MySeequent
This case study outlines the process of redesigning a cloud-based product that would allow users to access all aspects of support, learning, online training, product releases, community forums, and user/license management. This product was aimed at all potential users including; staff, administrators, engineers, and geologists.
Role:
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Product Design (UI/IxD)
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UX Design
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UX Research and Testing
Tools Used:
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Sketch
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Marvel
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Miro
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Maze
Time Spent:
Four years (project is still ongoing)
Problem
Our team was tasked with redesigning a cloud-based product called MySeequent that had already been launched for several months. Our users were coming from Leapfrog, GeoStudio, and Geosoft products that all had their own workflows and language, it was jarring for the users to be thrown into a single product that did not take into account the vast differences in their previous workflows. Our objective was to redesign the product to make it more user-friendly, visually appealing, cohesive, and efficient. There were several problems our users were facing and they were:
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Finding it difficult to access lesson information due to unclear functionality
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Unable to effectively use the search engine as it was not refined enough and didn't produce accurate results
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Unclear on how to access resources due to the lack of structure and organization from the data tables
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Overwhelmed by the amount of options for submitting Support Requests, but also had difficulty locating the page to do so
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Constantly being redirected to external support pages when trying to access the community forum
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Constantly confused by the unclear and inconsistent terminology used
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Unable to download their products, manage their licenses or request free trials directly through MySeequent
Originally Launched MySeequent
UX and UI were not involved with the previous product launch
Research
The research phase of the project began with a thorough heuristic analysis of the current released product, gathering user feedback, and user requirements. The team conducted interviews, surveys, created KPIs, and conducted user testing to understand the customer's pain points, expectations, and motivators. The team identified the most important features and functionalities that the product should have and came up with the following findings:
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There were 3 different types of users that had differing levels of needs that needed to be met
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Users wanted a consistent, intuitive product with seamless workflows
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Users wanted to be able to complete their work in one defined area – did not want to get kicked out of MySeequent into other products
Heuristic Research
Full breakdown of research findings
Heuristic analysis is a valuable tool for identifying and addressing usability issues in user interface design, helping to improve the overall quality of the user experience. The predefined principles used are as followed:
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Recognition rather than recall
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Reduce uncertainty
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Group data in consistently meaningful ways
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User control and freedom
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Consistency and standards
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Help and documentation
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Human limitations
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Predictability
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Cultural propriety
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Error prevention
To better understand the issues our users were facing, I decided to conduct user feedback interviews and leverage information previously extracted by our stakeholders. Before conducting an interview, I ensured that I had a clear understanding of the goals and the questions that I'd be asking. To achieve this, I prepared a guide that outlined the topics that I wanted to cover and the flow of the interviews. This guide included a break down of open-ended questions per page so that I could focus and give the appropriate amount of time per issue. During the interviews, I actively listened to the users feedback and made sure to ask any follow-up questions to gain a deeper understanding of their thoughts and experiences. From the user feedback I was able to start piecing together user journeys and hone in on the various pain points mentioned from the interviews. Overall, the user feedback interviews provided invaluable insights that we used to improve and iterate on.
User Journeys
Pain points for Licensing, Products and Subscriptions pages
Feedback Notes
User research and testing notes about the originally launched MySeequent
Using the information collected from the interviews and user journeys, I began to flesh out some early wireframes. I started off with lo-fi paper wires that could be easily scanned and uploaded directly to Marvel. The fast paced lo-fi iterations made it easy to send out multiple prototype test versions and gather feedback rapidly. This allowed me to focus on the overall product before jumping into the defined user dashboards and their needs.
Wireframes
Later round of wireframes after several user tests
Version 1
Version 3
Version 2
Once the first few versions of wireframe testing were completed, I had a more concrete understanding of what the workflows and page layouts would be. I decided to focus the next set of user testing on the three different types of users. I primarily focused on testing the dashboard to determine the slight differences in permissions and functionalities that the users would need. The three categories of users we discovered were:
1. The Admin User
2. The Licensed User
3. The Non-Licensed User
User Testing
Results of Admin user test and Licensed user test
The Three Users
Dashboard breakdown for each user based on priorities
Admin User Persona
MySeequent Admin persona based off of findings from user testing and interviews
User Permissions
Finalized user permissions for the three different user types in MySeequent
Once the three user personas were defined along with their permissions, I was able to focus on defining cohesive, consistent terminology, and subscription workflows that were intuitive to all users. I began by doing a thorough analysis of the previous products workflows – Leapfrog and Geosoft – and broke down each subscription type and the terminology used. The main goal here was to make the workflows and language understandable to both the Leapfrog and Geosoft users, as well as, any new users. I created a couple hi-fi prototypes to test out different language uses and layouts to determine the best solution. From the test results I was able to present a calculated breakdown of the findings and make a proposal for the new language and subscription workflows.
User Test A
One of the user tests for MySeequent Subscription Management
Language Breakdown
Early proposal of final language to be used for subscription management in MySeequent
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Subscription Breakdown
Detailed list of the different subscription workflows for Leapfrog and Geosoft
Design
Utilizing the findings from the extensive user research we were able to begin the UI redesign and the first step was defining the personality. When designing a product we have to take into account our three brand expression principles which are:
1. Human:
Collaboration between us and customers. People are at the centre of our decision-making. We create immersive experiences with human empathy and understanding at the forefront.
2. Elegant:
Seeing the simple beauty and elegance within the complex. Everything thoughtfully considered and expressed.
3. Clever:
Ingenious new ways of seeing clarity of thought and vision. Creative – the ability to see the deeper systems and patterns.
With the design principles well established we decided on the tone and personality of MySeequent.
MySeequent Personality
Tonal and personality breakdown of MySeequent
"MySeequent will be a friendly and welcoming gateway for our users. MySeeuqent's look and feel will aim to be elegant (simple, clean) and easy to read and use (human)."
Claudia Borda (past UI Manager)
Utilizing our already existing Design System, we were able to begin designing hi-fis by using pre-existing components and making personality changes. Due to wanting this product to have a friendlier personality than the other products, we got to experiment a bit more and have fun pushing the boundaries for this redesign.
Some examples of the different variations of designs we tried
Design Versions
Conclusion
In conclusion, this case study has demonstrated the critical role that a well-designed user interface plays in enhancing the user experience and achieving the desired goals of a digital product or service. Through careful research, analysis, and iterative design processes, we have successfully addressed the pain points and improved the overall usability of the interface.
The impact of our UI redesign can be seen in the significant improvement in user journey retention rates. Over the course of three years, we observed a remarkable increase from 25% to 80%, along with a 250% increase in new users. This substantial growth indicates that users are now more engaged and motivated to continue their journey within the interface, leading to increased user satisfaction and achievement of the desired outcomes.
By adopting a user-centered approach, we have created a design that aligns with the needs, expectations, and behaviors of the target audience. The incorporation of intuitive navigation, clear information hierarchy, and consistent visual elements has resulted in a more efficient and enjoyable user experience.
Furthermore, the case study has highlighted the importance of user feedback and usability testing in the design process. By actively involving users in the evaluation and refinement of the interface, we have been able to identify areas for improvement and make informed design decisions.
Overall, this case study has not only delivered a visually appealing and user-friendly interface but has also achieved exceptional results in terms of user journey retention rates. The lessons learned from this case study can serve as valuable insights for future design projects, emphasizing the significance of user-centered design, continuous improvement, and the transformative impact that a well-crafted user interface can have on the success of a digital product or service.
MySeequent Prototype