Projects

Web App

User experience design

UI design

Saas

Inbox Messaging Internal Tool: Navigating Responsiveness to Deliver Innovation

-- A marketing automation web app for businesses

My Role

Product Designer — Feature Scoping, Research, Interaction Design, Prototyping

Team

Donye Collins - Lead Designer
Aaron - Product Manager
Ope - Stakeholder/CEO/Co-Founder

Timeline & Status

2021 - 2022

Deliverables

Pre-launch Landing page
High fidelity visual designs

In this case study, the focus is Engage’s mobile application crafted to solve for the way marketing teams handle customer service, and internal communications.

It transforms chaotic inboxes into a unified platform, allowing for collaborative handling of emails, instant messages, and customer issues.

My mission as the lead product designer was to transform the experience of Engage inbox tool on web to mobile, making Engage not just a tool but a seamless extension of a marketer team thought process.

👀

3 challenges to overcome, just one designer

Current Inbox Web App Tool

I was tasked by the PM (Aaron) to convert the web app version of our Inbox tool to mobile.

Research indicated that users wanted to seamlessly transition from desktop to mobile without losing context or functionality, suggesting a need for parity between web and mobile applications.

Given these businesses are also on the go, it would be much easier to handle team and customers messaging on a mobile phone.

With the task at hand, I had to pause to figure out how do we.....

1. How do we keep the mobile consistent with the web version?

2. How do we design for easy navigation with multiple inboxes?

3. How do we properly organise the information to be 1-to-1 with web?

🧰

The design approach was the solution to the task

The design was approached with a focus on minimizing the number of taps to perform an action, simplifying navigation, and creating a unified inbox experience. The design aimed to be intuitive, reducing the learning curve and enhancing user adoption as marketers are always on the go.

1. 1-to-1 in consistency with the web version

Recognizing that change can be jarring, I kept the mobile app's look and feel consistent with our web version. It's like walking into your favorite café in a different city—you know exactly what to expect and where to find what you need.

2. Intuitive and an over simplified navigation

I put the most frequently used features within easy reach,allowing users to switch between chats, team views, and settings quickly. These common actions were placed within thumb's reach, respecting the "thumb zone" for one-handed use.

3. Simplified Information architecture and less taps

Information was structured to minimize the number of taps required to access core features, with a clear hierarchy that made complex information manageable.

🤩

The science behind the solution

Navigating the UI, design decisions taking for Engage

🔎 Feedback

The Engage app has streamlined the workflow, allowing for quicker resolutions to customer inquiries and a more organized team communication system.

Adoption rates were high, with a significant decrease in the need for support calls related to app usage.

From a business perspective, Engage has led to a higher retention rate of customer service agents due to reduced stress and increased efficiency.

📊 Results and what's next?

Post-launch metrics indicated a reduction in response times by 30% and an increase in customer satisfaction scores by 25%.

Internally, teams reported a 40% improvement in managing communications, with a notable decrease in missed messages.

30%

Post launch indicated reduction in response times

25%

increase in customers satisfaction score

40%

improvement in managing communications

🎙️ Feedback I got?

The Engage mobile app has exceeded our expectations. It's refreshing to see how Collins has taken our vision and turned it into a reality that's not only functional but also a joy to use. Our clients have been raving about the ease with which they can now manage their communications.