Huma
Huma is a customer feedback platform used by managers to train employees and improve customer experience through insights provided through tracking associate performance with ratings and tags.
The Problem
Store managers as well as upper management need a dynamic interface that can display customer feedback analytics in order to clearly identify areas of improvement and examine the relationship between customer experience and sales.
Because customer feedback data can feel dehumanizing, our challenge was to bring human empathy into an otherwise statistics-based platform in order to help managers better understand the relationship between customer experience and sales.
My Role
UI Design
Tools
Sketch, Photoshop, InVision
Team & Time
3 Designers & 6 Weeks
Deliverables
Hi-Fi Prototypes, Design System
Competitive Analysis
We started by researching existing customer feedback platforms including Qualitrics, Crowd Signal, Feedier, and Zendesk, in order to identify patterns to emulate and opportunities for differentiation.
Qualtrics
Feedier
Patterns to Emulate
Abundant use of negative space helps focus attention on data
White background color helps a crowded screen feel organized and not overwhelming
Color is used to intuitively communicate to the user
Crowd Signal
Zendesk
Opportunities for Differentiation
Utilize platform to keep customer experience as the main focus and the reason for employee performance analytics
Connect CX mission to the brand differentiator
Pull from a variety of user insight formats to provide a 360 view of the customer experience
Include ways for managers to ensure employee engagement with CX mission
Ensure platform design is intuitive and easy to learn for managers within a wide age demographic
Design Principles
Intuitive to use
Being a manager is hard; using employee management software shouldn’t be. Our application will be simple enough to allow users to get their job done even if it is their first time on the platform.
Limit distractions
We provide a streamlined platform to reduce cognitive load and prioritize the content that matters most to the user so that they can get the information they need quickly.
Brand fluid
Branding between our clients varies. Our platform is flexible so that it goes well with a range of brand aesthetics.
Never not human
Each component of our design will be broken down and optimized to make sure that not only our designs are human focused, but our users are as well.
Wireframes
High Fidelity 01
I crafted a six screens to test for desirability. In this round of user testing, I tested six key screens. My goal for this round of testing was to learn what was working well on each screen and why, and also to identify opportunities for improvement in order to iterate and improve my designs.
Areas of Success
The general color palette was appealing to users.
The layout was described as clean, familiar, professional and minimalist.
Areas of Opportunity
Too many shades of the same color.
Red is too strong of a negative indicator.
Readability issues.
High Fidelity 02
Using user feedback as a guide, I iterated on the first round of high fidelity designs and built out additional screens. I adjusted text size and colors to improve readability and to simplify the color palette. I also changed the negative color indicator from red to orange in order for it to appear less severe.
Areas of Opportunity
Users suggested that the “Needs Improvement” text is too harsh to describe specific retail associates, and suggested something softer, such as “Opportunity for Improvement” or “Room for Improvement.”
There was a strong case made for moving the top navigation menu to the side for a more modern and familiar tablet app look.
Users suggested that I add help bubbles or information bubbles for first time users.
Areas of Success
Users described my designs as professional, familiar, fresh and calm.
Users responded well to orange being a negative indicator.
Final Designs
Future Considerations
Our testing revealed several issues with the wireframes we received. The way in which the data is presented needs to be improved so that the chosen graphs best suit the data presented. This issue needs to be resolved before a seamless user experience across the Huma platform can be achieved. Going forward with other feedback I received, I will change the horizontal navigation to a vertical navigation, for a more modern and familiar look and will create better differentiation between elements with darker headers.