OVERVIEW
Emerhub provides professional services for companies entering South-East Asian markets. From helping customer to navigate around ever-changing regulations, to guiding business through cultural nuances.
The goal of this project to craft a great user experience while making sure all the data required is collected from the user to incorporate the company. Post this, also provide services like Apply for visas and work permits, File quarterly/half yearly/yearly audit etc.
ROLE & DURATION
Product UX/UI Designer
Research, Information Architecture, Interaction, Prototyping, Visual design & testing
Team: 1 Designer, 1 Product Manager
Duration: 5 months
Client : Emerhub
The Problem
Account Exective(AE) from Emerhub had a practice to collect and manage data from clients under multiple tools like Google form, Excel, Airtable and Drive.
The goal was to build a Digital platform which could make the client to submit their needs without the assistance of Emerhub and AE can then ask extra details and provide requiered service from the platform itself. It is also into notify user on regular basis of the incorporation progress and reminder to submit mandatory document and also maintain it for future reference.
Jumpstarting Research
The first part of the research was to understand how AE strategize, create and execute their plans. For this, I conducted interviews with product managers and AE. This allowed me to understand their work, their process and to identify the pain points they encounter on a daily basis.
This makes process over complicated, time consuming and most importantly expensive.
I wanted to reduce the friction caused by switching between tools so that user can finish their tasks seamlessly.
Interviews
User research was quintessential. The complex workflows of the multiple user types and their interactions with one another needed to be laid out in detail. In order to achieve that, I gathered as much as I could from the AE to understand the challenges they face and how they see the platform making a difference in optimizing pain areas.
“It takes me 8 tools to manage 1 client. I need to check and update data to one platform to be able to monitor client and their requirements”
Arthini Puthri, Account Executive
“It’s a challenge to draft content for each and every client/company manually and ask their feedback. Also, getting approval on these draft via email takes so much time. There a lot of two and fro. ”
Julia Mathew, Country Manager
Information Architecture
Then I came up with application flow diagram which was a representation of all the common user needs, goals, tasks that I derived from the Stakeholder interviews, user interviews, and contextual inquiry.
The Process
We used the agile iterative approach for the project that helps teams deliver value to their customers faster and with fewer headaches. Instead of betting everything on a "big bang" launch, we aimed to deliver work in small, but consumable, increments. With the help of our product managers, we began prioritizing on user stories with detailed tasks necessary to complete the story in an upcoming sprint.
High Fedility Prototype
Usability Testing
I tested the product at various stages of the project.
High-fi prototypes
Were tested with the stakeholders weekly to get feedback on the functionality, content, and interactivity of the product.
Unmoderated User testing
A few dummy groups were created within EMERHUB account exectuives to use the app. All participants were using the app to carry out hypothetical tasks.
Impact and Outcome
The product helped Emerhub to save the money of 11 products that they were using. The product was initially created for existing client but soon it was shared with all new clients who wanted to incorporate their business in southeast Asia.
Customers
- Easy apply and regular updates on Incorporation status
- Additional service request and under one-roof
Business
- 18+ New customers
- Higher customer satisfaction (+33%)
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