Platform
Web App
Role
UX Lead (B2B side)
UX Design
UI Design
Tools
Sketch
Abstract
Collaborators
Creative Director
Product Owner
4 Software Engineers
2 V+V Engineers
Writer
Challenge
The ELP product offering was in sore need of attention. Some customers exhibited a sarcastic tone when speaking about the toolset provided to them by Ramsey. The current solution was cobbled together from 3-5 separate web applications (varying by program). The main app was extremely outdated and buggy. The user experience was disjointed, lacked a coherent brand or any discernible value in terms of digital product features.
I was brought on to guide the UX reboot of the Pro Portal, the new tool that would be released to customers to replace the old apps.
The team needed:
A scalable model for lead management in the Pro Portal across programs, despite their individual nuances.
Value added to the lead management feature without trying to compete directly with the CRMs customers already use.
Ramsey’s customers are busy. They have many leads to follow up on besides the ones they get from the ELP program. Staying organized is key. Knowing who to call and when is critical.
Guidance in navigating the technical difficulties that arose in migrating features into the new app.
A smooth transition experience for customers as the Pro Portal rollout gradually took place.
Process
Internal Team Clarity
The internal Ramsey teams working on the Pro Portal project lacked consistent understanding about the different apps, terminology, and product road map. Internal product team alignment was improved through my Pro Portal Transition Plan document. Originally created for my personal use, I modified it for wider consumption as different teams found it to be a critical reference point. I advocated for clear, common terminology to be used internally, circulated my documentation, and gave presentations to aid cross-functional comprehension. I outlined a high level plan for creating a smooth user journey across email, the 5 old apps, as well as introducing the new Pro Portal at each stage of the rollout.
Wireframing and Prototyping Lead Management
Interactive prototype created using Sketch for a key lead management feature
Solutions
Lead Management
Key discoveries were made during rapid prototyping on the Opportunity (leads) management feature through close collaboration with product managers. Leads were transformed into tasks, answering the key questions a Ramsey Pro needed to know: Who should I call today? Where are they at in my funnel? By tracking leads according to a predictable set of criteria, a Pro could see at a glance where they stood with their potential and current clients. This pattern would scale across new programs-to-be.
Onboarding Journey
I reimagined a first impression on the journey to becoming an ELP. Instead of a collection of phone calls and some emailed login credentials, I thought of a celebratory beginning for a first time user of the Pro Portal after being accepted into the program:
Skills
Rapid Prototyping
User Interface Design
Whiteboarding
Visual Design
Writing User Stories
User Interviews
Journey Mapping
User Flows
Cross-functional collaboration
Documentation
Presenting to stakeholders