DemandJump Inc.
Web app overhaul, Product roadmap and strategy
The Challenge
DemandJump's analytics platform (TrafficCloud), enables marketers to find new customers with absolute precision by locating untapped prospects before they reach their competitors. One of the main challenges we tackled, was to develop a product roadmap and define frameworks to address major customer pain points. One main complaint from our customer success team and customers was the lack of actionable items within the platform. Users could easily swift through rich layers of data within TrafficCloud, but often found it cumbersome to come away with meaningful action items. Our customers often had to resort to long weekly calls with our customer success staff to understand the platform and leverage its full potential.
My Role
As the sole UX designer I led all design efforts to develop a product roadmap and build a framework to help our customers understand their data in a meaningful way. These included conducting user research, working on concepts, wire framing, prototyping and handing off finalized designs to our front end developers.
Identifying Customer Pain Points
I conducted three rounds of internal usability testing with customer success, sales and engineering teams to pinpoint a majority of usability/functional issues our user would come across. I followed that up with 4 customer interviews who were heavy users of the platform. The following goals were the results of my findings:
establish context and meaning throughout the platform (help text, clear labels/headers)
create a framework that offers customers actionable insights
centralized location for customers to access all their files
develop a pattern library to address inconsistent in ui/ux patterns
In addition I held monthly UX hours at our office promoting design-thinking and discussing most the design challenges the small product team was tackling.
Wireframes and Prototyping
I focused on developing a framework that would offer customers, recommendations they could either accept/reject and a place for them to access all their files. I created a set of user-flows from low to high fidelity alongside my product manager. Simultaneously I was developing a pattern library which ultimately resulted in a UI overhaul.
Prototyping & Iteration
I created multiple prototypes both through Sketch and InVision to share this concept with both internal and external users for feedback. With the help of our two front-end engineers, we had a fully working prototype with real data built through Angular 2 that we then tested extensively. My product manager and I followed that up with two rounds of presentation to company's C-Suite for their final buy-in before we moved on to finalize all design requirements and design documentation.
Reflection
As the sole UX designer at DemandJump Inc. (most recent gig), alongside my product manager, Dir. of engineering and customer success we developed a product roadmap that ultimately increased our returning user base from 20% to 48% over the course of 6 months. I held monthly UX hours for the entire company to share findings from user testing & research, UX roadmap, frameworks and features I was working on. This generated a lot of buzz/interest in the product and helped me connect more meaningfully with other functions within the company.