Streamlining Onboarding Flow for F&B Suppliers
UX Design and Research
2023
ZOLO is an AI-driven powered order management software that offers food suppliers a centralized interface for effortless management of their B2B orders and sales.
Our collaboration with ZOLO aimed to facilitate our clients' transition from a no-code beta app to a fully coded version, making it possible for a wider range of prospective suppliers to test the platform before becoming actual customers.
Background —
01 / Setting the context
Timeline —
4 Weeks sprint | Sep 2023
Role —
Worked in a team of 4 and collaborated closely with stakeholders, working in tandem for product launch
Designed micro-interactions and onboarding flow, over a 3 iteration process
Conducted UX research that helped improve and refine the onboarding flow
Skills —
UX Research
UX Design
Onboarding Flow
Micro-Interactions
Chatbot
Prototyping
User Testing
Usability Testing
Problem
02 / Establishing the problem
The client came to us and established the following problems that the current product is facing:
No onboarding flow on the webapp
Our clients have been going down to the suppliers' place of operation to guide them in real life
This will pose a strain on manpower especially when the customer base is expanding
Transitioning from a no-code app to a fully coded one
No-code beta app is slow and oftentimes unresponsive, causes frustration for the users
UI of interface needs a refresher and the team has to set design system guidelines
“How might we improve ZOLO’s onboarding process so that it diminishes customer support dependence and boost user satisfaction and app adoption?”
Research Deepdive
View Solutions
Goal
To develop a user-centric onboarding process that instills confidence and provides control at users' fingertips
To allow users to self-serve on the webapp instead of resorting to calling customer support as the first option
To boost supplier productivity by optimising the user experience of the webapp
Feel free to see our protoype in action here!
View ZOLO Prototype
03 / Solutions in detail
Our Design Solutions
03 — 01
Showing users what is happening through micro-interactions
Pulsating Hover Tooltip
Gently draws attention without blocking the user's view, allowing them to choose whether to interact for more information.
Loading Progress Bar
We choose a loading progress bar over a spinner to align with users' expectations, providing a visual indication of ongoing processes in real-time.
03 — 01
Showing users what is happening through micro-interactions
Pulsating Hover Tooltip
Gently draws attention without blocking the user's view, allowing them to choose whether to interact for more information.
Loading Progress Bar
We choose a loading progress bar over a spinner to align with users' expectations, providing a visual indication of ongoing processes in real-time.
03 — 02
Having a conversation with the onboarding chatbot
A conversational onboarding chatbot delivers a personalised and less overwhelming experience by offering step-by-step guidance.
Additionally, it seamlessly transitions into a real-time support bot after the onboarding process is complete.
03 — 03
Enabling users to control the onboarding process at their fingertips
Country Specific Destination Page > Itinerary
Placing the itinerary on the country destination page ensures a more central and contextually relevant experience, improving user engagement and easier reference.
City Specific Destination Page > Article Categorisation
Following HHWT's travel taxonomy of Eat, See & Do, and Stay, we've organised articles to help users easily find inspiration to include in their itineraries.
03 — 04
Article Content Page
Allowing users to ask all their questions natively
Previously HHWT struggle with updated information and users have no means to ask / clarify on site.
We introduced a community forum to let users update information or seek community opinions, therefore enhancing engagement and interaction.
03 — 05
Article Content Page
Improve content browsing experience
Summary Feature
The summary feature addresses scrolling fatigue and provides rapid information access, making HHWT an on-the-go resource beyond trip planning.
Setting Ad Constraints
Our research showed sporadic ads disrupt user experience; we chose banner ads as it offer a less intrusive and space-efficient revenue solution
03 — 06
Homepage
Personalising the experience
Dynamic Content
Dynamic sections like Latest Stories and Trending Destinations will refresh with trending content, enhancing engagement and boosting user retention.
Personalisation of content
To boost signups, the homepage is customised: new visitors see general content, while logged-in users receive personalised recommendations based on their engagement, enhancing their experience.
Proposed future steps for ZOLO
04 / Next Steps
01 / Seamless ERP Integration
Work closely with IT team to seamlessly integrate ZOLO with ERP
Orders will be directly sent to ERP without manual re-entry and input
02 / Multiple File Formats
Allow users to import CSV and Excel file formats to avoid user confusion
Make importing process easier
03 / Email Integration
Separate the email and chat pages into distinct sections to help users transition smoothly to a combined inbox in the future.
05 / Takeaways and learnings
Retrospective
Project Takeaways
Time Constraints
Due to the constraints of a one-month timeline, we are significantly limited in our ability to gather comprehensive user insights on the proposed design. This limitation affects our capacity to thoroughly analyse user feedback and make informed improvements to enhance the design effectively.
Integration Complexity
The team was asked about how ZOLO could be integrated but we can’t provide comprehensive responses to those questions. This is due to our limited knowledge of backend development and existing complex ERP systems. These challenges often involve significant costs and technical limitations.
User Expectation
User expectations may differ from ZOLO's current functions. Clarity about ZOLO's future plans can enhance user understanding of its potential and better manage their expectation
Personal Takeaways
Better Time Management
I experienced burnout during this project, as I was still wrapping up the previous one when I had to immediately start this new project. Balancing my (new) day job and working on the project at night, often until late, added to the challenge. In hindsight, I should have planned better and communicated more effectively with my team to manage the workload more efficiently.
Adopt an Agile Way of Working
I spent considerable time developing interactions for this one-off project. Whilst this is a one-off project, I need to adopt an agile way of working to quickly create micro-animations for MVP or prototype testing.
Key learnings from research
06 / Research insights
Key insights from user interviews
We conducted four interviews with various suppliers to gain a comprehensive understanding of their pain points and current workflow. These insights guided our solution development process and helped identify how ZOLO can effectively address these specific challenges.
Connect to Content
Add layers or components to make infinite auto-playing slideshows.
Understanding the current user flow
Based on insights from supplier user interviews, we focused on creating the webapp's onboarding flow to align with user priorities and existing practices. By understanding their current workflows, we can demonstrate to prospective customers how ZOLO's AI capabilities improve workflow efficiency, reduce human errors, and free up manpower.
Key Insights from Affinity Map
01 / Destination
Users will generally think about the country first before narrowing down to the cities i.e. Japan first and then Tokyo
02 / Lack of Action
Resources are overwhelming, users don’t know what they’re supposed to do on the homepage
03 / User Engagement
Recommendations from muslims based in different countries and interaction with the community
04 / Summary Button
Summary button suggestions were brought up as it will direct users faster without having to scroll so much
Main takeaways from research
Navigation challanges and findability issues on key pages - users bounce off from the site out of frustration and HHWT struggle with retention
Users leaving the HHWT ecosystem to do external google search - information not updated and not extensive enough, no means to ask / clarify on site.
Users want to be led to information faster especially on an article content page, without having to experience scrolling fatigue
Design Prioritsation
07 / Idea Development
Synthesising all our data
The affinity map helped us recognize consistent patterns across all data sources and provided valuable guidance for shaping our recommendations. We identified patterns in current user behavior, type of travel, most importantly we identified current pain points and opportunities for us to take
Key Insights from Affinity Map
01 / Destination
Users will generally think about the country first before narrowing down to the cities i.e. Japan first and then Tokyo
02 / Lack of Action
Resources are overwhelming, users don’t know what they’re supposed to do on the pages
03 / User Engagement
Recommendations from muslims based in different countries and interaction with the community
04 / Summary Button
Summary button suggestions were brought up as it will direct users faster without having to scroll so much
Categorising our features and recommendations
We grouped our affinity map insights into three categories: IA improvements, design features, and content rules, placing them on a prioritisation matrix based on feasibility and impact. This helps us to pinpoint key areas of focus. We also documented future suggestions that emerged but couldn't be incorporated due to project time constraints.
Testing Our Prototype with Users
08 / Prototype Testing
Contextualise Our Prototype Testing Process
We carried out user testing of our onboarding flow prototype through a three-phase iterative process. This testing was conducted using various methods, including on-site testing at the supplier's warehouse, remote observed testing, and unmoderated testing via Maze. These diverse approaches were employed to gather a wide range of research insights, helping us identify recurring patterns among different testers.
Synthesising all our data
The affinity map helped us recognize consistent patterns across all data sources and provided valuable guidance for shaping our recommendations. We identified patterns in current user behavior, type of travel, most importantly we identified current pain points and opportunities for us to take
Categorising our features and recommendations
We grouped our affinity map insights into three categories: IA improvements, design features, and content rules, placing them on a prioritisation matrix based on feasibility and impact. This helps us to pinpoint key areas of focus. We also documented future suggestions that emerged but couldn't be incorporated due to project time constraints.
TL;DR
08 / Research Process
We conducted data analysis, competitive analysis, user testing, and evaluated usability heuristics and information architecture to better understand our users and website.
These insights guided the redesign of key pages like the homepage, destination page, and content article page.
For more details on the case study, please reach out to me here.
View All Projects
Streamlining Onboarding Flow for F&B Suppliers
UX Design and Research
2023
ZOLO is an AI-driven powered order management software that offers food suppliers a centralized interface for effortless management of their B2B orders and sales.
Our collaboration with ZOLO aimed to facilitate our clients' transition from a no-code beta app to a fully coded version, making it possible for a wider range of prospective suppliers to test the platform before becoming actual customers.
Background —
01 / Setting the context
Timeline —
4 Weeks sprint | Sep 2023
Role —
Worked in a team of 4 and collaborated closely with stakeholders, working in tandem for product launch
Designed micro-interactions and onboarding flow, over a 3 iteration process
Conducted UX research that helped improve and refine the onboarding flow
Skills —
UX Research
UX Design
Onboarding Flow
Micro-Interactions
Chatbot
Prototyping
User Testing
Usability Testing
Problem
02 / Establishing the problem
The client came to us and established the following problems that the current product is facing:
No onboarding flow on the webapp
Our clients have been going down to the suppliers' place of operation to guide them in real life
This will pose a strain on manpower especially when the customer base is expanding
Transitioning from a no-code app to a fully coded one
No-code beta app is slow and oftentimes unresponsive, causes frustration for the users
UI of interface needs a refresher and the team has to set design system guidelines
“How might we improve ZOLO’s onboarding process so that it diminishes customer support dependence and boost user satisfaction and app adoption?”
Research Deepdive
View Solutions
Goal
To develop a user-centric onboarding process that instills confidence and provides control at users' fingertips
To allow users to self-serve on the webapp instead of resorting to calling customer support as the first option
To boost supplier productivity by optimising the user experience of the webapp
Feel free to see our protoype in action here!
View ZOLO Prototype
03 / Solutions in detail
Our Design Solutions
03 — 01
Showing users what is happening through micro-interactions
Pulsating Hover Tooltip
Gently draws attention without blocking the user's view, allowing them to choose whether to interact for more information.
Loading Progress Bar
We choose a loading progress bar over a spinner to align with users' expectations, providing a visual indication of ongoing processes in real-time.
03 — 01
Showing users what is happening through micro-interactions
Pulsating Hover Tooltip
Gently draws attention without blocking the user's view, allowing them to choose whether to interact for more information.
Loading Progress Bar
We choose a loading progress bar over a spinner to align with users' expectations, providing a visual indication of ongoing processes in real-time.
03 — 02
Having a conversation with the onboarding chatbot
A conversational onboarding chatbot delivers a personalised and less overwhelming experience by offering step-by-step guidance.
Additionally, it seamlessly transitions into a real-time support bot after the onboarding process is complete.
03 — 03
Enabling users to control the onboarding process at their fingertips
Country Specific Destination Page > Itinerary
Placing the itinerary on the country destination page ensures a more central and contextually relevant experience, improving user engagement and easier reference.
City Specific Destination Page > Article Categorisation
Following HHWT's travel taxonomy of Eat, See & Do, and Stay, we've organised articles to help users easily find inspiration to include in their itineraries.
03 — 04
Article Content Page
Allowing users to ask all their questions natively
Previously HHWT struggle with updated information and users have no means to ask / clarify on site.
We introduced a community forum to let users update information or seek community opinions, therefore enhancing engagement and interaction.
03 — 05
Article Content Page
Improve content browsing experience
Summary Feature
The summary feature addresses scrolling fatigue and provides rapid information access, making HHWT an on-the-go resource beyond trip planning.
Setting Ad Constraints
Our research showed sporadic ads disrupt user experience; we chose banner ads as it offer a less intrusive and space-efficient revenue solution
03 — 06
Homepage
Personalising the experience
Dynamic Content
Dynamic sections like Latest Stories and Trending Destinations will refresh with trending content, enhancing engagement and boosting user retention.
Personalisation of content
To boost signups, the homepage is customised: new visitors see general content, while logged-in users receive personalised recommendations based on their engagement, enhancing their experience.
Proposed future steps for ZOLO
04 / Next Steps
01 / Seamless ERP Integration
Work closely with IT team to seamlessly integrate ZOLO with ERP
Orders will be directly sent to ERP without manual re-entry and input
02 / Multiple File Formats
Allow users to import CSV and Excel file formats to avoid user confusion
Make importing process easier
03 / Email Integration
Separate the email and chat pages into distinct sections to help users transition smoothly to a combined inbox in the future.
05 / Takeaways and learnings
Retrospective
Project Takeaways
Time Constraints
Due to the constraints of a one-month timeline, we are significantly limited in our ability to gather comprehensive user insights on the proposed design. This limitation affects our capacity to thoroughly analyse user feedback and make informed improvements to enhance the design effectively.
Integration Complexity
The team was asked about how ZOLO could be integrated but we can’t provide comprehensive responses to those questions. This is due to our limited knowledge of backend development and existing complex ERP systems. These challenges often involve significant costs and technical limitations.
User Expectation
User expectations may differ from ZOLO's current functions. Clarity about ZOLO's future plans can enhance user understanding of its potential and better manage their expectation
Personal Takeaways
Better Time Management
I experienced burnout during this project, as I was still wrapping up the previous one when I had to immediately start this new project. Balancing my (new) day job and working on the project at night, often until late, added to the challenge. In hindsight, I should have planned better and communicated more effectively with my team to manage the workload more efficiently.
Adopt an Agile Way of Working
I spent considerable time developing interactions for this one-off project. Whilst this is a one-off project, I need to adopt an agile way of working to quickly create micro-animations for MVP or prototype testing.
Key learnings from research
06 / Research insights
Key insights from user interviews
We conducted four interviews with various suppliers to gain a comprehensive understanding of their pain points and current workflow. These insights guided our solution development process and helped identify how ZOLO can effectively address these specific challenges.
Connect to Content
Add layers or components to make infinite auto-playing slideshows.
Understanding the current user flow
Based on insights from supplier user interviews, we focused on creating the webapp's onboarding flow to align with user priorities and existing practices. By understanding their current workflows, we can demonstrate to prospective customers how ZOLO's AI capabilities improve workflow efficiency, reduce human errors, and free up manpower.
Key Insights from Affinity Map
01 / Destination
Users will generally think about the country first before narrowing down to the cities i.e. Japan first and then Tokyo
02 / Lack of Action
Resources are overwhelming, users don’t know what they’re supposed to do on the homepage
03 / User Engagement
Recommendations from muslims based in different countries and interaction with the community
04 / Summary Button
Summary button suggestions were brought up as it will direct users faster without having to scroll so much
Main takeaways from research
Navigation challanges and findability issues on key pages - users bounce off from the site out of frustration and HHWT struggle with retention
Users leaving the HHWT ecosystem to do external google search - information not updated and not extensive enough, no means to ask / clarify on site.
Users want to be led to information faster especially on an article content page, without having to experience scrolling fatigue
Design Prioritsation
07 / Idea Development
Synthesising all our data
The affinity map helped us recognize consistent patterns across all data sources and provided valuable guidance for shaping our recommendations. We identified patterns in current user behavior, type of travel, most importantly we identified current pain points and opportunities for us to take
Key Insights from Affinity Map
01 / Destination
Users will generally think about the country first before narrowing down to the cities i.e. Japan first and then Tokyo
02 / Lack of Action
Resources are overwhelming, users don’t know what they’re supposed to do on the pages
03 / User Engagement
Recommendations from muslims based in different countries and interaction with the community
04 / Summary Button
Summary button suggestions were brought up as it will direct users faster without having to scroll so much
Categorising our features and recommendations
We grouped our affinity map insights into three categories: IA improvements, design features, and content rules, placing them on a prioritisation matrix based on feasibility and impact. This helps us to pinpoint key areas of focus. We also documented future suggestions that emerged but couldn't be incorporated due to project time constraints.
Testing Our Prototype with Users
08 / Prototype Testing
Contextualise Our Prototype Testing Process
We carried out user testing of our onboarding flow prototype through a three-phase iterative process. This testing was conducted using various methods, including on-site testing at the supplier's warehouse, remote observed testing, and unmoderated testing via Maze. These diverse approaches were employed to gather a wide range of research insights, helping us identify recurring patterns among different testers.
Synthesising all our data
The affinity map helped us recognize consistent patterns across all data sources and provided valuable guidance for shaping our recommendations. We identified patterns in current user behavior, type of travel, most importantly we identified current pain points and opportunities for us to take
Categorising our features and recommendations
We grouped our affinity map insights into three categories: IA improvements, design features, and content rules, placing them on a prioritisation matrix based on feasibility and impact. This helps us to pinpoint key areas of focus. We also documented future suggestions that emerged but couldn't be incorporated due to project time constraints.
TL;DR
08 / Research Process
We conducted data analysis, competitive analysis, user testing, and evaluated usability heuristics and information architecture to better understand our users and website.
These insights guided the redesign of key pages like the homepage, destination page, and content article page.
For more details on the case study, please reach out to me here.
View All Projects
Streamlining Onboarding Flow for F&B Suppliers
UX Design and Research
2023
ZOLO is an AI-driven powered order management software that offers food suppliers a centralized interface for effortless management of their B2B orders and sales.
Our collaboration with ZOLO aimed to facilitate our clients' transition from a no-code beta app to a fully coded version, making it possible for a wider range of prospective suppliers to test the platform before becoming actual customers.
Background —
01 / Setting the context
Timeline —
4 Weeks sprint | Sep 2023
Role —
Worked in a team of 4 and collaborated closely with stakeholders, working in tandem for product launch
Designed micro-interactions and onboarding flow, over a 3 iteration process
Conducted UX research that helped improve and refine the onboarding flow
Skills —
UX Research
UX Design
Onboarding Flow
Micro-Interactions
Chatbot
Prototyping
User Testing
Usability Testing
Problem
02 / Establishing the problem
The client came to us and established the following problems that the current product is facing:
No onboarding flow on the webapp
Our clients have been going down to the suppliers' place of operation to guide them in real life
This will pose a strain on manpower especially when the customer base is expanding
Transitioning from a no-code app to a fully coded one
No-code beta app is slow and oftentimes unresponsive, causes frustration for the users
UI of interface needs a refresher and the team has to set design system guidelines
“How might we improve ZOLO’s onboarding process so that it diminishes customer support dependence and boost user satisfaction and app adoption?”
Research Deepdive
View Solutions
Goal
To develop a user-centric onboarding process that instills confidence and provides control at users' fingertips
To allow users to self-serve on the webapp instead of resorting to calling customer support as the first option
To boost supplier productivity by optimising the user experience of the webapp
Feel free to see our protoype in action here!
View ZOLO Prototype
03 / Solutions in detail
Our Design Solutions
03 — 01
Showing users what is happening through micro-interactions
Pulsating Hover Tooltip
Gently draws attention without blocking the user's view, allowing them to choose whether to interact for more information.
Loading Progress Bar
We choose a loading progress bar over a spinner to align with users' expectations, providing a visual indication of ongoing processes in real-time.
03 — 01
Showing users what is happening through micro-interactions
Pulsating Hover Tooltip
Gently draws attention without blocking the user's view, allowing them to choose whether to interact for more information.
Loading Progress Bar
We choose a loading progress bar over a spinner to align with users' expectations, providing a visual indication of ongoing processes in real-time.
03 — 02
Having a conversation with the onboarding chatbot
A conversational onboarding chatbot delivers a personalised and less overwhelming experience by offering step-by-step guidance.
Additionally, it seamlessly transitions into a real-time support bot after the onboarding process is complete.
03 — 03
Enabling users to control the onboarding process at their fingertips
Country Specific Destination Page > Itinerary
Placing the itinerary on the country destination page ensures a more central and contextually relevant experience, improving user engagement and easier reference.
City Specific Destination Page > Article Categorisation
Following HHWT's travel taxonomy of Eat, See & Do, and Stay, we've organised articles to help users easily find inspiration to include in their itineraries.
03 — 04
Article Content Page
Allowing users to ask all their questions natively
Previously HHWT struggle with updated information and users have no means to ask / clarify on site.
We introduced a community forum to let users update information or seek community opinions, therefore enhancing engagement and interaction.
03 — 05
Article Content Page
Improve content browsing experience
Summary Feature
The summary feature addresses scrolling fatigue and provides rapid information access, making HHWT an on-the-go resource beyond trip planning.
Setting Ad Constraints
Our research showed sporadic ads disrupt user experience; we chose banner ads as it offer a less intrusive and space-efficient revenue solution
03 — 06
Homepage
Personalising the experience
Dynamic Content
Dynamic sections like Latest Stories and Trending Destinations will refresh with trending content, enhancing engagement and boosting user retention.
Personalisation of content
To boost signups, the homepage is customised: new visitors see general content, while logged-in users receive personalised recommendations based on their engagement, enhancing their experience.
Proposed future steps for ZOLO
04 / Next Steps
01 / Seamless ERP Integration
Work closely with IT team to seamlessly integrate ZOLO with ERP
Orders will be directly sent to ERP without manual re-entry and input
02 / Multiple File Formats
Allow users to import CSV and Excel file formats to avoid user confusion
Make importing process easier
03 / Email Integration
Separate the email and chat pages into distinct sections to help users transition smoothly to a combined inbox in the future.
05 / Takeaways and learnings
Retrospective
Project Takeaways
Time Constraints
Due to the constraints of a one-month timeline, we are significantly limited in our ability to gather comprehensive user insights on the proposed design. This limitation affects our capacity to thoroughly analyse user feedback and make informed improvements to enhance the design effectively.
Integration Complexity
The team was asked about how ZOLO could be integrated but we can’t provide comprehensive responses to those questions. This is due to our limited knowledge of backend development and existing complex ERP systems. These challenges often involve significant costs and technical limitations.
User Expectation
User expectations may differ from ZOLO's current functions. Clarity about ZOLO's future plans can enhance user understanding of its potential and better manage their expectation
Personal Takeaways
Better Time Management
I experienced burnout during this project, as I was still wrapping up the previous one when I had to immediately start this new project. Balancing my (new) day job and working on the project at night, often until late, added to the challenge. In hindsight, I should have planned better and communicated more effectively with my team to manage the workload more efficiently.
Adopt an Agile Way of Working
I spent considerable time developing interactions for this one-off project. Whilst this is a one-off project, I need to adopt an agile way of working to quickly create micro-animations for MVP or prototype testing.
Key learnings from research
06 / Research insights
Key insights from user interviews
We conducted four interviews with various suppliers to gain a comprehensive understanding of their pain points and current workflow. These insights guided our solution development process and helped identify how ZOLO can effectively address these specific challenges.
Connect to Content
Add layers or components to make infinite auto-playing slideshows.
Understanding the current user flow
Based on insights from supplier user interviews, we focused on creating the webapp's onboarding flow to align with user priorities and existing practices. By understanding their current workflows, we can demonstrate to prospective customers how ZOLO's AI capabilities improve workflow efficiency, reduce human errors, and free up manpower.
Key Insights from Affinity Map
01 / Destination
Users will generally think about the country first before narrowing down to the cities i.e. Japan first and then Tokyo
02 / Lack of Action
Resources are overwhelming, users don’t know what they’re supposed to do on the homepage
03 / User Engagement
Recommendations from muslims based in different countries and interaction with the community
04 / Summary Button
Summary button suggestions were brought up as it will direct users faster without having to scroll so much
Main takeaways from research
Navigation challanges and findability issues on key pages - users bounce off from the site out of frustration and HHWT struggle with retention
Users leaving the HHWT ecosystem to do external google search - information not updated and not extensive enough, no means to ask / clarify on site.
Users want to be led to information faster especially on an article content page, without having to experience scrolling fatigue
Design Prioritsation
07 / Idea Development
Synthesising all our data
The affinity map helped us recognize consistent patterns across all data sources and provided valuable guidance for shaping our recommendations. We identified patterns in current user behavior, type of travel, most importantly we identified current pain points and opportunities for us to take
Key Insights from Affinity Map
01 / Destination
Users will generally think about the country first before narrowing down to the cities i.e. Japan first and then Tokyo
02 / Lack of Action
Resources are overwhelming, users don’t know what they’re supposed to do on the pages
03 / User Engagement
Recommendations from muslims based in different countries and interaction with the community
04 / Summary Button
Summary button suggestions were brought up as it will direct users faster without having to scroll so much
Categorising our features and recommendations
We grouped our affinity map insights into three categories: IA improvements, design features, and content rules, placing them on a prioritisation matrix based on feasibility and impact. This helps us to pinpoint key areas of focus. We also documented future suggestions that emerged but couldn't be incorporated due to project time constraints.
Testing Our Prototype with Users
08 / Prototype Testing
Contextualise Our Prototype Testing Process
We carried out user testing of our onboarding flow prototype through a three-phase iterative process. This testing was conducted using various methods, including on-site testing at the supplier's warehouse, remote observed testing, and unmoderated testing via Maze. These diverse approaches were employed to gather a wide range of research insights, helping us identify recurring patterns among different testers.
Synthesising all our data
The affinity map helped us recognize consistent patterns across all data sources and provided valuable guidance for shaping our recommendations. We identified patterns in current user behavior, type of travel, most importantly we identified current pain points and opportunities for us to take
Categorising our features and recommendations
We grouped our affinity map insights into three categories: IA improvements, design features, and content rules, placing them on a prioritisation matrix based on feasibility and impact. This helps us to pinpoint key areas of focus. We also documented future suggestions that emerged but couldn't be incorporated due to project time constraints.
TL;DR
08 / Research Process
We conducted data analysis, competitive analysis, user testing, and evaluated usability heuristics and information architecture to better understand our users and website.
These insights guided the redesign of key pages like the homepage, destination page, and content article page.
For more details on the case study, please reach out to me here.