After getting buy-in from UX manager and VP of product, I took on the project to redesign the how our commuters experience cancellation.
Numbers / Analytics
With all the information I gathered, came the most exciting part of the process - the synthesis and hands-down design time! First I sketched out decision trees to combine similar situations, then I created a few short-hand user flows (which I found very helpful in mobile design because compared to the web, mobile UI is more action-oriented), parsing out drivers and riders, being cancelled on and cancelling others, different reasons for cancelling, times cancelled within a threshold of time, etc.
I then put together a huge flow in wireframes - parsing out drivers and riders, being canceled on and canceling others, different reasons for canceling, times canceled within a threshold of time, etc. After a brief review of the wireframe flow, I dived into the design of the specific UI and then posited the screens within in a comprehensive flow including the push notifications users get when canceling or being canceled on, and the different kinds of customer support emails they received afterward.
In order to sort out a list of users that fit the criteria of the different flows, I juggled between the internal Scoop dashboard, Periscope, Zendesk (alas all the startup's tools), which taught me a lot about the logistical details it took to the prepare for user testing.
I used InVision and Validately, which allowed me to talk to the user while seeing their interaction with the interface in real-time.
Some takeaways :
- Text needed to be cut down more although the original intention was to add transparency and clarity;
- Users felt that drivers and riders sometimes received unequal compensation in situation of cancellations;
-Confusions around the cancellation policy still existed.
At the last stage of the design, I focused on creating UI visuals that feel human, align with the Scoop brand, and work well with the rest of the product screens.
Advanced marketing automation and personalization tools also lead to an explosion of marketing templates to fulfill different needs. It's crucial to maintain a consistent brand through consistent visuals and layouts. The Head of Marketing came to me to redesign email template and create a style guide for emails. I set out to achieve two goals:
1) to convey the brand and personality consistently,
2) to streamline the process of creating and updating these emails.