GrabTV requested Dialexa to assess the current state of their T-Commerce product to develop and construct a commercialized version of the GrabTV proof of concept.
Overview
The objective was to deliver a scalable version of GrabTV's pilot requirements, emphasizing essential features to support the client’s upcoming funding round and continuously enhance the T-Commerce product.
As the lead designer, I collaborated with a cross-functional team, managed another designer, and took on responsibilities that included:
Facilitating workshops and discovery activities.
Gathering requirements and prioritizing tasks.
Supporting project and product road mapping needs.
Managing client interactions and design team.
Assisting in creating wireframes and prototypes.
Establishing the visual design direction.
Discovery
In the discovery phase, we focused on gathering insights to align all stakeholders and understand the product's core business needs and objectives.
Key activities included:
Workshops: We hosted collaborative sessions to set expectations, deepen our understanding of the GrabTV product, prioritize features, and align on business requirements.
Stakeholder Interviews: Conducted with critical stakeholders to ensure alignment. These interviews conveyed an understanding of the product and business goals while refining initial requirements.
Strategic Planning Workshop: This workshop aimed to solidify the product’s objectives, value proposition, and market insights. We also defined measurable success metrics to guide our progress.
Feature Prioritization: We outlined the pilot program's user flow and information architecture through stakeholder discussions and discovery sessions. A speedboat exercise allowed us to identify potential risks and prioritize the features necessary to populate the backlog and shape the roadmap.
Product Roadmap
Collaborating with the cross-functional team, we created a roadmap focusing on the product's primary features and prioritized business outcomes. This roadmap aligned stakeholders and team members, ensuring everyone worked toward a shared vision.
Wireframes & Prototypes
After validating the global navigation and the discoverability of key features, I created low-fidelity wireframes to establish essential design patterns and outline product actions and functions to guide the other designer.
We conducted several design reviews and iterations to refine layouts and address experience gaps. Once we had approved wireframes, I created a comprehensive design library for critical screens and components, while my colleague focused on creating prototypes for remote interactions.
UX Testing
To validate our design, we used a structured testing protocol with flows and features aimed at achieving specific goals. Utilizing MAZE for rapid testing, we validated the experience with various GrabTV audience archetypes, gathering insights to refine our designs and align with user and business goals. We proposed changes based on testing feedback, enhancing features, and filling system gaps to elevate the user experience.
Applied Design
The team integrated insights from UX research, applied impactful UX improvements, and executed a visual design direction that met and exceeded expectations. We meticulously fine-tuned the final product, ensuring a polished and user-friendly outcome.
Style Library Samples
Design Handoff
The final tasks and designs were assigned to the developers, and a thorough QA was conducted during the ongoing development to identify any system discrepancies. QA design recommendations were implemented promptly to ensure an unblocked development process and maintain the output quality. Additionally, we documented and shared links to the deliverables and conducted a final walk-through of the files to ensure complete satisfaction.
Project Summary
Challenges
The Product Owner had limited experience in product design and needed extensive guidance throughout the project. Despite his lack of experience, our team adjusted our work and presentations to help him better understand the process and build a good relationship with him. This project was also the team’s first TV application, so we faced several technical challenges. Despite these challenges, the team collaborated well and faced the challenges very close-knit.
Wins
We received excellent feedback during our research, which led to the extension of our team to continue developing the product vision. As a result, I became a trusted advisor for the client on the UX team. My colleague was able to grow in her role by supporting the new extension. The development team was also extended to complete the first release.
Impact
The project led the GrabTV business to obtain capital investments, ensuring continuous funding. The company also gained a new partnership.