My Role
Lead end-to-end UX Designer and Researcher
Timeline
15 weeks(SEP - DEC 2022)
Team and Advisors
Criswell Lappin (Founder), Roger Mader, Luigi Nista Piccolo (Lead Design Research),
2 UX Designers
Type
E-Commerce, Web App
Tools & Methods
Figma, Figjam
PRODUCT VIDEO
CHALLENGE STATEMENT FROM BIGTINCAN
Design a solution to provide a better environment for sellers to interact with B2B buyers.
CONTEX
B2B is short for business-to-business, which refers to the commerce between more than two businesses/companies. After COVID, lots of B2B business processes transitioned to online and virtual. Our group aimed to solve a better interaction method for them.
27%
of buyers use the internet during the research phase of the buying process.
70%
of the buyer decision-making process is done before ever engaging a sales representative.
USER ANALYSIS
Conducted 12 user interviews (9 B2B sellers, 3 B2B buyers) using an interview guide. We explored questions such as: How does the transition impact them? How do sellers engage buyers? What strategies satisfy buyers? How do buyers make purchasing decisions, and what factors influence them?
Cash Commitments
“I reach out to sellers, see their website, and compare prices of the product I want to buy.”
- Chief Operating Officer, Construction, Buyer
Privacy Pains Persist
“I am not comfortable with giving my data. Getting spam calls and emails can be annoying.”
- Manager, Printing, Buyer
Reflect, Listen, Connect
“We Mirror the customer, they feel more heard, and we understand them better.”
- Business Developer, Medical Health Insurance, Seller
Build, Adapt, Impress
“We make pitches for their service/product, understand their needs, and build a prototype for them.”
- Founder, AIML Startup, Seller
Keywords we concluded from user journey:
DEFINING THE PROBLEM
How can we improve how sellers and buyers interact during the first stage of the selling process?
SOLUTION IDEA
Our solution idea is to give buyers personalized solutions so that they can have a better understanding of the product they're going to buy
GOAL
To improve the way of interacting between sellers and buyers during the first stage of the selling process.
Ai.sell is a tool that can help B2B sellers by creating personalized videos for B2B buyers visiting sellers' websites. It's a plugin for websites that uses A.I. technology to create content.
BUYRE PERSPECTIVE
REASONS TO BELIEVE
How does it fill the market gap?
Buyers don't have to go through signup process to see product features. Ai customized video will provide them with the right information needed.
How does it fit the user's demand?
Buyers gain deeper insights into the solutions they seek, while sellers receive valuable leads and a clearer understanding of buyers' needs.
Design
I focused on crafting a cohesive brand identity for AI.Sell.
Font
Aa
Poppins
Aa
Poppins
Colors
REFLECTIONS
Information hierarchy is crucial for user retention
Through this project, I learned that how information is organized on a webpage significantly impacts how users engage. Proper structuring ensures that key details stand out, guiding users effortlessly through the content. It also highlighted the importance of understanding user behavior—how they visually scan and interpret information—so the design aligns with their expectations and needs.
Collaboration is key
This project was an eye-opening experience for me in learning to communicate effectively with project managers, developers, and stakeholders. Clear communication was essential to ensure the project stayed on track, met deadlines, and successfully implemented the required changes. It reinforced the value of teamwork and alignment in achieving project goals.
