Finexa
Finexa enterprise report builder was so complex that new clients took two weeks to publish a single report. I led a redesign using contextual inquiry and task analysis, introducing a wizard-based builder and template library to dramatically cut time-to-value and support tickets.
Category:
B2B SaaS
Role:
Lead Designer
Time:
10 weeks
Business Goal
Reduce time‑to‑first‑report for new enterprise clients and lower the volume of onboarding‑related support tickets.
Problem
User data showed that 55% of new users churned before Day 4 of the free trial. Interviews revealed the home screen felt chaotic -too many options, unclear first action, and no immediate sense of progress. The app was powerful but intimidating.
Research
Contextual inquiry with 6 enterprise client teams — watched them build a report from scratch.
Task analysis mapped every click, input, and decision required to publish one report (24 clicks).
Competitive audit of Tableau and Looker for best‑in‑class report‑building flows.
Reviewed 50+ support ticket threads to categorise the most frequent blockers.
Solution
Wizard‑based report builder — step‑by‑step flow instead of a blank canvas.
Template library — 12 pre‑built report types that cover 90% of client needs.
Drag‑and‑drop widget system — charts, tables, and KPIs with live preview.
Contextual help panel — inline tips that disappear as users gain confidence.
Clicks to publish reduced from 24 → 9.
Business Growth
Cut report creation time by 60%, which became a key buying argument that lifted enterprise deal close rate by 40% and significantly reduced onboarding support costs.