Sales prodigy App Design, Summer 2015
As the only designer on the team, I was responsible for leading the product UX including:
- design strategy
- user research/interview
- Fullstack design (UX + visual + interaction)
- bring design thinking to the engineering team.
Tools I use:
- Design: Sketch
- Prototype: Invision / Pixate / Keynote
Optimize the fuzzy user-onboarding process into a <1 minute quick setup,
in 2 weeks.
I started by listing out requirements of our onboarding process:
- Total time < 1minute
- Setup social media and CRM accounts
- Communicate the value of our app
- Design/develop in 2 weeks
Users were not able to add Topics in this process. Meanwhile, the "Add Topic" function was buried deep inside the menu, therefore users ware not exposed to the most valuable feature of the app in the login process.
Users were not able to link to their Twitter account.
Users were not given explanation about why they should give the app permission.
Communicating in the way that developers love
With the problems in mind, I drew the new screenflow diagram with details of transitions for each screen.
The engineering team totally loved it, saying that this really helps bridging the gap between designing and developing because:
- The sketch is simple enough but contains all essential elements for developers to work with.
- Page elements are tagged with colours, which correspond to most text editiors.
- The whole layout looks clean and fluent, easy to follow.
I then start doing quick Design - Testing - Iteration cycles. Our team invited 2-3 of our core users (mainly marketing people) to come to our office for quick usability testing for each iteration.
The new version was successfully delivered within 3 weeks with brand new user-onboarding feature.
With the new version, user is able to finish the whole process within 1 minute, which includes connecting social accounts, importing contacts and following topics.
Explaining our product's core value to user
After finish designing the onboarding experience, my next challenge was the relevance problem.
For Sales Prodigy, we wanted to know if users found the contents that we recommend are relevant or not.
The team first thought about favouriting. It has became a common UX pattern. However, it doesn't really apply to our product. After talking to our core users, we found that marketing people are very lazy with favouriting, and they want to see results instantly. Favouriting does not give them the results and satisfying feels they need.
I first researched on how other products try to solve this problem.
Bringing design-thinking to the dev team
I invited our team to do a design workshop. We started to rethink all the components in our app.
Everyone in the company took part in the workshop and were able to express their thoughts on what should be improved and what new features we should add to the next version.
Insights from our design workshop: instead of letting users to do the favouriting, we should be improving the way of how contents are shown.
To make user feel like the content is relevant to them, we should first explain why the content is relevant.
I decided to show categories on our feed by using tagging. I researched and look into 3 different UX patterns for tagging:
I assumed that the tagging system will help user understand why certain contents appears on their feed. The more they use the app, the more familiar they are with the tagging system. This would greatly improve their productivity.
User Testing (in the Lean way)
To test my assumption, I picked out the most promising ideas, then went out for quick testing.
I tested around 6-10 of our core users and get their feedback, doing the Design - Testing - Iteration cycle again.
Based on the testing result, colour + text tagging is the most straightforward pattern to explain content.
Our team implemented this pattern into the newest version and it can be downloaded here.