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Community Revamp

This initiative aims to streamline user interactions, enhance engagement, and foster a sense of belonging among customers by providing a unified space for support, knowledge sharing, and peer-to-peer interactions

Project type : End-to-end user Experience + branding for both MVO & MVA

Role: Senior UX Designer

Industry: Telecommunication

Tools: Figma, FigJam, Zoom

Note: To comply with my non-disclosure agreement, I have omitted confidential information in this case study. All information in this case study is my own and does not necessarily reflect the views of the platform

Business Goal

Revamping two different community platforms into one single cohesive experience

A Telecommunications giant, previously operated two separate community platforms catering to its FiOS and wireless customers. As an experience designer, my task was to revamping these platforms into a single cohesive community experience. This case study details the process, challenges, achievements, and the proposed second phase of the project.

Problem Statement

Operating two separate online community platforms for FiOS and Wireless customers created several challenges for the client. Users experienced fragmented support and inconsistent experiences, complicating navigation and reducing overall satisfaction. This separation caused duplicated efforts in content management, increased operational costs, and missed opportunities due to disjointed user interactions and brand inconsistency..​

Who were the Users

The primary users of the community platform are:

  1. FiOS Customers: Individuals using Clients fiber-optic internet, television, and phone services. They seek technical support, troubleshooting advice, and community engagement for these services.

  2. Wireless Customers: Individuals using Clients mobile phone services. They look for assistance with mobile devices, plans, and related issues.

  3. Community Support Staff: Clients support staff who interact with users, provide support, and facilitate community engagement.

  4. Prospective Customers: Individuals considering Client's services who browse the community for information and reviews.

Key Business Priorities

  • Enhanced User Engagement: A more focused and personalized experience will make our community the ideal place for our customers to connect and engage with one another.

  • Increase Revenue: Providing thoughtful and relevant content recommendations will create a smarter experience that anticipates our customers' needs

  • Reduce the cost to serve: Will become the primary destination for customers to resolve their issues.

  • Improve Brand Perception: Increased engagement from our customer base with our community should positively impact our overall brand NPS.

  • Unified Experience: Create a single community platform for all users.

  • Operational Efficiency: Reduce redundancy and streamline platform management.

How might We Redesign?

The proposed solution

Proposed solution involves creating a unified online community for clients customers.

  1. Single Platform Integration: Merging the FiOS and Wireless communities into one cohesive platform with a unified user interface and experience.

  2. Enhanced Navigation: Implementing a streamlined navigation system that allows users to easily access information and support for both FiOS and Wireless services.

  3. Integrated Support Resources: Combining FAQs, forums, live chat, and support articles to provide comprehensive assistance across all services.

  4. Consistent User Experience: Ensuring a consistent and visually cohesive design that reflects clients brand identity and facilitates a seamless user journey.

  5. Community Engagement: Encouraging user interaction and engagement through features like discussion boards, user-generated content, and reward systems for active participation.

By implementing these elements, our aims was to improve customer satisfaction, reduce operational costs, and enhance overall community engagement.

The Challenge

The primary challenge was to merge two distinct communities with different user needs and support structures into one unified platform without disrupting existing services. This required careful planning and execution to ensure a smooth transition.

Technical Integration

Merging two distinct platforms with different architectures and databases posed significant technical challenges

Data Migration

Safely and accurately migrating user data, content, and support resources from two platforms into one unified system was complex.

User Experience Consistency

Ensuring a seamless and consistent user experience across both communities required extensive design and user testing.

Change Management

Managing the transition for users accustomed to separate platforms involved extensive communication and support

Process We followed

Research Findings

Outcomes

  • Comprehensive understanding of user needs and pain points.

  • Identification of key features and functionalities required for the unified platform.

  • Alignment of project goals with business objectives.

  • During the UX audit, we identified the need for easily accessible entry points on the website and MVA to help customers navigate to community portals organically. SEO optimization should be improved to display topic-specific community portal links in search results. Clear communication of login and sign-in processes, transparent identifiers for content consumption, and a strategy for content prioritization were also recommended

  • Competitors are transforming customer support strategies by leveraging community platforms, allowing users to seek peer assistance and reduce the load on traditional support channels, enhancing customer experience.

    • These platforms facilitate knowledge sharing, fostering a sense of community and collaborative problem-solving.

    • They also serve as a direct feedback loop, enabling companies to gather real-time insights for product improvements and innovation.

    • Community engagement strengthens brand loyalty and advocacy, turning customers into brand promoters.

    • Additionally, these platforms generate valuable data insights for analyzing user interactions and market trends, aiding in data-driven decision-making.

    • By utilizing collective user knowledge, competitors achieve cost efficiency, operational scalability, and effective crisis response management.​

Many more insight like these...

Design Thinking Methodology

Using the design thinking approach, we followed these steps:

  1. Empathize: Gathered insights on user needs and challenges through surveys and user feedback.

  2. Define: Identified key problems such as fragmented support and navigation issues.

  3. Ideate: Brainstormed solutions to unify the platforms and enhance user experience.

  4. Prototype: Developed low-fidelity prototypes of the unified platform.

  5. Test: Conducted usability testing to refine the prototypes based on user feedback.

Picking Up the Pieces

Outcomes

  • Clear vision of the desired user experience.

  • Prioritized list of features and functionalities based on user needs and business goals.

  • User personas and journey maps that served as reference points throughout the design process.

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Research

Early Insights from the Research

  • Brainstorming Sessions: Facilitated brainstorming sessions with the design team to generate ideas for the unified platform.

  • Affinity Mapping: Organized ideas and feedback into themes and categories to identify patterns and key focus areas.

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User Personas

Sellors are most annoyed by the challenges they face because of infrastructure, location, and unavoidable delivery roadblocks during transitions that lead to the cancellation of orders. 

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User Journey mapping

For eCommerce Sellers, managing returns are extremely expensive as it shows some unique challenges and it becomes more difficult in cross-border eCommerce

KickOff

Research and Analysis

We began by conducting a comprehensive competitor analysis, focusing on T-Mobile, AT&T, and other community platforms, followed by a UX audit of the existing FiOS and Wireless platforms.

Extensive user research was undertaken to understand the unique needs of both FiOS and Wireless customers. This involved surveys, interviews, and user behavior analysis through CMI Research, identifying pain points and opportunities for improvement.

 

Activities

  • User Interviews: Conducted in-depth interviews with superusers from both FiOS and Wireless communities, providing insights into user behaviors, pain points, and desires.

  • Surveys: Deployed surveys to a broader audience to validate interview findings and gather quantitative data through CMI.

  • Competitive Analysis: Analyzed community platforms of leading competitors to identify best practices and potential pitfalls.

  • UX Audit- Analyze and evaluated both existing platform and gathered information 

  • Stakeholder Workshops: Held workshops with internal stakeholders to understand business goals, technical constraints, and gather input on user needs.

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Ideation

Activities

  • Brainstorming Sessions: Facilitated brainstorming sessions with the design team to generate ideas for the unified platform.

  • Affinity Mapping: Organized ideas and feedback into themes and categories to identify patterns and key focus areas.

  • User Personas: During our research we gained more insights through in-depth interviews and surveys about user needs and how it will be used while revamping the community. Through this we were able to develop user personas representing different needs, habits, preferences, tech usage and customer behavior. Developed detailed personas representing different user segments to guide design decisions.

  • User Journey Mapping: Created user journey maps to visualize the end-to-end experience for various user scenarios.

Design Phase

Activities

  • Information Architecture (IA): Developed a unified sitemap that merged the most used features from both communities. Ensured the IA facilitated easy navigation and discovery of content.

  • Wireframing: Designed low-fidelity wireframes to establish basic layouts and interactions. Conducted internal reviews to refine these wireframes based on feedback.

  • Prototyping: Created high-fidelity prototypes using tools like Sketch and Figma to simulate the final product. These prototypes were used for usability testing and stakeholder presentations.

  • Visual Design: Established a cohesive design system that unified the color schemes, typography, and iconography of both platforms. Ensured the design was accessible and reflected the company’s brand identity.

 

Outcomes

  • A solid foundation for the platform’s structure and layout.

  • High-fidelity prototypes that accurately represented the final product.

  • A consistent and accessible visual design that enhanced the user experience.

  • Integration Strategy: I devised a strategy to seamlessly integrate the community platform with users' exercise routines, focusing on providing value-add features and content.

  • Feature Prioritization: Prioritizing features such as workout tracking, goal setting, and community challenges ensured alignment with users' needs and preferences.

  • Usability Testing: Prototypes were tested with target users to gather feedback and validate design decisions, ensuring intuitive navigation and usability.

Typically, dropshippers market and sell items fulfilled by a third party supplier, like AliExpress. Here we as PrintOdds act as a middle man by connecting sellers and print Providers/manufacturers. Our Platform will be easy-to-use tools allowing Shopify, BigCommerce users to integrate sell anywhere in India

Deeper Insights

Working backwards from Perfect

Before I could jump into designing, it was important to define success and understand the health of the dropshipping experience at scale.

Prior to designing a print on demand Platform model, Onboarding rate i.e the rate at which our Sellers and Print Provider were going to onboard on our Platform was needed to be measured.

Some of the Questions we had in our minds, and we needed their answers before we started working on the design Process. 

  1. How the Onboarding Process will Work ?

  2. How Sellers, who are already selling Print On Demand Products will integrate with our system. 

  3. How Print Provider Going to Join our Platform

  4. What all services we are going to offer our Different users? 

And Many More Questions Like these...

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Most Issues require additional Feature

Then I and my team brainstorm the idea and find out answers to questions which helps us to move further with our Design Process.

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Deep Dive The Project

Picking Up the Pieces

At the starting of the project, we didn’t have a clear understanding of the Print on Demand Platform and its user experience. Without pre-existing insights, we partnered with our Freelance researcher Aditi to explore how eCommerce sellers and Print providers work along.

Research

Early Insights from the Research

Our Researcher started with Quantitative Research and did Surveys with eCommerce sellers to measure users’ behavior and get their pain points while selling in India. Our goals were to understand the challenges Sellers faced in India and the workarounds they employed.

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Supply Chain Issues

Sellors are most annoyed by the challenges they face because of infrastructure, location, and unavoidable delivery roadblocks during transitions that lead to the cancellation of orders. 

We created interaction architecture, User Flows, the process, the design we need to follow, and then we unpacked the concept of onboarding the sellers and Print Providers and also integrating our Print on Demand Platform with ecommerce platform Providers (Shopify, Prestashop etc). And in this release, we are only focusing on Sellers Onboarding Process

Digging more revealed some big insights into Seller's experience. Almost all orders involved some extra involvement and coordination effort such as a phone call to print Providers, Delivery Services to clarify the details. It showes that the experience was hardly manageable by small sellers in India.

The time and energy we have spent during brainstorming sessions we have found out that a problematic business model was having a material impact on the business bottom line.So we tried to focus on enhancing our Product by adding additional features in it.

The Discovery

Sellers Expectations Changed Over Time

We were surprised by the issues we found. Our Goal Audience was facing more problems in Indian Ecommerce Market than we know. But after some thinking, it became clearer that Sellers expected the experience to just work with minimal effort and wanted everything to be automated so that he could focus on Marketing.

On the other hand Print Providers are much of the business man’s which do not understand the marketing and have less knowledge to promote their business, they are more integral to their business, and their expectations evolved with time

We identify sellers' and Print providers' issues that can be resolved by developing the fastest growing dropshipping e-commerce platform. Which offers to onboard Sellers and Print Provider both and help them manage Inventory, Orders, and Delivery as well.  

Feature listing and Main Modules

A More Inclusive Design

We find out there are no fully functional automated solutions available in Indian Market which can help sellers to automate all the process of ecommerce management. To move beyond the existing biases, I tried to educate the team with an approach to designing for those users who need a fully automated solution.

With many calls and discussion we have finalised the Modules we wanted to there in seller Dashboard which will help sellers to understand and use the website Better. 

  • Dashboard

  • Orders

  • My Products

  • Catalog

  • My store

  • Mockup Generator

  • Design Library

  • Billing

  • Settings

All these are the modules that need the user flows, Wireframes, and UI design. Then I have designed the Wireframe for all the Modules and discuss them with the stakeholder. We have discussed many points like, what will be the user flow for every screen, how will it help users to complete the task if the screen is easy to understand or not and many more similar questions to it.

Designing the Web Portal

Introducing the Design 

In an age where everything is demanding your time, PrintOdds will give your time back by making an automated solution for the Print On Demand Business Model, which will be fast, effortless and keeps users calm..

We find the optimal solution which is based on who you are, what you are selling and what you need. This Solution saves sellers time of managing every single step of Product delivery

Empathy Maps

With the help of User information and our own discussions we collaborated on miro software and created this Empathy Map, to create a great user experience and helps us in understanding the user tasks, users needs, website requirement, new feature requirement , architecture & User Flow 

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Moving Forward to Design Steps

Designing the Whole Website

After all the research Findings and Brainstorming sessions, the Next step for me is to create Empathy Maps, User Flows, and wireframes. I started creating the Empathy Maps of the Site. 

Deciding the User

Our User here is the Seller(print provider or Next Release) and we are creating our strategy as per the seller's requirement and start the design thinking process for the seller. The step I am going to cover here is Empathy - Define - Ideate - Design - Prototype - Test.  

At first I have created a User Persona which is required to design user specific design. 

I first drafted the Persona on paper and then make it digital. It helps us imagine the user for which we are going to design the Product

I Used XD to design this Persona and tried to make it as real as possible. We all discussed her goal, frustrations, her personality and finally came up with this user persona.

Nina here is a 27 Years Old single female who lives in New Delhi and works as an Entrepreneur. She has her own Ecommerce Store on which she sells Print on Demand Tshirts, Spreadshirt, and bags. She has many frustrations as she solely managing the whole business modal.

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User Flows

In the next step, I designed User Flows, which help me to get all the ideas about the tasks user will perform, and the steps user will follow to complete them. 

I and the Product Person discussed the flow and finalize the User journey of all the Modules. It later on helped me to design the wireframe for every screen. 

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After Designing this flow we had a meeting with the stakeholders and find out some of the iterations which I did for the future steps. 

All the Empathy map, journey map was discussed and finalized at this step and I moved to the next step i.e. to design Lo-Fi wireframe to actually visualize the flow and get a decent idea about how are screens going to look 

Site Maps/Information Architecture

I then decided to create an Information architecture of the website which will help us all to understand the website better and we can also add the functionality which went missing during dicussions.

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These site structures are of both the homepage and the dashboard which helped us to find out the real flow of the Website and I discussed it with the stakeholders to bring everyone on the same page. 

Moving Forward I have designed other Flow for pages like Sign In, Sign Up, Dashboard, Signup through Ecommerce Store, and more. It helps us understand the required flow for the website and User. We find out many missing flows which we never discussed it in the meetings through Empathy Maps.  

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Lo-Fi Wireframes

The Homepage Wireframe Screens

All the Wireframes were designed by me, For the homepage of the website I designed two type user flows out of which one is the single page view and other have multiple pages to show all the details. 

After discussing those wireframes with the stakeholder we changed the idea and decided to display all the important details on the homepage which will help in more conversion at the later stage 

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All the Elements has been discussed in the meeting and as a result, we have got some changes that were important for the business and I changed the wireframe as per the new findings, which helped designer to create new a true to business designs

After changing the flow I moved to our main and important part of the Portal i.e the Dashboard, Sign in, Signup Flow. 

The Signup Flow Wireframe Screens

In the early Meetings, we had finalized all the required module for the dashboard, and I stated the flow by keeping that in mind  

I Kept the Sign in and Sign up Flow very easy so that users didn't get frustrated in filling the forms and leave the process in between. It will help us to get users in as fast as possible. All the remaining steps of onboarding will always be visible on the dashboard in the form of Notifications until the user completes all the steps.

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Signin & Signup Screens

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The Dashboard Flow Wireframe Screens

The Dashboard Wireframes show all the modules in it. At the dashboard, I have designed a section which will help user to go back to the main site without signing out from the dashboard & also helps the user to switch back to dashboard from the homepage as well

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Designed this with Notification on the Homepage, All the profile completion steps will be accessible from the Dashboard until the user completes its profile 

Some Main Screens of the seller Dashboard

Order Management

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Mockup Generator & My Products

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Once I designed all the wireframes, I created the Prototype at the initial level and discussed everything at that stage.

After a long discussion with the stakeholders, I have received some of the feedback in the screen out which we have to consider 2-3 points, and I decided to change the wireframe as required. 

When we all were on the same page of wireframe designs and locked all the visualization the next step is to deliver the Wireframes to the UI Designer. 

I called a meeting with the designer and Product Person and we both helped the designer to understand the flow and Design the UI 

The UI Designs - Final Deliverables

UI Designer Made the style sheet of the Product and I and the UI Designer designed the screens. I mainly worked on the Dashboard & Homepage of the Hi-Fi Designs

The Dashboard Designs

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The UI Designs - Final Deliverables

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We've got your back

Whenever a seller isn’t sure about how to use the Website or how to upload the Product, they can directly ask for Help. Over time Printodds will learn more about the users and give the best in class solution to make everything at the right place.

How we got there

Providing Solutions for sellers in a Perfect way. Three primary questions informed my design strategy:

  1. How do I design a solution for the User

  2. What contexts need to be considered?

  3. What’s the perfect Solution?

Early on, it was important to understand the issue users are facing while selling Print On Demand Products in India and all the different factors that need to be considered here. 

To help and understand the whole product from the front end and as per the user's needs I have designed Empathy maps, User flow, User stories, Lo-Fi wireframes and shared it with the UI Designers. Later On the next step, I and the UI designer both created UI for all the screens. I have mainly designed and worked on the Homepage, Dashboard, Order, My Product pages UI. 

We have tried to make it easy to understand and didn’t use much illustrations and confusing elements in it. We have designed our own Design system and use the same throughout the Website and Dashboard to keep consistency in the Product.

We have iterated our Design in the Process and deliver what really is required for the business.

Conclusion

Since the Product is under development, we have seen a lot of iteration as per the starting wireframe design. Some of the iteration are because of the usability testing and some of it includes the additional features while developing.  During Our Research we have contacted some of aspiring Sellers in indian and have received fewer enquiries about how the platform will help sellers, which shows that the design is easier to understand.

This Website design validated our hypothesis that the most effective value proposition is one that is centered around a person’s core motivation. And we have applied the same approach to all the key pages of the platform

Main challenge and lesson learnt

This was the first time I worked on a project Alone and gone through lots of disagreements between the Stakeholders and which led to delay in the project. Although I was nervous at the beginning, I soon mixed up with the environment and with other team-mates. I also learnt that active communication and short daily stand-up meetings were key to ensuring the project’s success.

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