Lexio is our industry-leading data storytelling product. In 2020, we launched the product with the best technology but didn't answer the key question "what is the value we can provide to the user." Starting from user research I came up with a strategic plan and designed new functions to help users to understand the story behind data and empower them to take action. The project tripled customer retention and helped us scale to more organizations.
Yuanyuan Hu - Design Lead
Faye Sun - User Researcher
Adam Babin - Product Designer
With the mission of humanizing data analytics, we decided to use language as the media to communicate insights. That means we are very different from our competitors. How can we better communicate our product and bring unique value to the teams is a big opportunity and challenge for our retention and growth. The solution I designed directly contributes to the weekly retention rate and leads to long-term contracts.
Sharing, as the main way of acting on Lexio's insights, provides a lot of value to the user and the team.
Commenting can help people engage with our product, increase retention, and help with organic growth.
Quantitative data always has its limits, people's comments can reveal the story behind the scene.
We talked to 9 users of Lexio, The user sample includes team managers, sales representatives, and marketing experts, given the existing active users. we asked them questions from generally how they are using Lexio, what drives them to share, to what content and how do they share.
I analyzed and synthesized the research data, from which we (1) understood deeply what users wanted to achieve with our product. (2) had an overview of the current sharing experience and understood the pain points. (3) tested a few concepts.
Facilitate the right types of conversations users want to have with others based on Lexio’s insights
Seamless transition from Lexio to other communication channels by integrating different channels with flexibility
Help users know what actions they can take for the shared contents they received
Accurate data(the original version rather than real-time changed version) and time standpoint for the shared contents
Traceable conversations and transparent analysis path for the sharing story
After the research readout, I planned and hosted a brainstorming section with the whole product team. I framed research insights into solution-oriented HMWs. Rather than just listing the HMWs, I put them into wireframe-like boxes to make them connected and tangible. That helped our participants to digest a lot of information, and use that for brainstorming. After participants run out of their initial idea, I let them move ideas to the journey, so they can see which ideas come together, and build upon each other's ideas. Here is just an overview of our design principles.
We went a little bit broad beyond sharing and commenting and got a lot of ideas about the collaboration function. I captured and synthesized all these ideas and started designing for them.
How do we prioritize these features? I connected with PMs, heads of design, and CPO. We all agreed that rather than find the smallest cost/value. Proving our value as a product is the top priority. Therefore, I sorted all the ideas according to the problem it's trying to solve and highlighted the one that solves the problem that the user cares about the most.
