GR8 Tech Studio.
Journey Builder
GR8 Tech Studio it's an impressive, high-load platform with all the software, integrations, and resources needed to bring together marketing, sales, content management, and customer service, capable of creating thousands of user integrations daily. It has been a true honor to lead the design of this exceptional platform.
My role
As the lead product designer on this project, I worked closely with a product manager, business analysts,
UX writers and a team of developers to ensure the user experience was prioritized in every decision and make working on the product efficient and enjoyable.
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Business and User Research
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Information Architecture
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Business and User Flow Mapping
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Design System
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Interface Design
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User Testing
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Team Leading
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Developers Support
The Ask
We aimed to develop the perfect product for large iGaming businesses with a scalable design system and a unique user interface that enhances user experience and increases task success. To achieve this, we started building the product from scratch.
Our users were solving tasks using a combination of services such as Strapi, Salesforce, Postman, and others.
Our team analyzed the services used and compiled a structure for the future product that would include all the necessary tools and be consistent and easy to use.
Journey Builder
One a big part of GR8 Tech Studio – Journey Builder is an extensive tool that gives marketers the ability to create and automate customer journeys across email, mobile, social media, online, and advertising channels. Marketers may customize the client journey using Journey Builder by creating multi-step campaigns that are triggered by particular events or behaviors. This may be utilized to develop leads, welcome brand-new clients, engage dormant clients, and much more.
The design challenge
We had a big development team, a short deadline, and a release priority.
Before jumping into the solution mode I wanted to connect the customer problems with the business goals.
I decided to use the Double Diamond Framework to guide us through the design process.
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Discovery stage
This is what we did in this step to make data-based decisions:
• Did competitors’ product testing and analysis
• I conducted user interviews and watched people use existing software and products
• Held a series of workshops with stakeholders, business analytics, and the development team to clarify the purpose and goals of the project, generate ideas, identify technical limitations of the future product,
• Define the scope of the design project, including features and functionalities.
Definition stage
After the first stage, I started filtering through all the information I'd gotten and elaborating on it to define the main problems and the design challenge. That's what came out of it:
User’s experience and industry standards
One of the challenges during this project was meeting the user’s experience and industry standards, which can not be changed or redefined but can be delivered user-friendly.
Complex interface and learning curve
The interface of Journey Builder can be complex for new users, and navigating the various options and settings might pose a challenge.
Errors and Managing of big journeys
Some journeys can consist of dozens of activities with parallel flows. It is crucial to quickly "read" the journey
Feedback and Monitoring
Monitoring the performance of journeys and obtaining actionable insights might not be as straightforward as users would like, leading to difficulties in optimizing campaigns.
Develop
Based on users' experiences and their familiarity with industry standards, we developed a sidebar solution for the tools used in creating journeys. This solution incorporates drag-and-drop functionality for ease of journey building.
This layout also allowed us to implement the settings for each of the activities while remaining in the canvas.
Pan to move around and explore what else is on the canvas and Zoom in to take a closer look or zoom out to see the bigger picture – this functionality simplifies interaction with large journeys and helps quickly "read" all picture.
We added stickies, the virtual equivalent of the sticky notes we all know and love, to write notes and move them around the canvas to organize space and make journeys more understandable.
For every element that might not be immediately understood, we've added a tooltip with a thorough explanation of its function. This tooltip appears when you hover over the element, with a slight delay.
We provide real-time analytics for both the overall journey and each specific activity. We've introduced the capability to track the entire path of each lead's journey, offering detailed reports that show their progression through different journey steps. This enables you to identify who has completed each step and allows you to optimize their experience.
High fidelity exploration
Moderated tests
Design is an ongoing and iterative process. It's clear that the final product may have some gaps in terms of actual user experience. This occurs because of variations in perception and communication that arise during user interviews conducted at the initial stages of the design process.
We conducted testing on building the customer journey and configuring all activities, implementing both minor and significant changes that strategically impacted the service.
Here is one specific example:
8 out of 10 participants encountered challenges when entering data, leading to misinterpretation of information. This compelled us to make significant changes in how we present information, ensuring that the interface communicates in a more straightforward and person-to-person manner.
Outcome
I ended my cooperation with the company before a major release, and I don’t know what the project’s metrics are, but I can say that through strong collaboration with the team and business
we made a meaningful contribution to GR8 Tech long-term vision.