Startup's MVP - Designing a B2B SaaS platform prototype

A web application to help HR professionals get insights into employee’s engagement around philanthropy.

  • My Role: Information Architecture, UI Design, Prototyping
  • Tool used: Figma, Google Suite, Confluence, Maze
  • Duration: 2.5 months

My contribution to the team's effort

In summer of 2020. During this time, I collaborated with founders, product managers and design team on research, ideate, design, and test the product concept and features. I adopted agile methodologies into the design workflow to rapidly prototype and iterate the design backed by research findings. The initial research and the minimum key features were prepared by the founders and I was able to translate them into an intuitive, easy-to-use user interface.

Design Process

First, kick-off meeting with the team

I met the product team remotely to discuss business goals, strategy, and product roadmap to launch a successful product. Offering a strong product that the market will adopt to was very important to this startup. The success metric we were measuring against was a 90% approval rate from the market validating that the product is needed and desirable.

Who are the target customers?

Small/medium-sized businesses (SMBs) looking for cost-efficient, employee engagement solution, specifically in HR department. The roles include HR Benefits Manager, Head of HR, VP of Human Resources, Director HR, Engagement & Culture, Chief Culture Officer.

Designing for two types of users

HR professionals and employees. I worked closely with the product team to understand their needs and concerns, and designed the user experience around these users.

Organizing the product with Information Architecture

I created the IA for both HR and employee experience. I organized and structured the product so that information can be found, and tasks can be executed easily by the users. Also, IA was used as a reference point during our meeting for team alignment and clarify on the product functions.

Rapidly prototyping high-fidelity

Due to time constraint, I skipped to designing high-fidelity prototypes. The project was time-sensitive and I had to meet a the project deadline to stay on schedule.

The research team used the prototype to conduct user testing with a wide range of users to check for functionality and usability. We gained valuable insights helped us to improve the user experience.

Users' most favorite part of the design.

Design Outcomes

We learned that the product would only offered little value to customers, so we decided to fold the project. The startup pivoted.

Achieving the highest success

I prevented the startup from failing. Although my design never saw its light of day., I received positive feedback from users. They complimented on how it was so easy to use and that they don't need any training guide. I may not have the quantifiable data to support my success, but I was happy knowing that I was heading toward the right direction in designing a good user experience.