Public Relations Software | Bia Correia 2021

UI + UX

In a Public Relations Software

We started this project because of an old product there was already in use. The old one was the main Public Relations tool of this company but the tecnology that was used by itwas a little outdated. And the interface as well.

We wanted to reimagine the old product and make it bigger, faster and updated.

First thing that we did was a big meeting with the team (Developers, Product Owner, Designer, Qa analyst, and Managers that would be working on the product) where I conducted a Design Thinking Dynamic, so the team could start to brainstorm about this new chalenge.

The dynamic have a lot of stages and demands atention and commitment of all the team. It´s important to estimulate everyone to get more engaged to the project. This was very productive because we have an interdisciplinary development about what we wanted the product be.

The result first of the dynamic:

"For communication professionals in companies or agencies that need speed, ease and control when it comes to publicizing brands and products, Comunique-se 360 is a relationship platform with the press that makes it easy to transform your business into news. Unlike competitors and the conventional PR process, our product focuses on relationship, process automation and results measurement."

An then we start to define personas the would use our product. We reach six kinds of personas the woud fit in. These are three of then:

Each on of this personas has this own goals, like Kiki wants a tool to help her manage her PR team inside her company, Pedro needs to discover and keep new clients and Julia needs a reliable tool to deliver her campaigns and generate more results to her work.

And after a long brainstorm of te features that would be included on the first version of the product, we start to rough about the sign in flow. Note that we change the name a lot before launch the product.

We´ve change the sign in flow a lot before we reach a good result. Rigth after that, we started to think about the main page of the product. We wanted it to be a dashboard that would resume all the features that the user will have acess in the app.

Soon as we got happy with the elements of the first flow, we started to think about the visual design, what it should look? What message the color pallete and the fonts should pass to the user? And I did a lot of interface tests and the are some of them.

Based on our personas and the kind of interface of the apps they usually use, we decided to go on the lighter one. Is easier to guide the eye of the user and use other colors to enhance the visual information.

After the choice, we started to work on the other features. Testing it with our users and evolving it as fast as possible. I will show one exemple, the second and third version of our main page, the dash.board

Later we started to design bigger features that would be the key of the success of the app with the user of the old app. Our mail editor and sender.

Everything was fine, but not great...

SIn addition to other issues, some of the users of the old product were being resistents with our new one. So I decided to invite them to our office and apply some UX Research tests to try to find out what was going on.

Our goal was mesure usability, taxonomy, value and innovation. So I strutured a dynamic of tests the would reveal some data. This data would be used to understand what we have to improve to deliver a better product.

So the kid of test I choose to achieve some good quality data were: One-a-one interview, monitoring the use (sreen capture), five-second-test and card sorting.

Results of the UX Research

The good news was the the most of the users tested didn´t have any trouble by figuring out how to use the new software. But the were some details important to them and we weren´t delivering it well (not either the old product, but ok).

1) They want to have a better "clipping" tool.

The old product had an outsourced service for clipping while the new one have his own, and they like it very much but want it to be more evolved.

2) The color didnt match the kind of business.

We were using blue, green and white and the ideia it was delivery wasnt what we thought.

3) Better mobile experience

Before the tests we didnt notice how many of our users were using the mobile version.

4) Taxonomy: the categories of the subject related to the jornalists wanst being easy to manage.

This was a issue we had to delegate to our internal content updaters.

5) They want real time feedbacks.

They wanted the system itselfs could give realtime feedback while they are creating content.

6) They want to fix things more easilly.

The learning curve of the users at the beginning of the use of the platform is being jeopardized because things cannot be undone in a simple way in some cases.

About a month later...

We prioritize what should be done to get the product on track.

And now I want show the last version of this product, already being used by new and older costumers.