/ Projects / Product Design
attentive
My most recent work experience was at Attentive mobile: a remote-first SMS marketing company based in New York. Attentive was a former client of the design agency I worked for, which acquired the agency in September 2021.
I’ve had fruitful opportunities, ranging from designing a new CRM/CDP platform to building empathy for different customer personas and leaning into my creativity with designing marketing assets, all of which have allowed me to continue to build my left and right-brained skills while always putting our users first
CRM
One of the first projects I worked on at Attentive alongside product managers, designers, and engineers. Did not know what CRM was, to begin with, but as the Googling persisted, I understood. Feel free to reach out to me regarding the full case study for CRM. But here, just the journey of conceptualizing the scuffed created for the sake of existing: Attentive CRM.
What is Attentive’s CRM?
Attentive’s integrations with Shopify and other platforms allow our customer service representatives to access data regarding our client’s customers. We began its design based on other existing CRMs from Monday, Klaviyo, and Hubspot, in order to plan how to visualize our data, with our end users being our CSRs and clients.
What data can we consolidate into our CRM that would benefit the users?
What variations can we create in order to make various data easily scannable?
Why are we building a CRM?
Because, competitors.
The design group configured various ways of organizing the CRM data, first highlighting the user profile, contact information, and general activities. In later iterations, we resorted to having a full-panel view and drawer view that could also be used within our CSMs concierge feature to showcase user attributes and activity histories.
Noting the data that we’re able to capture from our sign up-flow and third-party integrations, we designed four different experiences based on the information prioritization that would be most relevant to our user groups.
Personas
Meet Johnson. A 22-year-old small business owner that sells coffee subscriptions in Florida. He has similar needs to that of a 48-year-old fisherman in California who sells at the local market, they both want to: increase awareness of their business, make more money, and create repeat customers. Instead of creating individualized experiences, why don’t we create a set of semi-generalized personas that would encompass both of these individuals, as well as other small business owners? We can then better understand how these users have different needs, constraints, and habits, from an enterprise customer.
Our PMs and CSMs have personas made. What makes product design’s different?
Our existing personas centered around what Attentive could do for a small business owner like Johnson, without delving into the day-to-day lives, pain points, and motivations of our users. I wanted to flip the script and create a more user-centered persona so that we could better understand how Attentive’s value proposition differed for these various personas.
Doing so uncovered opportunities that led to the design of new features. For example, we noticed that many small business owners needed help with the time and effort it took to create a campaign, so we launched additional templates with more customization for various business types.
How do we better consolidate the data that we’ve gathered about our users?
While designing personas, my team and I created different ways of being able to highlight our clients in digestible color labeling. However, we started to lose the story and empathy for our users within the rigid grid-like structure.
So me being me…. I made comic strips to create short snippets of user stories.
Hey, my managers and peers enjoyed it!
CreatorRewards
An experimental feature our company invested in: using creators in order to expand our growth lists. We conducted interviews with several content creators from various backgrounds and with different influential topics. Unfortunately, I cannot dive into many details on this on the UX front. But I can on the visual!
I got to work alongside my fellow PM Nick Rogers as well as two Strategic Designers, Kara, and Alli. Aka: How do we make a design cool AF?
What the creatives were provided from the get-go
Although the original color palette allowed for a lot of versatility and photo usage, it did not capture the breadth and excitement of different forms of creators.
How do we being explorations for content that reflects our clients: the influencers?
Big, bold, and with some hand-drawn elements. You know, because we’re creatives, too!
While highlighting the important bit: who the creatives are…
…and doing variations including a mixture of hand-drawn elements and photography
And showing up where the influencers are. On Instagram
And of course, we did make it responsive.