Improving user experience and operational efficiency with app design
Client: Ringtons Ltd
Employer: Qrious
OUTCOME
A comprehensive catalogue of requirements for the selection of a new Sales Person tablet, and initial designs for a new Sales Person app. This laid the foundations for the design and build of the first release of the app.
CONTEXT
Ringtons is an iconic North East family business, founded in Newcastle Upon Tyne in 1907. It has a strong reputation for its friendly doorstep delivery service and highest-quality teas.
As part of a multi-year digital transformation programme, Ringtons asked Qrious to design a new Sales Person app, to be used on a new device.
The challenge
The current tablet was slow, the app was hard to navigate, and it had limited functionality, making it difficult for Sales People to manage their stock, fulfil orders, and serve their customers.
This caused constant frustration for Sales People, resulted in delays and errors for customers, and impacted the customer experience that is the defining feature of the Ringtons offer.
A more suitable device and redesigned app would free up time for Sales People to visit more customers and make more sales, or to spend more time nurturing relationships with existing customers.
THE BRIEF
As I was leading research on the client account, I was assigned to a team to conduct research to underpin a design solution that would help Sales People to manage their deliveries, payments, stock, customers, and routes more effectively and efficiently.
THE TEAM
I worked in a small team with two other UX Designers. As the project progressed, we worked with a Business Analyst, a Solutions Architect, a team of Interaction Designers, and a Delivery Lead.
As I had prior experience of conducting the initial discovery project with the client, I took the lead on project planning, research logistics, and client liaison.
I also led on reporting, producing a video update for Sales People, and creating and presenting the executive playback to the client.
DESIGN PROCESS
Project planning and desk research
Defining the research question and developing the project plan. Reviewing existing information and company data, including staff satisfaction surveys and exit interviews.
Interviews and user testing
Face-to-face and remote interviews with a diverse range of Sales People from across the UK. Scenario-based observations. SUS testing for external benchmarking.
Online surveys
Two company-wide online surveys for Sales People. Capturing different perspectives on emerging themes, identifying trends, capturing data for personas, and screening for interviews and user testing.
Contextual inquiry
Site visits, observations in Sales Offices, and accompanying Sales People on their rounds, to gain a deeper understanding of their needs and challenges, and to observe how they use the tablet and app.
User testing
Conducting face-to-face concept testing of the interaction design team’s paper concepts, and remote usability testing with clickable prototypes.
Data analysis
Analysing data continuously, communicating key findings to the wider team in near-real-time, to ensure that the research findings fed into the app designs and the selection of the new device.
OUTCOMES
We worked iteratively as we analysed the data, producing a set of 7 personas in Figma, documenting user requirements on Miro, and capturing requirements as user stories in Jira.
I took the lead in communicating the findings of our research, including:
- designing and co-delivering an internal team playback;
- creating a video update for Sales People;
- creating a playback presentation for the client;
- presenting the executive playback to the client.
Our work gave Ringtons a comprehensive catalogue of requirements for the selection of a new Sales Person tablet, including a recommended device, and initial designs for a new Sales Person app. This laid the foundations for the design and build of the first release of the app.
Our user-centred approach helped Sales People feel heard and included in the design of the solution to the challenges they face continuously, every day. We gained buy-in and support from staff across the whole organisation, and built momentum for introducing a new app that would have a significant impact on efficiency, sales, workload, employee satisfaction, and the customer experience.
ELENA GORMAN, PHD 