In 2017 i was hired by TMBC/ADP to lead the redesign of the StandOut mobile platform. I was fortunate enough to work with a young but passionate team of product managers, designers, and content strategists to help bring the new StandOut mobile platform to life.
Through conversations with stakeholders and coworkers we arrived at the two major users.
Apologies in advanced for the bad stock imagery
Goal: Help fully engage their team members and to create higher
They are the main intended user group of StandOut and have the most functionality available to them. The three main pieces of functionality are:
• The "Check-In" a weekly form that team members fill out to inform conversations about work
• The Engagement Pulse, a survey sent out to the team to measure engagement
• The Performance Pulse, a self directed survey meant to capture team member performance information at intervals directed by the organization/company
Goal: To get the attention they need to use their strengths
at work everyday.
Team member's are the other half of the StandOut user base. They are the ones that enter into the platform and fill in content for the Team leaders to consume so they can get the attention and help they need. Historically, StandOut has prioritized delivering value to team leaders and not team members but, to increase the platform's impact, we want to provide more visceral value for team members in the platform.
By facilitating meetings with upper management, the product team, and engineering leads, we reached consensus on a specific goal around improving the team member experience.
These goals were decided as focus areas for the front end redesign but are also by-products of the engineering effort to transition to a newer and easier to manage technology stack.
The old version of the mobile experience has the landing page set to an activity feed of team members and coworkers. In addition, the Check-In landing page does not have apparent calls to action to complete their Check-In for the week if not submitted.
Although we want the Check-In to be at the forefront of the experience, we also don't want to eclipse other features in the platform, with this said we decided to approach the landing experience of mobile to be notification driven. With the Check-In page, we included obvious CTA's for the expected action which resulted in a 12% lift in submitted Check-Ins on mobile.
Because team member activity is required for the platform to work, we wanted to increase contextual value for team members when submitting their Check-In and logging into the platform.
We did this in two ways, the first was to provide contextual coaching and guidance in identified opportunity areas such as form submit confirmations.
The second way was to re-architect an email drip content program (which we've received overwhelming positive feedback about) into a browse-able, recommendation driven, content platform centered around coaching.
When designing the platform, we wanted StandOut to...well...stand out from other HR tools that companies use. We decided to incorporate some branding elements from the coaching arm of the company to give a little extra flavor and bring continuity from the in-person coaching material to some purely functional areas of the platform.
For the "Check-In" our main piece of functionality, we wanted to optimize the form submit process so that team members could more think more mindfully about their week by focusing on a single question per step.
Our main goal was to deliver more value to team members while they were on the platform. By measuring daily active visitation, we see the behavior change from our baseline which indicated a single weekly visit to complete their Check-In to a more daily content consumption pattern.
This ones my favorite! Although we technically lengthen the form submit process by breaking out single questions to single screens, we actually find that the Check-In time to submit actually goes down. We interviewed users to see why and the feedback we received revolved around the reduction of cognitive load and more intuitive interactions around entering data in different steps.
My first large re-design project in a while was full of learnings, fun, and not so fun moments updating a legacy platform with a young team.
After managing a team at my previous job and handling a lot of the overall direction and strategy for a number of different projects, going in and getting my hands dirty again is an opportunity I am very thankful for. Being able to work on a little bit of everything from research to hi-fidelity mockups helps me to identify and center on the work that i really love doing. Design is really fun, who knew?