My Role: UX Researcher, UI Designer, Product Designer
Project Type: SaaS Product
UX Methodologies used: User interviews, Competitive Analysis, Task Analysis, User Journeys, IA, sitemaps, wireframing, prototyping, User flows, stakeholder presentations.
Tools I Used: Sketch App, Invision, Zeplin, Google Material Design, ANT UI Kit, Slack, IFTTT, Zapier.
Delivered: 2018
HEROFi Inc is an AI-based Real-Time Marketing Platform Making Retail Stores Millions.
HEROFi ‘digitizes’ physical retail spaces to create more relevant consumer experiences and optimize sales for retailers.
My goal at the company was to restructure and redesign the HEROPortal (GXP platform) which would later be used by different retail businesses, aiming to improve their consumer experience and the number of sales.
The new version of the platform had to track radical and permanent shifts in consumer behavior by using real-time data and conditions to deliver localized, timely, and meaningful messages directly to customers on-site in physical retail locations.
The new version of the platform had to track radical and permanent shifts in consumer behavior by using real-time data and conditions to deliver localized, timely, and meaningful messages directly to customers on-site in physical retail locations.
I started off by examining the portal interface and judging its compliance with usability principles and the set goals. The first issues I discovered were the content and the Information Architecture of the portal. I realized that the entire structure of the portal had to be changed and content strategy principles had to be used to make the content more user-friendly and the learning curve of the portal shorter and easier for future users.
To better understand my users and what were their needs and pain points I had multiple user interviews both with the internal team of HEROFi and the people working at different retail businesses. I analyzed that data and used it to create personas and have a better understanding of the existing pain points.
And to better understand what served well in the existing portal and what had to be added, improved, or removed, I created a list of tasks that covered the usage of the entire portal and had multiple users complete those tasks. The entire process was recorded and it was amazing to discover that all of the users who went through this analysis had the same critical points while using the portal. They were just stuck and unable to complete the tasks.
My next step was to create and explore a Comparative & Competitive analysis and see what solutions were used in the competitor companies.
Putting all this information together I started making a list of features for an MVP and created a sitemap which I later used to create the wireframes.
There were multiple iterations, discussions, and UX methodologies used in the product creation process which finally led to the high fidelity wireframes and the prototypes for both desktop and mobile devices which I later handed over to the development team.
Results
HEROFi optimized the consumer experience of Buffalo Wild Wings, and in 2018 started working with Westfield Malls using sentiment tracking cameras in the malls to see when people were shopping, who were the shoppers, at what times, and for what. The aim was to support Westfield in multiple ways including giving the retailer the ability to adjust marketing communication almost immediately on digital signage.
Learn more about HEROFi on Forbes.