imBee is an Omnichannel product. Still don't know what this is? Ok, imagine you are a business owner and handling multiple communication apps to chat with your clients, and you may have a partner with you. But here's the thing, you may feel so annoyed that sometimes you have a communication gap between you, your partner, and clients. So, this is going to be a move that you will use imBee to solve the problem. imBee consolidates all your business channels into one account, allowing you to communicate with your 100+ clients using just one app.

We provide three different devices: Web, iPad, and Mobile app. During the three-year pandemic period, our focus was primarily on Web development, as most people were working from home. As a result, the demand for Mobile app usage was relatively low.

Somedays, we have noticed that some of our existing and potential users are gradually starting to use the imBee mobile app. However, many of those who have used the app provide negative feedback and then stop using it. Therefore, we planned to address the problem of low usage rate and increase users' dependence on the product.

At the end of this phase, we were happy to see positive results from our analysis of Mixpanel data:

Before kickstart a project, I wanted to figure out our specific goal. So, I put our target user in the marketing funnel and I learned that our existing and potential users have a low conversion rate and loyalty. Therefore, our goal was to increase user subscription rate and user retention rate, but it's difficult to measure the reason for the final result is due to this design change. Thus, I broke the main objective into smaller ones, which are: Increase feature usage rate at least 5%.

To figure out why our product wasn't really hitting it off with users - why they weren't sticking around. I started exploring the current version 2.0 to learn more about its features. I also conducted a group user interview with three existing users. After all this, I categorized several problems and listed them. As a result, two major categories of issues emerged:

Due to resource limitations, our App team only had 2 members - Orion (App developer) and myself. Therefore, I prioritized the development tasks by converting the problems into our goals and considering the expected impact and development costs.

Well, design not only solves user problems but also adds value to the business. So i seted out the design principles to follow: Consistency, Quick and Simple - Provide users with a consistent, simple, and smooth user experience. By doing so, increase users' trust in our product to help facilitate its growth.

Alrighty! So you've seen how I break down business problems into tasks, but we haven't really dug into what the problem is, right? So let's dive into that. And hey, don't forget, you're the business owner here!

So, picture this. You're having a chat with your client Lindsey in a place we like to call the "Chatroom". Suddenly, Lindsey throws a question that you just can't find an answer to. No worries! You can just go into another chat space linked to Lindsey's Chatroom, known as the "Team Chatroom", and ask your partner for some help.

However, our users are facing a few challenges with it:

Again! You're over 100+ clients messaging you, but you only have one brain to remember their requirements. That's where the "Tag" feature comes in handy. It can customize the input of any text to helps you remember any relevant information about each client.

Last picture time! So, you're chatting with Lindsey and you want to reply to one of her messages. Just hit the "Reply" button in the Message Action List by tap the message you want to respond to, and you're golden. But... our user found it a bit tough…

Might sound a little weird, but I didn't really get to do a lot of prototype testing. Time was a bit tight, we put our all effort in testing the UAT environment. That includes the technical side and the user experience part. However, I did manage to conduct user testing with the original 3 users. On top of that, our internal team members have been continuously testing in the UAT environment and sharing their feedback at different time points. Here's the main feedback:

Even though 30% of people have given feedback that the new chat room experience still needs improvement, I and the team (including the CEO and product manager) agree and believe that this will not have a negative impact, so we have released all the mentioned experience changes to the users.

Sure thing! We conducted a data analysis on this version using Mixpanel and found that our design changes have had a positive impact:

Additionally, the customer success team provided positive feedback regarding user satisfaction:

We have also received positive feedback from the internal members who experienced this version's update at different times:

Overall, users who visited our app stayed longer and engaged in more conversations on team chat than before.

I'm glad I proactively requested to be the designer for this project, as i had worked on many aspects of this project, including UI/UX, product map planning, setting goals for each phase, and ensuring consistency of the finished product and design. I applied my previous experience of working with technical chiefs, project managers, and product managers to this project.  Additionally, I collaborated with app engineers to revise the process for rapid development and effective management of proximity. So, I'm glad that everything turned out great!

Sure thing, I also picked up a thing or two about the fast-paced world of start-ups along the way. This is where designers always have to juggle business needs and development costs. Figuring out what's most important and tackling those tasks first really helped us speed things up and keep our eyes on the prize.

In the end, the whole team and I are very pleased with the positive outcome of our change. This gives us more confidence to move forward with our next phase of revisions.