1. The Challenge
As a start-up I joined this business very much in their infancy whilst ideas were whirling around. An exciting time but a pivotal one.
My main objective, was to come in understand the business venture and refine their design system and elevate their UX to deliver the first stage of the intent tool
Responsibilities included:
• Understanding in depth the goals this model was to achieve for eCommerce businesses to better understand their customers needs and behaviours to allow for personalised experiences
• Design, design and design again – when creating something from scratch it is a journey of iterating and evolving continously and learning
• Creating dashboard designs using data visualisation methods ensuring ease of use, quick referencing and clear action points for the business and therefore for their customer
• The aim of the tool was to deliver increased customer engagement and reduce friction therefore the dashboard needed to allow eCommerce businesses to retrieve the data effectively and align their business model to reflect the true specific needs of the customer
• Delivering complex layering to service relevant data points through the stages
2. The Solution & Process
We tangibly "bought to life" the inherent problems of conventional, site-centric eCommerce design, using the new model to clearly showcase the value and mechanics of a customer-centric solution. We collaboratively shifted the design paradigm from a "website-first" (technology-driven) approach to a "customer-first" (needs-driven) strategy in the eCommerce experience.
The customer journey is all about stages not pages and this tool allows businesses to look at their customers purchase intent across all stages & browsing, refining, evaluating, deciding and committing. In hand then leveraging the opportunity for personalisation tailored to the customers stage and intent of their experience.
"Emma played a pivotal role in shaping our product during the start-up phase. Her design expertise helped us refine our design system, elevate the overall UX and bring much-needed clarity/cohesion to our early product direction.
The improvements she delivered contributed to increased customer engagement and a reduction in time to value for our customers. Emma brought both craft and strategic thinking to the role; a rare and valuable combination."
**Ryan Jordan**, *Chief Product Officer, Made With Intent*