Working behind the scene, to let our customers shine on stage

Zoyel integrates multiple tools required to run a business like mail, chat, tasks, billing to make it an ideal tool for small businesses.

I got the opportunity to lead the design for a large application which challenged me and at the same time provided a lot of learning.

User Experience Design Design Workshops Design Audit Design Advisory

 

Project Scope and Approach

The scope of this project was large and ambitious, with a vast number of users depending on the application. To manage the complexity, we divided the project into smaller, more manageable sections, treating each part as its own project.

For each section, we began by identifying our specific user groups. To deeply understand their needs, we conducted user interviews, uncovering insights that helped us shape a clear and concise user need statement. This user-centered approach became the foundation for creating detailed user flows and journey maps, ensuring that every interaction and experience was designed to meet their expectations.

Gathering Requirements

To streamline the requirement gathering process, we categorized our user base into two groups: internal users and external users. Being a tech company, we had the advantage of having a significant portion of our user base available internally. This allowed us to conduct in-depth interviews with these users, gaining valuable insights into their needs and pain points.

By leveraging our internal resources, we were able to quickly understand core user requirements and use this data as a foundation for further development. For external users, we planned targeted outreach and engagement strategies to ensure we gathered diverse perspectives.

One of the key personas we developed during the requirement phase was that of a Project Manager. This persona was critical in shaping the functionality of key features like mail, chat, and task management.

As a project manager, the user needs efficient communication tools, seamless task delegation, and real-time updates to keep projects on track. By closely analyzing their workflow, we tailored the mail functionality to support rapid correspondence and task updates, designed the chat feature for instant communication, and structured the task management module for quick assignment and progress tracking.

The project manager persona guided us in ensuring that these tools were not only integrated but also intuitive and responsive to the daily needs of someone managing multiple projects.

User insights

Tool Integration
A preference for more streamlined tools that minimize the need for switching between email, chat, and task management.
Task Management Needs
A need for clearer task prioritization, dependency tracking, and real-time progress updates.
Communication Flow
Insights into communication overload and how project managers filter and manage information.
Collaboration
Gaps in collaboration features for cross-functional teams, highlighting the need for shared spaces and real-time syncing across tasks.
Real-Time Updates
The importance of real-time information on critical tasks and deadlines, but also the need for manageable notification systems to avoid distraction

Identity Design

Alongside the design of the application and website, I was tasked with creating the logo for the platform. The challenge was clear: incorporate the letter "Z" into the logo while ensuring it would stand out in a sea of logos already using this letter.

Initial Explorations:

Given the prevalence of logos featuring the letter "Z," I knew that creating something distinct would be a tough challenge. I explored multiple options, balancing uniqueness with simplicity. My goal was to craft a design that not only highlighted the letter but also represented the core values of the platform: reliability, innovation, and ease of use.

Refining the Concept

As I moved through various design iterations, I focused on creating a logo that would not only be unique but also evoke a sense of positivity and trust. After experimenting with different visual techniques, I settled on using negative space as a key element to bring subtlety and creativity into the design. The goal was to combine the letter "Z" with a familiar, friendly symbol that users would associate with ease and friendliness.

Final Design

The final logo uses negative space to cleverly form a smiling face with the letter "Z," instantly giving the design a warm, approachable feel. I must admit, the inspiration for this concept came from the iconic Apple Finder icon, particularly the Happy Mac. The reflection of that iconic design is unmissable, yet it’s adapted here to suit the brand’s identity and purpose. The logo not only stands out but conveys a sense of friendliness and accessibility, perfectly aligned with the platform’s goals.

Differentiating Strategies for the Website and Application

As the project progressed, it became clear that the website and the application needed distinct strategies. We discovered that the visitors to the website were often different from the end users of the application itself. This led us to investigate further into how the procurement process for an application like ours actually unfolds.

Through additional user research, we gained a deeper understanding of the key stakeholders involved in the decision-making process. We spoke to individuals responsible for comparing software options, as well as those who ultimately make the purchasing decisions. This helped us identify the specific factors they consider, such as cost, features, ease of integration, and user support.

Armed with this insight, we created a customer journey map that detailed every touchpoint, from the initial awareness phase to the final purchase decision. We ensured that the journey captured the needs and motivations of all the stakeholders involved, tailoring both the website and the application to meet their distinct requirements.

In designing the content structure, we ensured that each profile visiting the site finds the specific information they need. Our approach caters to the unique goals of each role, making relevant content easily accessible.

Visual Structure of the Application

We designed a clear visual structure by dividing the screen into distinct zones, each dedicated to different types of content. Following Steve Krug's principle of recognition over recall, we implemented familiar patterns that our target users were already accustomed to. This approach made the application highly intuitive and efficient to use, significantly boosting user adoption and reducing the learning curve.

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