PRODUCT DESIGN, CASE STUDY
Web / SaaS / Landing Page
Designed to bring innovative solutions to lead management processes for agents and managers working in the health industry. Wease is a SaaS web platform that aims to integrate each needed platform in one dashboard to maximize work efficiency and of course to grow sales conversions.
OpportunIty Statement
When I first met Wease, they were a brand new start-up the government had invested in as one of the bright-coming ideas. The founders were these 2 managers with 12 years of experience in the health industry. They spent their time observing the processes and finding solutions to these issues.
So they created Wease, an easy-to-use lead management platform for the health industry, or at least they imagined and presented it so well that got them an investment. They were very passionate about their ideas with big expectations about the design and development process.
It was a huge project starting with user research, user testing, and branding in a new industry I had never worked for. I had friends working as sales representatives in esthetical clinics so in my mind user research was guaranteed.
My Role
Branding / User Research / User Testing / UXD / UID / Prototyping
In the project Astro Design, my role was being in charge of branding, product, landing page, and presentation designs. Wease had only two clients in their MVP-developed platform. It was a very technical setup made by a backend developer so our role was to break down each function and re-design the whole flow.
The stakeholders also were expected to include new features to capture new clients who need to use a more detailed lead management platform to organize their workers and manage their activity permissions while tracking performance easily.
The stakeholders also were expected to include new features to capture new clients who need to use a more detailed lead management platform to organize their workers and manage their activity permissions while tracking performance easily.
The Research
I started with basic user interviews with our sales agent friends in the health industry to understand their processes and needs better. They gave us great insights about the lead management process. They needed to use a CRM-like platform just for reports and performance tracking. However, their main sales channel was WhatsApp. So we instantly know the messaging experience should feel like WhatsApp, just as easy and practical.
So I created a persona called Matt, he is an American sales agent living in Istanbul and working in an esthetical clinic. He needed an easier lead management process to earn more from the sales. We created 3 other personas, one for the Turkish sales agent, one for the elder Italian sales agent, and one sales manager.
Wease would provide super easy access to all needed things, including platforms, calendars, reports, etc. But for different personas the need for sorting was different, and permissions were different. So we looked into each of the persona’s daily flows in lead management to connect the needed parts.
Because there was an already coded base back-end, each decision was taken after checking with Wease’s back-end developer and stakeholders.
ReframIng the Problem
After all the research, we defined the design solutions for each user problem Wease will solve. The main issue in the process was the potential of Wease and discovering there could be a lot more things solved. However, I phased down to reach the desired deadlines and made the stakeholders agree.
As it's in the brand’s name Wease, ease was the main expectation of this platform. All of our competitors like Bitrix24, Salesforce, or Zoho, were a little bit complicated to use so they needed to create tons of tutorials. Wease would be a platform already known how to use.
Another important issue was the safety of lead information. Because it’s a competitive field, agents could just switch jobs taking all their leads with them. Wease had to solve this by only showing necessary information to agents while giving all the control to the managers. They could track each agent and see their performance easily.
I also wanted agents to track their performance easily to maximize efficiency. For each lead they would track lead urgency with color use and a circular bar, so they would know when it’s time to write back.
DesIgn Strategy
So, we said ease of use, Whatsapp look-alike messaging interface, and the lead response solution.
We also analyzed how the agents and managers can use all the collected data to reach more leads. The reports section challenged us to create easy report charts with only needed information.
Each function would collaborate with another so to create this detailed SaaS platform we first created a very detailed information architecture for each profile.
EARLY INSIGHTS
We prototyped some main flows with wireframes to test them our our interviewees. Although we had to over-explain which were not designs but just wireframes, we collected a lot of design and color suggestions. The general feedback was positive, main goals were accomplished.
Color suggestions made us think about how they wanted to color up their workspace. So I decided on the colors to create 25 different color combinations for the platform. Wease would be a personal dashboard.
👉🏻 Our targeted users found the platform easy to use and similar to their daily used apps for work.
👉🏻 All the lead information and management process was clear, they mostly loved the reports area. I've captured the competitive agents by checking the rank and following targets.
MVP
Wease MVP was created as a multi-functional lead management platform to track leads, communicate with leads and team members, shape teams, and inspire them to collaborate and create a follow-your-natural-instinct kind user flow for each function.
LAST TOUCH
Before the launch, we ran though the subscription flows and Wease was ready.
The Launch
Wease launched as an innovative new-gen lead management platform in the health business. We also built a feedback area to collect the thoughts of the first customers.
THE IMPACT
After the launch, we collected a Beta group of our users and collected opinions and feedback.
THINGS THEY CHEERED 😎
👉🏻 An easy dashboard with modern design
They loved all about integrations and how we made them stand out in the dashboard in our design strategy.
👉🏻 Lead tracking for agent, agent tracking for manager
We were a little bit concerned about the development process of this complex lead profile pic showing in the dashboard but it worked great both for agents who needed to respond; and for the manager who could now track every process easily.
THINGS TO CONSIDER 👀
⚙️ Need of fields to be more responsive
We wanted the chat to be always shown because each message had icons indicating platform and alarms. Users needed to close messages to only see reports or have the full page of the lead input form.
⚙️ Send an attachment flow
Because we made messaging areas like WhatsApp, we added the “add an attachment” icon button. We also had a template area for users to instantly drag and drop any media or form. Some of our users wanted to add ready templates with this attachments button.