Main Contributions: Design System creation, new platform interface development, end-to-end user experience process creation, technology selection for various platform functionalities, leadership in user experience matters within the application development team, and development of qualitative insights functionality using ChatGPT API to process each client’s database data.
At Scala Analytics, a product of Scala Systems, I served as a UX Lead for approximately 3 years. Throughout this period, I was able to make several deliveries and contribute to different sectors of the company, including Marketing, Application, Sales, Administration, and Infrastructure.
The work began with the aim of redesigning the Analytics platform and all its Design System components, planning and implementing the end-to-end user experience structure, understanding the behavior, demands, and issues of the company’s users and stakeholders.
Discovery and Research
During the discovery and research phase, it was necessary to delve into various aspects of the market, customers, the company, and the technologies used in development. For this purpose, several activities were conducted, with some of the deliveries including:
- Navigation flows
- Hypotheses from Analytics platform data
- User interaction heat map analysis on the platform using tools like Hotjar and Microsoft Clarity
- As Is
- CSD Matrix
- Benchmarking
- User interviews
- Planning and implementation of moderated usability testing process
- Research and selection of front-end technologies
- Creation of low-fidelity wireframes for scope validation
- Idea generation with AI for alignment with stakeholders
Prototyping
In the prototyping phase, work was initiated from scratch, involving the creation of files and the development of a Style Guide, advancing towards a Design System, and the development of realistic, high-fidelity functional prototypes for client validation. This also included the creation of skeletons and other tasks that extended beyond the application. To maintain confidentiality regarding the project interface, some of the deliveries made in this stage are presented below, showcasing what can be disclosed about the final application interfaces.
Validation
During the validation phase, I conducted moderated and unmoderated tests with clients and stakeholders, gaining valuable insights into potential friction points and usability challenges of the proposed experience. A process for applying usability tests was devised, considering rewards for potential participants, aided by Marketing automation platforms like Mautic for communication deployment and control. This allowed for the identification of improvement areas and the development of new solution proposals before the handoff to the development team.
Handoff
In the handoff stage, it was necessary to delve deeper than just transitioning components and interfaces to the development team. My involvement ranged from interviewing candidates for the front-end development roles to devising Personal Development Plans (PDPs) for stages involved in the application. Beyond delivering interfaces, I stayed close to the developers, fully available to clarify doubts and review potential improvements that could be technically more appealing and addressed through the interface.
