inQuba (employed: 2020 - 2023) is a fast paced software company (B2B SaaS) where one must get stuck in and start ideating immediately with wireframes so as to solve business requirements. Being a small organisation and seeing I'm the only/principal product designer, its rewarding when my UI designs come to life within a software production environment. My work below highlight the design process I use.
Theoretically the role of personas is to help understand the customer's needs, experiences, behaviours, pain points and goals. Personas also make the design task less complex, help guide the ideation process and look to achieve a good user experience for that specific target user group.
The question-and-answer scenario below is based on general feedback I compiled together in 2021.
My job entails creating an experience that allows the user to focus on their tasks, not on finding their way around the platform. With this in mind I started a user flow at its highest, most simplest level (see below).
Within a collaborative environment, the product team (myself and two other colleagues) explored numerous user flow scenarios that are always evolving as business requirements keep changing.
My goal is to keep things simple and consistent so that it's actually implemented. In my experience, less is definitely more when it comes to guidelines. If you want your product team to actually use and understand the guidelines, it's important to keep them concise so that they're easy to consume and remember.
By dramatically enhancing each touch point's capability on the customer journey map (Sankey Diagram) into an autonomous tool that drives all the capability in the software is probably my most worthwhile contribution. This main feature really resonates with our users and probably makes it stand apart from the competition.
