Case study
OKRs: designing from objectives
Overview
Role
Full-stack designer
Platform
Web
Activities
Ideation and strategy
UX Design
UI Design
Integration of a new goal-based activity planning system
As a small company, it was essential to make critical decisions about what to work on to ensure that we achieved the greatest impact for users and the business.
This willingness led us to integrate OKRs within annual and quarterly planning.
Goal
Lower customer service tickets by 60%
Customer service was full of user tickets about activities that users could finalise themselves, so the goal we worked on was to reduce automated tickets.
It was essential to take the time to analyse the causes of the problems so that we could propose better solutions.
Problem mapping
Different data pools to get a more complete cross-section
Customer service tickets
During the analysis phase, we started by mapping the open user feedback, clustering them by topic and defining the different problems to be solved.
Hotjar
To understand if there were any further insights from user behaviour on the most problematic pages, by analysing heatmaps and the most critical recordings.
GA
To understand whether there were significant numerical drops to validate the problems.
Feedback loop analysis
To understand if there was feedback on ticket pain points even from users not writing directly to the cx.
Solution plan and delivery
Design and tech partnership for an agile result
In this case I was the project owner with the support of the tech lead. A quick look at the process:
Timeline design
Design a clear timeline divided between design and development and prioritisation based on effort and impact
Stakeholders engagement
Involve members of the other teams in defining outputs such as content and buying and keep the stakeholders who needed to know about the changes, such as marketing, business and cx, informed
Design and craft
Designing solutions from idea to final prototype
Develop solutions in agile
Design and tech worked every other week to ensure a weekly rhythm between design and development
Tracking of results
Set up dedicated tracking for each solution to see if there was a positive impact with Marketing (GA) and cx (tickets)
Some implemented solutions
Design of box tracking emails
One of the problems encountered by users had to do with the communication of the delivery.
Users did not know at what point the delivery was, what the terms for changing the order were, and how to quickly change the delivery or data.
Two new e-mails were introduced with the aim of making the user autonomous in the handling of orders, making the timing and actions clear.
Design of the product of the
week page
Being as plastic and paper free company, all information about the box and the products had to be digital, give useful information on why they were in the box and inspire users in their consumption.
We worked on the redesign of the page making it the most visited page on the site, useful for both active users and prospects.
Outcome
- 54% Reduction in inquiries to WoW
Through this process, we were able to work cross-team in a functional way, giving due importance to the customer service team.
We were able to integrate solutions iteratively, making development sustainable, and to make the design work visible to the entire company, keeping track of improvements.
Among the changes that have been made:
Menu information architecture
Design of box tracking emails
Page dedicated to delivery areas
Redesign of the page dedicated to products of the week
Blog redesign (information architecture, UX and UI)
Next project
Treatwell
Cross platform design