Customer Journey Map

Learning: I analyzed the customer journey of creating new orders which is the main feature. I found out that users need a simple and efficient way to complete their task of creating shipping labels. The order information input experience is not intuitive enough, and some of the key information was missing on the user interface. In addition, effective and timely feedback is important for users when errors occur. Otherwise, they got confused and the overall user experience was affected.

User Insights

I synthesized the user insights from user interviews via affinity mapping methodology to analyze qualitative data in my research observations. I organized the information into groups of similar items and created a statement of what I learned from each group. Finally, I determined the 3 main opportunities (HMW) for this redesign.

Requirement Impact x Effort Matrix

After the ideation process and discussion with our product manager, I came up with multiple ideas and solutions. I analyzed and prioritized all the concepts by the impact x effort matrix. It helped me make the final design decisions and make plans for project management wise.

Project Roadmap

Solution

Design Requirement 1: New/Edit Order Page Redesign

Solution

Design Requirement 2: System Error Message Optimization

The system error message is a very important element in the user experience, and it is closely related to the user's evaluation of the quality of a system. Simple and rude error prompts will cause users to be very impatient and dissatisfied in using the system, and even give up using our products.
As we all know, the best error message is that there is no error, but no matter how good the design and technical implementation are, the error cannot be avoided. How to generate more effective and user-friendly UX Writing and UX Design to reduce emotional dissatisfaction is what we need to focus on.

Solution

Design Requirement 3: Registration and onboarding process redesign

Prototype

High-fidelity

Style Groundworks

New Design System

Learning

Key Takeaways

The best research method is to learn user’s stories as a friend

In this project, I used different types of research methods to understand the user’s needs, I went to the field to communicate face-to-face with many customers to understand their real usage scenarios. I learned about other competitive products they chose and even had the opportunity to work as a sales and customer service for half a month. This is undoubtedly very helpful for me to hear other people's stories, pain points in the workforce, and customer interactions. Since then, I learned to become more aware of the needs of others, to use empathy, curiosity, and observation to create meaningful relationships with many users that can ultimately shape a product, resulting in greater efficiency, and improving customer experience.

Understand the business before starting to research and design

This is the first enterprise product that I designed as a lead product designer. It took a lot of time to understand the business logic. When you think about how to enhance the user experience from the end-user side, you also need to know the need and pain point of the admin user, to streamline the overall workflow. This requires designers to fully understand the business, consider the different stakeholders, make reasonable design decisions, and prioritize the design tasks. If you don’t fully understand the business, you will make the wrong assumptions and resulting in inappropriate decisions.

A good designer always prepares Plan B

From real work projects, I found a very common phenomenon. When making design decisions, often due to technical or time constraints, the final deliverables are not exactly the same as planed. My current solution is to consider these constraints as early as possible in the design process and prepare a variety of design concepts in advance for the team to discuss and decide which avoids wasting time in changing the design back and forth. If some unpredicted changes happened during the development, I will align the details with engineers and confirm with the PM. With the increase of experience, the consideration of issues becomes more comprehensive, and it is possible to make better predictions and manage the design task according to the project timeline.