Crewasis
Research Synthesis
Week One was exclusively dedicated to researching and engaging with Crewasis' engineers and UI/UX designers in order to gain a comprehensive understanding of the platforms' functionalities as well as clarifications on anticipated outcomes and objectives for the final deliverable. This research phase proved to be the most challenging for us, as meetings with the engineers, designers, and the CEO revealed differing solutions and contradictory perspectives, which led to confusion and required additional clarification. During the latter half of research synthesis, our team conducted two types of interviews: internal and external.
These interviews were crucial to gathering different perspectives as well as aligning the platform with the current market needs. Our team's biggest obstacle during this time was determining the target demographic for Crewasis' platform; therefore, interviews were conducted where seventy-five percent of our participants were current Crewasis clients' then in order to gain an "outsider's" perspective on the platform, twenty-five percent of our participants consisted of "non-AI users"--individuals that have no experience using Crewasis or similar services. From here, we were better able to empathize with their current dilemmas: the overwhelming and intimidating nature of AI platforms as well as the lack of user-friendly navigation on the current platform.
Competitive Analysis
As the lead researcher, I spearheaded the gathering of insights from interviews, which guided our team's approach to competitive analysis with TrendHunter and Gartner. By analyzing the marketing and client acquisition strategies of Crewasis' competitors, we identified key strengths to incorporate into Crewasis' platform, enhancing its competitive edge. Given the highly specialized service that Crewasis provides, our team chose to focus on refining existing features where there was room for growth, rather than introducing new ones aimed solely at attracting clients from competitors.
From the insights gathered during the interviews, 25% of participants indicated that illustrations improved their understanding of data. To address this, we studied TrendHunter's platform, which effectively integrates trend themes with relevant illustrations and graphs—features previously absent from Crewasis. We incorporated similar enhancements in the redesigned Crewasis platform and conducted usability testing both before and after the updates. The raw data from these tests revealed a significant improvement in participants' comprehension of insights, underscoring the effectiveness of the new visual features in providing a clearer perspective on the data. Additionally, the interview insights showed that 100% of participants felt intimidated by AI platforms, especially when using them alone or for the first time.
Upon analyzing Gartner’s offerings, we observed that they provide one-on-one guidance and direct connections for immediate support. In contrast, Crewasis lacked a step-by-step guide and relied solely on an AI help bot, which proved inadequate for businesses requiring quick, effective solutions. To address this gap, we incorporated more personalized support options, improving user confidence and efficiency in navigating the platform.
Usability Testing
Taking the helm of the research process, I spearheaded an unconventional approach to usability testing by conducting it immediately after interviews and before finalizing our persona. This strategy allowed us to gain a further understanding of the product right from the start. We conducted four usability tests—two with the current Crewasis platform and two after redesigning it. During the initial usability tests on the existing platform, participants consistently voiced several concerns: confusing naming conventions, excessive clicking, unclear next steps, and an overall unprofessional layout.
These repeated complaints provided us with critical insights, helping us define the type of prototype we wanted to develop and shaping our problem statement for the persona. Following the redesign and the creation of our prototype, the feedback was overwhelmingly positive—participants found the navigation to be far more user-friendly and intuitive. The only "negative" response we received was from one participant who suggested adding a back button. Initially, we considered this, drawing inspiration from platforms like TurboTax to gamify the experience; however, after careful consideration, we decided against it.
The browser already provides a back button, and adding another would have conflicted with the previous feedback we received, where participants expressed a strong preference for fewer clicks. This iterative approach allowed us to create a more effective and user-centered design, ensuring the new Crewasis platform not only addressed previous pain points but also delivered a more streamlined and professional experience.
Persona
Creating the persona for our project presented a unique challenge. We debated whether to focus on a current user familiar with the platform or a first-time user. To strike a balance, we developed a persona representing a first-time user who is already working in a field that would require Crewasis' platform.
Prototyping
One of the main concerns raised about the existing Crewasis platform was its unprofessional appearance, largely due to the "flat" usage of colors and features. To address this, my team introduced several enhancements during the prototyping phase. To make the platform more engaging, we gamified certain features. For example, we added checkmarks to the trends and insights section, allowing users to easily track their progress. Given the importance of users thoroughly reading through all trends and insights, as emphasized by the Crewasis team, we implemented a feature that prevents users from skipping or skimming content.
Only after they’ve reviewed all the information can they navigate freely. To further elevate the design, we utilized Crewasis' signature blackthorn berry color to highlight key features on the platform, drawing users' attention to the most critical areas. This approach not only enhanced the visual appeal but also improved the overall user experience, making the platform more intuitive and professional.
Click the Screen Above for an Interactive Prototype