Product Management | Product Design
Fresh Produce for Businesses
Role: Product Manager and Designer
Role: Product Manager and Designer
At EdenFarm, I have been working alongside great product managers, engineers, researchers, and designers within the technology department. We work together in several scrum teams and divide our tasks and goals in sprints. I was exposed to all of the scrum team so I get to learn EdenFarm's system from the inside. The system itself is divided based on its activity, which are customer-facing and internal-facing.
On day-to-day basis, our workflow as designers still follow the design thinking process in each product that we are given. Whether it is customer-facing or internal-facing.
Since the majority of our users are technologically illiterate, we use qualitative methods, mainly interviews to gather findings. Most of the interviews are done by researchers, but my role as designers is to translate the findings and turn them into new products or improvements.
Our small team wanted to create a product that's user-centric, however we haven't been able to find one that we can bring to the scrum team. Hence, I proposed a design sprint. We did the activity for a week, set an hour or two of our time to find a solution and have a medium to think outside the box. It also helps with putting the users' needs first and create a design that will cater them.
As designers, we are given the freedom to create products that help our users from one point to another, but as a team player, we also have to keep in mind the limitations presented to us, including time constraints, manpower, and the degree of developability. Out of a list of probable solutions that we can develop, we pick one that fits everyone's capability.
We received complaints from our users that they keep forgetting how to order from our app, and instead they asked our field sales to do the ordering (this hinders field sales' productivity). From this finding, we believe that we need to address it since it will affect number of sales in the long run.
From the chosen problem, we begin ideating what can we do to make our users understand how to order online. This is where we came up with adding coachmark to the ordering process. We sketched it and we defined where do we want to put it.
After the ideation, we begin to prototype the coachmark to the ordering flow.
Before we propose it to the scrum team, we tested our prototype to several users in wet market. After that, 80% of our testers feel that the coachmark helped them to understand the ordering flow better.
As an in-house designer, I was assigned to teams, where each team has different products than the other. When I first got hired, I was assigned to our Customer-Facing team, which handles the shopping app and its internal dashboard.
Our company need to increase customer retention rates, boost sales, and gather valuable data on consumer behavior and preferences. Hence the idea to create a loyalty program offering discounts, and rewards. A loyalty program helps a company keep customers coming back by giving them rewards for being loyal. It makes customers feel special and connected to the brand. For this project, the tech team work alongside the marketing team as well.
The Project lasted for about three months, starting from initial design to implementation.
My colleagues and I mapped out possible flows and ended up with the user flow below, continuing from the current state of our customer mobile app.
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We also did some sketches before we begin wireframing and the design.
For this step, we started off with lofi wireframe to visualize the basic structure and layout of the loyalty program without getting bogged down in details like colors or fonts. Also slowly improving the wireframe as time goes.
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