top of page
CASE STUDY
Tackling Ambiguity: My Process for Fiserv
Proposed Customer Dashboard - Card Layout
This design exercise for Fiserv's "CoPilot" app was a test of my product design process. The brief was intentionally ambiguous, challenging me to take an unstructured problem - improving the "Customer Page" - and transform it into a clear, actionable design strategy.
My goal was not just to present a pretty design, but to demonstrate my ability to define the problem, ground my solutions in user insights, and communicate a thoughtful, end-to-end approach.
EXERCISE DURATION
12 Hours
FOR ROLE
Product Designer - User Experience
TOOLS
Figma, Illustrator, Photoshop
UNCOVERING THE CORE PROBLEMS: A HEURISTIC EVALUATION
The Existing User Interface: Key Challenges
Given the ambiguous brief, my first step was to identify the most critical user pain points. I performed a quick heuristic evaluation and guerrilla usability test with two peers, simulating a typical user's journey. This fast-feedback loop was crucial for moving past assumptions and grounding my design decisions in real-world observations. The key insights from this process became the foundation of my solution.
KEY FRICTION POINTS AND USER PAIN
My initial evaluation and user feedback revealed several critical usability issues that were hindering productivity on the "Customer Page."
Navigational Confusion: Users struggled to understand the left navigation. The lack of a clear hierarchy and active states made it difficult to find and return to key sections.
Visual Clutter & Cognitive Load: The page was visually heavy with inconsistent button prominence and scattered filters. The excessive use of headers and redundant elements (like multiple refresh buttons) reduced the visible workspace and added unnecessary cognitive load.
Poor Readability: Users found it difficult to scan the dense data rows. Low-contrast text and a lack of visual hierarchy made it difficult to quickly spot important details.
MY PROPOSED SOLUTION: A FOCUSED, INTUITIVE EXPERIENCE
This design introduces a cleaner table layout and a pop-up window, providing users with a more efficient and focused way to access customer details.
Based on the insights from my evaluation, I designed a streamlined, user-centric "Customer Page" that directly addresses the core challenges. My solution focuses on three key themes:
Enhancing Readability and Focus
Cleaned-Up Layout & More Breathing Room: I took out the visual clutter and added more white space to make the page feel less overwhelming and easier to quickly scan.
Two Ways to View Your Data: The new design offers a card view for a quick, at-a-glance scan, and a table view for when you need to dig into the details, allowing you to work the way you want to.
Smart Filters & Color-Coded Tags: I organized all the filters into one logical group and added color-coded tags to key information, making it faster to find what you’re looking for and spot important details in an instant.
Helpful Hints When You Need Them: I added pop-up hints that appear on hover to provide instant explanations without cluttering the page.
Improving Navigation and Efficiency
A Smarter Sidebar: The left navigation is now cleaner and can be hidden, giving you more valuable screen space to see your data, especially on smaller screens.
A Better Way to Handle Big Lists: I added pagination for long lists of data, empowering you to browse at your own pace and take control.
See Details Without Leaving the Page: I designed a new pop-up window that appears right over the dashboard, which keeps you in the flow and saves a ton of time.
Fixed Columns for Easy Scrolling: I added a feature that locks key columns in place, so you won't lose your place when scrolling sideways.
Dashboard at a Glance: The card-based layout provides a clean, scannable overview of key customer information, designed for users who need to quickly assess status and health.
Guiding the User's Eye
Clear & Balanced Buttons: I redesigned key action buttons to stand out, making it easier to find what you need, fast, without the buttons overwhelming the rest of the page.
REFLECTIONS & TAKEAWAYS
While this project was an exercise, it was an invaluable opportunity to demonstrate my end-to-end product design process under pressure. It reinforced my ability to navigate ambiguity, prioritize user-centered solutions, and communicate a strategic vision. This experience deepened my appreciation for the power of a structured approach to problem-solving and collaboration, a skill I continue to hone in my work.
Thanks for the scroll!
I hope this case study has given you a clear sense of my approach to product design - from problem-solving to polished execution. The best part of my job is seeing design deliver real results, and I'm always ready for the next opportunity to do so.
© Vraj Shah 2025
bottom of page