Redefining a platform experience (SaaS)
- Feb 19, 2020
- 3 min read
Agency: blubolt
SaaS platform: bluCommerce
Skills: Research, UX, UI & design library development
Introduction
The eCommerce platform, bluCommerce, was created in 2008. New functionality was built year on year to adapt to client business goals.
Over time the system had grown unwieldy, with functionality scattered across multiple locations and an inconsistent UI developed. The platform was built on old technology which had deteriorating support. In recent years a separate browser-based Live Editor has also been established. This sat alongside, although separate to, the bluCommerce platform.
I led research, UX and UI for this project as the sole designer.
The challenge
How might we…
transform the bluCommerce platform with streamlined product and navigation management to create an intuitive, enterprise-level system, lleveraging new technology to enable component driven implementation
So that…
we can reduce operational costs while enabling future scalability.
Key aims:
Establish a unified system with streamlined user experience.
Develop a new structure to house navigation, primary and secondary information.
Brand development, improving UI to be modern and consistent.
Creation of component style design library.
Approach
Research
As part of discovery I led a variety of activities, including:
Site map and ideation workshops with Chief Technical Officer, Technology Architect and Product Owner.
Undertook analysis of current issues and advantages of the bluCommerce platform via surveys and user interviews.
Identified job roles of the users and common tasks to be done by those who utilise the bluCommerce platform. Included persona creation and journey mapping of the existing platform.
Key "pinch point" areas identified.
Marketplace review and comparison.
The main structure of the platform was identified as a top priority with the aim of collating the bluCommerce platform and browser based Live Editor together into a single browser-based product. Two key areas "Categories" and "Collections" were identified as key areas for exploration to achieve this. In addition, the need for a secure browser-based login was also identified.
Exploration and UX
Leveraged insights and data from discovery to make informed decisions to:
Develop a new architecture, prioritising areas and features for delivery.
Update platform navigation, so that the user flows were streamlined and pinch points addressed.
Undertake iterative wireframing and testing of the user journeys through the new sections which were carefully considered with the aim of creating an intuitive "step-by-step" process through each available function.
To achieve our prioritised aims, two key areas "Categories" and "Collections" were explored with interactive low-fidelity prototypes created, tested and iterated on. These areas were key pinch points for users, with large learning curves required during onboarding and training to manage the interlinked functions which span across both sections and across bluCommerce and the Live Editor.
The functionality housed within the Categories and Collections areas was assessed and split into 4 areas: product details, categories, navigational hierarchy, meta values and groups. Meta values and groups were renamed tags/tag groups and the method of application of these both within products and navigation were re-assessed and simplified. This enabled one section to be created called "Products" where users can view all product details and apply tags which will function across the site going forward. The rest of the function relating to navigation was moved into the CMS/Live Editor section. This enables a far more intuitive user flow.
Brand and design system creation
The parent company blubolt had recently rebranded, which made the blueCommerce platform feel disconnected. I designed a UI component library, developing the existing brand to feel modern, professional and work alongside the parent company brand. The UI library was component driven to be scalable, enabling the integrity and consistency of the final design to be kept.
Outcome
Training and onboarding times reduced by approx 25%.
Platform future-proofed to allow for new features and functionality.
Cohesive and maintainable visual language implemented to align across brand propositions.
Ongoing improvements for the remaining sections the of bluCommerce platform were outlined, enabling ongoing assessment, design and development in an agile manner.
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