Workflo Cloud Platform

Project Role

User Research | Product Design | UX Copy | Branding

Tools

The Overview

Cloud storage platforms have transformed the way we organize and sync our files. Physical cabinets full of folders and documents have been quickly replaced by the power of the digital cloud --- allowing users to carry their content with them on any device, practically anywhere. Beyond file syncing, cloud-based platforms have also changed the way that users collaborate in academic and professional settings. There has been an upward trend in people working remotely. Over the last 5 years, there has been a 44% increase in remote working within the U.S.

The Problem

Collaboration is difficult for users with different schedules and responsiblities. Communication breakdowns often occur within teams at work. This results in ongoing disorganization, delays in productivity, potential loss of revenue, and stress.

The Objective

Enhance the way teams of all sizes collaborate digitally.

the market opportunities

When conducting a competitive analysis of the cloud storage market, it was clear that price and efficiency were main concerns for companies, especially start-up companies with tight budgets. I found that many customers preferred Google Drive because the product was intuitive and the most affordable for teams of various sizes. Dropbox was the most expensive; however, the collaboration features on Dropbox for Business were more robust. Teams can create, chat, and comment within a “smart” workspace while integrating with several other products within the Dropbox platform. Microsoft Teams was also a more affordable option for businesses and offered excellent collaboration tools, specifically within the Microsoft Suite. Rather than relying on integrations, Microsoft Teams allowed users to keep track of all content (chat, email, calendar and tasks) in one seamless plaform.

the user research:
understanding our target users

To begin, I created a remote user survey and distributed it to 50 participants spanning across various professions. Roughly 83% of users rely on cloud-based platforms for work with team members and clients. I conducted 1 on 1 interviews with working professionals to get a better understanding of their role at work, management strategies, day to day work routines, and the current digital tools that they used at work to collaborate.

Ease of collaboration among team members was a prevalent issue within my research. Users stated that it was difficult to “keep folders organized as a team.” Many expressed frustration with current platforms, stating that the “infrastructure was confusing” and that “people process it differently which then leads to lapses in communication.”

It was clear that lack of consistency and disorganization were major pain points.

identifying use cases

I discovered two end users that would have their own particular needs and goals when using the product. I outlined these differences and developed the following two Use Cases to guide my process:

The “Admin Use Case” would focus on improving project and task management capabilities for administrative-based roles.

The “Standard Use Case” would focus on improving collaboration and organizational capabilities for all types of professionals.

information architecture

With the goal of informing our audience of the product’s value and functionality, it was important to begin by outlining a site map to guide potential users in choosing a plan that was most suitable for their needs. The map visualized the customer’s journey from Landing Page, to user onboarding, and then finally experiencing the product.

user journey process

I developed user flows specific to the needs and motives of our two Use Cases: the "Admin" user and the "Standard" user.

the onboarding flow

Onboarding was made specific to the user's motives. Users had the option to create a personal account, a business account linked to a company, or to try a free 30 day trial if they weren’t ready to commit. The trial option was a great way for companies to experience the product and discover how their teams can streamline their collaboration efforts.

standard use case

The goal of the “Standard User” was to improve real-time collaboration and organization. It was important to simplify communication between multiple users. Adding "comment" features on created content allowed for seamless communication within the platform. I also developed quick and efficient ways for users to share files amongst team members.

admin use case

The goal of the “Admin User” was to improve team management and track progress. Admin users would have unique features to create tasks for their team members and to quickly remind users of overdue tasks with one click. This one-click reminder would save time and prevent lapses in communication.

VIEW ALL USER FLOWS

rapid low-fi wireframes

I began by designing low-fi wireframes to explore the best solution in terms of usability and information structure. I conducted moderated usability testing to further refine the UI elements and improve the user flows for each Use Case before diving into the high-fidelity designs and prototypes.

Participants found the navigation menu intuitive and simple. The function of each icon was identified without error.

Participants would prefer to see the day of the week on the ‘Tasks’ section to better visualize their weekly to-dos.

75% of participants appreciated that the ‘Activity Tab’ was collapsable. It allowed for a clean workspace and prevented notification overload.

A priority task within the platform was the ability to leave live comments within a shared document. I observed participants to measure task completion time.

There was a disruption in comment flow. 70% of participants experienced confusion when asked to leave a comment on the Project document.

“admin” usability testing

For the Admin dashboard, I narrowed down the participants into a specific focus group. I chose 10 participants that were in administrative or managerial positions at work. I was able to observe their management styles and procedures to further improve the effectiveness Admin Dashboard.

Before meeting with the focus group, I outlined objectives and goals in a usability testing plan document to keep my data and procedure consistent.

I focused on four priority tasks: Tracking project progress, notifying a user of an over-due task, creating a task for a user, and sending the entire team feedback.

Participants identified the ‘Project Progress’ as a way to measure progress and team productivity. Participants wondered if this progress was reflective of deadlines or completed tasks.

50% of participants were confused by the ‘Add User’ option. The option would allow an admin to add a separate task for another user in one window.

Participants were able to identify the task section of the screen; howeever, 70% of participants experienced trouble and hesitation when asked to notify user of an over-due task.

VIEW ALL WIREFRAMES

the branding strategy

Constructing the brand identity, style guide, and business model before beginning the high-fidelity prototype designs in Figma.

The brand identity focused on representing diversity and innovation across teams of varying sizes. Innovation comes from a synergy of different thoughts, ideas, and perspectives. Our brand identity highlights the beauty of diverse teams with a focus on celebrating talented professionals, at varying stages in their career journeys. The SaaS (software-as-a-service) business model would allow flexiblity in pricing plans which would make the platform more accessible for all types of budgets.

the design style guide

hi-fidelity deliverables

Result: 50 screens designed and then prototyped in Figma + Invision.

I applied feedback from the usability testing and used the style guide to refine and finalize the high-fidelity designs. I was able to further expand the user flows through detailed UI elements with an attention to UI micro-interactions. Users would have more guidance through these interactive elements. For example, as you can see in the prototype below, an admin user would be alerted when a task was overdue and with just one click, the team member would be recieve a notification to complete the task. Not only would this save time and prevent lapses in communication, but the platform would be fun and intuitive for all.

conclusion

There is more that can be developed and improved within the cloud collaboration market. Especially since companies have recently adapted to the new normal of "work from home" settings. If I had worked with a larger product team, we would be able to expand on each feature to further improve the user experience of our target customer. I hope to continue exploring more automated ways to improve collaboration in virtual work settings, specifically through the use of machine learning and artificial intelligence. I am also particularly interested in interviewing more administrative roles across different industries. I want to better understand different management styles to further customize and streamline a virtual project management experience, while making the experience fun and enjoyable.