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Overview
Zceppa is a location marketing platform that enables single and multi-outlet businesses to maximize sales from digital channels.
I was the UX designer responsible for leading feature enhancements such as onboarding, dashboard, and etc.
For this case study, I concentrate on the feature that allows business owners to share reviews on social media.
The objective of this project was to redesign the current screens to make the social media communication experience easier for businesses to ultimately increase leads and conversions.
My contribution
UX Designer
The team
CEO Developer Senior UX Designer
Year
2023
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Process
Discover
In Zceppa, business owners can peruse customer reviews and share posts on social media.
We saw the opportunity to combine these two key flows into one seamless flow where users can mass-share favorable reviews on social media channels.
To determine the feasibility and usefulness of this feature, I explored its potential value for business users and Zceppa.
Additionally, to understand usability issues on the existing designs, I performed a heuristic analysis and found the following issues:
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I planned and conducted usability testing with internal stakeholders to determine the current usability score of the social media communication template, gleaning some insights about how the enhancements could appear and function from my team.
I used a user flow to determine the general flow of sharing reviews on social media to keep in mind which screens and details I would need to develop.
For example, I realized that I would need a "shared" state for shared reviews to avoid redundancy.
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Based on user research, such as the suggestion about utilizing the existing template component, I explored how and whether to incorporate this component into the form.
The following diagrams demonstrate the features refined through iteration: how to improve social media communication form usability, identify shared reviews, and show and manage upcoming reviews.
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Finally, I tested my prototype of the flow with external participants in a usability test. The results are as follows:
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Outcome
The designs were handed over to development for implementation.
Once implemented, I would continue monitoring the conversion rate of this feature to ensure it remains usable.
Explorations
🔍 Should we allow the user to automatically share reviews with high ratings?
Reflections
🔬 Optimize research: By using resources when they are most effective, a limited budget can be effectively managed. For example, I used my research budget to look for external research participants after usability heuristics and internal usability testing were applied.
🗂️ Update components: Keep all components up-to-date so the designer can easily view designs that may be relevant to the current task. This practice ensures consistency and saves development resources.