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Seak, a start-up, aiming to help small business retailers from Southeast Asia specialising in lifestyle products to grow sales and open the market in the U.S. and other developed markets. I was brought on to the team to lead the MVP design of the SaaS Platform and validate the product ideas through concept testing.
Solo designer working with 2 founders, 1 Product Manager and 1 Engineer
July - September, 2023
Lead the end-to-end design of the SaaS platform
0 to 15 buyers
with 100 in the pipeline attracted
98%
User satisfaction from 35 user testing
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Inability to make informed decisions about inventory management, marketing strategies, and product development due to a lack of actionable data
Discovery is limited to occasional social media interactions, with products suffering from low visibility and weak search functionality
Struggle with adapting to cultural differences, navigating foreign regulations, and clearly communicating the brand's value to new market
Solution
Product Overview gives retailers detailed insights into product performance, helping them make informed decisions for better market alignment
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Solution
Distribute Product Listings to various B2B marketplaces seamlessly to increase discoverability
Solution
Utilize AI for optimizing listings, including customizable and searchable titles for better SEO score
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Starting with market research and a competitive audit on AI use, and then incorporating feedback from discussions with cross-functional stakeholders, I had 2 major design changes accordingly.
Engineer: complex coding for dynamic positioning, independent styling & stacking
PM: less predictable user interface, potentially leading to confusion
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Engineer: easier to code while elements are arranged in a mirrored pattern
PM: straightforward responsiveness helps reduce friction
1. AI Benefit Showcase: Users expressed uncertainty regarding the source and relevance of the suggested uplift
2. Action Feedback: After selecting 'Accept,' the modification to the product name is not readily apparent, as the attention is drawn more to the transformation of the button itself
Information Layout: The 'Estimated SEO score' directly below the product name offers instant feedback, aiding informed decision-making
Consistency and Feedback: There is a clear cause and effect displayed - the suggestion is made with the specific outcome of improving SEO, providing clear and immediate feedback.
At MVP stage, it's imperative to prioritize features that not only address the primary user needs but also have the potential to drive key business metrics such as user acquisition and activation rates. In hindsight, a more rigorous validation of feature impact on these metrics could have further optimized our MVP for business success.
In a start-up, balancing speed and quality is essential. We need to iterate quickly while keeping the user experience in focus. Going forward, I'll push for regular, structured team syncs and use agile frameworks to align design and engineering efforts.