Case Studies

ServiceNow Platform

Knowledge Application

This case study focuses on the knowledge application on the ServiceNow platform: a cloud-based software that provides digital workflows for organizations to run IT, operations, and business processes.

Abstract

I evaluated the user experience for the knowledge application feedback workflow on the ServiceNow Support instance and included design updates to address the design and functionality issues identified.

Issues identified

  • The feedback resolution workflow is difficult and unintuitive for users

  • In the Global Cloud knowledge base 80% of all feedback left on articles went unactioned in 2024

  • Missing visual cues for users to complete the workflow

  • Excessive clicking needed to complete the workflow: 15

Design Solutions proposed

  • Minimize the number of mouse clicks needed to move through the workflow

  • Remove confusing redundancies and duplicate records

  • Update the UI with visual cues to help the user navigate through the workflow

Design evaluation

With the updated design and workflow the benefits are measured as follows:

  • The user is interacting completely within the latest UI experience

  • It takes the user 9 clicks to complete the workflow (not including article edits).

    • A 40% reduction of work as measured by mouse clicks in the UI

Features added

  • Enhanced program logic to eliminate redundancies for the user

  • Messaging to give the user clarity on what the UI action will do before they click

  • Visual cues for every step of the workflow – eliminating the need for guesswork or prior knowledge.

  • Updated wording and labels to make it easy for the user to identify actions and elements.

Etsy

This case study evaluates the ecommerce site etsy; an online marketplace for artisans and crafters to sell their goods through virtual shops they own.

Issues identified

  • Difficult to know when you are in an individual shop and not on the main site

  • No filters for search results in the shop pages

  • Misleading checkout can cause customers to purchase more than they intend

Design Solutions proposed

  • Apply design principles of hierarchy and dominance to make it obvious to customers when they are in shops and when they are on the main site

  • Enable searching within categories of shops and the same filters available on the main etsy site

  • Apply design principles of hierarchy and dominance to the checkout page to make it obvious to customers which items they are purchasing

ESET

Marketing website for cybersecurity intended to:

  • Increase brand awareness

  • ecommerce

Issues identified

  • Stronger focus on brand awareness than on customer interaction

  • Customer support information is difficult to find and use

  • Site is not mobile-friendly

Design Solutions proposed

  • Redesign site to prioritize information customers are using

  • Change the name of the menu items to more accurately reflect the content

  • Redesign the mobile site to prioritize information customers are looking for and rescale to fit smaller screens