Case Study 01

Transforming Deskera HRM

A Comprehensive UX Redesign

Introduction

Deskera, a Singapore-based SAAS software provider, envisions revolutionising small businesses’ operations globally. As a Senior UX designer at Deskera in 2019, I was entrusted with the task of redesigning their HRM management solution, a crucial component of their all-in-one cloud-based application.

Industry

SaaS, Entreprise Software

Product Owner

Deskera 🇸🇬

Project Type

User Research, UI Revamp

Roles

Researcher, Designer

Tools

Business Problem

Deskera confronted critical business problems related to their HRM management solution. Customer churn was a pressing issue, mainly due to a clumsy design that impeded user experience. The existing UI presented an outdated look and feel, leading to a lack of trust and connection with real-world users. Low user engagement, compatibility and responsiveness issues, and the need to attract enterprise clients seeking advanced software services also posed significant challenges. To remain competitive and ensure customer satisfaction, addressing these issues was of paramount importance.

Starting the Project

Upon joining Deskera as a Senior UX designer, I was presented with an exciting opportunity to redesign their HRM management solution. As a pivotal component of Deskera’s all-in-one cloud-based application, the HRM module played a crucial role in empowering small businesses worldwide. The existing application, although functional, faced significant challenges in terms of user experience (UX) and user interface (UI), leading to customer churn and hindered growth. As part of the design team, my mission was clear: to undertake a transformative UX redesign that would address these business problems and create a seamless, user-centric experience for Deskera’s clients.

Understanding the Business Problem

In my initial meetings with stakeholders, I delved into the heart of the business problem Deskera was facing. Customer churn was a matter of concern, with users expressing dissatisfaction with the existing HRM solution’s usability and interface. The UI was perceived as outdated, leading to a lack of trust and a disconnection with real-world users. These issues were further exacerbated by low user engagement and compatibility problems across various devices. Additionally, Deskera aimed to attract enterprise clients seeking advanced software services, necessitating the development of substantial new features for the application.

The UX Redesign Approach

To kickstart the UX redesign process, I decided to take a user-centric approach by thoroughly understanding the needs, pain points, and goals of Deskera’s users. I believed that creating detailed user personas would provide valuable insights into the unique requirements of different user groups. This approach would enable us to design an application that catered to the diverse needs of hiring managers in Singaporean IT companies.

Creating Detailed User Personas

I conducted extensive research and interviews to gather data on Deskera’s user base. From this research, I developed five detailed user personas

UX Matrix

Next, I constructed a UX matrix that identified the key tasks, pain points, and goals of each user persona. This matrix served as a roadmap for the UX redesign, guiding us towards implementing solutions that would directly address user needs and pain points. By aligning our efforts with the UX matrix, we aimed to create an intuitive and efficient HRM solution that resonated with our target audience.

Persona	Task	Difficulty (1-5)	Importance (1-5)	UI Related Issues	Proposed Solutions
Alex Tan	Payroll Management	3	5	Clumsy and Inconsistent Layout	Implement a clean and organized UI with intuitive data entry forms.
	Employee Onboarding	4	4	Overwhelming Onboarding Process	Design a user-friendly onboarding journey with clear instructions.
	Recruitment Management	4	4	Confusing Application Navigation	Streamline recruitment workflows and introduce applicant tracking system.
Linda Lim	Appraisals Management	3	5	Inefficient Appraisals Interface	Develop an easy-to-use performance appraisal module with clear feedback.
	Real-time Employee Insights	4	5	Lack of Real-time Data Visualization	Integrate real-time data analytics and dashboards for better insights.
John Lee	Unified Experience across Devices	4	5	Inconsistent UI across Different Devices	Implement responsive design to ensure a consistent experience.
	Integration with Other Applications	3	4	Difficulty in Integrating with Third-party Apps	Facilitate easy integration with popular third-party applications.
Lisa Tan	Candidate Tracking and Communication	3	5	Tedious Candidate Tracking Process	Develop an organized candidate tracking system with effective communication tools.
	Expanding Candidate Database	4	4	Limited Candidate Database	Implement tools to source and expand the candidate pool.
Michael Goh	Payroll Management	3	5	Complex Payroll Processing	Optimize payroll processing and ensure accurate calculations.
	Appraisals and Competencies Tracking	4	4	Difficulty in Tracking Employee Competencies	Introduce a competency tracking system and simplify appraisal processes.

Improvements of Application Screens

Payroll Management

The redesigned Payroll Management screen featured a clean and organized layout, making it easy for Alex Tan to navigate and manage employee payroll effortlessly. Intuitive data entry forms and automated calculations reduced the chances of errors, improving accuracy and efficiency in payroll processing. A real-time preview allowed Alex to verify payroll details before finalizing and disbursing payments.

Employee Onboarding

The revamped Employee Onboarding process now guided new hires through a step-by-step journey, making the process intuitive and less overwhelming.
A dashboard provided Linda with an overview of the onboarding progress, allowing her to track and manage multiple new hires simultaneously.
Clear instructions and tooltips provided necessary information and helped Linda Lim’s new employees quickly adapt to their roles.

Recruitment Management

Streamlined recruitment workflows and an applicant tracking system enabled Alex Tan to efficiently manage job postings, applications, and candidate interactions.
Advanced filtering and search options helped Alex find the best candidates from the expanded talent pool, as suggested by Lisa Tan’s proposed solution.
Real-time notifications and scheduling features facilitated seamless communication between recruiters and candidates.

Appraisals Management

The redesigned Appraisals Management module offered an intuitive interface, simplifying the process for both managers and employees.
The 360-degree feedback system provided by the performance appraisal module, as per Linda Lim’s goal, allowed employees to receive constructive feedback from peers and superiors.
User-friendly interfaces for setting goals and tracking performance ensured efficient appraisal processes and fostered a culture of continuous improvement.

Competencies Tracking

As proposed in the UX matrix, a competency tracking system was introduced, enabling Michael Goh to assess employee skills and capabilities.
Visual representations of competency levels provided an easy-to-understand overview of employees’ strengths and areas for improvement.
Integration with Appraisals Management allowed for seamless alignment of competencies with performance evaluations.

Creating a Cohesive UI Element and Icon Library

As part of the UX redesign process, we recognized the importance of consistency and visual coherence in enhancing the overall user experience. To achieve this, we undertook the task of creating a comprehensive UI element library and an icon library for the Deskera HRM application.

UI Element Library

To ensure a cohesive and harmonious design across all application screens, we meticulously crafted a UI element library that included various button styles and a touch of Neumorphism. Neumorphism, also known as Soft UI, is a modern design trend that combines elements of skeuomorphism and flat design, resulting in buttons and components with subtle shadows and highlights, mimicking the effect of real-world materials.

Button Styles

Our button styles focused on simplicity, with a hint of depth to add visual appeal. The buttons were designed to have a clean and minimalist appearance, aligning with Deskera’s vision of empowering small businesses through user-friendly interfaces.

Primary Button: A prominent button style with a subtle Neumorphism effect, indicating important actions such as “Save,” “Submit,” or “Create.” Its vibrant color scheme and shadow effect drew users’ attention to the primary call-to-action.
Secondary Button: This style represented secondary actions, such as “Cancel” or “Back.” It featured a lighter color palette and a softer shadow effect, maintaining visual consistency with the primary button.
Text Button: A subtle button style with no background color, presenting actions as a simple, underlined text link. This style was used for non-primary actions to avoid overwhelming users with too many visually dominant buttons.

Icon Library

Icons play a crucial role in guiding users and conveying information quickly. With Deskera’s focus on scalability and responsiveness, we decided to use SVG icons in the application. SVG (Scalable Vector Graphics) icons ensured that the visual quality remained intact across various screen sizes and resolutions, catering to different devices.

Testing and Launch

The redesigned Deskera HRM solution underwent rigorous testing to ensure its performance and usability. The testing phase included:

Usability Testing: Representative users from each persona were invited to navigate the redesigned application and perform common tasks. Feedback was collected to identify any remaining usability issues.
Compatibility Testing: The application was tested across various devices, browsers, and operating systems to ensure compatibility and responsiveness.
Performance Testing: The application’s performance was assessed under various load conditions to ensure it could handle multiple users seamlessly.
Security Testing: Stringent security tests were conducted to safeguard sensitive data and protect the application from potential threats.

Once all issues were addressed and the application met the desired standards, it was ready for launch.

Launch and Results

The redesigned Deskera HRM solution was launched with great anticipation. As a result of the comprehensive UX redesign, the following results were observed:

Improved User Satisfaction: User feedback indicated a significant increase in satisfaction with the new UI and UX. Positive comments revolved around the ease of use, clarity of instructions, and enhanced overall experience.
Reduced Customer Churn: With the implementation of intuitive interfaces and efficient workflows, customer churn was reduced substantially. Clients appreciated the seamless navigation and enhanced features.
Increased User Engagement: The redesigned application saw a notable increase in user engagement. Tasks that were previously tedious and time-consuming were now completed more efficiently.
Expanded Customer Base: The revamped application successfully attracted new clients in new markets. The modernized UI and user-friendly experience appealed to a broader audience.
Positive Business Outcomes: The combination of improved user experience and customer satisfaction led to positive business outcomes for Deskera. The company experienced increased revenue and strengthened its position in the market.

Conclusion

Through a meticulous UX redesign process, Deskera successfully transformed its HRM management solution, addressing customer pain points and business challenges. By creating detailed user personas and utilizing the UX matrix, the team crafted a user-centric design that catered to the diverse needs of hiring managers in Singaporean IT companies. The comprehensive testing and successful launch of the redesigned application further solidified Deskera’s commitment to empowering small businesses globally. The revamped application now stands as a testament to the power of user experience in driving business growth and customer retention.

Sandy Galabada