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From Chaos to Clarity.
Redesigning Account Settings for Real User Impact
How my proactive collaboration and data-driven decisions reduced support costs and enhanced the user experience.
Why this case? I Focused my energy on solutions that have real organizational support
My growth opportunities
Proactive Feedback Loop: I always seek feedback from the team early to validate my assumptions before diving into solutions.
Cross-Functional Collaboration:
Worked closely with engineers to ensure feasibility, especially with limited squad capacity.
Keeping Stakeholders in the loop:
Regular updates through meetings, Slack, and sprint reviews kept everyone informed.
Data-Driven Proposals: Used key business metrics to secure stakeholder buy-in and support.
Support Call Deflection Rate
41.7%
in 45 days vs previous 45 days.
Satistaction
Rate
4.8
out of 5
context
How weekly dogfooding session helped me spot and fix Wimu Cloud's user settings and invitation flow issues.
Every week I test WIMU (part of a suite of several products offered by Hudl focused on performance tracking and athlete monitoring), to better understand how it works. During one of these routine tests, I noticed that the user settings and invitation flow were very confusing. The interface was unclear, interactions didn’t match what users were trying to do, and it was hard to understand how things worked.
For example, club admins create user accounts but then have to manually share login details with users, who can later update them. The screens also showed too many tabs and fields, making it unclear what information was actually needed to create an account. Besides others my eyes caught.
To see if this was a real issue for users, I checked data on Tableau. I found that 24% during last month and last year as well of all customer support calls were about account management problems. This showed how much these issues were costing to users and to the business, making it clear something needed to change.
problem
Keeping the big picture in mind so to align Wimu with Hudl’s strategy
My approach: Channel my excitement into asking the right questions! DO NOT rush to solutionizing before understanding business constraints
With a focus on the company’s strategy as my north star I anticipated the challenges that the upcoming unified access system, Auth0, would bring to Wimu. In the following months the unified access system for all Hudl suite products, Auth0, would have been implemented, which will further complicate the situation as:
The functionality would change from 'Admins creating user profiles and assigning them' to -> 'Admins will invite users, who would then create their own profiles'.
Some user information will be moved from WIMU to Hudl account settings
Understanding the broader impact, I recognised that this transition would have made the current invitation flow obsolete and add further complexity to an already confusing funcionality.
Addressing these issues now was essential to ensure a smoother experience for users and alignment with the company’s long-term goals.
analysis
Turning Assumptions into Facts: Gathering Insights to Understand User Challenges
I knew I couldn’t rely only on my assumptions and the limited data from Tableau, which lacked proper context. To get a clearer and more accurate picture I needed objective insights from users. Since conducting user interviews would have taken too long due to the time needed to organise and recruit participants, I turned to the internal support team with whom I have a direct line of communication. They are my favourite ‘person to contact’ as they work closely with users every day and have deep knowledge of users’ pain points.
I conducted 7 internals interviews with the support team to learn more about the user experience when inviting and managing user profiles. Not only did they confirm my assumptions, but they also highlighted a bigger issue: the system is so confusing and unintuitive that many users don’t even try to solve problems themselves. Instead, they rely on Support team to do it for them, which results in a huge cost for the business!
Internal Discovery
Method:
Interview (30-45 minutes)
Total Inteviews:
7
User Type:
Sport Scientist - Internal Experts
Key Insights:
Users rely entirely on Support team to manage/create accounts for them
Business Cost:
High
Solution
Designing a Better Flow: Solving the Core Problems
After gathering the main issues, I reviewed the current process and designed a new flow to address these challenges effectively.
feedback
Collaborating Early: Validating the Solution with Key Stakeholders
Tip: Share the proposal with higher-level roles (like the Group PM) to gain stakeholder buy-in by highlighting the user and business impact of implementing it
Once I completed the first solution proposal, I kicked off the feedback loop: I organised a workshop with key squad members:
Engineering Manager - to assess technical feasibility
Product Manager - to ensure the impact justified the effort and aligned with company strategy
QA - to evaluate any missing pain points currently live
Support Manager - for initial usability feedback
Content Designer - to confirm consistency with Hudl’s core functionality
I embrace my role as a thoughtful Facilitator and consider constraints.
Tip: able to navigate in ambiguous environments (normal for it to be)
Temporary squad capacity was low, and the tech stack and architecture were outdated, limiting our options.
To address this, I proposed an incremental improvement approach to avoid overburdening the squad's limited capacity. Each phase was designed to be independent, ensuring it could be updated without impacting or relying on the next phase.
refinement
Solution refinement based on feedback collection - Iteration I
After the workshop I got valuable feedback that led me to adjust the proposed solution so to address technical constraints, business goals, and QA limitations.
This is why I involve key stakeholders early, without waiting for the ‘perfect’ solution or overthinking a specific idea. It prevents wasted time on designs that might be unfeasible or misaligned and early collaboration also allows me to gather diverse perspectives, leveraging their expertise to be sure all critical aspects are considered.
L E A D E R S H I P S T A K EH O L D E R S
Knowing how this implementation aligns with our product strategy helped me gain buy-in
Tips: Build stakeholder confidence by showing strategic awareness
I had good feeling about this implementation because I knew this would have been in line with the overall strategy for Wimu cloud, such as:
Increase customers using both WIMU and Hudl Pro suite products
Integration between WIMU and the rest of the Hudl product suite. It also further embeds our customers within the Hudl eco-system, making our products stickier and increasing the likelihood of renewal. This point is one of the reason why Auth0 has been implemented in all Hudl suite products
Improve usability and efficiency of WIMU Cloud
Improving the usability and efficiency of WIMU Cloud through performance improvements and priority bug fixes will help us provide a higher quality experience for our customers. This will help us increase customer satisfaction and satisfied customers are more likely to renew.
Increase customer satisfaction
Measuring how satisfied our customers are with the product as well as the frequency with which they need to contact us for support is an indicator of our ability to retain our existing customers as well as win new deals.
build it
Staying Engaged: Supporting Delivery with Collaboration and Attention to Detail
After completing the feedback and refinement cycles, we moved to the delivery phase where is my strong key point staying in close contact with engineers and QAs, not just during daily stand-ups but throughout the day, to address any questions or blockers quickly. In my squad we’ve built a strong relationship and silent rules of engagement that allow us to work seamlessly together. I also enjoy being hands-on during delivery, doing UI checks to spot and fix any misaligned pixels or issues as they come up. One of the key deliverables I like to share is a simple Design Documenation screen made in figma, so to give to engineers (and not limited to them) a quick overview of the outcome.
build it
Let’s measure impact!!
One of my favourite parts of delivering features is post-release monitoring. It’s the moment when I can verify with real data whether the implementation is performing well and positively impacting users.
For this crucial implementation the Product Manager and I agreed to monitor quantitative data:
Quantitative data
A short survey on the page asked admins to rate their experience (1 to 5) after inviting a new user. After 45 days we received 106 replies with an average of 4.8!
Using Tableau we tracked support calls related to this area. After 45 days, the percentage of support calls dropped from an average of 24% to 14%, reducing support-related costs. Call Deflection Rate: 41.7% of support interactions were avoided thanks to the improvements!!!