Product area
— Human resources solutions
— Corporate health management
— Employee engagement platform
Team composition
- — Senior product designer (me)
- — Product manager
— Business analyst
— Marketing specialist
- — iOS developer
- — Backend developer
My contribution
— Market and user research
— Core features identification
— Visual design and prototyping
— Usability testing
— Implementation support
Duration
Feb, 2020 — Jul, 2020 (6 months)
Introduction
The product is a B2B service that helps teams stay motivated, compete with each other, and share achievements through a mobile app. I focused on the customer-facing side of the platform as part of the broader product team.
The main challenge was balancing functionality and design in a B2B setting. The interface needed to be intuitive, engaging, and work smoothly with existing business systems like CRM, billing, and inventory management.
Discovery
We started by exploring user needs and market demands. This included interviews and surveys with potential users to understand their motivations, pain points, and workflows. These insights showed the challenges businesses face in keeping employees engaged.
The main problem we identified: companies lacked an effective tool to motivate employees that also integrated with their systems. Existing solutions were often too complex, leading to low adoption and limited impact on productivity. Solving this gap was important because motivated teams perform better.
We also analyzed competitors in the B2B health and fitness space. Mood boards helped us explore visual styles and pick an approach that would appeal to users. By combining industry trends and user feedback, we formed hypotheses about what users would value, like gamification and CRM integration.
Definition
With user needs and market context in mind, we defined the app’s core features. We created user personas to represent our main users. These personas helped highlight important interactions and key touchpoints in the app.
The primary goals were clear: motivate employees, encourage friendly competition, and make sharing achievements easy. Technical requirements were outlined to ensure smooth integration with systems like CRM, billing, and inventory management.
Feedback and data were turned into actionable ideas and a list of potential features. These features were prioritized based on impact and feasibility, focusing on what would add real value to users.
Design
The design process was iterative and collaborative. We started with a flowchart to map the user journey, from onboarding and profile setup to joining challenges and viewing leaderboards. This helped identify potential friction points early.
Next, we developed the information architecture. Content was organized into a clear hierarchy so users could navigate the app without confusion. Sections and sub-sections were logically structured for easy access.
Low-fidelity wireframes focused on layout and functionality. This let us test ideas quickly and make changes before moving into detailed design. Wireframes went through multiple reviews and iterations before we created high-fidelity prototypes.
Usability testing involved HR managers, team leaders, and employees with different levels of tech skills. We gave participants realistic tasks and observed their interactions. Feedback helped us refine the app to make it intuitive, easy to use, and visually clear.
Delivery
During delivery, we worked closely with developers to ensure the design was implemented correctly. Agile sprints and continuous integration helped keep the process smooth. We provided assets, clarified requirements, and resolved issues along the way.
Documentation and training materials were created for launch. This included guides, FAQs, and tutorial videos so users could quickly learn the app and use its features effectively.
Achievements
HR managers and team leaders reported that the app was easy to use and motivated their teams. Integration with corporate systems ensured a seamless experience and simplified administration.
— Customer Satisfaction score averaged 4.7 out of 5.
— The app reached 5,000 Daily Active Users within six months.
— Users completed key tasks with a 90% success rate.
— 80% of users engaged with competition features weekly, showing high interest in gamification.