Modernizing the experience of enterprise software

Enabling friction-free workdays

Zervicepoint is a business and workflow automation platform that lets customers automate business processes and repetitive tasks. Their users– their employees, can easily manage requests through one single interface. Envisioning a modern and intuitive product experience and brand, the company wanted to update its product and way of working. As new market segments had been identified, the company aimed to create “product themes” as they were transitioning from focusing primarily on internal IT departments to creating products for customers within for example HR, light ITSM, finance and advisory, and property tech.

The challenge

One of the first challenges was to establish a design-driven way of working together with the product owner. As a UX designer, my role was to encourage and engage the developer team to embrace design thinking in the development process. Customers needed to understand their significant role when they were involved in our design process. We wanted customers to engage stakeholders and target audiences so that the product could reflect growing needs and keep up with trends (win-win). I needed to show why design and user needs were important for our customer’s business, and of course, why design would help attract new customers, and make sure they would understand our product.

Solution

I proposed a framework for working with the design-driven approach and was able to increase the number of user stories from the end user’s perspective. As a team, we used agile development as part of our process. I was able to make design and feature improvements based on research discoveries, such as a redesigned activity feed and a to-do list, which were identified as very important for users. I held workshops and kicked off a customer panel to inspire customers to get involved and share their feedback. I led the team to look holistically at the entire ecosystem of our product and services, running customer journey workshops so that we together could translate findings into user stories, whether it be within the website or the product. We were finally able to communicate our product with a wider range of customers. We pitched and built a product theme for HR, a new customer segment. We built a sign-up web app so that customers could sign up, get onboard and start using the service on their own, a process that had previously been very complex.

Delivery and results

The user-facing portal was updated with new flows, such as a redesigned activity feed and to-do list. Together with the team, I created personas, a customer panel, a new sign-up app, and a new documentation site, updated the administrator’s dashboard, created a new product theme for the HR segment, made design system updates, and designed a new company website. I updated and maintained a design system and aligned all customer touch-points.

Personas used in Customer journeys and to help drive product theme development.

We used User journey mapping to identify pain points and areas for improvement in the customer experience.

The pitch we put together for the user flow in HR focused product theme: “People Portal”