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Optimization and iteration
TextrTeam Web App is a VOIP product for small and medium-sized enterprises, which implements many functions of traditional enterprise phones (such as call queue and IVR) in the form of software. TextrTeam let business users to make or receive business calls using their mobile phones or PCs anytime, and anywhere.
Project duration
4 months(2023)
My role
Product manager
UX designer
Responsibilities
Optimization
UI design
UX design
Usability studies
Competitive audience
Iterating
Tools
Figma
Webflow
The goal
The purpose of product optimization is to improve user experience and thus increase conversion rate.
The tasks
Usability testing and report
Product optimization
New feature design
Pricing market research

Usability testing and report

➤  Round 1

Background:

The previous rating of this product was a bit low, and occasionally users would write emails to feedback product experience problems, or there would be a large number of after-sales consultations on multiple issues. This shows that our product does have many problems, which is one of the motivations for conducting usability testing.
But when I started to conduct the usability testing, there was no budget at all. So, this is not a standard usability test, the test was mainly done by myself(I am a new user to the product by then), but I did ask my colleagues and family members for their opinions on some of the problems. I did my best under the conditions allowed.
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Findings：

The first round of testing found 91 issues that needed to be optimized, and gave brief modification suggestions in the report. The main issues(P0) found and suggestions are as follows:

  • [Overall UX]When you click a tab and it's loading, you should be able to switch to another tab instead of just waiting for the loading to complete
  • [Login]When sending an invitation email to a user logging in for the first time, you can add an initial password to the email and force them to update the password after logging in. This unifies the login logic
  • [Setting]Different teams under the same company should be able to share account balances.
  • [Setting]When setting a member nickname, the member's email address should not be overwritten by the nickname
  • [Setting]The team member list should retain members who have been invited but have not yet accepted the invitation, so that it is easier to follow up and manage.
  • [SMS]When the phone number format is incorrect, it can be marked in red and a reason can be added. The user input cannot be cleared directly.
  • [SMS]The random number option should be placed last by default
  • [Contacts]Lack of sorting functionality
  • [Phone numbers]When changing packages, the calculation process of the payment amount needs to be clearly stated, and the prompt information is not complete
  • [Account]Team member login should be initialized as the invited team

Full test report:

TextrTeam Web App Usability test report round 1

➤  Round 2: New user Registration

Background:

Compared to the first round of user testing, the second round is aimed at the registration process of new users. The testing process is very similar to the first round, but this round only focuses on the process from the user's decision to register from the landing page to the first entry into the application.This is the first impression the product gives to users, and it is also one of the process that is most likely to cause customer loss.
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Findings：

The second round of testing found 18 issues that needed to be optimized, and gave brief modification suggestions in the report. The main issues(P0) found and suggestions are as follows:

  • [Free trial]There is no regularity in the triggering mechanism of the ‘free trial’ button
  • [Free trial]Some users are asked to recharge during the trial period.
  • [Recharge]Binding a mobile phone number will affect the availability of recharge methods. It is necessary to add relevant instructions or unify the recharge logic.
  • [Recharge]When customizing the recharge amount, the gift amount is calculated incorrectly.
  • [Recharge]There is no loading and feedback after payment, and the balance is not automatically refreshed

Full test report:

TextrTeam Web App Usability test report round 2

Product optimization



Background:

Product optimization is mainly based on usability testing, most of which are about product strategy, program logic, and bugs, which do not require modifying the wireframe or mockups. Only changes involving interaction and UI require redesign. Here I only show some representative cases, not all my work.

➤  IVR

The problem

The following example is about the optimization of IVR settings. IVR is the abbreviation of Interactive voice response, which is the automated voice system you hear whenever you call a bank or any huge company. In previous versions, the IVR setting logic was too complicated. Users often ask our customer service for advice on how to set up IVR. Whenever the IVR needs multiple layers(of voice navigation), each layer needs to be set up on a new page.

Although TextrTeam is aimed at enterprise users, there are few professional IT technicians for small businesses, which means that the people who actually use this system to set it up do not have a professional IT background, so all functions must be simple enough to understand and operate.


Before:

After:

Considering the complexity of IVR, I think users should first clearly understand the logical structure of IVR on the settings page, rather than too many details.
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The First Greeting section

The First Greeting section previously took up too much space, so I adjusted the detailed settings to a pop-up window, thus keeping the overall structure clear.
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The Phone Menu IVR

For the phone menu IVR settings, I directly display the hierarchical relationship in an indented manner, which is very intuitive and convenient to set up. And I added the following parameters:

  • Note, ‘Note’ let users to mark what a certain IVR is about, such as "to sales" so that they no longer need to check the voice content details.
  • Sound Play, Considering that voice announcement is not only essential for top-level menus, this setting can add sound play after any key is pressed.
  • Wait, ‘Wait’ can give voice time to actions with pre-announced voice broadcasts, and can also be used as a time limit to handle customers who have not been answered for a long time.

You can see that after the optimization, the IVR setting is very easy to understand, simplified user interaction, and all settings can be completed on one page.

New features design

➤  SMS auto reply and working hours

The problem:

Several users have reported that they would like to see an auto reply feature added so that if a customer calls or texts them after they get off work, the system can tell the customer their working hours.
But I soon realized that behind this demand there was another demand hidden: the setting of working  hours.If there is no setting working hours, the auto reply function can only be turned on or off manually every day.
This undoubtedly adds a lot of memory burden to the user. Especially if they forget to turn off the auto reply in the morning, it will have a very bad impact to the customer. In order to confirm my idea, I referred to other competing products and confirmed that I was right.
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Working hours setting

Working hours can be set flexibly. First of all, the dates can be set as consecutive working days in a week, and adjustments can be made directly on the calendar for special dates. The time can also be any period.

SMS auto replies

SMS auto replies can be set to automatically reply with different contents to incoming calls and text messages during working hours and after working hours.

Pricing market research



Background:

As a new communication product, we hope that TextrTeam will have sufficient price advantages in the market.

➤  The research and finding

I researched seven similar competing products on the market and compared the prices of different combinations of 3 to 30 users x 1 to 60 phone numbers. I concluded that TextrTeam's current pricing has enough advantages and does not need to be adjusted.
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Pricing market research data:

TextrTeam Pricing market research data

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chenggensen@gmail.com