Revamping Interakt's Workflow

Project Summary

The workflow revamp was a key part of Interakt's business strategy to retain customer base and grow in new markets.

Core Problem

Users were constantly create new workflows but did not complete it as they felt it was complicated and confusing which led to declining engagements and causing challenges to existing users. This also led to increased effort on Interakt's support team.

Target Audience

• SMB Users - Owners, CEOs of SMBs, Marketing & Sales Manager, Digital Marketing Managers

• Enterprise Users - Customer Support Leads, Marketing Heads/ Managers ,Business Development Heads / Managers

My Role

In this project, I was involved end to end collaborating on conducting evaluative research, conducted an envisioning session based on feedback, brainstorming, worked on the design strategy and designs ( Sole designer ), collaborating with product and engineering to add components to the library, tracking metrics

Key Collaborators

1 Product Manager, 1 Engineering Manager, 1 Front End Engineers, 3 Backend Engineers, 1 senior Product Manager, Interakt Business Head

Major Goals/ Success Metrics

• Increase workflow completion by 20%

• Introduce templates and track their usage as compared to creating a workflow from scratch

• Analyse the time taken to complete a typical workflow setup which would give us insights into whether the users find the platform simple and easy to use

Problem Discovery

Workflow is an Interakt product that was launched initially in 2022. During the first phase, we had certain constraints which were,

• Focus on getting the product built with minimal development effort and short go-to-market cycle

• The product was based on certain previous feedback and existing knowledge without any exploratory research.

• Core designs and recommendations were tuned to be dev ready and quick gtm which meant that the user experience being top-notch wasn't a priority

My Approach

Since we had not conducted research in the previous phase, I wanted to lead this project by working with the PM to do a combination of exploratory and evaluative reserarch.

We worked with two groups of clients for this and created a research plan for a qualitative research. Our goal for this research was to discover insights about,

• Pinpoint issues with the current workflow that led to incomplete workflows

• Parts of creating the workflow that users found complicated or confusing

Based on this, I formulated the research Hypotheses.

Research Hypotheses

Insights

Design Process

Once we had the research findings, I brainstormed with the PM to set our goals and priorities. They were,

• Simplify the User Experience - Since our users felt overwhelming, I wanted to address that and simplify the tasks. This led to action based tasks where the user would work on one thing at a time

• Provide clear guidance - Instead of lengthy instructions or tutorials, my approach was to make the design simplified and clear so that the user would intuitively work towards the next step

• Simplify the interface - the earlier interface has too many elements and actions for the user which led to the overwhelming feeling and so I worked on revamping the UI design which incorporated a graph based builder that made things clutter free and simple

• Update design language and align platform appearance with Interakt Branding while incorporating Web Content Accessibly Guidelines (WCAG) compliance

• Work on component level designs that could be standardised and added to the library for reuse.

Challenges

• To revamp this product, we had to get multiple teams on board which was challenging as I wanted to ditch the incremental development process to a complete change

Designs

Component Designs

Color Palette

Implementation

To ensure we had seamless collaboration between design, product and engineering. I closely worked to establish a design-to-ship process for where we had rapid feedback sessions to ensure we were sticking to timelines

• Worked with engineering to ensure that components were built as per design and our library was always up to date

• Revamped the color palette to ensure that we were at least WCAG 2.1 AA compliant

Results

Learnings

• Setting up a design-to-ship process helped us not only build our library quickly but I got quick feedback and were able to refine components

• I also learnt how react library can be created

• Simplifying the product via a revamp is time intensive and it's best to get as many folks on my side during the planning process.