Invokery

01. UX CHALLENGES

Starting from scratch based on a concept, our initial focus was to identify the core functionalities and to prioritize properly. After which, a lot of my effort was spent working alongside the product & engineering team to optimize the user flows of each functionality making sure they are clear and easy to navigate. Based on our initial research, our target audience for Phase 1 has a trait in common: lack of patience and non tech-savvy. To deliver a great product for them, we were tasked with making the experience as accessible as possible.

Tight deadline was another challenge we had to tackle. Stakeholders were determined to present & educate our product during pandemic lockdown to restaurant owners who otherwise generally have super busy schedules. Additionally, we have a relatively small size of a team totaling 3 members from product, design & development. Agile methodology was adopted by our team for quick iterations & faster development. We collaborate closely through frequent standups to discuss all the details of the design, aiming to achieve best user experiences for each functionality and user flow without impeding the development velocity.

02. MY ROLE

The request was to create a MVP version of the Saas platform from ground up. I was the sole UI/UX designer on this project, working closely with a project manager, a small developer team and stakeholders. My role involved all stages of the design process, from initial UX research to the final high-fidelity UI design.

03. USER RESEARCH

It was a fairly complex project that comprised the full end-to-end lifecycle of the product development. I started with user research by conducting a series of interviews with the tech team and stakeholders to gather feedback as well as to identify pain points and goals. It’s helped me to obtain a holistic view and deep understanding of our target audience and their needs. Information was then summarized and analyzed to create the following user persona:

04. USER FLOW

Working with the team, I mapped out each step of the flow for all Invokery’s main functionalities, including:

• For restaurant owners: online ordering, inventory counting, report generating, etc.
• For suppliers: product uploading, order managing, price strategy creating, etc.

05. WIREFRAMES

I produced the wireframes for all pages of the application based on the previous research and preparation. Several iterations were conducted to better align with customer needs and to improve user’s experience in a collaboration manner with product team, dev team as well as stakeholders throughout the entire design process.

07. USER TESTING

Internal:
Prior to the launch, our internal team including marketing, sales and development has conducted multiple rounds of user acceptance testing, which helped us identify and fix bugs as well as improved the overall user experience.

External:
In order to further optimize the design and functionalities of the product based on real customers’ feedback and behaviour, we launched a “Seed Project” for selected restaurant owners, who best aligns with our user persona. These owners were each provided with a one-on-one tutorial session and offered with a 3-month free trial. Owners who accepted the offer agreed to provide feedback in a structured format back to our team on a monthly basis, which has been utilized by us to continuously improve the user experience of the product.