Overview
The goal was to create a framework for customer needs for a new product on the SM Platform.
Product ideation and feature requirements lead to the creation of the framework for Jobs-to-be-Done. The task was to identify the target user needs for the platform and create medium-fidelity prototypes.
The purpose was to test that with internal stakeholders and existing clients, gather insights, identify user flows and create high-fidelity prototypes. The final prototypes were to be presented as new Product ideas for the platform.
My contributions
Responsible for UX process from research to medium fidelity mockup, to product pitch.
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Research Lab
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May 2021 - Present
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Product Managers Graphic Design
Frontend Developers
Client Sucess Management
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Pen & Paper
Balsamiq
Figma
The Product: SM Research Lab
The product vision was to design keyword research and tracking solution that closely meets the needs of large enterprise customers.
Research Brief:
Interview customers
Interview internal stakeholders
Analyze competitors
Analyze support tickets and feature requests
Define functional and non-functional requirements
Design Brief:
Design the user experience
Create mockups
Collect and analyze feedback from internal and external users
Finalize a low-fidelity and medium-fidelity prototype
Pitch product ideas to internal stakeholders
Research
SM Research Lab is an initiative to provide more flexibility to our customers in creating their custom projects and adding keywords to our database.
Link to Sitemap.
Based on internal stakeholder interviews, in this case, the Client Success Team is working very closely with SM clients, I identified the users within our platform. In this scenario, focus was primarily on enterprise clients. All interviews were conducted online.
Medium Fidelity Prototypes
Once the User personas for the platform were identified, the task was to start with pen-and-paper sketches of the Dashboard and identify the functionalities that are vital on the pages. Along with the Product Owner, I sorted the functionalities based on their importance and the information hierarchy in the dashboard.
The jobs-to-be-done were identified. We identified 4 specific user flow for the product and listed the navigation within the pages. I kept in mind that the users identified since they have been already interacting with the platform for a while, the goal was to show them the most important KPIs in the first glace, the charts/graphs should help guide understanding the KPIs and the data obtained is customizable as per user needs (sorting, filters, tracking days, dates etc).
I used my sketches to guide me during the medium-fidelity wireframing portion of the design process.
For each of the job-to-be-done, I created three variations.
Each of these variants was based on user interaction scenarios and how they would like to see the a display of the KPIs and the information within these dashboards.
User Interviews
As the next step, I wanted to conduct moderated user tests of these user flows(and variants) and identify the user issues, gather insights on the dashboard interaction and get feedback on what the user might be expecting from the product.
Along with the Product Owner, I conducted and moderated over 20 users test, involving 5/6 users for each of the user flows. These moderated user tests were conducted online. A pitch of the new product idea was presented prior to the user tests. The users involved in the user testing were a mix of both internal and external stakeholders.
8 internal stakeholders (Client Success Team, DSG, other product owners)
6 external stakeholders (Enterprise clients on the Searchmetrics platform
6 external stakeholders (Users of Enterprise SEO platforms who are not clients of Searchmetrics)
Medium-Fidelity Prototype
I built the medium-fidelity prototype using Figma.
Post conducting the User Interviews for the medium fidelity prototypes, feedback was gathered. The insights revealed
missing elements/functionalities in the dashboard
filters and sorting options users would prefer
preference of charts and data tables for the KPI
essential KPIs and information to be shown at first glance
scope to customize as per the business need
preferred navigation/interaction within dashboard screens.
future scope of the product (must haves/good to have features)
The medium fidelity prototypes were created keeping all the insights and feedback in mind. I created the prototype of Figma and shared it with the same set of interviews for them to interact with. I also sent them a survey form and questionnaire to fill out with the details.
