About Sedex

Sedex is a Data Exchange company specialising in supply chain data, with a strong focus on Environmental, Social, and Governance (ESG) matters. Our core mission is to assess and reduce the risk of retailers selling products that don't meet ethical standards.

About Synergy

In our product team, our core expertise lies in connecting members seamlessly and facilitating the exchange of vital information. As a first mission on my arrival to the team, we were originally working on a new concept to build Supply Chains in the platform. We handle all aspects related to linking members, from initial setup to the ongoing management of their connections. This includes configuring links, overseeing existing connections, and managing the visibility of shared information among these connections.

The company was also on a process of re-platforming, so the main KPI for the product department for that year was to have 60% all journeys, be completed in the new platform. This quickly shifted our attention from the ongoing supply chain project and led us to the completion of improvements with the current Links Management feature.

Problems highlighted

First I started by mapping out the walking through all end-to-end journeys from the lenses of the two major groups of users (Buyer memberships and Supplier membership) to understand their processes. With using the journeys, I mapped them all out so we would have a full map of all touch-points users have with our area of the platform.

We then conducted extensive research by frequently interacting with our members via the members' global chat, speaking to them during research workshops, observing user behaviour through Hotjar, collecting bulk feedback responses via Qualtrics surveys, running small demand tests with Intercom, and analyzing analytics data. By combining insights from these various techniques, we identified the following problems:

• Response Time: Approximately 80% of link requests are processed within one month.
• Response Speed: The remaining 10% of link requests are either addressed within the first two weeks, or never.
• Request Visibility: Users are unable to view declined requests, expired ones, or the reasons behind declined requests.
• Confusion: Users often find it unclear whether to reject or decline a link request.
• Cancellation: Users cannot cancel link requests they've sent.
• User Experience: Users generally find the links table overwhelming and struggle to decide on appropriate actions.

Old version

Key assumptions to test:

• Cancellation Convenience: Assessing if a direct link request cancellation method within tabs improves user satisfaction and speed of request management.
• Effective Nudging: Investigating the impact of notifications and in-app nudges on user engagement and response speed to received link requests.
• Streamlined Acceptance: Testing whether displaying all titles within tabs, without filters, enhances efficiency in finding and accepting incoming link requests.
• Enhanced User Experience: Analysing the user experience of a tab-based approach with relevant content to determine if it streamlines finding, accepting, and declining link requests and boosts user satisfaction.

How do we experiment and collect feedback?

1. Hypothesise & Brainstorm
2. Plan & Research
3. Journey map
4. Prototype, Test & Iterate

1. Hypothesise & Brainstorm
2. Plan & Research
3. Prototype, Test & Iterate

How do we experiment and collect feedback?

• Usability testing (Usertesting.com): I used Usertesting.com to experiment with different versions of our product and get feedback from real users.
• Design Critique Sessions: Our team regularly talked about our designs and got feedback from each other.
• Customer Research and Testing: We talked to customers and tested our product to understand what they like and what they don't.
• Quick Team Feedback (Gorilla Testing): We quickly tested our ideas within the team to make our product better.

Problems with accepting a link request

Some major problems we found were, about accepting a link requests. At this point, if a user accepts a link request, they are prompt to the old platform to see the link they just established. This is a quick easy win to help us keep the majority of the journeys in the new platform, and maintain a consistent experience for the user. We can just change the journey and redirect the user back in our Links page in the new platform.

Finding and canceling a sent link request

• Tab Preference: Users preferred the version with tabs and found it more user-friendly.
• Above-the-Fold Information: Users found it quicker and easier to use when information was placed above the fold.
• Faster Sent Requests: Users appreciated the speed of finding sent requests using the 'Sent' tab.
• Tab Over Pop-Up: Overall, users favoured this tab-based approach over a pop-up displaying sent requests.
  

• Difficulty Scrolling: Users found it harder to locate sent link requests by scrolling, which added complexity.
• Slow Cancellation: The process of canceling a sent request in a pop-up was perceived as slow and less user-friendly.
• Less Efficiency in Both Versions: Both versions received feedback as being less efficient from the users.
  

Nudging and tab hierarchy testing for better interaction.

• Faster and Eye-Catching: Users appreciated that the nudge was quick to grab their attention.
• Direct to the Received Tab: They liked that the nudge directly took them to the 'Received' tab, simplifying the process.
• Simple and Effective: This version was considered the simplest way to notify and guide users effectively.

• Ineffectiveness of Scrolling: Users found it less useful when the nudge required additional scrolling.
• Nudge Visibility: The nudge wasn't as easily spotted by users.
• Preference for Directing to 'Received' Link Requests: Users preferred a nudge that immediately directed them to their 'Received' link requests, finding it more convenient.

Link states research workshops with members

• Link Request Visibility: All 10 out of 10 members expressed a desire to still see Canceled, Expired, and Declined link requests for reference.
• Preference for Visibility: Seven out of ten members preferred having these link states visible in the table alongside other requests for easier reference.
• Localized Language Variations: Some members mentioned differences in localized English, such as the terminology "Bin" versus "Trash."

• Positive Response to Removing "Dead" States: All 10 users liked that the "dead" link request states were removed from the rest of the pending link requests list, making it cleaner and more organised.
• Universal Icon Appreciation: Research attendees appreciated the use of a universal icon for this new "pile," making it easy to understand and use.
• Preference for Directing to 'Received' Link Requests: Users preferred a nudge that immediately directed them to their 'Received' link requests, finding it more convenient.

Findings summarised

Users expressed a preference for canceling link requests directly from the tabs within the table. They also found in-UI notifications and nudges to be useful for their experience. During testing, it became evident that tabs worked most effectively when all titles were visible without the need for filters. Maintaining all useful tabs and placing relevant content under them consistently delivered the best user experience.

03 - Findings

Finding and canceling a sent link request

Nudging and tab hierarchy testing for better interaction.

Link states research workshops with members

Findings summarised

Users expressed a preference for canceling link requests directly from the tabs within the table. They also found in-UI notifications and nudges to be useful for their experience. During testing, it became evident that tabs worked most effectively when all titles were visible without the need for filters. Maintaining all useful tabs and placing relevant content under them consistently delivered the best user experience.

First iteration - The UX

At first I started by mapping out possible solutions to help users with:

• Being nudged in platform, if there is a new link request pending, to drive action towards a received request.
• The nudge from the dashboard, drives straight to the "Received" pile to create a journey of prioritised actions.
• When a Link request is accepted, the link moves to the Linked tab, and the user can now manage it there.
• When an established Link is terminated, the user practically "Unlinked" with the other company, so we move that Link to the "Unlinked" pile.
• When a Link requests are either rejected or expired, we move them to a discarded pile or "Bin" tab to still keep track of them but keep them separate to Links that were once established

First iteration - The UI

In our design changes, we restructured the 'Pending' tab into 'Received' and 'Sent,' with a focus on prioritizing 'Received' since it's the most commonly used link state for our members. We also removed the 'All' tab as it didn't serve a practical purpose. To enhance user experience, we introduced a 'Discard Pile' tab for quick access and used a universally recognizable 'Bin/Trash' icon. Additionally, we updated terminology, changing 'Accepted' links to 'Linked' and 'Rejected' links to 'Unlinked' for clarity and consistency.

Results

• Our main KPI for the end of 2022 was to have 50% of all journeys completed in the new platform, and by the end of November 2022, we had already reached an impressive 60%.
• The action rate for pending requests significantly improved, soaring from 31% to an impressive 72%.
• A remarkable 75% of link requests are now actioned within just 15 days of being sent.
• In just one month, over 20,000 link requests were sent, reflecting the platform's active usage among our 75,000 members.

Platform intervantion

As a design team, we took on the challenge of enhancing the platform's visual appeal. This involved addressing issues related to consistency across various products within the same platform. We recognized that while many experiences had been redesigned, they lacked the modern styling they needed. To achieve consistency throughout the platform, we revisited our design system. During this process, I advocated for the concept of atomic components design and the use of design tokens to ensure a cohesive and harmonious visual language across all areas of the platform.

Additionally, we initiated a documentation process to maintain full awareness of ongoing developments. To ensure a unified approach, we established guidelines for each component, promoting consistent use of components throughout the design process. This documentation and adherence to guidelines help us maintain a cohesive design language across the board.

Second iteration

With the revision of the styling guidelines, I undertook the task of reviewing my design files. The goal was to align them with the updated styling patterns in use throughout the platform. Ensuring that every part of the design adhered to the design system's components was crucial, as it guaranteed that any updates would seamlessly reflect in my designs, maintaining consistency and cohesiveness.

The main alteration to the page involved widening the table. This decision was driven by the recognition that the table is the central element in a user's link management journey. We aimed to maximize its visibility and impact by granting it the full width of the page. This not only enhances the user experience but also allows for better data presentation, making it more user-friendly and easier for our users to consume the information within the table.

After noticing some user difficulties in distinguishing the tabs, I took the initiative to refine their appearance, making them more distinctly "tab-like." Moreover, as part of a platform-wide update, we altered the background colour and introduced rounded edges to the tables, resulting in a more visually pleasing design. I also advocated for a softer, less harsh aesthetic around the tables, drawing inspiration from successful products in the market that employ data tables effectively. These changes collectively contributed to a more user-friendly and aesthetically pleasing platform.

What next?

We acknowledge the current performance challenges we're facing. In addition to the final design refinements, we are committed to optimising the performance and loading times for the links page and its various tabs. This holistic approach aims to enhance the action rates of link requests and expedite the processing time for a more efficient user experience.

Key takeaways

• User-Centric Emphasis: The project underscored the significance of placing users at the core of design decisions, drawing insights from their needs and feedback.
• Design System Proficiency: Gaining expertise in design systems, encompassing atomic components and design tokens, proved pivotal in maintaining design coherence.
• Thorough Documentation: The value of well-structured design guidelines and documentation became evident in preserving design consistency and alignment.
• Visual Appeal Enhancement: Focusing on refining visual aesthetics and branding contributed to creating more engaging and user-friendly designs.
• Data-Informed Design: Data and performance metrics were instrumental in guiding and validating design choices, emphasizing the importance of a data-driven approach.
• Effective Feedback Integration: Skillfully incorporating feedback from diverse stakeholders and team members into design iterations was a key aspect of the project.
• Design Leadership and Advocacy: The project highlighted the role of advocating for user-centered design choices and providing design leadership to drive successful outcomes.
• Project Management Skills: Proficiency in managing design projects, including aspects like scope, scheduling, and resource allocation, was a crucial part of project management.
• Market Awareness and Innovation: Staying attuned to industry trends and drawing inspiration from successful products in the market inspired innovative design solutions.
• Adaptability and Agility: Adapting to new design methodologies and approaches fostered flexibility and innovation in the project's design processes.

The team

What disciplines did I collaborate with? Notable mentions:

• Catrina Speakman: Product manager
• Jordan Stewart: Tech Lead promotes to Tech Principal
• Waqas Raza: QA Tester
• Uladzislau Pinchuk: Front End Developer
• Anton Kasyan: Full Stack Developer
• Volha Trafimava: Agile Delivery Coordinator
• Viachaslau Maisiuk: Full Stack Developer
• Anastasiya Rutkouskaya: Full Stack Developer
• Pavel Tarasenka: Front End Developer

Adding to the previously introduced members, we also have those working in multiple teams who've made noteworthy contributions to Synergy.

• Tina Ubhi: User Researcher
• Charlotte Thornalley: UX Writer
• Phillip Law: Product and Implementation Analyst
• Will Meyers: Frontend Architect

Our team has experienced changes in personnel over the course of the project. Some members have left, while others have joined during this time.