Re-imagining design services for digital marketing for small businesses

Context

• An internal oversight has led to the discovery that an upcoming platform change is incompatible with the current website design services offered to a group of paying customers.
• Given the low customer satisfaction with the current service, there is little incentive to replicate the experience.
• During the discovery phase, the product owner approached me looking for UX help and guidance on how to collaborate effectively.

My Role

Lead Designer As the only designer on the project, I was responsible for creating a long-term vision, establishing the overall design direction and ensuring the quality of the final execution.

Challenges

• Members of the old platform team, who possessed critical knowledge, no longer work at Vista. As a result, inquiring into past decisions and documentation often leads to dead ends.
• Product at Vista lacked experience in working with UX during discovery phase. At the time, Vista Advisor was the only Horizon 2 project at the company.
• To gain buy-in for an H2 project, the product team frequently alters the project's scope, requirements, and timelines to satisfy executives from teams with differing priorities.

Approach & Outcomes

• Rallied broader team, and achieved alignment through transparency and group activities.
• Introduced & integrated design thinking workshops, service design framework, design program management into c- ross-functional planning and processes.
• Facilitated stakeholder collaboration workshops, design reviews, and hand-offs.

• Effectively designed in multiple time horizons: Experiments, MVP, long-term vision.