Keyword Tool is a data-heavy SaaS platform used by marketers to research and manage keywords. The existing experience suffered from high onboarding friction, unclear navigation, and weak mobile usability, impacting task efficiency and conversion.
The Challenge
The existing product suffered from inconsistent visual hierarchy, friction during sign-up, and limited mobile support for critical interactions — causing poor conversion and support load.
The Problem
- User needs to manually enter their email and password for registration or login into their account. It can frustrates the user for thinking what password to use, even more when it didn't passed the password strength and requirements check.
- User profile menu lack of key information regarding about their account.
- Pricing plans missing an important CTA where users can click to contact sales team if they wanted to customize the plan.
- Customers have to enter manually, one by one, name and email address before sending an invitation.
- Customers are having some issues viewing some data or performing some tasks on mobile devices (for example, hover behaviour is not working on mobile).
Result
- Reduced registration friction by implementing a quick login using their existing Google account, a complete process can be done in less than a minute.
- Added a quick glance of key information such as their account status, plan name and team quota under user profile menu.
- Added a new section below available plans for users to contact for plan customization.
- Reorganized information on account groups and introduced bulk-invite users.
- Introduced “Manage add-ons” feature for their current subscription plan.
- Improved the layout and visual data on both desktop and mobile devices, especially for the search result page.
- Improved the user interface (UI) for a simpler and modern look.
Outcome
The redesign delivers a clearer, faster, and more scalable user experience by aligning interface decisions with user goals and business needs. Key flows now prioritize clarity, efficiency, and accessibility, resulting in a more intuitive product across devices.