Localisation Automisation Platform

Eliminate manual redundancies and introduce automation, enabling the team to work more efficiently and effectively.

Background

The localization platform relied heavily on manual input, resulting in cumbersome processes outside and inside our platform.

Role: I undertook the role of a UX designer.
Methods used: We used various methods such as current state analysis by creating a journey map, conducted user interviews, mind mapping, user testing.
Tools used: Google Analytics, Hotjar, Miro, Figma
Team members: Product owner, UI designer, Scrum Master, two frontend developers, two backend developers, two QA developers.
Stakeholders: Customers, localization manager, sales representatives, customer service manager.

Research & Analysis

At the beginning of the project, I initiated user interviews to gain insights into the existing workflow, uncover pain points, and identify potential opportunities. Drawing from the findings of the user research, the following problems were identified:

Customers:

Lack of transparency in the automation process, causing issues despite the preference for automated workflows
Difficulty in tracking which localization issues have been addressed
Inconsistencies in translated content across the site
Users find it challenging to comprehend the purpose of each feature, leading to a sense of overwhelm caused by the interface
Difficulty in providing feedback or suggestions for improvements in the localization process.

Localisation team:

Time-consuming and inefficient manual process of adding time spent on each page and assigning localization members to individual pages
Challenges in coordinating and managing translation tasks across the team due to timeframe and availability
Challenges in effectively communicating with customers when encountering issues beyond the scope of the localization team, such as layout and HTML-related problems
Inability to effectively scale and accommodate more customers within the existing process.

Customer service team:

Communicating the value proposition of our service to customers proves to be a challenge
Effectively conveying the various features to customers is a challenging task, and comprehending the purpose of each feature proves to be difficult.

Data analysis:

Despite the limited data available in our system, I conducted an analysis of user behavior within our dashboard. This included evaluating user login frequency, usage patterns, and feature utilization.

Stakeholder requirements:

We additionally collected requirements from key business stakeholders.

Desire to establish a new plan that eliminates the need for customers to handle localization themselves
Ensuring scalability is a key aspect of the new plan
Revised premium appearance to align with the new pricing plan.

While developing customer journey maps, I also examined our competitors' dashboards to explore possibilities for redesigning our own dashboard experience, tailored to suit the needs of each persona group.

User flow of current localization process

Design & Iterations

Our team specifically targeted the "buyers" persona group. Based on the information we gathered, we identified the "buyers" as individuals responsible for making purchasing decisions for a product or service, while another person would handle its management.

Regrettably, obtaining direct insights from our buyers was challenging, leading us to make a few assumptions:

The "buyers" hardly logs into the dashboard

They only access the dashboard when their contract renewal is approaching

Understanding the process or workflow of localisation is not necessary for them

Want to acquire information regarding the cost and time savings associated with utilising the service.

Considering this, the UI designer, PO, and I engaged in brainstorming sessions to generate ideas on what information could be presented to the "buyers" and how we could distinctly separate the localisation workflow from their perspective.

Metrics and Results

During the dashboard design phase, I collaborated with the Product Owner to determine the success metrics for evaluating the effectiveness of the dashboard. The following key measurements were identified:

Number of visits to the dashboard

Inquiries received through the dashboard

Number of new contracts and contract renewals

Integration of the Hotjar feedback feature to directly capture user feedback

Ongoing utilization of Hotjar recording and heatmap sessions to monitor dashboard usage.

Incorporated the Hotjar feedback feature to capture firsthand user feedback

Reflection and Learnings

As a newly formed team dedicated to a new persona, we faced challenges due to limited information about the target user. This posed difficulties in obtaining comprehensive insights into user behavior and preferences. To address this, we had to rely on assumptions and prioritize user research activities to effectively bridge the data gap and gather valuable user insights.

Achieving a balance between business goals, user needs, and technical constraints necessitated consistent communication, active collaboration, and ongoing negotiation throughout the project.

Throughout the project, we prioritized regular user testing and validation to uncover usability issues. However, due to limitations, this process primarily took place internally, and direct customer feedback was not readily accessible. Looking ahead, our goal is to incorporate direct customer feedback by involving them in user testing and validation in the near future.