User Persona
Zadie Kyn, 32 years old, 5 Years Experience.
"If you want to achieve something, you have to take risks and go out of your comfort zone"
Understanding the User
The Problem
The previous BVC app lacks a clear way to display the cost and benefit of implementing a product. Along with a barebone structure with limited usability. This leads to missed sales opportunities and decreased revenue. The stakeholder’s primary goal was to improve the user experience, and a clear and visually appealing benefit view should be created.
How the problem was addressed:
Our team focused on the visualization for users to tell a compelling story to the customers. which lead to an interactive graph that shows the potential cost and benefit of implementing a product over time that helps the customer to see the broader picture of the business plan.
User Journey
The importance of time management in the form of manageable daily tasks especially in an agile software development setting. The distribution of daily tasks ensures daily progress and allows different team members to be on the same page regarding the current sprint status.
Being flexible during the iteration process. New ideas rise frequently in a high-velocity development process and it’s critical to be open-minded to new ideas and requirements to be integrated in the design.
Takeaways
A/B testing
A/B Testing hypothesis:
Using a primary button from the base application to Benefit view will increase the Click-through rate because users will have higher awareness with a primary button.
Determining where and how the Benefit view button should be shaped. Should the button be within the same proximity as the tertiary buttons or place it on the right side as a primary button in the base application?
Variant A
Emphasize the intended next action by increasing the awareness of the button. Utilizing a primary button to bring increase the call to action.
Variant B
Brings the buttons into the same proximity and provides a well-organized interface.
Base Application
A sample size of 456 and duration of 1 week. The user group was randomly divided into two variants.
Based on the results of our A/B test, we found that Variation A performed significantly better than Variation B in terms of Click-through rate. We decided on implementing Variation A to optimize the process of users discovering and using the benefit view.
Average Click-through rate
Variant A
Variant B
Design Process: Agile Design
Sprint planning
The team starts prioritizing and planning a list of work items once the scope and goal of the project gets defined. This involves breaking the work items to smaller task with daily increments to show progress.
Wire frame
Coming up with design concepts through a wireframe based on the defined goals and requirements. The initial wireframe was to review and refined the user flow of the application.
Whiteboarding
We keep our attention on the requirements and perspectives of the user throughout the session. The main focus was to account the usability and the expandability of the proposed solutions. It is essential to be open to feedback and willing to modify initial concepts. The goal of the session was to attempt to solve the problem and come up with a variety of potential solutions.
The key metrics in determining the main visual were to show the cost and benefit progression over time. One of the leading solutions was a simple line graph in the team brainstorming session. However, stakeholders wanted future expansion in mind for adding different functionalities such as changing the total length of a benefit using the visual. Hence, the team determined a Gantt chart that ensures familiarity for users and expandability for future sprints.
Time
Progression
Cost
Benefit
Mockup
Iteration 1
provides an interface where tables and values are grouped at the bottom with the same proximity.
Iteration 2
provides a high-level summary view by shaping the key values into a KPI card.
Creating Multiple iterations based on the stakeholder meetings and internal reviews to address the goals and aesthetic of the design.
It is critical to be open-minded to new ideas springing up during the sprint and commodate the new requirements from stakeholders to optimize the user experience and usability of the application.
The design process typically consists of several phases, each with its own objectives. An application feature typically contains multiple sprints with a typical duration of 2-3 weeks. Stakeholders and the project team members will meet together and define the feature and have daily stand-up meetings to discuss any progress or blockers to make any adjustments to the process.
New points brought up during standup meetings
Allowing users to deselect the Investment/Benefit
Combining the Investment/Benefit column
Allowing users to quickly see Key metrics resulting in creating KPI cards.
The Story
BVC is a B2B sales application tool that provides scenarios for users to solve problems and upsell products to customers. For example, a customer will approach the BVC user base to solve the efficiency of their workflow. The user will use BVC to suggest a product that improves the efficiency of the customer workflow. “According to BVC, you can improve your efficiency by 20% by using product A, and here are the cost and benefits of implementing this product”.
Time Frame
2022-2023
My Role
UX Designer
Team Size
PM, Two Developers, UX Desinger
The original BVC was a text-based form application. The stakeholder of the project was looking for solutions to revamp the application to be interactive and visually intuitive for users. As a result, MAQ was hired to be in charge of the recreation of the application.
Overview
Scope
