Problem, Scope and Audience
Problem:
A start-up, Feedz, wants to release a MVP on their idea. Feedz noticed that personalized emails resulted in a higher response rate, but the time it took to research each person was cumbersome and took a lot of time. Feeds aimed to use AI to reduce the hours researching potential buyers and finding valuable insights to curate personalized messages.
Known requirements:
Product must be an overlay to google chrome
Users should be able to easily copy or insert insights about the company and self into their email
Audience:
This product is being used by Feedz clients who are account executives. Feedz delivers personalized
weekly leads that their clients will use for their personal/company outreach.
UX Challenges:
1. Working with an early stage of a startup
2. No existing design systems
3. Time and effort constraints - wants to release something quick and iterate based on feedback
My Process
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Talk to target users
What is the current process?
What is their largest pain point with their current flow?
Where would they like to see improvements?
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Research competitors
Complete a competitive analysis
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Test multiple low-fed wireframes
Try different approaches to see which results in the easiest flow for the users
Research
Competitors
After using competitor products and completing a UX analysis the following themes were carried forward in our designs:
1. Intuitive design, we want everyone to be able to use and understand the product with minimal onboarding
2. Implement a visual hierarchy of information
3. Reduce overwhelm
4. Improve efficiency and personalization to the existing user flow
Talk to target users
We talked to users about their current workflow. We learned most of their research was done before they start sending emails, to help them select "who to reach out to" based on his company's ICP vs during the email sending process. This was important because it changed our assumption of where the largest pain point in the user flow was.
Feedz wanted to to test this - they wanted to see if they could generate customers by offering verified leads with useful insights. They planned on delivering the product in an excel table with no extra frills. Quickly learned - YES people were very interested.
Test multiple low-fed wireframes
Product requirements and scope was toyed around at various levels for the initial MVP release. We created a few different flows but in the end decided that we needed to reduce our scope as much as possible on our initial product release.
I wanted to get the most defining feature of our product at the core of our MVP, therefore we had to strip our idea and our product back to its most central idea: Sharing insights gathered so clients can write thoughtful messages to generate higher responses and increase overall sales.
We tested a few different designs messing around with how the information is laid out on the individual profiles
Option A
Option B
78% of users tested preferred Option A
Changes made based on user feedback
Users did not understand the next and back buttons controlled the person’s selected profile view, so it was moved to the top next to the profiles name to increase understanding
Users found the multiple tabs at the top of confusing and overwhelming, therefore it was reduced to two and contact info was moved to the top
Expandable and collapsible ‘see more’ buttons were included to reduce the amount of text shown at once per insight.
Auto-layout and Components
Components and nested auto-layout were utilized when making the final screens to speed up the design process and maintain uniformity within the components
Implementing UI
Once the high-fed wireframes were finalized we wanted to explore different options for the UI and see how we can incorporate the company branding into the design.
it was decided to go with the first option, as the white background offered the cleanest look. We decided that we can look into more branding options for the second release of the product.
Final prototype and release
The final prototype can be found here!
The product was released as a google chrome extension, which can be downloaded on the google chrome store here!
Our team at Feedz plans on building out and iterating on the product based on user feedback. Feedz is also working on implementing the AI automation to speed up the time it takes to search and vet potential leads.