Produgie - Website Redesign (One-week design challenge)

Produgie is a B2B SaaS platform activating leadership and teamwork for business performance & growth 2021 UI/UX design, User research ©Produgie

  • Design phase: Discover, Define, Develope
  • Platform: Website
  • Tools: Figma, QUIS questionnaire
  • Timeline: November 2021 (1 week)
  • Context:
    User research, User testing, Competitive study, User flow, Functional map, Wireframe, Mock-up, Prototyping, Demo

Design scope

In order to narrow down the design scope and deliver in a week, I defined 4 main areas after basic research about Produgie and decided to focus on improving the product experience.

Official Website
  • Highlighted the storytelling
  • Attractive visual design
Produgie Software
  • The product solves customer’s problems
  • Design an Easy & User-friendly system

Business Problem

Low Active Users

Less than 1% of users proactively using Produgie Sprint

Only 1% of users access Sprint via mobile screen

‍Sprints were designed only for mobile screens. 99% of users use a desktop instead of a mobile according to Google Analytics data.

90% of users raised issues with Sprint onboarding

From our customer support email, the key issue is that interrupted user flow confuses them.

Almost 0% of user proactively start their second Sprint

Define problem

My unfriendly user experience

Analyzed the current product as a first-time user, I found the user experience not very friendly because “I spent a lot of time looking for features back and forth”.

Business Problem

Low Active Users

Less than 1% of users proactively using Produgie Sprint

Only 1% of users access Sprint via mobile screen

‍Sprints were designed only for mobile screens. 99% of users use a desktop instead of a mobile according to Google Analytics data.

90% of users raised issues with Sprint onboarding

From our customer support email, the key issue is that interrupted user flow confuses them.

Almost 0% of user proactively start their second Sprint

Competitive product research

Choose Lattice as a reference to study

To understand the paradigm of employee performance management software, I choose Lattice as a reference to study because it’s easy to use and considered one of the top B2B sales teams.

    Through Lattice’s customer reviews, I collected positive feedback from customers. I divided their clients into three positions and understood how they valued good user experiences.

    Tools research

    Transform the top 5 tools into 3 test goals

    Based on the research of the top 5 performance management tools for organisational growth, I created three tasks from Produgie platform related to these performances.

    • Key Performance Indicators (KPIs)
    • Reward and Recognition Programs
    • Performance Appraisals
    • 360-degree Feedback
    • Personal Development Plans (PDP)
      • Check your Build Resilience Strategy in “Growth Leader Assessment”.
      • Add one more stakeholder in “Growth Leader 360”.
      • Design a Produgie Sprint.

      Usability testing

      Qualitative user testing interviews with data supported

      I conducted a usability test and used the Questionnaire for User Interaction Satisfaction (QUIS) to evaluate the user's subjective satisfaction with the computer interface.
      Based on the research of potential users, I decided to invite different roles for my usability test.
      I conducted 3 qualitative testing interviews, with a retrospective method to collect their feedback, and write field-notes, audio, and video recorded.

      Interview Process 4 Steps

      • In your company, what do you think is the most important thing about personnel management? What problems do you face in management?
      • Three tasks
        （1) Check your Build Resilience’s Strategy in “Growth Leader Assessment”.
        （2) Add one more stakeholder in “Growth Leader 360”.
        （3) Design a Sprint.
      • Evaluate the overall experience with QUIS.
      • What are the pros and cons of the Produgie interface?

      User characteristics

      From the QUIS results, I sorted the issues according to the lowest total score to define the most dissatisfied area among the users.

      Feedback Analysis

      Screen and visuals are the key reasons why users are dissatisfied with the platform

      In order to understand in detail what happened to the flow, I took screenshots of each page, and categorised the feedback into Screen, Learning, Terminology and system information. And collaboratively sorting the UX findings by Affinity Diagramming

      Matching the current issue with low scores and user painpoint, I sorted from critical to trivial issue and defined the key problems, causes, and discover the solutions.

      Define Goal

      To help the Produgie user easy onboard, redesign a platform with clear guidance and improve the visual design system

      Clear guidance, clearly guide users to the next step

      • Single button guidance
      • Guided commentary
      • Know which page you are located
      • Clearly know where to edit

      Through visual design, define the priority of objects, such as colour, line, transparency, shadow

      • Define the button design
      • The main colour only used in the main menu
      • Shadows are only used for clickable

      Identified key success measurement‍

      • Text layout from top to bottom
      • Content centred
      • Full page alignment

      How might we “Build a clear process experience to the customer”

      I created personas and re-planned the information architecture of the website and proposed a new structure

      Low-fidelity Wireframe

      • System arrangement of overall functions
      • Uniform button location and overall visual design
      • More intuitive guide design and simplified steps

      High-fidelity Prototype

      Homepage

      • Clean navigation
      • Show the overview results to trigger the user to take action
      • Highlighted colors gain attraction

      My Growth Leader Profile

      • Display the items with meaningful way
      • Layout with context priority will help the user narrow down the focus

      Design Sprint

      • Cleaner & clearer UI
      • Show key calls to action prominently
      • Remove the redundant blocks to save space for the content

      I demonstrated my thinking process and showed how I led from the user research to the final design solutions, and finally got the lead UI UX designer job offer from Produgie!

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      Copyright © Tiyu Su