One of the leading commercial banks in Vietnam

One of the leading commercial banks in Vietnam

The objective of the project was to deliver a compelling Customer Value Proposition (CVP) to the client.

The objective of the project was to deliver a compelling Customer Value Proposition (CVP) to the client. Here are the challenges we faced and how we addressed them, along with other interesting aspects of the project:

User Research

Challenge: The project demanded a strong, research-backed proposition statement, making user research crucial.

Solution: We placed a heavy emphasis on thorough and detailed user research, more so than on any previous projects in the service industry.

Language Barrier

Challenge: Few Vietnamese people speak English, making the language barrier a significant challenge.

Solution: We had a translator present at all times, including during brainstorming sessions, discussions with team members, and user research. This required me to simplify concept explanations to ensure the translator could convey them accurately.

Client Training

Challenge: Teaching the client-side team all the steps so they could replicate the process in the future was challenging due to the language barrier and the detail-oriented nature of Asian clients, which affected the timeline.

Solution: Visual thinking, particularly using mind maps, proved invaluable in simplifying explanations and facilitating understanding.

Stakeholder Discussions: Engaged with key stakeholders to understand their perspectives and objectives.

Secondary Research: Conducted thorough background research to gather relevant information.

Value Chain Mapping: Mapped the value chain with the client's organization (a large corporate bank client in this case).

Identifying Key Stakeholders: Identified crucial stakeholders for qualitative research.

Questionnaire Design: Designed a comprehensive questionnaire to guide user interviews.

User Interviews: Conducted in-depth interviews with users to gather qualitative data.

Affinity Mapping: Used affinity mapping to organize and analyze the collected data.

Arriving at CVP: Developed the final Customer Value Proposition based on the insights gained from research.

This project not only delivered a strong CVP but also built the client's capability to conduct similar research and analysis independently in the future.

One of the largest conglomerates in the pharmaceutical industry

The objective of the project was to ensure a consistent user interface with a high-quality user experience for screens on medicine manufacturing machinery (HMI) and related dashboards across all companies within the conglomerate.

User Research

Project Management

Multiple Stakeholders with Diverse Priorities

Challenge: Managing multiple stakeholders from different companies, each with their own working methods and priorities, was complex.

Solution: We initiated comprehensive discussions with development teams located in various locations to understand their contexts, challenges, and users in their actual environments.

Understanding the User Environment

Challenge: It was crucial to comprehend the real-world environment where the UIs would be used.

Solution: Conducting user interviews on-site provided invaluable insights into the medicine manufacturing process. Observing operators, who typically have a 10th-grade education level, using the machinery's UI allowed us to tailor the interface with simple language, larger buttons, and consistent color-coding.

Designing for Usability

Challenge: Ensuring the UI elements were appropriately placed and the visual hierarchy was clear.

Solution: We analyzed usage patterns and frequency of use to determine optimal UI element placement. This research-driven approach ensured the interface was intuitive and efficient for operators.

Aligning Stakeholders and Setting Priorities

Challenge: Different companies within the group used various technologies and had varying technical capabilities, complicating feature implementation.

Solution: We held meetings with all stakeholders to discuss the importance, implications, and time requirements for each feature. This collaborative approach helped in setting clear priorities and aligning everyone on the project goals.

By basing our decisions on research data, we effectively communicated our design choices to all stakeholders, ensuring a cohesive and user-friendly UI across the conglomerate’s manufacturing machinery and dashboards.

Mobile app UX for a construction permit process in the US

In the traditional process, users (both citizens and contractors) had to manually apply for any changes in construction. The jurisdiction would provide permits after inspections, and fees were processed manually. This outdated manual process was cumbersome and inefficient, especially in a rapidly changing world.

No Instant Status Updates: Users could not receive real-time updates on the status of their applications.

No Tracking of Permit Applications: The inability to track the progress of permit applications led to uncertainty and delays.

Reduced Productivity: The manual process significantly reduced productivity for both users and jurisdiction staff.

Stakeholder Discussions: Engaged with all relevant stakeholders to gather insights and understand their needs and concerns.

Task Profile: Identified and documented the various tasks involved in the permit application process.

Task Prioritization: Prioritized tasks based on their importance and frequency to streamline the workflow.

User Flow: Developed detailed user flows to map out the entire process from application to permit issuance.

Ideation: Brainstormed ideas to improve the process and address the identified challenges.

Concept Sketches: Created preliminary sketches to visualize potential solutions.

Wireframes: Developed wireframes to provide a clearer structure and layout for the new system.

Clickable Prototype: Built a clickable prototype to demonstrate the proposed solution and gather feedback from stakeholders and users.

By following these steps, we aimed to modernize the permit application process, making it more user-friendly, efficient, and productive for both citizens and contractors.