background
A startup company approached me with a request to create a complete visual design for a B2B SaaS platform. This software manages the customer lifecycle for any retail organisations focused on optimising and amplifying sales, marketing, and customer service operations to foster stronger relationships and communication strategies across all stages of the customer journey.
Artificial intelligence (AI) and machine learning (ML) are used to identify customer behaviour patterns, which are important indicators of the churn rates. As a result, company's groups can undertake a proactive approach in their efforts to improve and increase customer retention and loyalty. As a result, generate a more solid and consistent revenue at lower prices.
challenge
Design a data-driven visual strategy and create a complex set of elements powered by artificial intelligence and machine learning.
Analyse the data and create a comprehensive, user-oriented visualisation that effectively communicates key insights.
Create flexible space environments that can be customised to meet the specific requirements of retail, banking, or healthcare businesses, accommodating varying market trends and content diversity.
Design a seamless digital experience by developing high-fidelity mock-ups, user flows, and a cohesive design system.
Design Process
Goal
The primary objective at this early stage was to display the data in a manner that eliminates any user potential frustrations and obstacles that may prevent their comprehension. Provide them with the tools and essential information at various stages of their journey to achieve their objectives with greater proactivity.
user personas
In order to gain a deeper understanding and empathy for our user target, was created 3 main user personas based on the research findings from our stakeholders and retail clients. This enabled me to step into their shoes, imagining their daily routines, challenges, and aspirations, to ensure a user-centred design process.
Planning
Our primary strategy to reduce customer churn relies heavily on data, and it is within this data that we faced the most enduring challenge in this project. Data and its importance are what we focus on to identify key metrics and build a model that predicts outcomes. As a result, data visualizations must be straightforward to comprehend, highlighting essential details and crucial insights, and minimizing overload of information.
Solution
Data visualisation
Data literacy is essential for understanding different types of data and their characteristics, concepts, and techniques. In order to apply critical thinking and effective communication, it is crucial to identify potential biases in data collection to effectively communicate insights to different audiences by employing appropriate language and data visualisations.
personalisation
After conducting a series of stakeholder interviews, we prioritised automation features and selected three main use cases, focusing on their business impact and technical feasibility. Therefore, it was mandatory to implement overview pages to enable a customisation view that would allow users to tailor features, preferences, and priorities to their unique needs across different stages. This was especially important in order to facilitate tracking elements that require more attention than others.
Prototyping
As the engineer team began building the technical concept based on the data collection and converting the results into chart elements and its functionalities, I simultaneously began to design the first prototype in Figma. This prototype was designed to validate the solution and facilitate discussions about its features, as well as help us prioritise our resources.
Simplicity
Reduce visual noise with minimalist visual design by prioritising clean lines, white space, and intuitive layouts for easy navigation. Focus on simple charts and colour schemes to highlight content and data.
Design system
Establish a cohesive and visually appealing design system for Starkdata. This task consisted of creating a comprehensive style guide that outlined colour palettes, typography, iconography, and other visual elements.
By establishing a consistent design style and guidelines to guarantee that every aspect of the platform maintained a unified and distinctive appearance, promoting collaboration and ensuring visual coherence throughout the development process.
Results
As most startup companies, the budget is short and unfortunately, in this first phase, it was not possible to conduct an exhaustive and detailed usability test to validate crucial aspects of the prototype. Therefore, going through all the steps of the design process until the final handoff.
Despite that, it was a rewarding challenge and extremely exciting to work on this project.