WEBSITE DESIGN

PRODUCT DESIGN

Laxis

overview

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Laxis is an innovative AI meeting assistant help businesses and individual customer navigate virtual meetings. The product helps professionals captures what’s happening in customer conversations and analyzes what really matters in those conversations to increase productivity and save time. Positioned within the realm of remote collaboration, Laxis aims to address the challenges associated with information overload and the difficulty in uncovers insights from extensive online meetings.

PROJECT DETAILS

Role

Duration

Design Lead

July - November 2022

KEY CONTRIBUTIONS

User Interview, Product Design, Website Design

PROJECT GOAL

Launch the MVP product and the marketing website, and continuously improve the web app’s user interface.

Results

The product successfully launched within 8 months. The team was also able to revamp the marketing website within 2 months and largely improved user retention rate.

4,000

Monthly active users within the first three month

30mins

Average session duration using Laxis

68%

Retention rate within the first three month

70%

Satisfaction rate among active users

01.

define

We talked to our internal stakeholders including the Custom Success, Tech Support, and Marketing teams to understand their pain points.

competitor analysis

Market Research

02.

Ideate

We consolidated what we learned from these interviews and narrowed down the features for a user-friendly Automation dashboard.

Protoype

The team designed mid-fi prototypes and prepared for the first round of usability testing.

Interviews

Prototyping

Internal USABILITY TESTING

04.

Test

The team tested the mid-fi prototype with users to validate some of our design assumptions. We then refined some of our design decisions with a hi-fidelity prototype and tested it again.

Usability Testing

Prototyping

05.

Iterate

The team is actively gathering feedback from customer calls and testing sessions to refine and enhance the feature. The iterative process allowed us to continuously improve the product with timely customer feedback.

Customer feedback

EMPATHISE & DEFINE

Through a design workshop, we identified the main pain points that we want to address in the redesign.
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Among those, we see that users struggle with getting started with automations and understand how their programs are performing.

IDEATE

We consolidated what we learned from these interviews and narrowed down the features a user-friendly Automation dashboard should have. To further generate ideas, we fomulated the brainstorming question as:

How might we help customers measure and understand the impact of automations?

Prototype

Branding moments & contextual help

We identified branding moments and areas where we could provide more contextual help.

Test

We wanted to learn about a few key areas in our high fidelity designs, including the discoverability of the Edit Program and Add New Contacts actions.

In addition, we wanted to understand whether users want to search their email message reports within a program, and how easy it is to understand new design patterns we’ve introduced in the dashboard.

Discoverability of the Edit Program

Due to project constraints, users were initially required to pause program before making any changes. In order to access the clarity of this design, we conducted usability testing with 5 users. In the first round, only 1 out of 5 participants successfully paused the program in version A. As a result, we made some adjustments for the second round by removing the overflow menu and surfacing the "Pause Program" button. This change significantly improved user comprehension.

In Version A, we nested all program actions in a meatball menu associated with the Run/Pause action in the dashboard header.

For Version B, we surfaced some of these actions in the dashboard interface.

Add New Contacts Actions

We wanted to notify users that they have new contacts waiting to be manually added to the program on a schedule. In the initial round, some users encountered confusion, mistaking the "Contacts added on a schedule" text as a clickable element. To address this, in version B, we implemented a solution by providing a clarifying tooltip with additional information. This satisfied the issue of the icon looking clickable, while also associating the action with the alert.

In Version A, 2 out of 5 users thought the Add New Contacts icon was clickable rather than looking elsewhere for an action.

In Version B, we made the informational blurb appear less actionable, and then placed it beside the action menu that allows users to manually add contacts.

Data Cards

The data cards were overall easy to understand in both versions. Preferences where almost evenly divided, with two users highlighting a potential redundancy in the information presented in Version B. Based on those insights, we concluded that Version A was the way to go.

In Version A, we only showed the number of contacts in each stage, and didn’t show the total contacts for each data card.

In Version B, we added the total contacts count for each data card.

Email Performance

We faced a decision regarding the design of the "All Emails" data - whether to use a table format or data cards. In Version A, there was a misconception that the "All Emails" table served as a summary of the "Individual Emails". To address this, we redesigned the "All Emails" section, aiming to establish a clearer distinction and reduce the perceived connection to "Individual Email".

In Version A, we designed email summary section in a table and placed percentages and unique values on the same row.

In Version B, we redesigned the email summary so that it would feel less tied into the table of individual emails. We also indicated that more information was available by adding a dotted underline and further details in a tooltip.

ITERATE

In March 2022, we successfully launched the new Automation dashboard. Since its release, we've witnessed consistently high adoption and engagement rates. Additionally, this project has unveiled improved design patterns that hold potential for implementation in other areas of the product. Our ongoing efforts focus on validating the user interface at scale, prioritizing a seamless and enjoyable experience for marketers.

RETROSPECTIVE

By listening to our users and making changes that provided real value to them, we drastically improved the UX and UI for one of the core functions of the product. I grew as a designers and our team walked away with a few takeaways:

Internal stakeholders feedback can be super valuable too.Listening to external user feedback can help you narrow in on the nuances, but sometimes internal stakeholders like the Technical Support team and Customer Success Team understand users struggles with a more holistic view.

Involve the engineering team by asking them be part of the usability testing.We had regular check-in meetings with the engineering team even when we were still in the research phase. We also invited some engineers to do usability testing tasks and asked them to provide feedback. It helped our design handoff process to be relatively smooth.

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Data Visualization

Dashboard

Act-on Automation

Laxis

overview

Results

define

Ideate

Protoype

Test

Iterate

EMPATHISE & DEFINE

IDEATE

Prototype

Data

Contact Lists

Steps

Performance

Micro-interactions

Branding moments & contextual help

Test

Discoverability of the Edit Program

Add New Contacts Actions

Data Cards

Email Performance

ITERATE

RETROSPECTIVE

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