Turn an idea into a functional product through design, marketing, and product management
2 UX/UI Designers, 1 Product Marketer, Project Manager
January 2019 - present
Designing a fully functional web application and its mobile version for both iOS and Android. Marketing the app pre- and post-launch
A fully functional web and mobile design
Our customer approached us with nothing more but an idea to build a B2B recruiting app and a very rough-coded prototype. As exciting as our customer’s vision was, it lacked deep marketing and design understanding of its implementation. That’s where Cieden came in.
Empowered with marketing and product research, we turned an idea into a comprehensive, actionable plan to design, launch, and market the product and then executed it.
As mentioned before, while approaching us for help our client already had a rough launched web app. In the app’s earliest stages, the functionality was modest and built around our customers’ initial assumptions on the users’ problems.
The UX/UI Design wasn’t a priority for the first launch, so even without thorough user research, we’ve identified a number of usability issues. Another issue that we immediately brought attention to is the lack of research to indicate a potential product-market fit.
Having thoroughly documented our concerns, we’ve defined and documented them, thereby creating a short-term roadmap to kick things off the right way. The very first thing we, as design and marketing experts, did is talk to the end-users.
Now that we have validated the problem product solves, there’s no better time to plan from the standpoint of the two facets of our expertise: marketing and design intelligence. Working in parallel with our designers, the marketing team developed a thorough go-to-market plan outlining the following aspects of the app’s launch:
In the meantime, our designers were busy developing a UX strategy. This task entailed aligning the business strategy, user needs, and technical capabilities. This document articulates the brand experience and its guiding principles, while also supporting the long-term vision of the app.
Having both marketers and designers on board made wonders for us in terms of creating a cohesive and consistent brand experience. At that point, we already had a somewhat fleshed-out picture of the end-product in mind. That’s what enabled our design team to move on to the information architecture development and wireframing.
One of the deliverables of our prior research was documenting the features that should make it into the MVP. Having these features at our disposal, we’ve proceeded with mapping them into a cohesive app structure, aka Information Architecture. This helped us further validate the logic behind these features and their interactions.
Once we’ve settled on the optimal app architecture, we then developed rough versions of the design. This stage is most commonly referred to as wireframing. The key reason one would ever spend time on wireframing is to pinpoint the usability weaknesses as early as possible. That way all it takes is a few clicks to fix, which would otherwise have taken much-much longer had the design been live.
The second major reason to develop wireframes is to have an early app prototype, which allowed us to further validate the app idea and its potential execution through usability testing.
Testing our wireframes is one of the most exciting project phases. This is when we get to either support our design assumptions with tangible user feedback or discard them.
In order to validate our designs, and not have developers spend time coding them, we turned the wireframes into no-code clickable prototypes. Such an approach is yet another way to maximize outcomes with as little effort as possible.
The usability testing sessions have yielded plenty of insights into what our users thought was useful and usable. It took a few iterations until we arrived at the design version that passed the usability testing with flying colors.
MixPanel is yet another tool that helps build our understanding of users’ behavior. Thanks to this instrument, we uncovered in-app areas of improvement that resulted in leads’ drop-offs.
What makes MixPanel especially critical is that it enables us to see the whole user journey from a stranger to a loyal customer, a priceless insight for every marketer and product manager.
It’s worth mentioning that we identified both minor and major issues in the product as a whole. The latter is understandable since ventures typically take about 3 years to get to the level of maturity that they begin to experience rapid growth. Success takes time. Pursuing to hit the nail in the head in the first iteration, founders often overlook major product flaws. Ignoring these issues usually results in launching dozens of times and flatlining.
The approach we took was:
The result was:
This is where our journey is currently at and although it’s far from being over, we couldn’t help but share such an awesome project with the world! We’ll make sure to keep you updated on any further developments.
I liked how detail-oriented they were and that they took the time to understand what we were looking for.
They’re open to feedback, making them an excellent partner. Project management was very strong; they delivered on time and kept partners informed.
I like that they’re patient, take their time, and the quality of work is very good.