LADIFLOW
Customer Relationship Management
LadiFlow is a marketing automation platform that helps marketing executives manage their customer data and build marketing workflows.
Deliverables
Product Design
Prototype
Project timeline
2023 - 2024
What we do
User Research
Visual Design
Interaction Design
The mission
As a product designer in LadiFlow squad, I was responsible for redesigning LadiFlow 4.0. Within 3 months, the challenge was to simplify user workflows and improve usability for over 10,000 marketers using the platform to build their workflows.
Design challenges
1. Complex usability: The previous LadiFlow 3.0 was notorious for their steep learning curve and usability issues.
2. Time constaint: We had a tight budget and timeline that requires to launch the new version in 3 months.
Research
The first step was a thorough research to understand pain points of LadiFlow’s users, ensuring that every step was aligned with their goals.
Interview users
To discover the problems, I conducted interview with 3 customers who had subscribed to LadiFlow for over 2 years, and conducted 2 expert interviews to understand daily activities and issues with the software.
Track user journey
Following those interviews, I managed to map their UX journey on LadiFlow.
Define jobs-to-be-done
After having synthesized all feedback into a user journey map, our team decided to focus on 3 main tasks that are vital to ensuring that users can design their templates, setup and, monitor their workflow with ease.
I - Visualizing Workflow Building Experience
Mind map is a very familiar tool for automation marketer which is a major group of customers on LadiFlow. So we decided to establish a mind map view for workflow builder. With this feature, customers can draw scenarios and have an overall view of their workflow.
II - Creating Template Design Experience
In the previous versions, users had to rely on WYSIWYG editor to craft their email templates and handle layouts with HTML/CSS. This is shown to be challenging as users often find themselves struggling with code to make their content right. As a result we implemented a drag n' drop builder allowing users to design their template without having to touch HTML/CSS code.
III - Redesigning Customer Details Page
In the previous customer details page, our users can only observe basic customer information. They had no idea what order, how much revenue was earned, and what touchpoints does business have with their customers.
As a result, we overhauled the customer analytics page to integrate comprehensive insights (order history, engagement stats, tags, etc.) with a cleaner, consistent design.
Analyze impact
To estimate impact of design changes, we monitored user activity on LadiFlow with Hotjar and keep on daily check with support team.
SHORT-TERM
+20%
Increase in number of published flows
OPERATION COSTS
-37%
Reduction in support tickets
YEAR-END
+1,000
Increase in paid users
Client testiomnial
The redesign was a game-changer for our platform. In just two months we saw an increase in published flows. The new UI and optimized workflows have empowered our team to focus on growth rather than troubleshooting.
Mr. Chu Duc
Product Manager