Onvia LeadStream Product
Onvia LeadStream: Overview
Role: Product Design Director, Strategist, Creative Director
In September 2015, Onvia hired me to redesign its flagship product from the ground up. The company was in transition; most of the leadership team was new to the company, and a major brand overhaul was soon to be completed.
During 2016 I focused on this product's redesign, building company awareness and consensus around its design direction, collaborating with technology, and forming my design team.
The team took a classic user-centered design approach, adapted to work within our agile development methodology.
Discovery and Research
When we began this project, this is what the product looked like.
The interface had not had a substantial design update in many years, and the structure of the product suffered from years of unplanned "bolt-on" features.
To help guide design and product strategy, we partnered with Blink UX for a four-month contextual inquiry research project.
From September to December 2015, we visited and interviewed 39 participants at 28 of our client companies to learn how they used our product.
As a result of this research, we were able to confidently form the design strategy and product roadmap.
During this discovery period we also conducted other types of analyses:
- content inventory and analysis
- competitive design research
- current product usability analysis
- stakeholder interviews
To help the product team and the company form a common understanding of our clients, we created three distinct personas.
After gathering and analyzing needs from our users, the technology team, product and the Onvia brand, I was able to author a concise design strategy to form a common understanding of the vision, address a variety of needs and desires, and provide tactical design direction. Included in the strategy:
- Reason for redesign
- Research summary
- Business objectives and product direction
- Experience principles
- Design criteria
Using the guiding principles of content, context and people, I created a site map. The site map continues to evolve as sections of the site are iteratively designed.
Content Mental Model
In order to help our technical architects and data scientists understand how our clients will need to understand the structure of the project details page (PDP), I mapped out a project and its detailed attributes.
Prototyping and Usability Testing
After high level information design, we were able to proceed to wireframing, rapid prototyping and usability testing.
Visual Design Concepts and Brand Expression
Before and after images of initial concepts.
Designs continue to evolve as feedback from users and stakeholders is incorporated.
My team collaborates closely with front end developers to define and populate the product's evolving style guide. This style guide is only temporarily in PDF form; the imminent plan is to launch an online component library.