Unlocking Insights
Context
After a few years of steady growth, a consultancy was looking to create a digital tool that would showcase their expertise and streamline the internal process for an evaluation product. The first iteration of the tool proved the concept but was difficult to use. Complicated workflows prevented most users from completing the expected final output and therefore there was very little internal adoption. They wanted an easy-to-use tool that produced a wow-factor deliverable to their clients.
High fidelity prototypes: admin home, client dashboard, client facing report. Please note that design elements and contents have been altered for this portfolio. Click image to enlarge.
Services Provided
Product Strategy
- Product definition, vision, & scope
- Journey mapping
- Archetypes & user statements
- Product roadmap
Facilitation & Presentations
- Discovery & alignment workshop
- User interviews & product testing
- Findings & recommendations presentation
- Alignment & demo sessions
Experience Design
- User flows
- Low fidelity testing prototypes
- High fidelity prototypes
- Annotated developer files
Process
User Focused Approach to Ensure Alignment
It’s not uncommon to begin engagements with a short stakeholder workshop designed to discover a problem or opportunity space in order to scope out potential work. That was the plan for this engagement, until I met with the primary stakeholder and product champion. At first glance, this was a clearly defined product that just needed design updates and development talent.
However, in our conversation, I realized that there was misalignment in the purpose of this internal tool and current workflows that could compromise the success of design and execution. Based on this, I suggested we change our approach and incorporate insights from the intended user base in addition to a shorter stakeholder workshop.
Understanding Perceived Value
I designed and facilitated a discovery workshop with their leadership team and some vocal product champions in order to gain a clear idea of where leadership perceived value generated by this tool, where there were blindspots in use and value, and which high value assumptions needed testing.
- Align on definition and purpose of the tool
- Identify motivation, goals, and pain points for product users and stakeholders
- Evaluate assumptions related to hypothesis
- Product overview & background
- Archetype & user statement generation for internal users and customers
- Customer journey mapping
- Assumptions mapping
Bridging the Gap Between Daily Activities and the Big Picture
Once I understood the perspective of leadership and product champions, it was time to dig into assumptions gathered in the workshop that had a high impact on the success of the product but low certainty into accuracy. To bridge the gap between daily activities and big picture perspective, my team conducted a series of interviews with people who were intended users but didn’t use the tool.
In analyzing their experiences and assessing gaps between assumptions and reality, it was becoming clear that the barriers preventing success with the initial prototype weren’t limited to only technical or usability issues. This product was trying to do too much for too many audiences. The data collected in user interviews supported the need for an internal tool that would streamline the process of transforming daily observations into customer-facing insights.
Guiding Principle
Professionals equipped with expert methods and practices are able to rapidly provide unique value to customers through deep insights and education.
Product Testing and Iterative Design
We wanted to ensure that this tool wouldn’t create a technology barrier for users or clients so product testing was conducted with internal users early in the design process. Testing was conducted both on-site and remotely with a small team of observers that documented technical and design insights.
I wanted sessions to feel low-pressure and comfortable so on-site sessions were held as one on one conversations in front of a computer that was screen and video recording while the observers watched in another room.
Impact
Accessible Functional Insights
Insights collected during product testing and regular alignment sessions with key stakeholders initiated another pivot during the design process. In order to meet timing and cost expectations, some features were pushed to future iterations. While product development is underway, my team is documenting changes to the product roadmap and adjusting designs to meet technical constraints.
This flexible, user-focused approach to product strategy prevented my client from receiving another product that could act as a barrier rather than a benefit. The MVP launched in Q1 of 2024.
Developer hand off file - click to enlarge.