Case Study

TotalExpert needed to upgrade their process for user campaign management to a more stable, intuitive and helpful application; the former system was creating overhead for the company by heavy support calls and looped processes that taxed the servers. Additionally, customers had specific and passionate complaints about the difficulty to create simple journey flows.

Highlights Include

The Process

Drawing on user research, stakeholder interviews, competitive analysis and analytics, I led Product Design though an iterative process that resulted in creating a canvas-based application that featured progressive disclosure to assist users in automated journey creation flow.

I facilitated Product Team workshops to identify user personas and JTBD, organized the initial Design System framework, and assisted in evalutating analytics and User Testing tools for our team to better understand our users' wishes for our product.

Navigation Audit

Since the application had primarily been designed by developers, the navigation had evolved through devs adding links as they created features. One of my initial initiatives involved creating a thorough sitemap and audit of the navigation and all properties in the site.

User Testing

The application is both complex and industry-specific, leaving the team to rely on internal users (vs general population testing) as well as expert internal support. We commonly interviewed various subjects to determine sentiment, plan for new features, and discussed challenges and hopes for the app. Additionally, we tested new features as well as click-through prototypes to understand how changes were received.

I led with a collaborative, cross-disciplinary approach which included user and expert interviews and testing, ongoing and in-depth collaborative team sessions, persona workshops, wireframes, prototypes and documentation.

Additional project involvement included: brainstorming sessions, design guidance to Product Team and Development, analysis, research, documentation and cross-team collaboration.

Design Deliverables

My primary product work involved designing the MVP for canvas User Journeys, including complex user flows and detailed micro-interactions; I had the opportunity to think through every aspect of the Canvas Journey. As the design staff shifted, I took on additional work across the overal product landscape including dashboards, list view pages, payments and print auto campaigns.

Although my primary focus was Customer Journeys, I provided broad guidance for Design Thinking and Product Methodology through content analysis, IA / sitemaps and navigation audits, prototypes, and advocacy for modern design best practices.

Leveraging my skills in Design Leadership, I onboarded and mentored new and junior team members, organized team meetings and collaborative sessions, and worked to create a diverse, inclusive and intentionally thoughtful team culture.

Accessibility

Accessible and inclusive design is not an afterthought, but an equal consideration to brand and design. As a strong and passionate advocate for Accessibility and Inclusion, I partnered with my product team to define a thoughtful process for Accessibility testing within the product and organizationally. I introduced accessibility testing to my Product Team and worked with a UX Copywriter to ensure clear, natural language instead of jargon in the entirety of our instructions and application designs.