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2022

B2B SaaS Application

*** Due to confidentiality restrictions, all images have been blurred and identifying details removed. ***
 
The Challenge

Recapture the Magic in 10 Months

Our goal for the project was to recapture the magic of the early days of Uber. The original premise was simple: tap a button, get a ride. However, we weren't trying to revert to a simple past. Our ambitions were to create a strong foundation that embraced a rapidly evolving business and more diverse user base.

Our high level goals were to:

  1. Make it fast and easy to use for everyone, everywhere.

  2. Give riders more control over their time and money.

  3. Create a platform for innovation and deeper engagement.

The Challenge

Crafting intuitive UX/UI for a complex SaaS system
 

Our goal for the project was to recapture the magic of the early days of Uber. The original premise was simple: tap a button, get a ride. However, we weren't trying to revert to a simple past. Our ambitions were to create a strong foundation that embraced a rapidly evolving business and more diverse user base.

Our high level goals were to:

  1. Make it fast and easy to use for everyone, everywhere.

  2. Give riders more control over their time and money.

  3. Create a platform for innovation and deeper engagement.


In the realm of Software as a Service (SaaS), the intersection of User Interface (UI) and User Experience (UX) design plays a pivotal role in shaping the success and adoption of a platform.

My Role

I led the design of the pickup experience between October 2015 and June 2016 and collaborated with two other designers on the Home screen, Search and On Trip features.

In addition, I worked alongside a Researcher, Prototyper, Content Strategist and 2 Product Managers.

I stopped working on the project during the detailed visual design phase as the app started to be built.

The app launched globally on November 2nd, 2016.

Within this dynamic landscape, I have had the privilege of spearheading the UI/UX design for a complex SaaS system, particularly focusing on presenting and managing data through tables as the main screen. 

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Understanding Complexity

Developing a sophisticated SaaS system demands a deep understanding of user needs, system capabilities, and industry standards. My journey began with an in-depth analysis of the system's intricacies, identifying key functionalities, and mapping out user workflows. This thorough understanding formed the basis for designing a UI/UX that seamlessly blends complexity with simplicity.

UI design is not just about aesthetics; it's about creating an interface that facilitates smooth interaction while conveying information effectively. For our SaaS system, presenting data in tables was a core component. Each element of the UI, from typography to color schemes, was meticulously crafted to enhance readability and visual hierarchy. Clear and concise labeling, intuitive iconography, and responsive design ensured users could navigate the tables effortlessly, even when dealing with vast amounts of data.

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I designed the project page in a way where the information is organized under tabs, and I used precise spacing method to create a clear visual division between different operational areas. 

One of the main discoveries in the user research I conducted was that the communication component between the stakeholders in the project (the right section), must be displayed open if communication has alreasy taken place. The user can shrink this part by clicking on the blue arrow above, and the page react responsively and spreads the information over the entire width of the screen.

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In strategizing the information architecture and its arrangement, I explored diverse solutions to facilitate seamless operation within such a complex system. A primary obstacle I encountered was simplifying and streamlining the visual workflow within the system, while guiding users towards specific tasks without detracting from their context.

One of the solutions I came up with was using a slide-out/drawer menu instead of the common central modal/pop-up. There were many benefits for this choice:

 

1. Seamless Navigation: Slide-out menus provide accessible navigation without disrupting workflow, unlike full-screen modals that obscure content and interrupt user interaction.

 

2. Space Optimization: Slide-out/drawer menus optimize screen space for SaaS apps with complex navigation, unlike central modals/pop-ups that can crowd the screen, hindering usability.

 

3. Enhanced User Experience: Slide-out menus offer a more intuitive and user-friendly navigation experience with easy access via swiping or clicking, customizable appearance and behavior for user preferences and accessibility, whereas central modals can be intrusive and disrupt the user's flow, leading to frustration.

 

4. Contextual Organization: Slide-out menus, organized hierarchically and contextually, offer clear application structure and quick access to information, reducing cognitive load and improving efficiency, whereas central modals often present information linearly, which is less suitable for complex navigation and diverse workflows.

 

5. Consistency Across Devices: Slide-out menus, well-suited for responsive design, adapt seamlessly to various devices and screen sizes, ensuring a consistent user experience, while central modals may not translate as effectively, leading to navigation and usability inconsistencies.

 

In summary, using a slide-out/drawer menu UI for a B2B SaaS application offers numerous advantages over a central modal/pop-up. By prioritizing these benefits, I created a more intuitive, efficient, and user-friendly navigation system that enhances the overall usability and satisfaction of the application.

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The work method in the application is based on defined work steps, which I characterized. This is a process work, so each step is based on the previous step. Since there are many projects, and each project progresses at a different pace, to help users easily follow the current stage of a particular project, I created a clear and intuitive timeline system. This consistent visualisation of time enhanced the user experience.
 

Iterative Improvement 
The development of our SaaS system was a journey of continuous improvement. Regular feedback loops, user surveys, and analytics guided our decision-making process. Iterative updates and feature enhancements were rolled out based on user insights, ensuring the UI/UX remained relevant and user-centric in an ever-evolving landscape.

Conclusion
Crafting the UI/UX for a complex SaaS system, particularly one reliant on data tables, requires a delicate balance of functionality and aesthetics. Through a user-centered design approach, coupled with a relentless pursuit of excellence, I was able to create an interface that empowers users to harness the full potential of the system while seamlessly navigating its complexities. This project stands as a testament to the transformative power of thoughtful UI/UX design in the realm of SaaS.

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