Story
Originally developed to mitigate investment risks, CrowdSmart is an AI-powered semantic analysis tool designed to mitigate bias and foster fair collaborations in decision-making.
Challenge
CrowdSmart wanted to to reimagine how the platform could be used for a new purpose and asked SYPartners to design the end-to-end user experience.
Outcome
We started by understanding CrowdSmart's growth goals and establishing design principles in line with them. Within these principles, we developed design territories, a tone of voice and the UX / UI of two core user journeys. We tested the prototype with existing customer to validate the concept, refining and iterating the design based on user feedback.
Client
Category
Crowdsmart
UX/UI & Prototyping
My Role
Senior UX Designer & Researcher
Internal team
UX Partner
Program Director
Creative Technology Director
Senior Designer (UX)
Senior Strategist
Senior Designer
Designer
Kendra Cooke
Stacey Mellus
Tim Malchoz
Ying Zhang
Kelsy Postlethwait
Clint Disharoon
Elsie Morales
My Contribution
As the Senior UX Researcher and Designer, I was responsible for the research work stream, collaborating with stakeholders to understand user behavior, motivations and pain points. I presented my findings through persuasive storytelling, supported by compelling visuals, illustrations and frameworks, using the insights to iteratively improve the design.
Design Principles & Territory
We established five principles that guided our design process. We developed the 'CrowdSmart as the Beauty of Business' visual territory which centred on the idea of 'focus and flow.' Embracing a less-is-more aesthetic, this approach aimed to inspire self-reflection and contemplation in the user.
Competitive & UX Research
I analyzed the competitive landscape to better understand the collective intelligence market and identify opportunities where CrowdSmart could position itself. I directed user research to test the prototype, ensuring its resonance with users. By gathering user feedback and leveraging insights, the team iteratively improved the design.
Reflections & Key Learnings
Our goal for CrowdSmart was to reimagine a more engaging and compelling UX/UI through the lense of a reimgained user journey. Upon reflection, I recognized the opportunity to further elevate the user experience by incorporating more compelling visuals and interactive elements. Incorporating more impactful visuals and moments of delight would have injected more personality into this highly technical product, resulting in a more memorable, user-centric and emotionally compelling user experience.
More projects
