PRODUCT DESIGN
Web / SaaS
Loop B2B Web platform offers tracking and analyzes every user behavior that interacts with the company’s content. That allows businesses to test ideas, ask for opinions, search the market, or understand potential users.
OpportunIty Statement
Loop SaaS project is with our Loop B2C project, so when the opportunity arose to develop this tool for businesses who used to develop apps to get this kind of direct and detailed data from their users. For potential users they lay back on social media but there’s no way to know what those users think.
Well, to be able to solve that with our team was a great challenge to overcome. This platform was complicated but needed to be super simple and integrated with Loop. Loop SaaS was a business strategy and marketing tool altogether so different users with different needs would use this platform easily.
The features of the platform needed to be the selling point of this product. I started from scratch by getting to know our future users before even thinking about the features.
My Role
Re-branding / User Research / User Interviews / User Testing / UXD / UID / Prototyping / Pitch Deck
The Research
I’ve collaborated on the user research process with Loop’s user researcher and marketing strategist. After 23 interviews with marketing directors, growth strategists, and sales directors from different companies; I collected the needs and expectations. I asked how they collect user data analyze it for strategies and researched all possible competitors in the current market.
ReframIng the Problem
🆘 Research companies help businesses to collect some data and test certain ideas but they are incapable of analyzing mass opinion.
🆘 For businesses it’s very expensive to conduct market research.
🆘 Even with social media marketing businesses are not able to reach users directly to learn their thoughts and understand their values.
🆘 The data collected from social media apps are only used for marketing purposes instead of helping to strengthen the company’s research & strategic capabilities.
DESIGN SOLUTIONS
👉🏻 Companies can track their user activity with live boards.
👉🏻 Always include overview/sum for complicated boards with multiple variable data, to make data readable and understandable for personas with different tech knowledge.
👉🏻 Behavioral dashboard for companies to analyze specific information compared to account users' normal and expected behavior.
👉🏻 Easy A/B tests with fast-tracking of content details.
DesIgn Strategy
Synthesizing all ideas and opinions under the research findings gave us a clear perspective of what we will do in the business, marketing, and design strategy.
We started reframing the quality issue of the content being seen on social media and how the ad structure can be changed so it won’t be annoying but welcomed. When all discussions and talks are organized, we see how our platform can be a source for people to learn what others think.
This need is what we derived from our users and why they want new social media but ease up spending unnecessary time on Instagram. (They used the word unnecessary too - multiple times) We analyzed what was so unnecessary but unstoppable for them and resulted in this step set the base for design strategy.
EARLY INSIGHTS
We especially focused on asking the user's opinions about debates in their lives and social media. We learned that %90 of our interviewees have at least one debate each day, %70 said they have multiple debates per day, one of them being with friends and family over suggested items to buy or experiences to do.
Then we asked about how valuable suggestions shape their daily lives and experiences and how they gather them. The findings were really promising because all of them said they would use online searching or well-known websites for different needs in different professional areas. They were having trouble finding the right information when it came to suggestions. There were too many opinions to filter from.
👉🏻 Our targeted users loved to debate about sports, gaming, and trend news.
👉🏻 Users would come back to the platform to check the final result of any discussion to receive a trusting suggestion or opinion.
MVP
Loop’s technical ability was high but the budget needed to stay low. So all of the user flows are phased to be launched step by step.
LAST TOUCH
We started having guerilla tests to understand how users will interact with the whole platform and how they find it.
The Launch
After revising the small user issues, testing, and re-tasting the application; Loop was finally online in the Google Play Store for Android and it’ll arrive soon in the App Store with phase 2 additions.
THE IMPACT
After the launch, we collected a Beta group of our users and collected opinions and feedback.
THINGS THEY CHEERED 😎
👉🏻 Adding a gamification touch to a debating platform made %90 of our users enjoy spending time.
The gamification element can be revised and strengthened with some extra touches of premium users and loop influencers in phase 2.
👉🏻 The ongoing debate and voting gave the users answers to all topic questions, %100 of our users enjoyed coming back to check topic answers.
Clear results can be shared on the homepage and explore pages to boost inline traffic in phase 2.
THINGS TO CONSIDER 👀
⚙️ The app works differently, all the text feels complicated.
Adding an intro to the application to ease up the meeting process and revising the maximum character count per comment for an easier reading experience.
⚙️ Some of our users said they would like the option for a light theme.
Light theme option was already thought, prepared, and added for phase 2 with the launch of IOS.