How My User Research Helped Transform a Legacy Vendor System Through Customer Insights
TimeLine
October – March 2022
Role
Freelance UX
Tools
Figma, Descript, Survey Monkey
Background:
Having established itself as an industry leader for two decades, this enterprise-level workforce management software company set out to improve and modernize their platform to enhance the user experience and elevate functionality. In the course of this effort it became clear that there were deficiencies in the company's understanding of the industry, their users and their needs. To fill this knowledge gap, I was brought on board to design and execute research that would assess the company's current understanding of the industry they serve, validate and improve their key user personas, document user needs and pain points, and identify new and missed opportunities within the software.
Outcome:
Synthesized and reported on 30+ hours of user interviews and survey responses highlighting user and industry knowledge gaps in the legacy software.
Enhanced user personas by creating sub-personas that more accurately reflected who within client organizations were using the software, what tasks they were performing and how they were completing them enabling better user feedback from the customer.
Provided internal clarity on workflow issues within the software through creating detailed user journey maps and service blueprints.
Guided product roadmap through how might we statements, golden threads and user story generation.
Provided roadmap recommendations by Identifying MVP critical tasks and feature differentiators through competitor analysis.
Translated the complex processes of the contingent staffing industry into a dimensional and effective journey map by integrating workflows of the primary personas and providing detailed annotations .
Accomplishments:
Auditing and documenting current platform provided client with current state documentation and helped to identify areas of interest in which to ask users for specific feedback through user interviews.
Designed workshops that created rich dialogue and alignment among +20 member Product Owner team by presenting user research findings, journey maps and user flows.
Enhancing user feedback by creating sub-personas that accurately reflect organizational workflow and responsibilities within the software.
Checkout some more work.
Project 1
How I Strategically Optimized the OtterBox Purchase Funnel to Increase E-Commerce Sales by 66.7%
Project 2
How I Leveraged AI to Drive $1m in Revenue and Improve the Shopper Journey for OtterBox Customers Online
Project 3
How I Strategically Helped OtterBox Migrate from Demandware to Salesforce Commerce Cloud
Project 5
Streamlining Parking Permits: How Four Web Applications Simplified a Complex Workflow