Perform to competitive analysis and user research to identify areas of improvement and use best practices and customer insights to drive redesign.
Competitive Analysis, User Research, User Experience,
Visual Design, Prototyping, Project Management
Pen and Paper, Adobe Illustrator, Adobe Photoshop,
Figma and Invision
To begin my research, I worked with leadership to gather a shortlist of top companies in the DNA genetic testing space. I ordered each product, so I could fully capture what the customer experience is – from product marketing, customer touchpoints to their portal strengths and weaknesses.
SneakPeek Traits is the first to do DNA testing strictly for pediatrics, so by doing a competitive analysis, I can understand our competitors’ strengths and weaknesses and to find a gap in the market and recognize how to enhance Traits’ strategy and user experience.
The main finding was that we were falling short of providing our clients useful resources on how to apply these results, the science behind why their results were what they were and our interface was not easy to navigate.
Competitors I researched:
Next, I conducted an audit of their existing customer surveys, Google Analytics and Customer Service support tickets to collect the customer feedback we were already receiving about the product and their purchasing patterns patterns.
Additionally, I met with cross-functional stakeholder across the organization gather their feedback and problems they were seeing.
The first thing I noticed was the customer’s were questioning the validity of the results and did not understand how to translate the results into actions.
Moving on, I worked with our Customer Care Manager to pull a list of our current customers in the NPS score ranges of 0-2 and 8-10, so we could conduct customer interviews.
Simultaniously, I worked with other key stakeholders in the organization to formulate a structured interview guide.
With this guide we conducted 10 user interviews total (5 from each NPS panel) and recorded the video via Zoom and then scribed our findings in Dovetail. Once the interviews were complete, we setup a repository of customer insights for Marketing, Customer Care and Sales to also draw from.
Based on my research, I created a Product Requirement Document that identified our users motivations, needs and frustrations.
We then proceeded to create a product feature list for V2 of the parent portal as well as map out the features we would like to launch in future agile sprints.
After getting an idea of what content was needed, I created a product roadmap and technical document, so I could thoroughly plan out timelines, deliverable, assets and resources needed.
Reasons why I like to sketch my ideas:
After sketching out our wireframes, I moved into Figma. Given the time constraints and how leaderships likes to review designs, we skipped lo-fidelity wireframes and moved straight to high-fidelity mockups.
During our research, we identified that many of our users, view their results on desktop. So we opted to have an approved version for desktop first and then move forward to create a responsive, mobile-ready designs.
Responsible for end-to-end, I was tasks with working with our team of developers, illustrators and animators to create the graphic components as well as oversee the development.
Our team is located internationally from Washington, Thailand and Pakistan. Given the time difference, I created thorough creative direction document with hard deadlines and periodic checkins. To begin development, we had a Dev kickoff meeting to go over each screen in detail, functionality and answer any questions. Post meeting, a detailed technical document accompanying the annotated Figma designs and prototypes for more complex interactions.
I held daily stand-ups with my team leads to ensure we are hitting milestones, remove any barriers and are still within budget.