PenguinSmart AI SaaS Child Eval System
Duration Aug 2020 - Dec 2020
Ownership Chao-LIng Chyou (UX/UI Design)
William Ong (Front-end)
Yao-Hua Yang(Back-end/PM)
Deron Kao(Back-end)
Contribution User Research, UX Design, UI Design
An eval system is the service system owned by PenguinSmart,
aiming to be addressing the issue with child developent delayed
or not. With this project, it had collaborated with global team,
with two developer and one project manager.
The new eval system included three existing products, with
sound collection analysis, expressEval and ExpertEval respectively.
Original example interfaces with eval system
What are the business and product problems initially?
Business challenge
- Product for B2B client: hospital
- KPI with Growth buying in Q1 2021:
Metric - More potential end users clicking the purchasing button
Product Challenge
- Product will remove out Wordpress platform
- Built up with own database with SaaS platform
So, how we improve the stakeholder’s user experience via eval system?
Initial product problems from user research
- Customer service in calls (included social media enquires) are occupied their tasks about 90%
- Content is overwhelming in existing eval system
- Users will jump out first time while taking the AI questionnaire part in eval system
Goal
- To reduce pressure customer service in calls
- To align with client’s expectations
- To enhance the business growing in new buyers
- To have more flexibility toward user interfaces in eval system
User Research methods I used for new eval system
Competitive analysis
Used competitive analysis in comparison with features, functionalities and sectors in eval system
Used competitive analysis in comparison with features, functionalities and sectors in eval system
Usability testing
Used usability testing with six potential end users on 30 mins tasks, digging out the insights and painpoint for the further improvement
Used usability testing with six potential end users on 30 mins tasks, digging out the insights and painpoint for the further improvement
Diary Studies/data analytics
Used diary studies for documenting the data from customer service calls in weekeday routines,
Used diary studies for documenting the data from customer service calls in weekeday routines,
User Story
Use online research including what contents would make user make prior decision in buying product
Use online research including what contents would make user make prior decision in buying product
Issue 1 - B2B Client need with professional and research product
B2B clients are hospital and online education institute.
Hospital need expresseval for testing and researching with professional and accurate system.
Online education institute need expresseval for professional and convenience system.
Solutions we had: Add new features of flow with AI recording analysis collaborated with AI engineers and therapist in original flow of eval system.
Original of flow in eval system
After adding new feature of flow of eval system
Issue 2 - reduce customer service’s pressure
Based on customer service specialist’s performance, she had be scolded by seniors with overwhleming calls, so I had arranged diary studies and analytic data with our only customer service specialist, figuring out her daily life occupied with equiring calls about 80% - 90% one month.
Data Analytics with diary studies: data from customer specialist showed that user frequently asked some questions in selfeval system, preliminary analysis, expereval consideration and child development.
Iterate and solutions: put FAQ with content categories of information, which is frequent asked by end users.
Issues 3 - Content is overwhelming
Our own product also targeted in B2C but show professional content especially main page. Picking big company and hospital as research materials for further improvement with the content which user may likely to stay on the landing page for purchasing the product.
Competitive Analysis: With the goal of, we conducted the design based on hospitals and big company’s interfaces with layouts.
Ideation and iterations: We put features and functionalities which will trigger user to stay on the landing page with well-organised layout
Issue 4 - Users will jump out in AI questionnaire
Users will jump out
in AI questionniare part with user flow and conducted usability testing with potential users
Mission: Identified user painpoints in AI questionnaire part with user flow
Learning from testing and observing:
-
4 parents jump out in the questionniare and stay at third stage before jumping out
-
Users said there are so many questions in one page especially some parts
-
Too much questionnaires without patience on filling in
- Hard to read the conents, each questions are too close without space
Issue 5 - KPI with new buyers : More purchasing clicking on landing page
User Study: What parents would like to do in buying product?
Research Methods:
Online research, contents that users care about
Insights:
Insights:
-
Other parents feedbacks and suggestion (brand trust)
-
What benefits parents will gain from using product
- Showing professional in child care
Solution 1 : Landing page with Product features/ user reviews
Put some contents characteristic, product features as showing how it can help child. Arrange user feedbacks for building brand trust for potential users.
Put some contents characteristic, product features as showing how it can help child. Arrange user feedbacks for building brand trust for potential users.
Solution 2: Shopping cart with marketing content
Discussing with marketing team to put marketing promotion contents in shopping carts as growth concern.
UI library: Colour pattern, font and styling
I settled down the colour, styling and layout closer to hospital.
Colour palette would be brand colour and deep blue, aligning with product positioning.
Prototyping
Due to NDA, only showcased limited interfaces with eval system.
What I learned and further improvement
End-to end product process with different stages
Conducted and built up the end-to-end product process with developers, PM and product owner with different angle of perspectives with design
Conducted and built up the end-to-end product process with developers, PM and product owner with different angle of perspectives with design
Collaboration cross teams
Collaborated with marketing team with marketing content as growth need with products
Collaborated with marketing team with marketing content as growth need with products
Business emerged with products and client need
Emerged business need in business strategy and thinking with client and whole team and applied into product thinking and design process
Emerged business need in business strategy and thinking with client and whole team and applied into product thinking and design process
Machine learning with product’s experience
Realised how AI pipelines work out in product functionalities and how it will affect to user experience design espeically user flow
Realised how AI pipelines work out in product functionalities and how it will affect to user experience design espeically user flow
Agile team with developers and PM
Conducted agile and MVP in priorities with product and realised how interfaces adjusted in mutiple platforms
Conducted agile and MVP in priorities with product and realised how interfaces adjusted in mutiple platforms
Further improvement
A/B Testing
A/B testing for video uploading in experteval but hadn’t conducted yet to figure out whether it is accessible of user flow
A/B testing for video uploading in experteval but hadn’t conducted yet to figure out whether it is accessible of user flow
UI Library and design guideline
UI need to be arranged with more consistency and guideline wit system and more accesible to users.