Delivering best-in-class chat eCommerce experience

Mobile Chat-based eCommerce Platform

S A A S / M O B I L E C H A T / P A Y M E N T S

  • 150 Million Users

  • 1 Billion Payment

  • 15 Billion Interactions

  • $91M Series C funding

  • Stood up a cross-functional design team to develop critical designs used to deliver on long-term SaaS product growth resulting in a 25% revenue increase YoY

  • Utilized design thinking best practices & methodologies in creation of IA, wireframes, user flows/journey maps, UI, prototypes in the end-to-end design process, CSAT up by 40%

  • Integrated AI capabilities into the product experience increasing chat agents productivity by 70%

Objectives

Product Design team’s strategic objective was to create a comprehensive mobile messaging platform experience that combines Clickatell’s legacy capabilities with new products and functionalities. This unified approach aimed to provide seamless journeys for our customers, enhancing their overall experience and enabling them to create sophisticated chat experiences. This includes channel connectivity, automated messaging through bots, live agent desk, and integrated payment solutions.

Challenges

Fragmented Platform: The previous platform generation suffered from fragmentation, where isolated products hindered user journeys, data exchange, and connectivity.

Solution: To overcome these issues, I’ve initiated a comprehensive platform redesign project. Conducting a thorough audit and gathering user feedback, we established a unified design system, standardizing visual elements such as colour schemes, typography, and iconography. Through the implementation of uniform interaction patterns and navigation structures, we seamlessly aligned the legacy products with the platform's cohesive design language.

Siloed Processes and Teams: In tandem with product fragmentation, the teams overseeing product development faced communication challenges, resulting in a hindrance to project progress.

Solution: To counter this, I worked with my team to encourage fostered collaboration and communication across departments. We implemented a streamlined communication strategy, encouraging seamless collaboration and information sharing among teams. This approach ensured a more cohesive and integrated product development process, breaking down silos and promoting effective teamwork.

Competitive analysis

In our competitive analysis of top messaging platforms, we scrutinize the user portal for ease of use, the workflow builder for its customization capabilities, and the agent desk for support efficiency. We evaluate how these platforms integrate functionalities, allowing users to seamlessly manage communications, automate workflows with intuitive tools, and provide real-time customer support. This analysis not only benchmarks current standards for usability, scalability, and security but also informs our strategy to innovate and deliver a unique platform that stands out in a crowded market.

Research

User Research and Analysis: Led the UX research team to conduct user interviews and surveys, gathering insights from both internal and external users to inform platform capabilities and product features.

Data-Driven Decision-Making: Collaborated with the Data team to build PowerBI dashboards for in-depth analysis of user journey data, providing valuable insights into various processes within the platform.

Information architecture

We’ve identified 5 main functionality segments: Portal, Channels, Workflow Builder, Agent Desk and Payments. We’ve structured them to provide a streamlined and intuitive user experience, ensuring that each component — from the user portal to the payment system — is logically interconnected.

User Journeys

We mapped out end-to-end user journeys from the moment user registers for a new account to the moment they put their chat commerce solution live. To achieve this, we had to consider multiple technical and regulatory limitations such as the two-step process to acquire a long number (10DLC) and in-portal payments for the package subscriptions. The final output is a single cohesive journey map that connects previously disconnected products and experiences dramatically improving overall user experience and resulting in 40% CSAT improvement.

User Interface

Design System

I oversaw the creation of a cohesive design system that has significantly improved our internal design-to-development process. This system serves as the cornerstone for producing consistent and harmonious designs, significantly boosting efficiency and reducing the time previously required for design handovers to our development team. By implementing this unified design language, we've streamlined communication between designers and developers, ensuring that design intent is clearly understood and flawlessly executed, accelerating the development process and improving overall product quality.

Products

Merchant portal: A centralized hub for our customers (aggregators) to manage their merchants, add/remove available products and templates and analyze message traffic and interaction volumes.

Agent desk: Easy-to-use customer support chat-based software that enables real-time, live agent communication with customers on multiple chat channels via a single web interface. Built-in AI assistant evaluates user’s sentiment and provides suggested responses for agents to use.

Workflow builder: An advanced drag-and-drop workflow builder that enables the rapid building, testing, and deployment of automated messaging and orchestration of business processes.

Integrated payments: Clickatell’s PCI-compliant global payment gateway features account authentication and tokenization technologies, making it easy for customers to safely store payment details for quick one-tap checkout.

Product promotion

Collaborated closely with the Marketing team to create a video promotional material that showcases platform’s capabilities.