🗓 Completed in Q2 2023
Phalanx Software is a tech company providing bespoke solutions for the iGaming industry. The company helps remove complex workloads from iGaming teams, so they may focus on running their operation smoothly.
At the time of writing, Excava is a new tool in development by Phalanx Software in conjunction with iGaming company MrQ. Excava will help MrQ’s marketing team configure and manage their customer offers.
This project revolved around designing an MVP for Excava. To achieve this, the project spanned across stakeholder research and need finding, defining features and multiple iterations of design.
⛳️ Research and understand marketing team needs and pain points.
⛳️ Brainstorm opportunities to reduce marketing team work load.
⛳️ Define MVP feature set.
⛳️ Design product.
⛳️ Build design system
⛳️ Launch and measure MVP.
Head of CRM.
Product designer (myself 🖐).
x1 Front-end developer.
x3 Back-end developers.
Synthesising and reporting research findings.
Exploring product opportunities
Defining features for MVP.
Building design system.
High fidelity product design.
Aligning distributed team.
Stakeholder interviews for qualitative input
Interviews were carried out with MrQ’s marketing stakeholders. During the sessions, the customer offer creation process was walked through, with particular attention paid to pain points and opportunities.
A map was created to help visualise the current process, give problems and opportunities visibility to the broader team, and assess design solutions against.
Key findings (pain points)
🚩 Offers are setup across multiple tools.
🚩 Team is confused around the steps required to create offers.
🚩 Configuring customer segments is too complex.
🚩 Tooling doesn’t cater for handling multiple markets.
🚩 Team has no way to organise and archive offers.
🚩 Team has no way to view all offer details in one place.
🚩 Team has no quick way to analyse offer performance.
CREATING USER SEGMENTS
User onboarding shouldn’t end after users get familiarised with a product. Each software release should onboard users onto the updates to ensure a seamless experience from release to release.
The team setup and processes will determine the speed, quality and overall performance of a team. Build solid teams and processes to ensure solid products - shipped on time.
Learn about user workflows before building tools. It is possible to build a powerful tool that doesn’t deliver on the most fundamental user needs. Rope users or user proxies into the process early and frequently.
Have a low resolution long-term plan, and a high resolution short-term plan. Without a vague understanding of the vision, teams spin in circles. If the team goes down the long-term vision rabbit hole however, scope creep increases and customers aren’t served soon enough. It’s bad business!
UX copy is probably the most underrated aspects of product design. It has the capacity to guide users through complex tasks smoothly or, inversely, leave them completely lost. Make sure to nail it!
Back-end models should be built to cater for user needs first rather than raw power alone. Therefore, everybody on a product team must care about the customer and the experience. UX is a shared responsibility.
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