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About

In late 2022, while serving as the UX/UI Manager at UX Centers, I had the honor of guiding a skilled team through a range of impactful projects. One standout among these ventures was Wittly—a pioneering business management solution designed specifically for enterprises in France. This state-of-the-art platform offers a suite of functionalities aimed at optimizing various aspects of operations, spanning from accounting to HR management. With its intuitive interface and extensive features, Wittly proves to be an indispensable tool for businesses aiming to boost efficiency and productivity across their operations.

Problem

They aimed to address the challenge of customers struggling to effectively manage their businesses, particularly in the face of constant shifts in both business practices and technology.

Solution

Wittly devised an all-in-one platform solution to empower customers with seamless management of every facet of their business operations, encompassing tasks ranging from accounting and marketing to inventory management and customer relations.

My role
UX/UI Manager
Duration
16 Months
Tools
Figma, Miro, Google sheets, Adobe Suite, google forum

The Process

Empathize

Define

Ideate

Prototype

Test

User Research

Quantitative Method

In my research study, I utilized google forms as a data collection tool, obtaining 112 valuable responses. This quantitative approach aimed to gather data for analysis and draw meaningful conclusions.

Survey Questions

  1. How often do you encounter challenges in managing your business operations?

  2. What specific tasks do you find most time-consuming in your daily business management?

  3. On a scale of 1 to 5, how satisfied are you with your current business management tools or software?

  4. What features would you consider essential in a business management platform?

  5. How important is user-friendliness and ease of navigation in a business management tool?

  6. What are your biggest pain points when it comes to financial management (e.g., invoicing, expense tracking)?

  7. How do you currently handle human resources management tasks (e.g., employee scheduling, payroll)?

  8. Would you be interested in a platform that offers comprehensive analytics and reporting features to track business performance?

  9. How likely are you to consider switching to a new business management platform if it offered significant improvements over your current solution?

  10. What concerns do you have about transitioning to a new business management platform?

Insights driven from the surveys

  • 85% of respondents reported encountering challenges in managing their business operations at least once a week, highlighting a widespread need for effective management solutions.

  • The most time-consuming tasks identified by respondents included accounting (65%), inventory management (53%), and customer relations (48%), indicating areas where businesses struggle the most.

  • Over 70% of respondents rated their satisfaction with current business management tools below 3 out of 5, suggesting a dissatisfaction with existing solutions.

  • The top three features considered essential by respondents were: comprehensive analytics and reporting (78%), user-friendly interface (72%), and inventory management (68%).

  • 85% of respondents stated that user-friendliness and ease of navigation were extremely important factors when considering a new business management platform.

  • Invoicing (62%), expense tracking (56%), and payroll management (49%) emerged as the most significant pain points in financial management.

  • A majority of respondents (67%) indicated that they currently handle HR management tasks manually or with basic software, highlighting a potential area for improvement.

  • Nearly 80% of respondents expressed interest in a platform that offers comprehensive analytics and reporting features to track business performance and make informed decisions.

  • 65% of respondents stated that they would be very likely or somewhat likely to consider switching to a new business management platform if it offered significant improvements over their current solution.

Qualitative Method

Using Google Meet as the virtual interaction medium, I conducted enlightening interviews with nine people as part of my qualitative research technique. These in-depth discussions enabled a thorough study of the viewpoints, experiences, and insights of the participants, producing rich qualitative data.

Interview questions

  1. Can you describe your current process for managing business operations?

  2. What are the biggest pain points or challenges you face in running your business?

  3. How do you currently handle tasks such as accounting, inventory management, and HR?

  4. Have you used any digital tools or software for business management in the past? If so, what was your experience?

  5. What specific features or functionalities would make your business management process more efficient?

  6. How do you envision a comprehensive business management platform assisting you in your day-to-day operations?

  7. What concerns or reservations do you have about adopting new software for your business?

  8. Can you provide examples of successful or unsuccessful experiences with previous business management tools?

  9. How important is it for you to have access to real-time data and analytics in managing your business?

  10. What factors would influence your decision to invest in a new business management platform?

Insight driven from the interviews

  • Many interviewees described their current processes as manual and time-consuming, leading to frustration and inefficiency.

  • Accounting inaccuracies and difficulty in tracking inventory levels were common pain points mentioned by multiple participants.

  • There was a general interest in adopting digital solutions to streamline business operations, with a preference for all-in-one platforms.

  • Concerns about data security and the learning curve associated with new software were highlighted as potential barriers to adoption.

  • Real-time reporting and analytics were identified as essential features for informed decision-making and business growth.

  • Successful experiences with previous software solutions often revolved around user-friendly interfaces and responsive customer support.

  • Interviewees emphasized the importance of customizable features and scalability in accommodating the evolving needs of their businesses.

Analyzing Competitors

In this analysis, I explore five prominent competitors in the French market, aiming to gain insights that will help us refine and differentiate Wittly. By examining the strengths and weaknesses of each competitor, along with their pricing structures, customer support options, and user interface designs, I seek to identify opportunities to enhance Wittly's offering. With a focus on creating a seamless and intuitive experience tailored to the needs of French businesses, I aim to leverage this analysis to elevate Wittly's position as the premier business management platform in France.

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Identifying Variances in Motivations via Personas

As development progressed with Wittly, it became apparent that although the overarching goal appeared to be managing business, user research revealed nuanced differences in motivations among our users.

 

To address these variations effectively, creating user personas emerged as a crucial step, offering valuable insights that would guide our design and development efforts. By identifying and understanding these personas, we gained clarity on the divergent needs and preferences of our user base.

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Empathy Maps
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Information Architecture

Following discussions with stakeholders and business proprietors, it was decided to develop two distinct interfaces: one tailored for clients, such as business owners utilizing the toll system, and another designated for Mossahamati administration, dubbed the Back-office Interface (BO). The client interface caters to toll users, predominantly business owners, while the Back-office Interface is intended for Mossahamati administration. We will recruit and provide training for specialists proficient in utilizing the Back-office Interface to aid clients in effectively managing their businesses.

The Client Interface

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The Back-Office Interface

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Prototype

After rigorous iterations, we've finalized three prototypes that showcase our progress. However, our journey doesn't end here. The team continues to fine-tune these prototypes while also delving into additional features. Concurrently, we're dedicated to comprehensive product testing to ensure its functionality and user satisfaction. Our commitment to refinement and innovation remains unwavering as we strive for excellence in our final product.

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What's Next

As we conclude this UX/UI case study for Wittly, our journey is far from over. Our next steps involve conducting comprehensive usability testing for the prototypes we have developed. This crucial phase will allow us to gather valuable feedback from users, ensuring that our platform meets their needs and expectations seamlessly. Additionally, we are continuing our efforts to enhance Wittly by implementing new features, such as the HR and operations modules. These features will further empower businesses to streamline their operations and manage their resources effectively. By prioritizing user feedback and ongoing development, we remain committed to delivering an exceptional user experience and making Wittly the go-to solution for businesses in France and beyond.

Lessens Learned

  1. User-Centric Design is Paramount: Throughout the development process, I've learned that prioritizing user needs and preferences is essential. By conducting thorough research and actively involving users in the design process, we can create a platform that truly resonates with our target audience.

  2. Iterative Design Leads to Improvement: Embracing an iterative design approach has been instrumental in refining Wittly. By continually testing and iterating on prototypes, we can identify and address usability issues early on, resulting in a more polished and user-friendly product.

  3. Clear Communication is Key: Effective communication among team members is critical for project success. From aligning on design goals to providing constructive feedback, clear communication fosters collaboration and ensures that everyone is working towards a shared vision for Wittly.

  4. Flexibility is Essential: In the fast-paced world of software development, adaptability is key. I've learned the importance of remaining flexible and responsive to changing user needs, market trends, and technological advancements, allowing us to pivot quickly and stay ahead of the curve.

  5. Continuous Learning Drives Innovation: As a UX designer and manager for Wittly, I've come to realize that learning is a never-ending journey. By staying curious, seeking inspiration from industry best practices, and embracing new tools and methodologies, we can continuously innovate and push the boundaries of what Wittly can achieve for our users.

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