How do we know it's ethically sourced crocodile leather?
Project
Ethical Crocodile's Leather in Tiffany&Co
Led the UX design for a sustainability platform, working with Tiffany & Co. on ethical crocodile leather supply chain assessments and Burt's Bees on monitoring raw materials in cosmetics. Redesigned user flows to align with suppliers' existing workflows, digitalized offline processes, and improved navigation, resulting in a 23% increase in product interaction and an 18% reduction in customer support calls.
Info
Company
Sphera
Scope:
0:1 (Redesign)
Duration
Four months
My role
Lead Product Designer
Team
4 engineers, 2PMs, Sales team
Impact
Increase in completion Rate
23%
Reduction in support calls
18%
Decrease in drop-off
41%
Business problem
Customer churn rate 40%
The engagement process lacks a self-service UX, requiring extensive manual support from the implementation team, leading to scalability issues and contributing to a customer churn rate where 40% of clients express intentions not to renew their contracts
People problem
Lack of self-service UX
Suppliers need help completing assessments in a self-service manner and communicating with their buyers effectively in a single, streamlined platform.
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Research
How to reduce the support team's workload and transition to SaaS
Usability testings
5
with customers
Usability testings
10
with internal teams
qualitative interviews
11
Hours
User journey maps: Our suppliers are overwhelmed
Key pain points
Broken connection between supplier and buyer
Design problems
Workflow
The existing user flow is inconsistent with suppliers' current workflows.
Navigation
Users struggle with navigation, leading to drop-offs.
Design System
The design system has inconsistencies that affect the user experience.
Technical Constrains
Encountered technical constraints that limited design possibilities.
Current version
The platform lacks clarity in the user's flow
After conducting interviews with internal teams about our customers' user journeys and participating in calls with our customers, I discovered that our platform lacks clarity regarding where customers should define sites and products. This confusion extends to our suppliers, who are uncertain about which sites and products they need to address, how to navigate between them, and how to submit their information.
Exploring solutions
I led brainstorming sessions with the implementation team and engineers, where we created low-fidelity wireframes and tested them with internal teams and customers. Through this collaborative process, we developed a new version of the platform designed to empower our suppliers to work on their assessments more efficiently. The new design helps them understand their progress and submit their assessments to buyers seamlessly.
New version
Design details
I focused on some low-hanging fruit on the buyer's site by updating the UI to allow buyers to easily see how suppliers perform on assessments. Specifically, I moved the scorecard to the first menu item that appears when buyers access supplier responses.
I added a horizontal stepper to the assessment submission process to empower suppliers. These enhancements provide suppliers with a clear understanding of their current progress, including visibility into the previous steps they have completed and the upcoming steps they need to take. This streamlined process ensures that suppliers can navigate the assessment efficiently and effectively.
I integrated visuals to illustrate what a supply chain is and where suppliers fit within it. Additionally, I collaborated with the implementation team to add contextual information, providing suppliers with a comprehensive understanding of their role and the overall supply chain process. This approach enhances clarity and facilitates more informed participation from suppliers.
To improve user experience and reduce confusion, I implemented a comprehensive progress bar that indicates the overall completion status of sites and products rather than individual progress bars. Additionally, I introduced a product list feature that allows suppliers to easily navigate between different products and quickly identify which ones are incomplete.
Success metrics
User Engagement
23%
Increase in Completion Rate. Measured the percentage increase in suppliers completing their assessments after introducing the horizontal stepper and overall progress bar.
41%
Decrease in Drop-off Rate. Tracked the reduction in the number of suppliers abandoning the assessment process midway.
Usability
18%
Reduction in Support Tickets. Monitored the decrease in the number of support tickets related to assessment navigation and submission.
32%
Time Spent on Task. Measured the reduction in time taken by suppliers to complete their assessments from start to finish.
Feedback
Alejandro Páramo
Senior Product Manager
@Sphera
"I had the opportunity to work with Tanya in her role as a UX Designer in a start-up environment for more than two and a half years. As a Product Manager, I worked closely with Tanya and had a colleague and partner who was collaborative, devoted to her craft, and focused on solving user problems.
Tanya's ability to build collaborative relationships and utilize her skills in all steps of the design process enabled us to improve how we solved user problems and work more efficiently across various functions of the business. Her expertise spans multiple areas of design, including user research and testing, persona and user journey mapping, and user interface design and experience workflows. This comprehensive skill set empowered us to operate quickly and effectively in a tight squad across Product, UX Design, and Engineering to achieve our objectives.
Beyond her professional skills, Tanya was always a joy to work with. I highly recommend Tanya for any UX Design role."
