For the redesign of a web application, Playbook UAE aimed to achieve a more professional aesthetic while refining their existing designs not yet developed. The process began with evaluating the current state, gaining insights into the needs and requirements of customers and stakeholders, and clarifying the target audience and the purpose behind the design. The outputs of the process were a new design system, a new defined information architecture which led to a 40 % reduced workload on development. The current platform is soon released and launched to PROD across Europe and the Middle East.
Product designer, user experience designer, product ownership, visual designer
Create an AI powered call intelligence platform who would measure ROI and revenue per campaign across a business who potentially could own several brands and several outlets, and measure it on the lowest level possible
Track revenue and ROI per campaign across any channel; Instagram, influencers, Snapchat, magazines, X (Twitter), Facebook and more
Use AI to generate solutions to their existing business based on their performance on their campaigns
Launch in Middle East and Europe
Through the discovery from stakeholder interviews, interviews with subject matter experts, competitive benchmarking, and market analysis, findings suggested the following;
Effectiveness of marketing campaigns cannot be measured accurately, making it impossible for businesses to track return on investment (ROI)
Currently venues do not monitor the customer calls in details. The strong assumption is that it would be worth knowing what causes lost opportunities. For instance, continuously full venues over a longer timeframe could be a valid reason for expanding the venue to meet the high demand. Not understanding why their customers are calling, what they are requesting and why they do not show up in a measured analytical way, leads to lost revenue
Venues cannot measure the effectiveness of their marketing financially and across the different types of channels they use (magazines, X, Instagram, snapchat etc), which again would be strategic to know when doing the next campaign
Venues are not aware of their most impactful channels for their customers by accurately assessing revenue and ROI
Canari has several user personas within business units:
Marketing team: desire to understand how effective their marketing campaigns have been, understanding the effectiveness of campaigns in relation to time, money spent, channels.
Goal: understand which campaigns bring in actual booking and are successful.
Needs:
Accurately demonstrate the return on investment of their marketing campaigns
Pain points:
They lack clear visibility into which marketing channels are truly driving revenue and customer engagement
They don't know which marketing articles or which channels are working
Questions raised by marketing teams;
Operations: need to be on top of overall operations, which would include being notified about missed calls, as this equals missed opportunities and revenue and the effectiveness of interactions in the business.
Reservations team: the team are struggling with inefficient booking processes, leading to lost revenue and poor customer satisfaction rate. Difficulties managing call volume and ensuring that all booking inquiries are handled promptly and effectively. The team is loosing revenue because booking enquiries are not dealt with properly. There is a need to understand where training is needed when it comes to people as there is a gap in knowledge and inconsistencies in communication to customers.
Finance: their goal is to prevent revenue leaks, sport upsell opportunities, and forecast with confidence. They currently have a lack of confidence in the ROI.
General managers / Owners: Goal is greater visibility on the effectiveness of marketing and operational spending. Currently they do not have clear visibility of the ROI from marketing channels. They have difficulties identifying and addressing revenue leaks, such as missed booking opportunities or ineffective upselling. There is currently a lack of insights into the operational inefficiencies that are impacting customer experience and profitability, such as low call answer rates.
Customer experience team: goal is to understand top reasons people call and how effective are the customer interactions.
Effectiveness of marketing campaigns cannot be measured accurately, making it impossible for businesses to track ROI.
As Canari already had designs ready for development, the first step was to produce a sitemap of existing screens to evaluate unnecessary designs, waste, as well as evaluating whether all features and functionalities are two clicks away, and assess the overall structure and navigation based on functionalities and defined scope and requirements captured. Afterwards, an assessment of whether the existing designs were following the AA WCAG 2.1. guidelines when it comes to accessibility, having a colour palette which aligned with their branding, and a typography scale suitable for digital products.
Due to long-term strategic goals for the business, it was important that the branding aligned with existing and future products. As a result, the following were produced:
New information architecture set
Reduced waste by 40 % by reducing amount of developed and re-designed screens based
Moving the navigation to the top of the screen allowed for more real estate in hero area, which was crucial due to the large amount of data presented in detailed analytics view
The application switch also allows users to easily navigated between the different products in the suite (designing for future)
Design system;
New colour palette taking into account three different products
New typography scale as it wasn't existing and the chosen font were not optimal for digital products
8-pt grid introduced
All components brand new, e.g. buttons, input fields, tables, lists, cards and containers
Story trees for product roadmap
Epics, feature and user story produced in Azure DevOps with acceptance criteria's
Altogether 115 items
Canari pitch deck
When entering the project, the designs were already in place and first initial step was to asses current designs. The deadline from starting the assessment, to producing a new design system, and then designing all screens was very tight, and it was without a doubt pressure as the client was already ready and willing to proceed with the previous designs. It is important to stress that it wasn't because of the look of the previous designs that new designs took place, it went through a thorough process. This process led to reduced waste, a more holistic approach with aligning with future products through a new design system, removing existing accessibility issues and being compliant with the WCAG 2.1. AA standards. I would argue that this is a big win.
This is the first project I've had as a freelance consultant and it's been high pressure, but high rewards and extremely fun. Now, I'm excited to proceed with analytics and the strategy moving forward.