Solution: Redesign existing landing page UI by organizing content into key value proposition placement, clearer navigations structure for quickly accessing core site content and to seamlessly move users into a new search flow experience.
I created a research plan to identify the questions we needed to answer and collect evidence to support recommendations. In collecting evidence, I conducted a survey with around fifty customers, interviewing several in depth over the phone; as well as analyzing how other products solve a similar problem.
The most important question I had to answer was not about the sort of changes our customers wanted to make, but rather why they wanted to customize their dashboards.
Internally interviewing using sketches for mapping both existing methods and new opportunities.
Through out collaboration there is continual awareness/uncovering opportunities where roles may pivot and have contextual touchpoints with other roles in their task flow. This is progressively captured and distilled into potential features--in regards to primary role use.
It was a continual refinement process to nail down the key features (MVP) that would be pertinent to the needs of their respective role.