SCOPE Better by Role/Taks •

78% of users ignored SCOPE Better’s pricing by role feature. Not because they didn’t need it, because 30-second load times and a broken table made it not worth the effort.

95%

FASTER loads (30 s → 1.5 s)

50%

feature adoption

65%

FASTER scope completion

THE PROBLEM

Only 22% of customers were using Scope by Role, not because they didn’t need it, but because 30-second load times were indistinguishable from a crash. Users thought the platform had broken and abandoned it. That became our starting point: understand why a needed feature was being ignored.

The page was on loading mode for over 9 seconds. — Loading screen remains around 10 secs or more depending of the size of their Scorecard

Original Scope by Role table and features — Original Scope by Role

HOW I FRAME THE PROBLEM

No analytics. No direct user access. I triangulated from two sources: CX team feedback reporting “platform crashes,” and my own first-use experience. I refreshed the page repeatedly, believing it had failed. That pattern told me the problem was perception of speed, not the feature design itself.

Scope by Role Wireframes — Wireframe of By Role view and By Task view

THE THINKING

Agency teams price complex projects under deadline pressure. Asking them to relearn a spatial workflow wasn’t an option, so I redesigned the table around Excel conventions, meeting users’ existing mental models rather than replacing them.

On skeleton loaders: stakeholders wanted to keep the spinner. I pushed back. A spinner says “waiting.” A skeleton says, “almost there.” For users who already believed the platform crashed, that psychological difference was the difference between staying and leaving. I defended it. It shipped. It worked.

I designed the flow with a split path, depending of users choosing pre-loading roles or not. And how to let the user understand the consequences of their choice. — Flows when creating from scratch a Scope by Role, without and with preloaded Roles and Departments.

WHAT MOVE

Adoption from 22% to 50%. Scoping time down 65%. Load time from 30s to 1.5s. Pricing-related support tickets dropped significantly. The CX team stopped working around the feature and started relying on it. The redesign changed the product roadmap — stakeholders began adding features they’d previously considered pointless to build.