Equifax sought to redesign a proprietary tool widely used by businesses for accessing consumer reports. Previous research, conducted four years prior, had led to feature enhancements. However, a complete redesign was needed to better align with user needs and modern usability standards. To inform this process, Equifax partnered with OneSpring to conduct a new round of user research, focusing on understanding customer workflows and pain points.

Challenge

The existing application had several usability issues that hindered efficiency and user satisfaction. Users struggled with a complex interface requiring multiple steps to access reports, leading to frustration and wasted time. Additionally, the lack of awareness around customization options meant that many users were not leveraging the full potential of the application. Training gaps further compounded the problem, leaving users to rely on inefficient workarounds. Equifax needed to address these challenges to improve the user experience and maintain its competitive edge in the market.

The study utilized a mixed-methods approach, combining a quantitative survey with qualitative in-depth interviews. An email campaign targeted existing application users, resulting in a 0.007% survey response rate and a 0.0007% interview participation rate. The research team collected responses from 28 survey participants and conducted hourlong user interviews.

The research revealed several key insights. A majority of respondents, 86%, identified as end-users, while 14% were administrators. Most users logged into the application primarily for report verification rather than system administration. Companies of all sizes queried similar numbers of reports, indicating that usage intensity was more task-dependent than company-size dependent. Frequent logins correlated with higher report queries, emphasizing the importance of a streamlined workflow. Users exhibited a “get in, get out” mentality, prioritizing efficiency and minimizing time spent on non-essential features. The interface required multiple clicks to access reports, causing delays. Many users were unaware of customization features that could improve their workflow, and some crucial features were underutilized due to inadequate training and visibility.

Solution

To address these challenges, Equifax implemented a user-centric redesign of the application, focusing on simplicity, efficiency, and ease of access. The redesign introduced a cleaner, more navigable interface with clearly labeled sections and streamlined workflows. Steps from login to report retrieval were reduced, enabling users to complete tasks more efficiently. Customization settings were made more visible, allowing users to tailor their experience. Comprehensive training resources, including interactive tutorials and tooltips, were introduced to increase feature adoption. Backend infrastructure enhancements improved system speed and reliability.

Results

Following the redesign, user feedback indicated significant improvements in usability and efficiency. Post-launch surveys showed a 40% improvement in overall user satisfaction scores. Users reported a 30% reduction in time spent retrieving reports. Customization and advanced reporting tools saw a 50% increase in adoption rates. Help desk inquiries related to navigation and usability dropped by 25%, indicating improved self-sufficiency among users.

The redesign has transformed how we access and analyze consumer reports.

The new interface is intuitive, and the improved customization features allow us to extract insights much faster. It’s a game-changer for our team.

—Senior Financial Analyst