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Indie & Pioneera

Preventing Workplace Burnout with AI & Psychology
indie website on screen

Uplifted user experience across multiple touchpoints for a cutting-edge tech product.

Project Outcome: Improved the client’s onboarding experience and increased user engagement, trust and desirability for their platform, as validated via user testing.

Client: Pioneera

Role: UX/UI Designer

The Brief

Indie is Pioneera’s friendly AI bot, created to prevent workplace burnout by delivering real-time, personalised stress and wellness recommendations to individuals and managers, whilst maintaining privacy and confidentiality. The initial brief was to create a simple and seamless onboarding journey for new users of Indie, and in doing so provide them with immediate value at this stage.

1. Defining the Problem

Before even starting to think about onboarding, we wanted to thoroughly understand the problem space of workplace burnout, mental health, AI and data privacy. This would ensure that the correct pain points were being addressed via the end solution. Phase one thus involved a thorough research approach, data synthesis and the mapping out of key personas and user journeys. 

Qualitative & Quantitative Research
Affinity & Empathy Maps
Personas
User Journeys
Research & Findings

Methods:

  • Online survey (102 responses received)
  • 1:1 Interviews (23 participants)
  • Competitor Analysis
  • Heuristic Evaluation
  • Desktop Research
 
Key Finding:
Although professionals care deeply about wellbeing at work, finding the right solution is often difficult due to lack of time as well as issues of trust, transparency and privacy within the workplace.
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User affinity map
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Personas & User Journeys

Two key audience groups were identified during research: people managers and employees.  Using a combination of quantitative survey data and qualitative interview feedback, we came up with four key personas and also mapped out their current journeys when engaging with the Indie product.

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Revised Problem Statement

By the end of phase 1, a new problem statement was created to help frame and define the challenge: 

Professionals are time poor and unsure of the purpose of Indie to assist with stress management in the workplace so they are hesitant to use and advocate for this new technology.

2. Designing a Holistic Solution

With the problem and personas properly defined, the next stage involved casting the net wide again to ideate new solutions and potential improvements to the existing Indie touchpoints. User flows were then mapped out and a solutions matrix created to provide a clear structure for the deliverables. 

How Might We's
Ideation Workshops
User Flows
Solutions Matrix
How Might We's

Three ‘How Might We’ statements were created to drive ideation and solve for the personas’ biggest pain points. These were: 

How might we help Rebecca build confidence in Indie and determine that it is a tool worth introducing?

How might we help Sarah communicate to her team about Indie so they feel more comfortable using it?

How might we provide more trust for Hannah and Oliver before, during and after the onboarding process?

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Ideation & Concept Development

These HMWs were used to facilitate two major brainstorming sessions. Generated solutions were sorted into MVP matrixes to determine which ideas could be achieved in the one week timeframe that would have the most value for all four personas. 

A multi-touchpoint user flow was mapped out to ensure that all solutions would fit in seamlessly to the personas’ end-to-end journey with the Indie product. 

Solutions Matrix

Although the original brief had specified that onboarding was the focus, research showed that trust needed to be built well before onboarding even begun and also after the product had been introduced. As such, additional deliverables included a website content re-design, automated email journey and an uplift of the existing Indie dashboard and direct messages. Final deliverables were approved by the client and mapped out within a solutions matrix to ensure that all major pain points were being addressed. 

solutions matrix
Solutions Matrix

3. Delivery

Having a clear idea of what the deliverables were, the final phase was to design and test the various prototypes in an iterative process. Changes were based on learnings throughout the research process and constantly validated with our personas. 

Lo-fi & Mid-fi Wireframes
Usability Testing
High Fidelity Prototype
Website Uplift

Goal:

  • Enhance existing and provide new content to build trust with the Indie product at first touch 
  • Reduce confusion between Indie (the product) and Pioneera (the parent company)
  • Simplify website IA
  • Improve visual consistency throughout site 
 
Outcome: Users felt that the new website made the product more understandable and clear. Information was easier to find and this helped address initial concerns around privacy and anonymity. 
 
lo-fi
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Website (High-Fidelity Prototype)
High Fidelity Website
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dashboard
User – uplifted dashboard guide
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Dashboard Uplift

Goal:

  • Enhance desirability through new features 
  • Create a walkthrough guide to better educate new users on the tool
  • Improve integration with other work tools (Outlook, Slack)
  • Provide more personalisation features 
  • Match visuals to other touchpoints
 
Outcome: Users preferred the uplifted dashboard as evident via A/B testing, citing better presentation of graphs, enhanced visuals and more enticing functionality.
Dashboard (High-Fidelity Prototype)
Dashboard Walkthrough
Slack Direct Messages Uplift

Goal:

  • Build trust with the Indie product via more empathetic messaging
  • Fix lack of continuity between Slack and the app dashboard
  • Create a welcoming first-touch Indie direct message which would address concerns around privacy 
  • Lift visual appeal of the messages by incorporating emojis and a profile picture
 
Outcome: After A/B testing the old and new versions of the messages, there was a clear preference for the uplifted DMs. Users cited improvements in presentation and tone. 
 
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Scroll to explore EDM templates

EDM Welcome Templates

Goal:

  • Build trust with the Indie product by creating a series of EDM templates to be used throughout the user journey
  • Proactively communicate how the technology works to alleviate any concerns
  • Clearly signpost for the user what steps and set up is required
  • Provide entry points for users to other touchpoints (app, website, etc.)
  • Assist managers in communicating to staff about the tool
 

Project Conclusion

Initial research into the Indie product showed that there was a major education piece that needed to be done in order to build trust and increase usage of the tech. Specifically, this had to be targeted towards the Sarahs, Rebeccas, Olivers and Hannahs within organisations.  

Through various touchpoints, we were able to elevate indie, re-prioritise messaging and uplift the existing information so that users felt more comfortable using the tool and trusted in its ability to maintain privacy and confidentiality. 

Our holistic solution was presented to the client and received an overwhelming positive response. Recommendations have been incorporated into the product roadmap and are currently in the process of being rolled out. 

"We can absolutely say that [the team] went above and beyond in their deliverables. We are super grateful for the opportunity to collaborate with them, and we'll be implementing a lot of their work over the next few months so stay tuned!!!"
Pioneera
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