Rebuilding Trust For Young Renters
Rebuilding Trust For Young Renters
Rebuilding Trust For Young Renters
Led the strategy to transition the user dashboard from a third-party portal to a native experience
UX design
Strategy
API Integration
Design System
Brand design
22%
Increase in platform engagement rate
4
from 2.4 in Trustpilot reviews
33%
Increase in customer retention rate
Company
Resooma
Role
Designer
·
Sprint facilitator
Design team
Co-designer
Year
2023 - 2024
Company
Resooma
Role
Designer
·
Sprint facilitator
Design team
Co-designer
Year
2023 - 2024
Company
Resooma
Role
Designer
·
Sprint facilitator
Design team
Co-designer
Year
2023 - 2024
Leading Design Within a Small Team
As the solo designer, I led the dashboard redesign from start to finish.
I worked with customer success to understand user pain points, aligned priorities with our CEO, and planned release comms with our CMO. I ensured the API had the right data with our supplier and partnered with our CTO to launch the project.
The problem
A Fragmented Billing Experience Hurt Engagement And Trust
Third-party billing created an inconsistent experience, making renters feel disconnected. With limited control over the design and user journey, engagement dropped, and friction increased, hurting retention
The strategy
Leading A Product Shift For Trust & Retention
I saw how our third-party billing system was hurting engagement and trust. I made the case to leadership to bring billing in-house - allowing full UX control and creating a seamless, brand-owned experience
The Solution
A Seamless, User-Centred Billing Dashboard
I designed a native dashboard that simplifies billing, reduces friction, and creates a cohesive experience within our platform. Renters have more visibility and control over their bill management, leading to increased engagement and satisfaction
The problem
A Fragmented Billing Experience Hurt Engagement And Trust
Third-party billing created an inconsistent experience, making renters feel disconnected. With limited control over the design and user journey, engagement dropped, and friction increased, hurting retention
The strategy
Leading A Product Shift For Trust & Retention
I saw how our third-party billing system was hurting engagement and trust. I made the case to leadership to bring billing in-house - allowing full UX control and creating a seamless, brand-owned experience
The Solution
A Seamless, User-Centred Billing Dashboard
I designed a native dashboard that simplifies billing, reduces friction, and creates a cohesive experience within our platform. Renters have more visibility and control over their bill management, leading to increased engagement and satisfaction
Business goals
Business goals
Business goals
Improve Retention
Reduce churn by providing a seamless, branded user experience where users can manage their accounts without friction
Improve Retention
Reduce churn by providing a seamless, branded user experience where users can manage their accounts without friction
Improve Retention
Reduce churn by providing a seamless, branded user experience where users can manage their accounts without friction
Increase Engagement
Encourage users to interact more with their accounts by removing barriers like third-party logins and disconnected data
Increase Engagement
Encourage users to interact more with their accounts by removing barriers like third-party logins and disconnected data
Increase Engagement
Encourage users to interact more with their accounts by removing barriers like third-party logins and disconnected data
Enhance Brand Trust
Strengthen credibility by ensuring all key billing and account data is centralised, transparent, and fully owned by the brand
Enhance Brand Trust
Strengthen credibility by ensuring all key billing and account data is centralised, transparent, and fully owned by the brand
Enhance Brand Trust
Strengthen credibility by ensuring all key billing and account data is centralised, transparent, and fully owned by the brand
Making bill management effortless, clear, simple, and stress-free
Making bill management effortless, clear, simple, and stress-free
Making bill management effortless, clear, simple, and stress-free
From Mobile
From Mobile
From Mobile
To Desktop
To Desktop
To Desktop
Key Barriers Affecting Engagement and Retention
Key Barriers Affecting Engagement and Retention
Key Barriers Affecting Engagement and Retention
Third party portal
Billing details housed off the platform, questioned credibility of the service
Third party portal
Billing details housed off the platform, questioned credibility of the service
Third party portal
Billing details housed off the platform, questioned credibility of the service
Limited data visibility
Information visible was down to our partner company and it was limited
Limited data visibility
Information visible was down to our partner company and it was limited
Limited data visibility
Information visible was down to our partner company and it was limited
Lack of trust
Users didn’t feel a strong connection with the brand, making it easier to churn
Lack of trust
Users didn’t feel a strong connection with the brand, making it easier to churn
Lack of trust
Users didn’t feel a strong connection with the brand, making it easier to churn
Delving into the Design Process
Delving into the Design Process
Delving into the Design Process
A clearer, more intuitive user journey
A clearer, more intuitive user journey
A clearer, more intuitive user journey
Original user flow
User logs
into Resooma
User can view billing details
Opens menu
Opens dashboard
Selects ‘Your Bills’ tab
Clicks ‘access secure billing dashboard’
Opens email
Clicks ‘sign into account’ button in the email
Magic link sent to user’s email
Loads billing dashboard on partners website
Original user flow
User logs
into Resooma
User can view billing details
Opens menu
Opens dashboard
Selects ‘Your Bills’ tab
Clicks ‘access secure billing dashboard’
Opens email
Clicks ‘sign into account’ button in the email
Magic link sent to user’s email
Loads billing dashboard on partners website
Original user flow
User logs
into Resooma
User can view billing details
Opens menu
Opens dashboard
Selects ‘Your Bills’ tab
Clicks ‘access secure billing dashboard’
Opens email
Clicks ‘sign into account’ button in the email
Magic link sent to user’s email
Loads billing dashboard on partners website
Updated User Flow
User logs
into Resooma
User can view billing details
Opens menu
Opens dashboard
Updated User Flow
User logs
into Resooma
User can view billing details
Opens menu
Opens dashboard
Updated User Flow
User logs
into Resooma
User can view billing details
Opens menu
Opens dashboard
Unifying the experience through API integration
Unifying the experience through API integration
Unifying the experience through API integration
Collaborated with in-house and external dev teams to integrate APIs for real-time billing and account updates
What we achieved
Real-time updates
Users receive real-time notifications at key setup stages
Setup progress tracking
Users can track setup progress anytime, reducing uncertainty
What we achieved
Real-time updates
Users receive real-time notifications at key setup stages
Setup progress tracking
Users can track setup progress anytime, reducing uncertainty
What we achieved
Real-time updates
Users receive real-time notifications at key setup stages
Setup progress tracking
Users can track setup progress anytime, reducing uncertainty
Impact
Increased transparency
Users know what’s happening
Higher engagement
Reduced support requests and greater trust in the process
Impact
Increased transparency
Users know what’s happening
Higher engagement
Reduced support requests and greater trust in the process
Impact
Increased transparency
Users know what’s happening
Higher engagement
Reduced support requests and greater trust in the process
What we achieved
Seamless submissions
Users can submit readings directly in the dashboard
Simplified meter readings
Eliminates extra steps, making it easier to complete
What we achieved
Seamless submissions
Users can submit readings directly in the dashboard
Simplified meter readings
Eliminates extra steps, making it easier to complete
What we achieved
Seamless submissions
Users can submit readings directly in the dashboard
Simplified meter readings
Eliminates extra steps, making it easier to complete
Impact
Higher submission rates
Easier access leads to more completed readings
Better monitoring
We can track submissions more effectively and address gaps
Impact
Higher submission rates
Easier access leads to more completed readings
Better monitoring
We can track submissions more effectively and address gaps
Impact
Higher submission rates
Easier access leads to more completed readings
Better monitoring
We can track submissions more effectively and address gaps
Why It Wasn’t Possible
Supplier restrictions
The supplier didn’t support automated payment date changes
Manual-only process
Changes were done on a case-by-case via the supplier
Why It Wasn’t Possible
Supplier restrictions
The supplier didn’t support automated payment date changes
Manual-only process
Changes were done on a case-by-case via the supplier
Why It Wasn’t Possible
Supplier restrictions
The supplier didn’t support automated payment date changes
Manual-only process
Changes were done on a case-by-case via the supplier
Key Takeaways
Temporary workaround
We guided users on requesting manual adjustments
Future potential
Opened discussions for API expansion to automate this process
Key Takeaways
Temporary workaround
We guided users on requesting manual adjustments
Future potential
Opened discussions for API expansion to automate this process
Key Takeaways
Temporary workaround
We guided users on requesting manual adjustments
Future potential
Opened discussions for API expansion to automate this process
Transforming a Supplier Portal into a Seamless Native Dashboard
Transforming a Supplier Portal into a Seamless Native Dashboard
Transforming a Supplier Portal into a Seamless Native Dashboard
Improving usability, reducing friction, and enhancing clarity
Driving Data to the Bills Homepage
Before:
Lack of package information
Key information buried in text-heavy sections
No clear way to manage services, making users search for details
Bill lacks context, causing frustration & effort
Driving Data to the Bills Homepage
Before:
Lack of package information
Key information buried in text-heavy sections
No clear way to manage services, making users search for details
Bill lacks context, causing frustration & effort
Users had to re-enter their address, manually select meter types
Optional photo verification could lead to submission errors
The two-step process slowed users down
A streamlined, one-page flow with clear meter type selection
Made photo submission compulsory for accuracy to reduce error rates
Improved hierarchy for a more intuitive and quicker submission process
Important actions were buried in text-heavy sections
Service management was unclear
Bill summaries lacked context
Visually structured and data driven homepage for an at-a-glance account summary providing immediate usability
Driving Data to the Bills Homepage
Before:
Lack of package information
Key information buried in text-heavy sections
No clear way to manage services, making users search for details
Bill lacks context, causing frustration & effort
Users had to re-enter their address, manually select meter types
Optional photo verification could lead to submission errors
The two-step process slowed users down
After:
A Streamlined, Intuitive Experience
A streamlined, one-page flow with clear meter type selection
Made photo submission compulsory for accuracy to reduce error rates
Improved hierarchy for a more intuitive and quicker submission process
Simplifying Meter Readings
Before:
A Frustrating, Multi-Step Process
No clear support for single vs dual readings
Signed-in users must re-enter their address, adding unnecessary steps and friction
Photo submission is optional, yet it's crucial for accuracy and verification
Important actions were buried in text-heavy sections
Service management was unclear
Bill summaries lacked context
After:
A Streamlined, Intuitive Experience
Visually structured and data driven homepage for an at-a-glance account summary providing immediate usability
The Final Experience
The Final Experience
The Final Experience
A Design System That Elevates Trust and Brand Perception
A Design System That Elevates Trust and Brand Perception
A Design System That Elevates Trust and Brand Perception
Ensuring consistency and scalability to reinforce trust, usability, and efficiency
Building Trust Through Thoughtful Design
Third-party billing created an inconsistent experience, making renters feel disconnected. With limited control over the design and user journey, engagement dropped, and friction increased, hurting retention
Leading A Product Shift For Trust & Retention
I saw how our third-party billing system was hurting engagement and trust. I made the case to leadership to bring billing in-house - allowing full UX control and creating a seamless, brand-owned experience
Leading A Product Shift For Trust & Retention
I saw how our third-party billing system was hurting engagement and trust. I made the case to leadership to bring billing in-house - allowing full UX control and creating a seamless, brand-owned experience
Building Trust Through Thoughtful Design
Third-party billing created an inconsistent experience, making renters feel disconnected. With limited control over the design and user journey, engagement dropped, and friction increased, hurting retention
By combining design psychology with a structured system, the dashboard redesign enhances usability, trust, and brand perception, laying the foundation for future growth
By combining design psychology with a structured system, the dashboard redesign enhances usability, trust, and brand perception, laying the foundation for future growth
By combining design psychology with a structured system, the dashboard redesign enhances usability, trust, and brand perception, laying the foundation for future growth
Updating Design Post Launch
Updating Design Post Launch
Updating Design Post Launch
Using session recordings to reduce friction and guide users to completion
The Assumption
A Seamless Checkout Experience
When designing the quote tool flow, we expected users to add a payment method during the quote process before seeing a success page. But once we launched, the data told a different story
A Seamless Checkout Experience
When designing the quote tool flow, we expected users to add a payment method during the quote process before seeing a success page. But once we launched, the data told a different story
A Seamless Checkout Experience
When designing the quote tool flow, we expected users to add a payment method during the quote process before seeing a success page. But once we launched, the data told a different story
The Reality
Users Were Dropping Off & Getting lost
47% of users exited before adding payment. When they returned, they expected to complete setup in the dashboard, but found no clear way to do so
Users Were Dropping Off & Getting lost
47% of users exited before adding payment. When they returned, they expected to complete setup in the dashboard, but found no clear way to do so
Users Were Dropping Off & Getting lost
47% of users exited before adding payment. When they returned, they expected to complete setup in the dashboard, but found no clear way to do so
The Fix
Guiding Users Back on Track
A 'Finish Setup' button was placed directly on the load-in page of the dashboard, so it couldn’t be missed. This removed friction and guided them to complete their payment effortlessly
Guiding Users Back on Track
A 'Finish Setup' button was placed directly on the load-in page of the dashboard, so it couldn’t be missed. This removed friction and guided them to complete their payment effortlessly
Guiding Users Back on Track
A 'Finish Setup' button was placed directly on the load-in page of the dashboard, so it couldn’t be missed. This removed friction and guided them to complete their payment effortlessly
The Result
A Smoother, More Intuitive Experience
A Smoother, More Intuitive Experience
A Smoother, More Intuitive Experience
Now users can pick up where they left off - without frustration
Fewer support tickets - Users could now complete payment without contacting support
Higher payment completion rates - A clear CTA removed confusion
Reduced cancellations – A clear setup path led to fewer abandoned sign-ups
Key Learnings and Future Development
Key Learnings and Future Development
Key Learnings and Future Development
APIs Depend on
Supplier Data
Some features were delayed due to missing API data. Future versions will explore alternatives
APIs Depend on
Supplier Data
Some features were delayed due to missing API data. Future versions will explore alternatives
APIs Depend on
Supplier Data
Some features were delayed due to missing API data. Future versions will explore alternatives
Visibility Drives Engagement
Clear account access reduces confusion and lowers support requests
Visibility Drives Engagement
Clear account access reduces confusion and lowers support requests
Visibility Drives Engagement
Clear account access reduces confusion and lowers support requests
Expanding Data Transparency
With the basics in place, future updates will introduce more billing insights
Expanding Data Transparency
With the basics in place, future updates will introduce more billing insights
Expanding Data Transparency
With the basics in place, future updates will introduce more billing insights
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Crafted by Shen
Made possible with long sessions, coffee and matcha
2025
Lets chat over a
sparkling water
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Crafted by Shen
Made possible with long sessions, coffee and matcha
2025
Lets chat over a
sparkling water
m
a
t
c
h
a
shenese.leigh@gmail.com
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Crafted by Shen
Made possible with long sessions, coffee and matcha
2025
Lets chat over a
sparkling water
m
a
t
c
h
a
shenese.leigh@gmail.com
Copied
Crafted by Shen
Made possible with long sessions, coffee and matcha
2025
Lets chat over a
sparkling water
m
a
t
c
h
a
shenese.leigh@gmail.com
Copied