Umbel App Redesign

Umbel App Redesign


I came to Umbel during a time when the app was going through a full blown overhaul. I was immediately asked to review the app for any potential UX pitfalls and to perform any user testing I deemed necessary as they had not done any of this review yet. In addition, I was asked to work out any lingering pieces of the app that still needed work.
The revamp began a few months before I arrived at Umbel. There had been very little user review of the current version of the app before the revamp. I was told some of the reasoning for this was due to the app being quite slow and cumbersome to use and the thought was that most of the feedback would be performance related. Additional reasoning was that since many of our employees actually get into the product and do the work for our clients as part of a service contract, we can lean on their insights to flush out major pain points. This isn’t an uncommon issue when consistent user research isn’t occurring and one that many companies deal with from time to time, so I would need to flush out the opinions from the biases through some rounds of testing.



With some concerns too many biases were influencing some of these opinions, I immediately started internal testing of the new version of the app that was still in development with a wide variety of staff involved in these sessions. I recruited key stake holders that used the app for clients frequently from sales and client services to participate as well as some folks in marketing that had less experience with the app to get fresh eyes on it. I wanted to do these tests before any user testing since I was told our client services team actually used the app more than our users at that time (which the numbers in GA supported). My hope was to fix any glaring usability issues that would trip up any user, so the user sessions following this internal testing didn’t focus too much on those issues and instead we could see if there were pain points we weren’t addressing.


  • Prioritize key functionality, create more visual clarity around graphs and our color scheme to support the primary functionality of easily segmenting data.
  • Simplify the main segment filter that allows users to sift through their data.
  • Simplify our data representation color scheme to two colors (instead of about 12) so that the user can easily see that the page is showing segment data versus aggregate data and it would allow us to continue this to the rest of the app.
  • Change how we visualized our 4 bar graphs at the bottom of the overview section based on confusion users experienced during testing.
  • In addition to that, I worked with the other designer to further simplify our visual contrast to improve scan-ability of the page.


  • Lead UX research and design process
  • Summarize incites and relay internally
  • Make calls on changes based on research and best practices
  • Guide other designer on changes to current design
  • Create a simplified filter menu and improve graph visualizations.
  • Requirement documentation/tickets for development
  • Standardize page structure for similar page types



  • With the number of Visitors staying about the same we saw:
  • 2X increase in Time on Site 
  • 3X increase in Events 
  • 3X increase in # of Sessions
  • Filter clicks and segment clicks exploded and became the most clicked things in the app by 3 times. (This was something were determined to improve the UX of and I’d say it was quite successful.)