- UX Research
- UI Design
Aug., 2018~ Dec., 2018
The product was majorly designed to help the risk analysts to make right decisions when analyzing the risks of a transaction by checking the merchants info or relationships between merchants, accounts, IP, areas, etc. Designing for the analysts (business users) therefore is quite different from designing for the general customers. Since the 2B users are a group of professionals, their expectations focus more on efficiency, convenience and problem-solving, which can help them perform work more efficiently and reach the business goals. As a result, I would like to share the process and experience of designing the 2B product.
User Experience Design
To realize the analysts’ needs, I firstly explored the user scenarios with user interviews. There are a bunch of useful opinions from users who were using the original platform. For example, it’s time-consuming for them to find insights on the first screen with lots of information which cannot be customized or filtered to read. Moreover, when starting checking the transaction details, they cannot find the corresponding events and relationships, which causing difficulties for them to more correctly analyze the risk levels. Not only than these, over 70% of users expected to see the latest trend and risk data on home page to save working time.
As mentioned above, there are some key findings by exploring user demands and operating like an analyst (learn from practice). We found that there are three major steps the analysts usually go through: Aware, Use/Analyze, and Leave, as below Experience Map.
The major pain points are that users cannot quickly scan newest data on home page and hard to customize information they need when viewing details. The requirement for relationships map is also crucial for them to make a right decision on risk level. Based on the direction, we decided to focus on building three main modules, incl., home dashboard, relationship maps and customized views.
Regards usability testing, I would like to share open source UIUX library relating to this project. Since the toB scenario is more focused, Ant Design has developed abundant resources for designer to quickly apply for user testing, from wireframe to UI library. Demoing the clickable prototypes for analysts is easier to collect user feedbacks, which are helpful in enabling early visualization of alternative design solutions and provoke innovation and improvement.
Based on the above library, it is convenient to build a sitemap or mockup from PRD (Product Requirements Document), like the clickable dashboard. Principle and Sketch Preview are also useful tools in this process. Then we collected user feedbacks from not only Chinese analysts, but also Southeast E-wallets partners, like Gcash, TrueMoney, Paytm and Touch’n Go. Finally, we prioritized the pain points to different levels and tried to focus on the most crucial ones, like unable to customize tables or charts, no visualization of relationship maps, and cannot record previous notes for later view, etc. These points were included in the product design roadmap and expected to be built step by step.
Learnings & Reflection
When designing the 2B products, I found that there are some specialities:
- Professional Backgrounds: The target users usually are a group of professionals with less numbers but more defined roles and work requirements.
- Solutions and efficiency: The professional users usually expect the product can really help them fix business issues and improve daily work efficiency to become more competitive in the market.
- More fixed scenarios: The user scenarios and personas may be more clear since the product usually is designed to satisfy experts with special backgrounds.
To conclude, building a 2B product needs more efforts on understanding business knowledge and resources integration. The KPIs of 2B products are usually related to commercial performance, such as numbers of new users, canceled users, total users, paid users and renewal rate, not only common KPIs of 2C products like DAU, MAU, PV, etc. Moreover, how to build a products that can both satisfy Chinese and Southeast Asia users is not an easy work, since not everything that works in China will be applicable to other markets. Therefore, continuous research on user behaviors and consideration of customization is necessary for users across different countries.