Simplified complex user workflow and fragmented communication between business and customers and increased user engagement by 23%.  
Editors Co has its entire communication with its customers over fragmented channels and they are losing momentum with customers due to delayed conversation.

Sept 2021 - Dec 2021 (Part-Time)

B2C Mobile App
23% increment in user engagement 

User Research, Wireframe, Mobile & Website UX & UI Design, Interaction Design, A/B Testing, Usability Testing

External - Start-Up Founder, Creative Director
Internal - 1 Junior Designer, 1 Product Manager, 2 Engineers

Founded in 2018, Editors Co is an online interior design service, it revolutionizes the traditional interior design service and process and transforms the whole experience into a digital one for the technology-focused generation. Their service helps customers to decorate a beautiful home by curating from 60+ home decor brands at a flat fee, providing services from consultation, home furniture curation to ordering from decor brands. 

I worked with Editors Co with the goal to transform their current service to be more seamless while maintaining a personal touch. 

The current workflow is decentralized, scattered across email and instant messaging platform WhatsApp. Communication with customers requires loads of manual effort to consolidate, making it difficult to keep track of project status and continue the momentum.​​​​​​​
By consolidating the fragmented communication into one seamless platform will accelerate the business cycle because users are able to understand next steps clearer. and users' understanding of the value proposition.
Crafting the happy path
Based on the key functional scenarios, I crafted 3 unique user flows and user stories to empathize with the users and understand how to enhance the experience during this journey.

1) Select furniture item & add it to wishlist
2) Comment on furniture suggestion
3) Check delivery status 

A/B Test
Optimizing engagement rate
I conducted an A/B test with 10 users aged 22 - 35 that are potential users, the purpose of it is to test two key scenarios 1) viewing one furniture item and 2) viewing two furniture suggestions, as well as testing how users react to visual hierarchy, navigation, and UI design.

Key insights from scenario 1 (reference displayed on the right):
40% find it important to view the floor plan mockup
90% prefer option B due to its clearer call to action and visual hierarchy

I took on the valuable feedback and improve the design via:
• Declutter information that is less important, e.g. specific details of the furniture item
• Better & clearer labeling/ titles
• Clear indication for users on what action to take

Managing design at scale
I built a design system from 0 to 1, including a style guide for typography, button, cards, carousel, colors, navigation, progress, selection controls, modals, and other key components to effectively scale the design as we cross-collaborated.
Measuring success via usability testing
The final prototype was brought to 3 unique users to test out the key scenarios. 1) furniture selection 2) commenting 3) delivery tracking. Users take an average of 30 seconds to complete the task.

The following success metrics would be what I'd adopt once the final design is developed to compare how it has improved.
• Weeks shortened in sales cycle due to quicker & more efficient communication
• Minutes saved for the business to consolidate the feedback from customers
• Rounds of communication reduced between Editors Co & customers
• NPS (Net Promoter Score) to track user satisfaction rate before & after

8/10, the new concept of transitioning their current service to a mobile app received a very welcoming and positive score.  
Main feature
Furniture Selection
This clean and  simple furniture selection flow allows users to view the details of the respective furniture item, with further details to expand on as they scroll down.
Main feature
Feedback Tracking
Users can provide feedback directly related to the item, this resolves the problem where users and stylists struggle to keep track of what items are undergoing revisions.
Main feature
Delivery Tracking
The delivery tracking method requires 3 simple clicks to view the expected delivery date of items arriving soon. This significantly reduces the time and mental energy required previously to look through the same information over emails and excel.
What I've learned
🎯 Focus on the impactful journeys that can enhance user experience
As this project is literally transforming the whole customer experience from email and instant messages exchange to building the entire platform on the mobile app. It is key to focus on the most impactful journeys signifying the company's unique selling point as that's why users adopt this service. I learned how to better prioritize, highlight my design rationale to work on high-impact tasks rather than low-impact & high-effort tasks.

👀 Always get a fresh pair of eyes to look at your design
The design was brought out for testing during the mid-fidelity and high-fidelity phases. As the lead designer working on this project, I sometimes overlook details that require changes since I have been working on the file day in and day out. I learned that design is truly an iterative process, there's always room for improvement.​​​​​​​

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