Evo Product & CX Strategy

Details

The Evo project kicked off on 9 February 2021 with a diverse, multidisciplinary, freshly assembled team spanning Christchurch, Auckland, Vancouver & Toronto. In the first 6 weeks we covered significant ground, challenged foundational business assumptions and identified opportunities that Evo, as a business, can capitalise on in years to come. My individual goals were to contribute to the formation of a business model and product strategy, define audience(s), formulate the UX plan for research, analysis and deliver prototypes for testing & production.

Role

UX Design Lead

Duration

8+ months

Benchmark

Attain the benchmark from researching other API frameworks. What aspects stand out from good/bad usability, could we identify additional functionality and flow from these other like services & products?

User interviews

Engage with diverse range of customers and partners, spanning industries, roles and areas of expertise. These one-on-one conversations use open-ended questions to elicit stories about specific experiences that help uncover unacknowledged needs. This protocol allows the interviewer to probe more deeply into stories than a more traditional interview.

Personae

After we transcribed the interviews, segmented the audiences, we derived personae from the individuals that stood out as the main segments in each of the specified audiences.

User Journeys

With the following in mind:

• Identify the nature of the journeys customers take—from their point of view
• Understand how customers navigate across the touchpoints
• Anticipate the customer’s needs, expectations, and desires
• Set priorities for the most important gaps and opportunities

Partner value proposition canvas

The partner segmentation transformed how we look at Evo partners – from alliance, integration, and resellers to an approach which categorises partners based on their commercial reciprocal relationship with Evo.

Customer value proposition canvas

The customer segmentation framework shifted from focusing on industry verticals to customer categories based on behavioral traits of role types, and the jobs that they are trying to get done.

Task user matrix

The general flow of the product as it is build & used within the ecosystem, this helped derive sections so that it could allow for simultaneous design and development of individual components. This helped the team view all stages of the flow on a higher level.

Lo-fi wireframes

We created wireframes and carried out usability tests to determine if we were successful in the direction of our strategy and flows.

Findings

After carrying out user tests, it is necessary to detect the improvement points, redesign the wireframes and test again. Using Maze, we were able to detect several points of improvement through painpoints and task failures. We iterated the design to improve the results.