brand look and feel. This design system overview showcases how our direction integrates with the ServiceNow design system, Hub Metro branding, and Developer portal.

06

Final thoughts

Creative problem solving for PaaS

This documentation is the result of robust effort and expertise with a talented team of engineers, product managers, and designers. It was a true learning experience to be able to work in quick, fast-paced design sprints with continuous iterative processes. We were solving a variety of creative problems along the journey and things changed as we learned. This specific project was about being flexible and incrementally moving to find the best solutions together with my team.

Ben Cooper, User Experience Director

Monica Thy Nguyen, User Experience Designer

Benjamin Tuffy, Design Director

Amy Frischhertz, Senior Designer

Samantha Lynch, Program Director

Jerry Chiang, Visual Designer

Designing for the future with pure truth, curiosity, and intention.