Addressing the UX
to drive business strategy for a management platform 🖥️
Addressing the UX
to drive business strategy for a management platform 🖥️
Addressing the UX
to drive business strategy for a management platform 🖥️
Year
Year
November 2023 - January 2024
November 2023 - January 2024
Company
Company
Dynamo Mobile
Dynamo Mobile
Ubication
Ubication
Argentina
Argentina
Role
Role
UX/UI desginer
Product design
Discovery & research
Content strategy
UX/UI desginer
Product design
Information architecture
Resume
Resume
My goal as a UX professional was to assist in the creation and implementation of the UX area, apart from the typical responsibilities of the role.
My goal as a UX professional was to assist in the creation and implementation of the UX area, apart from the typical responsibilities of the role.
It is difficult to manage multiple communication channels, create chatbots and issue campaigns if you don't think about the user.
It is difficult to manage multiple communication channels, create chatbots and issue campaigns if you don't think about the user.
To introduce this work experience I must highlight 3 stages I had to go through to start my first UX tasks on the Dynamo Studio platform.
To introduce this work experience I must highlight 3 stages I had to go through to start my first UX tasks on the Dynamo Studio platform.
The first thing is that the company Dynamo Mobile is a startup that had been developing an MVP for at least 6 months that would allow them to address a new business unit in the future.
The first thing is that the company Dynamo Mobile is a startup that had been developing an MVP for at least 6 months that would allow them to address a new business unit in the future.
This proposal contemplated a platform that integrates communication channels, campaign metrics, chatbots creation, among other functionalities. Although the bet had its own economic backing, the product team was involved in a dilemma: they had a very robust platform at the development level, but with very little UX presence, compared to the competition.
This proposal contemplated a platform that integrates communication channels, campaign metrics, chatbots creation, among other functionalities. Although the bet had its own economic backing, the product team was involved in a dilemma: they had a very robust platform at the development level, but with very little UX presence, compared to the competition.
In order to have user-centered thinking, we must know the fundamentals, the best practices and be open to the analysis of everything that has been done so far.
In order to have user-centered thinking, we must know the fundamentals, the best practices and be open to the analysis of everything that has been done so far.
The second thing was that the project had a development and performance based work perspective, but did not have end-user centric thinking, as it did not have a clear horizon.
It was not determined within their MVP who they were selling the platform to, they just copied different functionalities from various competitions.
This caused a difficulty in the sale because their proposal was not superior for the launch, they had the same functionalities as the rest, even without considering some integrations that were already on the agenda such as AI.
The second thing was that the project had a development and performance based work perspective, but did not have end-user centric thinking, as it did not have a clear horizon.
It was not determined within their MVP who they were selling the platform to, they just copied different functionalities from various competitions.
This caused a difficulty in the sale because their proposal was not superior for the launch, they had the same functionalities as the rest, even without considering some integrations that were already on the agenda such as AI.
Finally, the third thing was the lack of a UX area whose priority was to collaborate in the improvement that could give sales a differential over the competition.
This made my participation essential during the first months, since my personal objective was to train the whole team on the discipline, processes, best practices and hand-offs.
Finally, the third thing was the lack of a UX area whose priority was to collaborate in the improvement that could give sales a differential over the competition.
This made my participation essential during the first months, since my personal objective was to train the whole team on the discipline, processes, best practices and hand-offs.
In addition to training the entire company's team, we conducted heuristics-related exercises to put into practice everything we had covered.
In addition to training the entire company's team, we conducted heuristics-related exercises to put into practice everything we had covered.
The result of this was a backlog of operational tasks of all kinds and a work synergy that allowed us to be more agile in the iteration of the product to get closer to the standard proposal that the competition was already handling.
The result of this was a backlog of operational tasks of all kinds and a work synergy that allowed us to be more agile in the iteration of the product to get closer to the standard proposal that the competition was already handling.
In this way, the training and the practical dynamics left the game open between development and product so that the MVP became more commercially competitive.
In this way, the training and the practical dynamics left the game open between development and product so that the MVP became more commercially competitive.
My agility was focused on maintaining my commitment to the consolidation of the first documentations of the product and its framework.
My agility was focused on maintaining my commitment to the consolidation of the first documentations of the product and its framework.
Beyond the professional discussion about the progress of the MVP and its sale, my main concern as the only UX talent was to consolidate the first documentation.
Beyond the professional discussion about the progress of the MVP and its sale, my main concern as the only UX talent was to consolidate the first documentation.
For that, we aligned the processes based on agile methodologies that had been working together with the Scrum Master and thus develop a more efficient workflow to meet the business need.
For that, we aligned the processes based on agile methodologies that had been working together with the Scrum Master and thus develop a more efficient workflow to meet the business need.
Thus, in the first three months of my time at Dynamo Mobile, I developed a heuristic analysis, provided a handoff framework via Notion, as well as created the first Design System of the platform to begin the iteration task.
Thus, in the first three months of my time at Dynamo Mobile, I developed a heuristic analysis, provided a handoff framework via Notion, as well as created the first Design System of the platform to begin the iteration task.
I'm not a fan of throwing out all the old stuff, but rather building on what's there, being able to move forward in the short term with valuable iterations for the user.
I'm not a fan of throwing out all the old stuff, but rather building on what's there, being able to move forward in the short term with valuable iterations for the user.
While the platform presented a huge list of features, I can tell you that at the time of the sale they were not determined from the final ICP to be able to demonstrate that our solution was going to solve their pain points.
While the platform presented a huge list of features, I can tell you that at the time of the sale they were not determined from the final ICP to be able to demonstrate that our solution was going to solve their pain points.
This is how sales and marketing, in collaboration with product, came up with the 4 ideal ICPs in order to focus the offer and thus shorten the number of functions that had not yet been tested by real people.
This is how sales and marketing, in collaboration with product, came up with the 4 ideal ICPs in order to focus the offer and thus shorten the number of functions that had not yet been tested by real people.
The first iterations that were worked on were the results of the heuristic analysis. For example, a major pain point of the platform was the management by user type and role. This involved a complexity that had not been thought of from experience, but at the backend technical level.
The first iterations that were worked on were the results of the heuristic analysis. For example, a major pain point of the platform was the management by user type and role. This involved a complexity that had not been thought of from experience, but at the backend technical level.
Another point was the correct use of notifications to respect the heuristics of the system status, as they were not being displayed. So, we improved this usability rule, the actions of deleting, creating or changes made.
Another point was the correct use of notifications to respect the heuristics of the system status, as they were not being displayed. So, we improved this usability rule, the actions of deleting, creating or changes made.
The last month was a great one for the team, we were already marketing the product and receiving the first feedbacks from the prospecting of potential customers.
The last month was a great one for the team, we were already marketing the product and receiving the first feedbacks from the prospecting of potential customers.
During the last stretch that I was at Dynamo, we started cross-checking information with sales about the returns of each demo that came up to analyze the feedback.
During the last stretch that I was at Dynamo, we started cross-checking information with sales about the returns of each demo that came up to analyze the feedback.
In addition, we are also promoting a measurement process through Clarity in order to gather information from our first real users.
In addition, we are also promoting a measurement process through Clarity in order to gather information from our first real users.
The most frequent comment prompted a new hypothesis to iterate the platform and it was about how we went about helping clients improve WhatsApp campaigns by re-engaging closed conversations. This is usually a remarketing campaign, but cost-wise it was proving to be very high.
The most frequent comment prompted a new hypothesis to iterate the platform and it was about how we went about helping clients improve WhatsApp campaigns by re-engaging closed conversations. This is usually a remarketing campaign, but cost-wise it was proving to be very high.
For this we conclude on two issues. First, the Contact Center has the particularity that conversations last 24 hours due to the integration with Meta.
This generated chat closures and prevented a new contact on that same customer who had not yet been served.
For this we conclude on two issues. First, the Contact Center has the particularity that conversations last 24 hours due to the integration with Meta.
This generated chat closures and prevented a new contact on that same customer who had not yet been served.
Secondly, the competition already had a solution in place. This meant that Dynamo Studio had to find the differential by exploiting the WhatsApp channel, which took more than 90% of the conversational traffic for sales and customer service in the first instance of contact with customers.
Secondly, the competition already had a solution in place. This meant that Dynamo Studio had to find the differential by exploiting the WhatsApp channel, which took more than 90% of the conversational traffic for sales and customer service in the first instance of contact with customers.
Dynamo Studio successfully found a first finding on this point to improve its commercial offer. The solution was thought as a button, which according to the type of customer managed on the platform and their permissions, could reactivate the conversation with the sending of a utility template, which respected the transactional costs of the META partner.
Dynamo Studio successfully found a first finding on this point to improve its commercial offer. The solution was thought as a button, which according to the type of customer managed on the platform and their permissions, could reactivate the conversation with the sending of a utility template, which respected the transactional costs of the META partner.
Do you have a challenge for me?
Do you have a challenge for me?
Do you have a challenge for me?
Chatear hora
|
Enviar un mail
Follow me
© All rights reserved
Made with love by Gigi ❤️
Follow me
© All rights reserved
|
Made with love by Gigi ❤️