CentSai One
UXUI Designer,
Assistant Product Manager
Sketch, Zeplin, Jira
10 weeks
I joined the company’s first large-scale project in creating a SaaS product allowing users to purchase and distribute the company’s content.
My role took the form of a UX generalist carrying out an end-to-end design process including monitoring after the launch, while communicating the design and concepts to a cross-functional group. Any confidential information is omitted in this case study.
Objective
CentSai initially released a model for users to purchase the company’s content by submitting a form with a list of desired content from the site. The initial model proved to be unsuccessful with a poor conversion rate, and the product team was originally tasked to optimize the experience.
About CentSai
CentSai creates personable and engaging content on financial wellness such as stories, quizzes, videos, and podcasts in hopes to raise financial awareness through fun and engaging methodology.
1. Discover
In order to understand the context of the project, the team turned to the original model. With the help of a researcher, we collected user feedback to see what was preventing the users from completing the task — usability issue? product issue?
Through this process, the team developed a deeper understanding of our target users’ needs which defined what to update on the product and its experience.
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2. New Strategy
Once the company arrived at a common understanding of the discoveries, new objectives surfaced to address the needs of the users. We were tasked to optimize the existing process in a single platform plus design and test the features.
With the new business objectives, the design preparation also shifted in response. Working with the PM and ENG, I assisted in shaping the features into design decisions based on collective discovery and learning.
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3. Design
Once the plan was mapped out, I architected the flows and sitemaps for both the product and its website and quickly tested wireframes while benchmarking similar products like HubSpot and Buffer.
I considered how the users would interact while on the product as well as outside the product, and strategized accordingly. This process was highly iterative and involved cross-functional collaborations with the PM, ENG, the editorial team, and a UX writer to refine the experience.
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CentSai One (MVP)
Product Vision
Offer an end-to-end service for financial advisors and institutions to grow and nurture their digital space using CentSai-owned content
Product Goal (MVP)
> Build a product allowing users to select, configurate, pay, and share content on a single platform
> Launch a website to showcase the key features and for users to sign up/log in
> Aquire an initial user base
How it works
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Discover & Learn
Whether through an organic reach or a sales person, land on the homepage to learn about the product and its features on the website.
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Sign Up & Choose a Plan
Sign up for free directly from the site and choose from various plans including a free trial. The plans allow the users to share a different number of content pieces for a designated time.
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Set Up Profile
Fill out basic company information and preferences for the system to provide a more tailored experience. Also, set up styleguide to mask on the content pieces.
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Explore and Browse Content
Explore CentSai’s library and find content that best speaks to the target audience. Use the filters such as sort by categories, type of content, and highest views and upload date to help browsing.
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Embed a Personalized Ad
(OPTIONAL) Set up to include an ad in all the content with an image of choice, call-to-action with URL of choice, and an optional phone number.
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Preview Content
Check how the content would be shown to the public once shared.
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Check Out & Share
Check out the final content pieces to be shared, and share the content by accessing “My Library”. Share via social media or grab iframe code. Another sharing method — API — is accessible under Setting.
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Monitor Performances
Once the content is public, monitor how many views and clicks it received to learn about the target audience’s interests and behaviors.
Key Features
Explore & Discover from the Library
Users can use filters to explore content under desired categories. The basic tags provided in the thumbnail such as the number of views and type of content can further help users make decisions on what to share. The CTAs allow users to preview, save, and/or add to the collection.
User Need:
- Easily find content
- Assurance in selecting content
Business Goal:
- Encourage users to also explore and discover new content
Configurate the Branding of the Content
Users can upload their logos (or profile picture for advisors) that will display on the top of the content, replacing CentSai’s original navigation. Users can also upload their brand color that will display on the header background.
User Need:
- Easily find content
- Assurance in selecting content
Business Goal:
- Encourage users to also explore and discover new content
Personalize and Embed Ad
Users can embed an ad inside all the content they share with an image of their choice. They can further personalize with two CTAs: one that hyperlinks to an URL of their choice, and one with a phone number (which can be tapped to make a call on a mobile).
User Goal:
- Generate leads to their sites
- Create opportunities to speak or connect with prospects
Business Goal:
- Create a feature that “differentiates” us from competitors
Share via iframe code, API, or social media
Without hiring a third-party service, users can share desired content directly on social media or grab iframe code from CentSai One platform.
User Need:
- Cost-effective and easy to use sharing methods
- Share on various platforms like websites and SNS
Business Goal:
- Help users have seamless experience
Refine and Nurture
After the launch of the MVP, the team updated the product for better usability, refining features based on users’ feedback and new business objectives. We learned which feature/service our users and clients reacted best with, then focused on refining them.
Amplifying a Feature: Ads
Almost all of the clients showed positive feedback on the feature of adding their ads. Working quickly to test more, our team uploaded more variety of templates, and an option to add a video ad.
Testing a New Feature: Add-on Service
An informational page on the new feature was added as a new tab along with the subscriptions. The add-ons are available for the users to select in the new sign-up process (see above). The ‘learn more about the add-ons’ CTA will open this page.
Iterating the Sign Up Process
There was a larger pool of clients showing interest in the new product than the company expected. So, the original goal of ‘having the clients set up a meeting with a CentSai’s associate’ shifted to automating the process. A new flow and the screen were also updated appropriately.
Managing the Product
I also worked to efficiently communicate to various departments on the product updates that were relevant to their respective teams. As cross-departmental collaboration was often required, there were many opportunities to work with different types of people and minds. Some of the efforts to help other departments included:
Product Training/Q&A
Virtual product training meeting to onboard new members and answer any questions
Assets for Sales Team
Designing and putting together materials like one-pager and PPT, basic design necessities, and tutorial videos to assist in their client meetings
SNS Marketing
Brainstorming with the marketing team and discuss any highlights — product updates or features, and user feedback — to be used as marketing campaigns. Designing banners.