My tasks
- Solution-problem fit validation
- Segmentation and personas
- Value proposition and brand concept
- Brand design and brand-book
- Design system development
- Continuous product discovery
- From wireframes to prototypes
- Touchpoint & Journey management
- Content design and strategy
- Mentoring
Yuspify is a marketing automation SaaS product, developed by Gravity R&D made for the e-commerce SME sector, by leveraging the robust enterprise-grade personalization engine that is present in the enterprise solution.
While enterprise clients configured their recommendation instances with the support of Gravity integration and data teams, Yuspify customers will have to integrate and configure the solution themselves to harvest the revenue-increasing potential of the product.
My task was to design and ship a completely new product utilizing the existing personalization engine for a target group who possibly never heard about recommendation systems, or data-driven machine learning terms.
Our initial attempt was to sell the existing enterprise solution as an SME product on the local market to recruit early adopters for the new product concept.
We tested how local and CEE regional resellers would resonate with the value proposition, and collected feedback.
With a six-month-long experiment we tested how local and CEE regional resellers would resonate with the value proposition, and we were able to demonstrate clear demand and mitigate significant risks in terms of feasibility.
After the validation phase we had to build a support operation to onboard new SME users, from which we built a solid and deep understanding of their needs and mindsets - both based on our own experiences with their integration and from their direct feedback as well.
Aligned with the products' inherently data-driven nature, we continuously conducted A/B tests to improve recommendations performance on the newcomer target group’s e-commerce stores and websites.
While the self-serving aspect is essential in the life of a b2b platform, where marketing, e-commerce, and cx managers would set up, configure, and optimize their recommendations we started to build the yuspify administration platform.
After we had paying customers, the demand to further scale the product grew significantly.We aimed to create a more comprehensive, self-service system that would "outsorce" integration and configuration tasks as much as possible to the customers.
A birght product vision was emerged, guided by the following principles:
From the perspective of the entire user journey, we had to start from a very rudimentary state, where, in the early stages, users after logging in could upload databases and set up tracking codes through a tutorial system.
It became a strategic goal to optimize the initially sufficient but rudimentary solution from a UX perspective, so that an average Central European e-commerce shop owner or operator should accomplish the folowing jobs, in a reasonable time:
Every line from above have become a recurring design and development project, with continuous - data collection - problem definition - ideation - design - test - develop - deploy development circle.
After the first wireframes, we onboarded a component library in vue.js - as a preliminary design system, the design team started to define and design a core set of components as the scope of the product MVP.
We quickly reached a point where these few building blocks were no longer sufficient, and a well-considered prioritization process and roadmapping became necessary.
With a better understanding of our target audience's mindset, we re-evaluated our value proposition and the strategic goals for the coming years, taking a deeper look at the European e-commerce and Shopify markets.
As a result, we rebranded the product, further distinguishing it from the enterprise service, and on this foundation, we began developing the design system.
We reached certain limits in several areas where it became clear that, considering the competencies and capabilities of our target audience, even with significantly more resources and perfect processes, we would not achieve breakthrough success.
Therefore, we began focusing on areas where users can achieve the greatest business impact with minimal contribution and the least task complexity.
