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WEBSITE CASE STUDY: SUPPLY SYNC

Strategic design thinking and process improvements materialized into a tangible SaaS website experience — scaling alongside business needs.

The SupplySync's homepage focus and objective concentrates on a singular goal, streamlining the user experience towards a defined path and tailoring to different audience segments. 

SECTOR

B2B, Technology, SaaS, Management

ROLE

UI Digital Designer

PLATFORMS

Figma, Framer, Photoshop-Illustrator,
AI software technologies. 

TIMEFRAMES

February 2024 - March 2024

UI TASKS

DESIGN CONCEPTS
MOCKUPS
SCENARIO & USER FLOW
UI DESIGN
INTERACTION DESIGN
HIGH FIDELITY PROTOTYPING
RESPONSIVE WEB DESIGN

Who is SupplySync?

SupplySync is a leading provider of innovative supply chain management solutions, empowering businesses to streamline their operations and optimize efficiency.

FRAMING THE PROBLEM TO SOLVE

The SupplySync landing page UI design is unclear and the navigation has wayfinding issues, and users find it challenging to locate essential information and data, leading to a less than optimal user experience on both desktop and mobile devices. Website homepage = Encourage exploration

“The landing page lacks a clear and compelling value proposition — the overall design feels too complex and makes it difficult to prioritize information.”

Craig Garcia, CEO

“I am finding it difficult to establish product trust and value without social proof or case studies — also, the visuals are not engaging.”

Craig Garcia, CEO

Anitquated

Increase return visitors and count-per-clicks on CTAs, The workflow for retrieving a patient’s coverage and submitting claims is antiquated and slow

Error-prone

Increase the amount of users in sign-up to sales requests—and reducing bounce-rates, Calculating patient costs by hand when factoring insurance benefits is prone to errors

Intimidating

Optimize and test for fully responsive design on mobile, Interpreting insurance is daunting and complicated requiring extensive knowledge

DISCOVERY & PLANNING

My UX.UI Design Base Track  
Goals: Develop deep understanding and create an actionable, holistic framework, as well as, a system-wide brand strategy.
 

  • Understand who I am designing for

  • Desk Research: survey end user / proto-personas

  • ​Uncover knowledge gaps and where I need to learn more

  • Align experience strategy with UI design

  • Stay User-centered

Site Audit 
U
ncovered and evaluated weaknesses translated into potential strengths:

  • Information architecture & Content strategy are unclear

  • Visitors are prevented from accessing up-to-date information

  • Difficult navigation — poor wayfinding

  • Overall UI Design aesthetics appears to be incomplete, messy

  • Unintuitive User Experience — outdated system flow

  • Too much empty whitespace — layout and spacing issues

Click-thru key research insights

Informed decisions based on Data — Persona exploration with identified thought patterns and key themes. Connect with well-defined target audience and make a better product design decisions. 

JOURNEY & GUIDING PRINCIPLES

Click-thru key scenario story

The landing page UI design is unclear and the navigation has wayfinding issues, and users find it challenging to locate essential information and data, leading to a less than optimal user experience on both desktop and mobile devices.

Design Statement & Strategy 

Our company, Supply Sync helps business professionals and segmentation of users who want to [jobs to be done] discover information about Supply Chain Software.  Help educate user...By avoiding [pain] seamless searching, inconsistency frustration and content overload, and allowing [gain] users to explore the landing page architecture with ease and guide users to easily sign up for software demos and most efficient path for customers to do business with us.  Users are able to achieve their goals, they will want to use your product again — put ourselves in the shoes of the user,  encouraging empathy..goal is at that moment. Generally, scenarios are concise and represent a snapshot of the user experience. becomes easier to define how the user would go about reaching that goal.  task-focused scenarios..User scenarios are all about getting the context of use right and tailoring the experience to the user’s needs and motivations- scenarios explicitly capture what users would likely experience  - They are about tracing user’s steps in order to complete a task and validating aspects of the design we might have otherwise overlooked.

Intentional
Useful landing page and website guiding with in-depth knowledge for the user, requirements in the customer brand initiatives must always be pertinent and contextual. 

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THE OPPORTUNITY

How might we build a real-time cost calculator for eye-care providers that is streamlined, accurate, and intelligent?

User Needs & Business Objectives 
(case study is about storytelling and connecting the dots). Pivots in the project that influenced my design decision making process.  ensure we meet business goals and motivate our users to interact with UI, we've determined we will measure success in the following way:

Anitquaited >> Streamlined

Empower users, excite and inspire through diverse expertise in data, information, design craft and user experience that make visitors come back to site. Actively engage...Connect the workflow into one holistic, streamlined, and inter-operable experience

Business Goals: Increase return visitors and count-per-clicks on CTAs.

Error-prone >> Reliable

Simplify, Incentivize visitors to continue their navigation and convert by clicking on Calls-to-Action of sign-up of free software, downloads, support and resources. Copy structure. The system should handle the complex calculations and logic on behalf of the provider at the point-of-service

Business Goals: Increase the amount of users in sign-up to sales requests—and reducing bounce-rates.

Intimidating >>  Inviting

Fast and seamless wayfinding for visitors on landing page. Provide clear information about the brand in all sections. Keep informed.The product should be simple and easy enough for non-providers to use and understand

Business Goals: The product should be simple and easy enough for non-providers to use and understand

Improvements in Usability: immediate business needs and MVP, value proof, feature sets, User-center & Business impactful, Stories

Address pain points + immediate needs & value-proof UI designs

=

Build a product that users will love

Design Ideation, Scenario & Storyboards   
Back to reality with stories and feature sets, research-driven, iterative design process

The new calculator workflow went through many iterations and user validation sessions before we had a shippable design candidate

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DESIGN EXPLORATION & REALISTIC EXPERIENCES

Style Setting & Design Direction 
Communicate useful and desirable design solutions and what users need to find easily. Telling the brand connect a vision, calls to action, improve ux, convey the message

Push past the obvious solutions for something clean, warm, and inviting.

Iterated designs, Wireframing , Mockup & Prototype 
 

Streamlined and connected

The new web app workflow ensured ECP’s wouldn’t have to figure out what benefits applied to what services (re: medical code)

Real-time reliability

With benefits being automatically mapped to services, the worksheet calculates costs in real-time for the item and in totality

Fresh and inviting

To enable clearer task pathways and give the UI more breathing room, we decided to nest extraneous details that aren’t crucial.

FINAL DESIGNS

Design wireframing & mockup
A holistic framework and system as a whole. Key features and functionality to achieve a well-rounded solution.

INTERACTIVE UI FUNCTIONALITY

Minumum Lovable Product 
A holistic framework and system as a whole. 

Growth Product Mindset 
A holistic framework and system as a whole. 

KEY TAKEAWAYS & INSIGHTS

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