Identifying the baseline and making the first connection

OVERVIEW

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A cross functional team of 6 of us were tasked with bringing our digital marketplace experience, that hadn't been touched for two years, to a usable baseline. For multiple reasons, usability and experience being two big ones, our users struggle to use the self serve platform without any human intervention. We identified areas of most frustration for both clients and experts, that could be easily streamlined without loosing the personal touch they enjoy. With a quarter to go and minimal data points I led a team to first prioritize and then execute on what would be most impactful for our digital product, while my partners did the same on the business side.

Role
Strategy, Research & Execution

Client Catalant Technologies: Marketplace

CATALANT'S DEFINITIONS

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Experts = Strategic Skilled Consultants
‍Clients = Individual or Enterprise

CATALANT'S MARKETPLACE

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Marketplace that connects Experts to Clients to execute on strategic work

CHALLENGE

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Lack of alignment on next steps to provide a self-serve experience for Experts and Clients once a project is posted till a proposal is signed

RISK

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With a quarter in hand and ongoing work, we needed to align and prioritize what the most impactful starting point would be.

4 STEP APPROACH

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  1. Baseline: What happens Today?
  2. Research: Why’s it happening?
  3. Prioritize: Where do we start?
  4. Ideate: Let's get started

1. BASELINE: WHAT HAPPENS TODAY

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Catalant People play the role of a broker, a lot of times impersonating the clients and taking action

I led a cross-functional core to team consisting of 2 directors from the go to market side and pm to identify what our experience looks like today. Below's the detailed and a simplified version of the same showing the involvement of CT Admin (Catalant People). Almost every phase is gated by people to ensure the highest level of quality.

2.RESEARCH: WHY IS THIS HAPPENING?

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  • Usability
  • Lack of Clarity
  • Confusion around what is required
  • Not knowing how to move forward

Analyzed Existing Experience. 2 major issues:

  • Usability issues with input fields
  • Unnecessary information causing confusion and cluttering the space

Experts Pitch Form

Client's Review Experience

Collated existing research from gong calls, fullstory and user feedback. Main problems:

  • Clarity
  • Usability
  • Payment schedules

Ran a cross functional session identifying what's working and what's not and bucketing them themes. Main themes that emerged:

  • Expert: I need more clarity of what's expected of me
  • Client: I want to be able be able to narrow down my choices
  • I don't know what to do when I'm stuck

Identified the jobs to be done at each stage of the funnel

3. PRIORITIZE: WHERE DO WE START?

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Initial Introduction (Pitch) was prioritized

I led a cross-functional team to align on the problems we are trying to solve and the jobs that both the Expert and Client are trying to accomplish at each stage of the funnel. Based on the quantitive and qualitative (voting) data we proposed a way forward, with the Pitch being the initial stage we would tackle.

Cross-functional alignment and voting

Quantitative Data

  • Customer Feedback
  • Internal feedback
  • Sales/NDA time
  • Platform funnel analytics

4. IDEATE: LET'S GET STARTED

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Cross-functional Ideation resulted in a simplified Expert form focused on experience and transparency on what the Client will see

Started with the Expert Pitch Form with a focus to decrease their effort

Solution focused on decreasing the Experts effort thus making it light touch along with providing them clarity on what information would allow the to make the best first impression. The solution focused on 3 things:

Concept A

  • data pt
  • data pt
  • data pt

Concept B

  • data pt
  • data pt
  • data pt

FINAL DESIGNS

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Expert Pitch Experience

I executed on the client. Lorem ipsumewrite up about the design decision for the final screens lorem ipsum
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link to prototype? or video of the final design? before and after?

Client Pitch Experience

I managed my report as she worked through a similar process for the client review experience

MEASURING SUCCESS

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  1. Increase in NPS score by
  2. Decrease in % of usability tickets
  3. Decrease in impersonation (client vs NDA action)

I managed my report as she worked through a similar process for the client review experience

LEARNING

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need to write it out

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