Rocio Santos
Product Designer (UX/UI)

Helping users understand their marketing plan value on Brandollo

A UX/Ui case study for redesigning a project management tool

Overview

Objective: Redesign of the project management feature of a SaaS product  

Duration: 3 Months

Deliverables: UX Research, Ui Design, Interaction Design, Visual Design

My role: User Research ·  Facilitator ·  Prototype and Testing · UI and Visual Design


Challenges:

  • The project required the development of wireframes, mock-ups and a high-res design.
  • I worked closely with the founder and CTO to ensure that my design was hitting the business and engineering goals. As the only designer on the project, I had a lot of room to explore but also loads of responsibility.

Goals:

  1. Create a responsive design that goes with industry standards 
  2. Create an engaging template of the content
  3. Find usability issues
  4. Validate the business idea

Understanding the problem
First platform audit 

First platform audit 

Helping users understand their marketing plan value on Brandollo

Let's talk with our
Stakeholders first!

My first step into trying to solve this problem was understood the problem better, this was done by talking with our product' main stakeholders. 

Agreements: 

  • Define our user personas
  • Find current user experience problems 
  • Research competitors to find common usability patterns for our project management tool
  • Create a low fidelity prototype
  • Do a usability testing to find constrains
  • Iterate
  • Handover to developers
Personas
Helping users understand their marketing plan value on Brandollo

Marketing Consultant  

"As a Marketing consultant, I want to be able to create a tailored plan for my clients, so I can help them achieve their goals"

  • Sceptical, Time-poor

  • Have multiple clients

  • 35 years old

  • Tech-savvy

  • Lives close to the city but still take the train

Pain points:

Olivia gets very frustrated when need to start a new plan for her client from scratch.

She would like to have assistance with her daily tasks.

Helping users understand their marketing plan value on Brandollo

Small business owner

"As a Marketing consultant, I want to be able to create a tailored plan for my clients, so I can help them achieve their goals"

  • Autodidact,  time-poor
  • 40 years old
  • Not Tech-savvy
  • Lives in the suburbs, Ben drives to work 

Pain points:

Ben doesn't know much about marketing, but he is willing to learn.

She would like to have assistance with her daily tasks.

Helping users understand their marketing plan value on Brandollo

Startup Founder

"As a Startup Founder, I want to be able to create a tailored plan for my clients, so I can help them achieve their goals"

  • Sceptical,  time-poor
  • 32 years old
  • Tech-savvy
  • Goes by bicycle to the city

Pain points:

Grace needs to do everything by herself, including Marketing Plans.

She would like to have assistance with her daily tasks.

How we might help
Olivia, Ben and Grace to achieve their goals?
Usability Testing
Helping users understand their marketing plan value on Brandollo

Demographics

- 5 total participants, ages ranged between 25–35
- We had: 3 Grace (Startup founders),1 Ben (Small business Owner), and 1 Olivia (Marketing specialist),

Findings

Overall, participants were able to easily navigate the site with just a few hiccups. Some labels may need to updated, but further testing would help determine if it's necessary to do so. This is the summary if the synthesis:

100%
of users were confused by activity - action difference
+80%
of users couldn't find
"Open a new Action" button
+50%
of users understood it was a project management tool
+70%
of users found
the main screen
overwhelming
It was key for me to clarify with the stakeholders the terms we are using and referring  to. We defined Plan / Activity / Sub-task.

It was key for me to clarify with the stakeholders the terms we are using and referring  to. We defined Plan / Activity / Sub-task.

Helping users understand their marketing plan value on Brandollo

Prioritizaton & design Handoff

As we all know a "finished design” of a digital product does not exist. So we, as a team decided on concentrating on the features that can give more value and it will be low effort to construct. After this doing the design handover to developers is a must-do.

Visual Design

Actual High Fidelity Prototype on Figma.

"I really love the different colour ways for the different sections to help emphasise that the user is in a different area."
A user

What have I learned from this project?

  • Develop a system design parallel to everything else
  • Problem solving mindset for real
  • Not all outcomes are going to be what do you want it to be
  • You always have the time to improve because it's a digital project
  • I have a preference for testing with high-res prototype 
  • Definitely testing advocate
  • Being a Solo UX designer made have exploring tools that adapt me better
  • Being honest is a good thing, it means that you are aware of what you’re doing.
10
Iterations
20+
Screens
2
Very happy Executives
50
Almond Capuccinos
Helping users understand their marketing plan value on Brandollo