Redesigning the B2B Partners Dashboard for a New AI/ML Experience

A deep dive into Stay22's dashboard redesign project, integrating the powerful Hyperlink AI/ML technology to provide partners with unprecedented control and insights for optimizing their affiliate travel campaigns.

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At Stay22, we recently embarked on a mission to redesign our dashboard and integrate Hyperlink, a cutting-edge AI/ML technology that's revolutionizing how our partners manage and optimize their affiliate travel campaigns. Hyperlink intelligently detects and converts links from major providers like Booking.com, Expedia, Hotels.com, and Agoda into Stay22 affiliate links. But the real magic lies in its ability to leverage machine learning to personalize the user journey, directing travelers to the most relevant booking options based on a myriad of data points, from user preferences and behavior patterns to contextual factors.

The core UX challenge? Designing an intuitive way for our B2B partners to harness the full power of Hyperlink directly from their Stay22 dashboard. We needed to give partners the flexibility to toggle different providers on and off, fine-tune various ML/AI settings, and access deep analytics to track the performance of their Hyperlink-powered campaigns across multiple domains.

To tackle this complex problem, we spearheaded a user-centered, data-driven design process in close collaboration with our product and engineering teams:

1. Diving Deep into User Needs

We kicked things off with extensive user research, conducting in-depth interviews and surveys with over a dozen B2B partners. Understanding our partners' pain points, goals, and desires when it comes to affiliate link management, personalization, and analytics was absolutely crucial, as studies by Forrester show that every $1 invested in UX brings $100 in return, highlighting the immense value of user-centered design.

By diving deep into their needs, we could ensure that the redesigned dashboard would truly solve their problems and deliver value. Through meticulous analysis of the research findings, we uncovered key insights that shaped our design strategy. For instance, we discovered that partners struggled to efficiently manage their affiliate links across multiple travel providers and lacked the ability to customize the AI-powered personalization to their specific needs. These insights informed our decision to prioritize features like easy provider toggling and granular ML/AI settings control. Studies show that users form 75% of their judgment on a website's credibility based on its aesthetics, so we put a strong emphasis on creating a visually appealing, professional dashboard design that would instill trust and confidence in our partners.

2. Mapping the Ideal Partner Journey

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Armed with these user insights, we crafted detailed user journey maps and flow diagrams to align the entire team around the optimal partner experience. By visualizing how partners would interact with the Hyperlink controls and identifying potential friction points, we could prioritize the most essential dashboard features and create a seamless, intuitive user flow. Research shows that users are 37% more likely to convert when a website follows a logical page hierarchy, so we carefully structured the dashboard layout and user flow based on our journey maps to significantly enhance usability and partner engagement.

For example, our user journey maps revealed that partners would need to frequently switch between different travel providers to manage their affiliate links. To streamline this process, we designed a prominent, easily accessible provider toggle control right at the top of the dashboard. We also mapped out the key steps partners would take to adjust the AI personalization settings, ensuring that the controls were logically grouped and followed a clear, linear flow.

3. Bringing the Vision to Life

Next, we brought our design solutions to life through high-fidelity wireframes and interactive prototypes. We obsessed over creating intuitive controls for toggling providers, adjusting ML/AI parameters, and presenting actionable analytics. For instance, we designed clear on/off switches for each travel provider, allowing partners to enable or disable them with a single click. We also created interactive sliders and dropdown menus for partners to fine-tune the AI personalization settings, such as adjusting the weightage of different data points or setting custom rules for specific user segments.

Through multiple rounds of usability testing with partners and iterative refinements based on their feedback, we ensured the UX was seamless, efficient, and truly met their needs. We conducted both moderated and unmoderated usability tests, gathering valuable insights on how partners interacted with the dashboard and identifying areas for improvement. According to the Nielsen Norman Group, usability testing with just 5 users can uncover 85% of UX issues, so by involving partners throughout the design process and iteratively testing and refining the dashboard, we could create a truly user-centered solution that met their needs and expectations. For example, based on partner feedback, we redesigned the analytics section to include more visual elements like charts and graphs, making it easier for partners to quickly grasp key performance metrics at a glance.

4. Collaborating Closely with PMs and Devs

Throughout the design process, we worked hand-in-hand with our product managers to align the UX with business goals and technical requirements. We participated in regular design reviews, presenting our wireframes and prototypes to gather feedback and ensure that the proposed solutions were feasible and aligned with the overall product strategy. A study by McKinsey found that design-led companies outperform their peers by 228% in revenue and 183% in returns to shareholders, so by fostering a close collaboration between design, product, and development teams, we could create a high-quality, impactful solution that drove business success.

We also worked closely with our development team, providing them with detailed design specifications and assets. By collaborating closely with the devs, we could ensure that the final implementation matched the intended design and user experience. We held regular sync meetings to discuss technical constraints, explore alternative solutions, and optimize the dashboard's performance.

5. Validating and Iterating

As the development progressed, we conducted further usability tests with partners to validate the implemented designs. We gathered both qualitative feedback and quantitative metrics, such as task completion rates, time on task, and user satisfaction scores. By analyzing this data, we could identify areas for improvement and work with the team to refine the UX. Studies have shown that every $1 invested in ease of use returns $10 to $100, so by continuously validating and iterating on the dashboard design based on user feedback and data, we could create a highly usable and efficient tool that delivered significant value to our partners.

For instance, during one round of testing, we discovered that partners were having difficulty finding the advanced ML/AI settings. Based on this insight, we redesigned the settings layout, grouping related options together and providing clear labels and tooltips to guide partners. We also added a search functionality to help partners quickly find specific settings.

6. Looking Forward to the Beta Launch

As we prepare to launch the beta version of the redesigned Stay22 dashboard, we are excited to see how our partners will respond to the new features and improved user experience. To ensure a successful launch and continuous improvement, we have set up a comprehensive tracking system to monitor key usage metrics, such as feature adoption, engagement rates, and partner satisfaction scores. According to a study by Forrester, a well-designed user interface could raise a website's conversion rate by up to 200%, and better UX design could yield conversion rates up to 400%, so we are eager to see how the redesigned dashboard will impact our partners' success.

Throughout the beta launch, we will be actively gathering partner feedback through surveys, interviews, and user testing sessions. This valuable input will help us identify areas for further enhancements and refinements, allowing us to continuously improve the dashboard experience. By closely monitoring the dashboard's performance and regularly analyzing user data, we will be able to make data-driven decisions and prioritize the most impactful optimizations.

As we deploy updates and improvements based on partner feedback, we will keep a close eye on the dashboard's adoption and usage rates. We expect to see a significant increase in partner engagement and satisfaction as we roll out new features and enhancements that address their needs and preferences. By staying agile and responsive to user feedback throughout the beta launch, we aim to deliver a truly exceptional dashboard experience that empowers our partners to maximize their affiliate revenue potential.

Through our data-driven, user-centered approach, close collaboration with cross-functional teams, and continuous validation and iteration, we have successfully created a dashboard that empowers our partners to take control of their affiliate campaigns, leverage AI-driven personalization, and optimize their performance. As we launch the beta version and continue to gather partner feedback and monitor key metrics, we are confident that the redesigned Stay22 dashboard will have a profound impact on our partners' success and shape the future of affiliate travel marketing.