Zulu5 product design, Enterprise UX, SaaS UX/UI

01.

Summary

BACKGROUND
Zulu5 has 3 main products for businesses: Zulu White, Zulu Black and Zulu Blue. These products can help businesses to compare their Marketing Campaigns with the competitors and optimise their Marketing Campaigns for the different purposes in the future. Besides this, Zulu5 has their own website with all the information related to their products.
MY ROLE
1. Redesigned the whole platform based on the MVP and added the new functionality;
2. Performed the competition research;
3. Conducted the workshops with the managers in order to understand the requirements, the key use cases;
4. Created several very row concepts (low fidelity wireframes);
5. Discussed the concepts, hypotheses based on the concepts and to validate some new ideas;
6. Worked directly with the Product Owner;
7. Created high fidelity wireframes / mockups;
8. Provided User Flow, the Detailed Design Documentation;
9. Created clickable Prototype;
10. Created the presentations for the customers;
11. Conducted user testing sessions;
12. Support the Developers during the development.
DELIVERABLES
Research & Analysis, User Flows, Wireframes, Prototype,
High - Fidelity Mockups, Design System, Style Guide, Design Documentation

02.

Process

03.

Business Goals

04.

Workshops

As discussed, the first step of the re-design exercise was gaining an in depth understanding of the current three platforms. I had access to the product and managers to conduct interviews and workshops.

The two initial sessions involved the managers giving a detailed walkthrough of the 3 different products. On the basis of these workshops, I have been investigating all the possible scenarius for the users.

The next discussions with the client executives regarding the user types and the actions performed by them along with different part of platform and data accessed by them to perform these actions. These sessions provided the list of the important insights.

05.

Insights

After the workshop, I had some insights for the product improvements and the usability issues what should be fixed.

07.

Problems / Pain Points

The brief was to redesign the existing user interface of the Web SaaS Platform considering some legacy constraints and adding some new feature sets.
The software was successful in the market but was receiving a lot of usability complaints that made the company consider a ground up redesign exercise.
The navigation is not understandable.
The functionality has some features which users can not find in the easiest way.
The Dashboard is not organised well in order to use it (Very long scroll, uncomfortable filters by the parameters and so on).
User Experience in general has a lot of problems which should be fixed.

07.

Competitor Analysis

SimilarWeb is the biggest competitor in the field.Other similar tools provide various SEO functionality, such as keyword research, link building, rank tracking, and more, SimilarWeb is more focused on traffic and audience insights.I analyzed some key features in the different tools and how they work, how they created reports and so on.

08.

Information Architecture

09.

Research & Analysis

Based on my Research, workshop with the product managers and several interviews with the real users, I created several Personas.I analyzed the information and some key insights after all of these activities. Then I started to create the first concept.

10.

Concepts

11.

High-Fidelity Wireframes

12.

Mockups