About
Project Details
Process
User Interviews
Support and dev
Sales
Marketing
Comparative Analysis
Ideation
Lo-fi wirerframes and iterations
High-fidelity prototypes
Reflection
Admin Panel that improved operation efficiency by 80%
Admin Panel that improved operation efficiency by 80%
Admin Panel that improved operation efficiency by 80%
Admin Panel that improved operation efficiency by 80%
About the Company
BuyMySpot operates as a peer-to-peer marketplace dedicated to parking solutions, facilitating the buying and selling of parking spots.
The company's primary focus extends to school cities, presently spanning across 10 major educational hubs in the United States.
Project Details
Project Details
Project Details
I designed an admin Panel for the administrative team, enabling them to perform activities related to data management, analyze sales metrics, and execute marketing campaigns.
Duration
Duration
Duration
4 months - Summer Internship (May to August 2023)
Tools
Tools
Tools
Figma
Miro
Platform
Platform
Platform
Web Application
Role
Role
Role
UI/UX Designer
Collaborated with a diverse team of 30 individuals, including product managers, developers, marketing associates, sales representatives, and support staff.
Collaborated with a diverse team of 30 individuals, including product managers, developers, marketing associates, sales representatives, and support staff.
Collaborated with a diverse team of 30 individuals, including product managers, developers, marketing associates, sales representatives, and support staff.
Design Goal
The goal is to build a user-friendly interface for the admin team for data management, event creation and to visualize sales activities.
But Why?
The organization comprises various teams, including marketing, sales, developers, and the support team. Each team has distinct pain points and requirements, necessitating a centralized admin panel to facilitate their respective activities.
My Process
I initiated my process by employing research methods such as user interviews, data analysis and competitor analysis . Subsequently, utilizing the insights gathered, I developed personas and commenced my design phase.
User Interviews Summary
To understand the pain points of each team in-depth, I interviewed 8 users from the team, 2 from each job role - Sales, Developers, Support and Marketing. I qualitatively analyzed the data and found some major key findings.
To understand the pain points of each team in-depth, I interviewed 8 users from the team, 2 from each job role - Sales, Developers, Support and Marketing. I qualitatively analyzed the data and found some major key findings.
Key Findings
Key Findings
Key Findings
The support and the dev team were overwhelmed
The support team was overwhelmed by daily customer requests and relied on developers to address them via Slack, which added to the developers' workload and hindered their focus on new features.
Sales team couldn't visualize/track sales
As the company rapidly expanded into new school cities all sales-related data, were tracked manually on a Google Sheets. This cumbersome process placed a significant burden on the sales team's responsible for its maintenance.
Marketing Campaigns were ran manually
During NCAA Football season, the team runs marketing campaigns with push notifications, emails, and banner UI changes. Manually handling these for each event is time-consuming and strains developers, marketing, and sales teams.
Personas based on User interviews
Personas based on User interviews
Personas based on User interviews
Support
Support
Marketing
Marketing
Developer
Developer
Sales
Sales
“With increasing customers every day, everybody in the team needs to be self-sufficient to resolve any customer query”
-Support User
“With increasing customers every day, everybody in the team needs to be self-sufficient to resolve any customer query”
-Support User
“With increasing customers every day, everybody in the team needs to be self-sufficient to resolve any customer query”
-Support User
“With increasing customers every day, everybody in the team needs to be self-sufficient to resolve any customer query”
-Support User
“We don’t like the fact that we have to depend on the developers even for small changes to be done”
-Support User
“We don’t like the fact that we have to depend on the developers even for small changes to be done”
-Support User
“We don’t like the fact that we have to depend on the developers even for small changes to be done”
-Support User
“We don’t like the fact that we have to depend on the developers even for small changes to be done”
-Support User
“Omg!! The football season, the time of the year when our business is at its peak. Also, it is the best way we could increase our brand awareness!”
“Omg!! The football season, the time of the year when our business is at its peak. Also, it is the best way we could increase our brand awareness!”
“Omg!! The football season, the time of the year when our business is at its peak. Also, it is the best way we could increase our brand awareness!”
“Omg!! The football season, the time of the year when our business is at its peak. Also, it is the best way we could increase our brand awareness!”
“Brand awareness and sales goals go hand-in-hand and I believe big school events have great potential for both”
“Brand awareness and sales goals go hand-in-hand and I believe big school events have great potential for both”
“Brand awareness and sales goals go hand-in-hand and I believe big school events have great potential for both”
“Brand awareness and sales goals go hand-in-hand and I believe big school events have great potential for both”
“I’m unable to concentrate on bug fixes and new feature developments due to these requests from the support team”
“I’m unable to concentrate on bug fixes and new feature developments due to these requests from the support team”
“I’m unable to concentrate on bug fixes and new feature developments due to these requests from the support team”
“I’m unable to concentrate on bug fixes and new feature developments due to these requests from the support team”
“Every time there is a change in data, I manually edit them on the backend which is not safe to do”
“Every time there is a change in data, I manually edit them on the backend which is not safe to do”
“Every time there is a change in data, I manually edit them on the backend which is not safe to do”
“Every time there is a change in data, I manually edit them on the backend which is not safe to do”
“I set the sales goal for the month and track them on this master sheet, we review this every month”
“I set the sales goal for the month and track them on this master sheet, we review this every month”
“I set the sales goal for the month and track them on this master sheet, we review this every month”
“I set the sales goal for the month and track them on this master sheet, we review this every month”
“Our main target customers are school students. We aim at expanding to different cities”
“Our main target customers are school students. We aim at expanding to different cities”
“Our main target customers are school students. We aim at expanding to different cities”
“Our main target customers are school students. We aim at expanding to different cities”
“I wish I could see the impact of my activities. That will make feel motivated to do more”
“I wish I could see the impact of my activities. That will make feel motivated to do more”
“I wish I could see the impact of my activities. That will make feel motivated to do more”
“I wish I could see the impact of my activities. That will make feel motivated to do more”
Feature scoping and refining
After analyzing user interview findings quantitatively through affinity mapping, I made a list of all the essential features for the admin panel which precisely fell under the following categories.
After analyzing user interview findings quantitatively through affinity mapping, I made a list of all the essential features for the admin panel which precisely fell under the following categories.
These features were refined based on priority after discussions with the product manager and the developers.
These features were refined based on priority after discussions with the product manager and the developers.
To optimize resources, we analyzed similar tools in the market to determine if outsourcing some services was more efficient than building them, leading to a detailed comparative analysis.
To optimize resources, we analyzed similar tools in the market to determine if outsourcing some services was more efficient than building them, leading to a detailed comparative analysis.
Comparitive analysis
I picked the top 3-4 companies in each domain and did a comparative analysis.
To see if we could outsource some services
To gain inspirations.
I picked the top 3-4 companies in each domain and did a comparative analysis.
To see if we could outsource some services
To gain inspirations.
Source: G2 Review
Source: G2 Review
Factors I compared and analysed
Features Assessment
To assess the range of functionalities provided by each tool and incorporate the ones that made sense for the admin panel.
To assess the range of functionalities provided by each tool and incorporate the ones that made sense for the admin panel.
To assess the range of functionalities provided by each tool and incorporate the ones that made sense for the admin panel.
To assess the range of functionalities provided by each tool and incorporate the ones that made sense for the admin panel.
Data Visualization
To understand how these tools organized data, this influenced in the information architecture of my admin panel
To understand how these tools organized data, this influenced in the information architecture of my admin panel
To understand how these tools organized data, this influenced in the information architecture of my admin panel
To understand how these tools organized data, this influenced in the information architecture of my admin panel
Data Chunking
To understand how to effectively manage large datasets, informing my design's efficient data presentation.
To understand how to effectively manage large datasets, informing my design's efficient data presentation.
To understand how to effectively manage large datasets, informing my design's efficient data presentation.
To understand how to effectively manage large datasets, informing my design's efficient data presentation.
User Flows
To understand the simplicity of user flows within these tools helped me create an intuitive admin panel, with less complexity.
To understand the simplicity of user flows within these tools helped me create an intuitive admin panel, with less complexity.
To understand the simplicity of user flows within these tools helped me create an intuitive admin panel, with less complexity.
To understand the simplicity of user flows within these tools helped me create an intuitive admin panel, with less complexity.
Further Scoping
After comparative analysis, I refined the feature list further. Discussing my findings with the team led to two decisions:
- Outsource support ticketing and chat to Zendesk
- Utilize Stripe's built-in finance analytics for basic reporting
After comparative analysis, I refined the feature list further. Discussing my findings with the team led to two decisions:
- Outsource support ticketing and chat to Zendesk
- Utilize Stripe's built-in finance analytics for basic reporting
Initial List
Initial List
Initial List
Initial List
Decided to outsource a few
Decided to outsource a few
Decided to outsource a few
Decided to outsource a few
Updated List
Updated List
Updated List
Updated List
User flows to understand how everything fits in
Once we had the feature list ready, I developed a structured representation of how users will navigate through the product for the admin panel for each of the use case. This step aimed to provide a clear roadmap, addressing distinct needs and optimizing their workflow within the administrative interface.
Once we had the feature list ready, I developed a structured representation of how users will navigate through the product for the admin panel for each of the use case. This step aimed to provide a clear roadmap, addressing distinct needs and optimizing their workflow within the administrative interface.
Low-Fidelity wireframes testing and iterations
Data Management
Data Management
Data Management
This interface would help the admin team to add, edit, update the property data, seller and buyer data
This interface would help the admin team to add, edit, update the property data, seller and buyer data
Version 1
Version 1
Started off with a table view. Downside - Too much cognitive load for the user
Started off with a table view. Downside - Too much cognitive load for the user
Started off with a table view. Downside - Too much cognitive load for the user
Started off with a table view. Downside - Too much cognitive load for the user
Version 2
Version 2
Following various experimentations with card and table views, we settled on a mixed layout. The fundamental details are positioned to the left, while additional data is compactly organized on the right
Following various experimentations with card and table views, we settled on a mixed layout. The fundamental details are positioned to the left, while additional data is compactly organized on the right
Following various experimentations with card and table views, we settled on a mixed layout. The fundamental details are positioned to the left, while additional data is compactly organized on the right
Following various experimentations with card and table views, we settled on a mixed layout. The fundamental details are positioned to the left, while additional data is compactly organized on the right
Version 3
Version 3
Users encountered challenges navigating tasks related to user data when the information was previously perceived as exclusively property-centric.
Users encountered challenges navigating tasks related to user data when the information was previously perceived as exclusively property-centric.
Users encountered challenges navigating tasks related to user data when the information was previously perceived as exclusively property-centric.
Users encountered challenges navigating tasks related to user data when the information was previously perceived as exclusively property-centric.
Version 4
Version 4
Clear segregation of "Properties," "Buyers," and "Sellers" to streamline searches. A new section called "Spot Details" was introduced to address user concerns about information overload
Clear segregation of "Properties," "Buyers," and "Sellers" to streamline searches. A new section called "Spot Details" was introduced to address user concerns about information overload
Clear segregation of "Properties," "Buyers," and "Sellers" to streamline searches. A new section called "Spot Details" was introduced to address user concerns about information overload
Clear segregation of "Properties," "Buyers," and "Sellers" to streamline searches. A new section called "Spot Details" was introduced to address user concerns about information overload
Sales Dashboard
I designed a sales dashboard layout featuring a map on the left and corresponding data on the right. This setup allows the team to readily identify high-performing cities and determine where to focus their expansion efforts.
I designed a sales dashboard layout featuring a map on the left and corresponding data on the right. This setup allows the team to readily identify high-performing cities and determine where to focus their expansion efforts.
Version 1
Version 1
Version 1
Version 1
After user testing, I found that the users struggled to relate data on the left to the map on the right, so I swapped their positions which was found to work better for the users.
After user testing, I found that the users struggled to relate data on the left to the map on the right, so I swapped their positions which was found to work better for the users.
After user testing, I found that the users struggled to relate data on the left to the map on the right, so I swapped their positions which was found to work better for the users.
After user testing, I found that the users struggled to relate data on the left to the map on the right, so I swapped their positions which was found to work better for the users.
Version 3
Version 3
Version 2
Version 2
Through A/B testing with two versions—one featuring a pie chart and the other with pins and legends—I observed that users preferred the pie chart representation. This version proved to enhance data comprehension for users.
Through A/B testing with two versions—one featuring a pie chart and the other with pins and legends—I observed that users preferred the pie chart representation. This version proved to enhance data comprehension for users.
Through A/B testing with two versions—one featuring a pie chart and the other with pins and legends—I observed that users preferred the pie chart representation. This version proved to enhance data comprehension for users.
Through A/B testing with two versions—one featuring a pie chart and the other with pins and legends—I observed that users preferred the pie chart representation. This version proved to enhance data comprehension for users.
Marketing
Under marketing, we added an event manager tool which will help the admin team to creat events and run campaigns whenever there is a need.
Under marketing, we added an event manager tool which will help the admin team to creat events and run campaigns whenever there is a need.
Under marketing, we added an event manager tool which will help the admin team to creat events and run campaigns whenever there is a need.
Under marketing, we added an event manager tool which will help the admin team to creat events and run campaigns whenever there is a need.
Version 1
Version 1
Event manager is used to create events, that will run marketing campaigns.
Event manager is used to create events, that will run marketing campaigns.
Event manager is used to create events, that will run marketing campaigns.
Event manager is used to create events, that will run marketing campaigns.
Version 2
Version 2
Users needed some context about the tool and so I added a short onboarding on the left
Users needed some context about the tool and so I added a short onboarding on the left
Users needed some context about the tool and so I added a short onboarding on the left
Users needed some context about the tool and so I added a short onboarding on the left
Final Solutions
Final Solutions
Following multiple rounds of wireframing and user testing, I developed high-fidelity prototypes that underwent several iterations, each enhanced through ongoing testing. Here are some of the use cases and corresponding key features.
Following multiple rounds of wireframing and user testing, I developed high-fidelity prototypes that underwent several iterations, each enhanced through ongoing testing. Here are some of the use cases and corresponding key features.
The data management dashboard consists of
Property details - Properties listed their parking spots,
Buyers - Who have bought parking spots listed on BuyMySpot
Sellers - Who sell parking spots on BuyMySpot
The admin team should be able to edit/modify this information some upon customer request or under required circumstances.
The data management dashboard consists of
Property details - Properties listed their parking spots,
Buyers - Who have bought parking spots listed on BuyMySpot
Sellers - Who sell parking spots on BuyMySpot
The admin team should be able to edit/modify this information some upon customer request or under required circumstances.
Editing property data
Editing property data
Editing property data
The support user can disable the spots listed by a seller. They need to authorize this action since it cancels the pending and ongoing leases of that particular property.
The support user can disable the spots listed by a seller. They need to authorize this action since it cancels the pending and ongoing leases of that particular property.
The support user can disable the spots listed by a seller. They need to authorize this action since it cancels the pending and ongoing leases of that particular property.
The support user can disable the spots listed by a seller. They need to authorize this action since it cancels the pending and ongoing leases of that particular property.
Editing user data
Editing user data
Editing user data
The admin team should be able to edit the buyer or seller personal information upon requests
The admin team should be able to edit the buyer or seller personal information upon requests
The admin team should be able to edit the buyer or seller personal information upon requests
The admin team should be able to edit the buyer or seller personal information upon requests
Viewing and editing seller details
Viewing and editing seller details
Viewing and editing seller details
The admin team should be able to view sellers' personal information, the list of parking spots they have sold, view its leasing history.
They can also reach out to the seller using the message button on the top.
The admin team should be able to view sellers' personal information, the list of parking spots they have sold, view its leasing history.
They can also reach out to the seller using the message button on the top.
The admin team should be able to view sellers' personal information, the list of parking spots they have sold, view its leasing history.
They can also reach out to the seller using the message button on the top.
The admin team should be able to view sellers' personal information, the list of parking spots they have sold, view its leasing history.
They can also reach out to the seller using the message button on the top.
Sales Health
Sales Health
Sales Health
The sales team should be able to monitor how many spots have been leased , waitlisted per state and city.
The sales team should be able to monitor how many spots have been leased , waitlisted per state and city.
The sales team should be able to monitor how many spots have been leased , waitlisted per state and city.
The sales team should be able to monitor how many spots have been leased , waitlisted per state and city.
Marketing
Marketing
Marketing
The marketing section consists of an event manager where the marketing team can set up campaigns for upcoming events and run them for a required period of time
The marketing section consists of an event manager where the marketing team can set up campaigns for upcoming events and run them for a required period of time
The marketing section consists of an event manager where the marketing team can set up campaigns for upcoming events and run them for a required period of time
The marketing section consists of an event manager where the marketing team can set up campaigns for upcoming events and run them for a required period of time
Outcome and Impact
On average, the time taken to complete a task dropped dramatically, from several hours to just a minutes, resulting in an improvement in team efficiency of up to 80%.
Support team felt empowered and self-sufficient
Support team felt empowered and self-sufficient
The support team took 2 hours to close out a request due to wait times, dependencies.
The support team took 2 hours to close out a request due to wait times, dependencies.
The support team took 2 hours to close out a request due to wait times, dependencies.
Sales Dashboard: From Manual Updates to Real-Time Insights
Sales Dashboard: From Manual Updates to Real-Time Insights
The sales team used to spend days manually updating numbers on the sheet. Now, with the process fully automated, they can visualize the data effectively.
The sales team used to spend days manually updating numbers on the sheet. Now, with the process fully automated, they can visualize the data effectively.
The sales team used to spend days manually updating numbers on the sheet. Now, with the process fully automated, they can visualize the data effectively.
Marketing team efficiency increased by 90%
It initially took almost 4 hours for the marketing team to create one campaign and manually circulate in on email, text messages, and in-app notifications. But now, they were can run campaigns in a few seconds.
Sales Dashboard: From Manual Updates to Real-Time Insights
The sales team used to spend days manually updating numbers on the sheet. Now, with the process fully automated, they can visualize the data effectively.
Developer Productivity Increased by 30%
Developers initially dedicated 2-3 hours of their daily time to close out support queries. They felt relieved and spent their time efficiently on new feature developments.
Support team felt empowered and self-sufficient
The support team took 2 hours to close out a request due to wait times, dependencies.
Developer Productivity Increased by 30%
Developer Productivity Increased by 30%
Developers initially dedicated 2-3 hours of their daily time to close out support queries. They felt relieved and spent their time efficiently on new feature developments.
Developers initially dedicated 2-3 hours of their daily time to close out support queries. They felt relieved and spent their time efficiently on new feature developments.
Developers initially dedicated 2-3 hours of their daily time to close out support queries. They felt relieved and spent their time efficiently on new feature developments.
Marketing team efficiency increased by 90%
Marketing team efficiency increased by 90%
It initially took almost 4 hours for the marketing team to create one campaign and manually circulate in on email, text messages, and in-app notifications. But now, they were can run campaigns in a few seconds.
It initially took almost 4 hours for the marketing team to create one campaign and manually circulate in on email, text messages, and in-app notifications. But now, they were can run campaigns in a few seconds.
It initially took almost 4 hours for the marketing team to create one campaign and manually circulate in on email, text messages, and in-app notifications. But now, they were can run campaigns in a few seconds.
Reflections and Takeaways
Reflections and Takeaways
Reflections and Takeaways
Navigating ambiguity in requirements
Navigating ambiguity in requirements
Navigating ambiguity in requirements
UX designers aren't always provided with a clearly defined set of requirements. While challenging, these situations offer an opportunity to push your skills further by delving deeper into the problem and generating a list of useful considerations.
UX designers aren't always provided with a clearly defined set of requirements. While challenging, these situations offer an opportunity to push your skills further by delving deeper into the problem and generating a list of useful considerations.
Cross-functional collaboration
Cross-functional collaboration
Cross-functional collaboration
Collaborating closely with cross-functional teams such as support, development, sales, and marketing was an invaluable opportunity, enabling a comprehensive understanding of diverse perspectives and fostering synergistic outcomes.
Collaborating closely with cross-functional teams such as support, development, sales, and marketing was an invaluable opportunity, enabling a comprehensive understanding of diverse perspectives and fostering synergistic outcomes.
