User Experience and Product Design
A cloud suite of travel, spend and expense applications enabling companies to purchase products or services within corporate policy, employee roles and negotiated discounts.
From acquisitions, rebranding endeavors, pivots, repurposing applications, mobile market shifts, creating custom one offs, and providing design/technical direction to 3rd parties, the deem platform had accumulated massive amounts of design and technical debt.
Additionally product lines had began to contradict their core value and functionalities. Research indicated that prospective new customers had different perspectives on what the deem platform actually did, its value, or who the product was intended for.
Acquisitions customers were concerned if the products would still be supported, or if features promised would still be delivered on.
How do we align products, brands, mobile, create feature parity, add new services. Still have white label services, expand our business aspects to small, mid and enterpise business
See product vision (pdf)
Building a “One Deem” platform would have to address the Frankenstein issue of product acquisitions conflicting pattern libraries. Modifying, unifying and consolidating patterns that are optimized for specific task will be met with resistance. How do we achieve unification and still keep pattern optimization?
With a wide range of products, a set of design principles was desperately needed to guide the decision making process as we integrated the product lines. As design and technical debates ensued, these principles played a critical role in resolving disputes.
See design principles (pdf)
Using a strategy defined by Stefan Klocek, I was able to apply his methodology to the “One Deem” product initiative.
By breaking up the ux work into organized phases, it allowed enhancements to be completed with out endangering product features milestones or partner contractual obligations.
See systematic approach (pdf)
The beginning of one deem experience started with the marketing pages. Knowing that the level of effort was minimal compared to deep product improvements we started unifying the brands, adopting typography that allow localization, defining cosmetics and styling, redirected acquisition URLs and simplified the value propositions into a stable unifying narrative.
As the marketing pages began to merge, research indicated that customers became confused when trying to authenticate into their applications. The stop gap solution was to drive authentication into separate product pages until single sign on solution could be built and deployed.
The stop gap authentication experience was improved by sunsetting older design styles while maintaining bookmarked sign in urls, applying new branding, unifying the password reset behaviors, and creating contextual promotions to inform the value propositions of similar product lines.
The easiest method of product integration was applying the Deem branding, fonts, styling and colors to the newly acquired applications.
Customers informed us that the new styling, greatly enhanced the usability of the application. We did no changes to the application behaviors or interactions, the new design opened up the work space and unpacked the density of the UI, creating less visual strain.
Rushing a mobile product out into the market, features were intentionally left out. The mobile application was marketed as a companion application versus a fully functional application. This strategy rendered some applications not function properly, or resulted in experiences where users could not transact on services.
To unify and create a one deem experience, the product needed a robust navigation system that could handle primary and secondary navigation, address the over cluttering issues of the previous navigation, allow a single application experience, and enable third party application integration.
Once the design and technical debts were paid, Deem Chrome services 1.0 was finally launched. For the first time in the companies product history, solutions for primary and secondary navigations systems were finally initiated. There was finally a working procedure for application platform integration.
See navigation experience (prototype)
Having a robust navigation system available changed the function of the mobile application from being companion based to complete access of deem platform suite of applications.
See mobile navigation (pdf)