Introduction
I got an opportunity to join a fast-growing UK-Based Martech Startup back in 2019. Businesses used our Voip-based B2B SAAS platform to connect their sales/support agents with potential customers in under 10 seconds. We improved the agent interface to give them a better context of incoming leads calls and related stats. We also gave Team managers more analytical information, such as the productivity of agents and how much time it generally takes an agent to close a sale.
As a Product Manager, collaboration is at the heart of creating exceptional user experiences (UX). By working closely with UI/UX teams and utilizing specific tools, we were able to unlock the true potential of our platform and drive better conversion rates for our customers. In this case study, I will share my experience collaborating with UI/UX and other cross-functional teams with an Empathy-Driven UX approach, resulting in significant customer conversion rate improvements.
Understanding the User
To begin the process, I focused on deeply understanding our target users and created specific personas for each: the Agents taking the calls and their Team Leads/Managers. In addition, we reached out to our current customers to allow access to their sales/support teams using our platform to identify pain points and user preferences through user research, interviews, and data analysis. We found out the following:
- Our agent interface could have been more user-friendly
- Agents had to manually search for information about leads, which took time and could lead to errors.
- They also did not have access to real-time data on the performance of their team or individual calls.
These insights allowed us to align our product strategy with the needs and expectations of our target audience.
Collaboration with UI/UX Teams
To ensure a seamless user experience, I initiated a collaborative approach with our UI/UX teams. By involving them from the early stages of product development, we leveraged tools like InVision and Miro to facilitate design collaboration. As a result, regular meetings, brainstorming sessions, and design reviews became integral to our collaborative process.
Empathy-Driven Design
We created designs that resonated with our users by fostering empathy within the team. Through empathy mapping exercises and user journey mapping, we utilized click-through prototypes to better understand the emotions and motivations behind user actions. This understanding influenced our design decisions, resulting in interfaces that were not only visually pleasing but also empathetic to users’ needs.
Iterative Prototyping and User Testing
To validate our design decisions, we implemented an iterative prototyping process. We used Invision to create low-fidelity wireframes and conducted focus group sessions with our existing and potential customers to gather valuable feedback. This iterative approach allowed us to identify pain points and make necessary refinements early in the development cycle.
Data-Driven Optimization
The collaboration between the UI/UX teams and other stakeholders extended beyond the initial design phase. For example, we closely monitored user behavior and conversion rates through Google Analytics. By analyzing this data, we identified areas for optimization and implemented A/B testing by giving the test environment access to focus groups of internal and external stakeholders. This data-driven approach helped us refine the user experience and maximize conversion rates.
Results and Impact
The collaborative efforts of the product team, UI/UX teams, and stakeholders, along with using specific tools, led to significant improvements in conversion rates:
- We worked with our UI/UX team to redesign the agent interface with more call statuses and automated re-scheduling
- We made it easier for agents to find the information they need about leads before they are connected with an inquiry.
- Managers shall now access real-time data on their team and performance.
- We also added a new feature that allows customers and agents to rate calls mapping them to the ultimate status of the leads.
As a result, many businesses reported that their agent interactions have become more meaningful, and conversion rates soared to new heights. One customer, in particular, witnessed a remarkable leap from a 4.6% conversion rate to an astounding 15%. The impact was undeniable, as businesses flourished and customers enjoyed memorable experiences.
Takeaways
- By incorporating user-centered design principles and utilizing tools like Invision, UserTesting, Miro, Google Analytics, etc., we created an engaging and intuitive user experience.
- In addition, the iterative prototyping process and user testing sessions allowed us to identify and resolve usability issues early, resulting in a seamless journey for our users.
- Finally, we fine-tuned the product experience through data-driven optimization to drive higher conversion rates and achieve our business goals.
