Challenge

I work on a consultant agency based on a Win/Win strategy, where we help our client to achieve their  business objectives (IE.: to improve user experience, engagement on sites, etc.) as well we ensure to  achieve our objective & KPI’s.

Client objective: We have been appointed to work on a site revamp of an FMC company with the main  objective to create a seamless experience of their marketing site with their e-store site, (currently they  have separate platforms), as well to keep engage users on the site to improve their time spent and in  consequence conversions. In terms of the brand objective, although they are leader in the market with  their product, they are looking to reach millennials segment as their segments focus majority on  parents (female/male) from 35 yrs. and above.

Consultancy objective: for us to achieve our objectives and KPI’s is based on delivering the project on  time within the scope and cost. We need to work on the solutions as well to manage client  expectations for review and validations for us to be able to keep the pace of the project. When  managing regional projects, sometimes the stakeholders will be travelling impacting on the milestones  completions hence the timeline for launch.

Selection

The selected tool is Visualization to start imagining ideas of how to approach the solution fo the site  revamp as well the brands objective to reach millennials. We have started to visualise how we can  improve the user experience from the current site but proposed to client to develop personas for this  project that would help us to understand more about the users’ needs and based on the findings we  could visualise a most accurate solution.

To keep client informed monthly on the progress of the project, I recommended to do the  presentation base on the Storytelling tool to keep the snr management engage on the presentations  and share their feedback while revealing step by step what we have done until that moment of the  WIP presentation.

Application

Visualisation application: the personas development was conducted using ethnology, recruiting 15x  people that were health conscious, that were taking health supplements and with following the client  demographic. The interviews were done at the recruited people houses to understand more their  context and see their behaviour that helped us to complemented it with their answers. After  completing the interviews, the internal team regrouped to check through the findings, identifying  patters and start mapping & developing personas for this specific project.

When the personas were developed, we focused to think on interaction concepts that will fit with  each of the personas developed and the way they behave, consume and interact with products. For  example, for the younger participants they consumed the product as their parents give them to them  when they were young but they perceived the product as placebo, so one of the solutions for this user  is to show content to educate and reaffirm them that the product efficacy has been proven and to  present it as an entertained way.

Another finding was that participants from 35 years and above, besides that their parents gave the  product to them when they were young, they were influence by friend’s recommendations as well as  per doctor recommendation in order for them to take products that enhance their and family health.

We have done sketches of the different concepts and some variances until it got well defined.  We  selected 6x concepts were prototyped and tested in usability testing to verify our proposed solutions.  The usability testing has been conducted with 15x recruited people health conscious, that were taking  health supplements and with following the client demographic, excluding the participants from the  previous interview.  In this time the context was different as it was conducted on the office. The  prototype (mobile and desktop versions) were given to the participants to verify how the different  personas will interact with the different concepts. There were interesting findings that we took in  consideration to tweak the first concepts design approach to make it clear and easy for the users when  interacting with the new site.

The concepts were developed based on the findings of the participants they behave, consume and  interact with products.

Once it was validated we proceed to kick-start development phase for the first pilot EN site. After  launch it will be conducted another usability test with live site and optimise the listed based on those  findings after it we will proceed to kick-start the rollout (scalate) to other countries.

Storytelling application: while developing the deck for the snr management presentation, we have  elaborated the flow based on overview timeline where we indicated each point with a specific  milestone that we have achieved during the past 4 months. Those steps were necessary to get insights  that help us to translate them into concepts & design interactions.

Insights & Approach

Visualisation: it was interesting to have the time to interview the actual consumers to understand  their needs before proposing solutions and not just assume what will be good in a website based on  trends or appeal. Also the fact that a multidisciplinary team brainstormed together, leaving the prefix  ideas but taking in considerations the user and the brand requirements to be able to come out to the  different concepts was a great and fulfilled experience.

This understanding on the consumers have helped us to come out with a better approach of how to  use iteration, content, etc. to engage the user showing them relevant information for them… no more  or less.  Then to develop concepts though sketches and do a prototype before the actual development,  give us a deeper understanding if the propose concepts were working as we imagined.  Also to be able  to test our concepts, see how the users were interacting, understanding or not, and finding what they  were looking for on the site was a great experience.  For sure I will be using this approach in the coming  iterations definitions, for optimising the site after launch and in future projects.

Storytelling: besides sharing with the client our progress thought the presentation, our main objective  was to get approve on the proposed approach, concepts and design hence to kick-start the  development on time and launch the pilot EN site as per shared timeline. It was an excellent  experience that we engaged the audience with our storytelling presentation, they were paying  attention, giving feedback. (Anecdote: it was a person in the audience that in a previous meeting  looked that wasn’t there and for this meeting he showed interested, interacted and share his  feedback). The stakeholders approved on the spot besides taking weeks to come back with a decision,  and we were able to kick-started the development on time.


Challenge I work on a consultant agency based on a Win / Win strategy , where we help our client to achieve their business objectives ( IE . : to improve user experience , engagement on sites , etc . ) as well we ensure to achieve our objective & KPI ’s . Client objective : We have been appointed to work on a site revamp of an FMC company with the main objective to create a seamless experience of their marketing site with their e - store site , ( currently they have separate platforms ) , as well to keep engage users on the site to improve their time spent and in consequence conversions . In terms of the brand objective , although they are leader in the market with their product , they are looking to reach millennials segment as their segments focus majority on parents ( female / male ) from 35 yrs . and above . Consultancy objective : for us to achieve our objectives and KPI ’s is based on delivering the project on time within the scope and cost . We need to work on the solutions as well to manage client expectations for review and validations for us to be able to keep the pace of the project . When managing regional projects , sometimes the stakeholders will be travelling impacting on the milestones completions hence the timeline for launch . Selection The selected tool is Visualization to start imagining ideas of how to approach the solution fo the site revamp as well the brands objective to reach millennials . We have started to visualise how we can improve the user experience from the current site but proposed to client to develop personas for this project that would help us to understand more about the users ’ needs and based on the findings we could visualise a most accurate solution . To keep client informed monthly on the progress of the project , I recommended to do the presentation base on the Storytelling tool to keep the snr management engage on the presentations and share their feedback while revealing step by step what we have done until that moment of the WIP presentation . Application Visualisation application : the personas development was conducted using ethnology , recruiting 15x people that were health conscious , that were taking health supplements and with following the client demographic . The interviews were done at the recruited people houses to understand more their context and see their behaviour that helped us to complemented it with their answers . After completing the interviews , the internal team regrouped to check through the findings , identifying patters and start mapping & developing personas for this specific project . When the personas were developed , we focused to think on interaction concepts that will fit with each of the personas developed and the way they behave , consume and interact with products . For example , for the younger participants they consumed the product as their parents give them to them when they were young but they perceived the product as placebo , so one of the solutions for this user is to show content to educate and reaffirm them that the product efficacy has been proven and to present it as an entertained way . Another finding was that participants from 35 years and above , besides that their parents gave the product to them when they were young , they were influence by friend ’s recommendations as well as per doctor recommendation in order for them to take products that enhance their and family health . We have done sketches of the different concepts and some variances until it got well defined . We selected 6x concepts were prototyped and tested in usability testing to verify our proposed solutions . The usability testing has been conducted with 15x recruited people health conscious , that were taking health supplements and with following the client demographic , excluding the participants from the previous interview . In this time the context was different as it was conducted on the office . The prototype ( mobile and desktop versions ) were given to the participants to verify how the different personas will interact with the different concepts . There were interesting findings that we took in consideration to tweak the first concepts design approach to make it clear and easy for the users when interacting with the new site . The concepts were developed based on the findings of the participants they behave , consume and interact with products . Once it was validated we proceed to kick - start development phase for the first pilot EN site . After launch it will be conducted another usability test with live site and optimise the listed based on those findings after it we will proceed to kick - start the rollout ( scalate ) to other countries . Storytelling application : while developing the deck for the snr management presentation , we have elaborated the flow based on overview timeline where we indicated each point with a specific milestone that we have achieved during the past 4 months . Those steps were necessary to get insights that help us to translate them into concepts & design interactions . Insights & Approach Visualisation : it was interesting to have the time to interview the actual consumers to understand their needs before proposing solutions and not just assume what will be good in a website based on trends or appeal . Also the fact that a multidisciplinary team brainstormed together , leaving the prefix ideas but taking in considerations the user and the brand requirements to be able to come out to the different concepts was a great and fulfilled experience . This understanding on the consumers have helped us to come out with a better approach of how to use iteration , content , etc . to engage the user showing them relevant information for them … no more or less . Then to develop concepts though sketches and do a prototype before the actual development , give us a deeper understanding if the propose concepts were working as we imagined . Also to be able to test our concepts , see how the users were interacting , understanding or not , and finding what they were looking for on the site was a great experience . For sure I will be using this approach in the coming iterations definitions , for optimising the site after launch and in future projects . Storytelling : besides sharing with the client our progress thought the presentation , our main objective was to get approve on the proposed approach , concepts and design hence to kick - start the development on time and launch the pilot EN site as per shared timeline . It was an excellent experience that we engaged the audience with our storytelling presentation , they were paying attention , giving feedback . ( Anecdote : it was a person in the audience that in a previous meeting looked that was n’t there and for this meeting he showed interested , interacted and share his feedback ) . The stakeholders approved on the spot besides taking weeks to come back with a decision , and we were able to kick - started the development on time .