Intro
Gallery
Case Study
Business Client Relationship Management SaaS
2023 - present

Since Q3 2023, my company started to pivot the focus into a new product to fit client demand. By using the prior experience and learning from past mistakes during the founding of MyWaWa, I once again worked together with the same product team and helped in building and laying the fundamental layer for this system.

Resposibility
What’s my role ?
  • Design Team Leader
  • Design Consultant
  • Product Design Strategy
  • UX/UI Designer
  • Webflow Developer
  • Partially DesignOps
Team
Who were involved?

The team of 10:

  • CTO / Tech Lead
  • Lead UX/UI Designer (me)
  • UX/UI Designers
  • Software Engineers
  • Business Development

What I did

TL;DR

  • Led the design team, delegated tasks, and reviewed outputs and outcomes
  • Planned and led the client interview sessions
  • Created an entirely new cooperation plan and workflow for all departments in the organization
  • Helped the CTO manage the product team and optimize the work process
  • Performed the end-to-end UX/UI development process
  • Designed & developed a landing page website using Webflow

System Overview

WaWa X, a SaaS tool for B2B client management, centralizes business processes and data. We aimed to develop a single main product with customizable core features to serve each client's needs. This approach would allow us to scale up without having to build a new separate products. Also, if any customized feature shows a significant demand from users, we might choose to integrate them into our core features in the future.

Planning

The Product Trio (Product Manager, Product Designer, and Lead Engineer) and other designers coordinated in brainstorming possible system features, with me as the main facilitator. Each member prepared their ideas on post-it notes separately which were later grouped into modules based on similarity and functionality. We arranged the modules based on value and complexity, and prioritized some to be core features. Then, we planned the overall development timeline. Eventually, our team proceeded with product discovery and user research.

List of prioritized modules. From left: Do Now, Do Next, Do Later
Overall development timeline

Product Discovery

More details about product discovery were explained in MyWaWa

Before a kick-off meeting with clients, the product trio prepared interview questions, an Experience Map, and an interview sequence based on preliminary client data. Initial interviews aimed to uncover pain points and opportunities aligning with our planned core features.

Common pain points discovered led to additional core features, adjustments to our timeline and creation of an Opportunity Solution Tree. Finally, the actual development started.

Sales executive's Experience Map
Sample Interview Snapshot
WaWa X Opportunities Solution Tree
Discovered common pain points from 4 interviewed clients

Design Team

During the planning phase, I organized a retrospective meeting for my 4-person design team to discuss about our past experiences and mistakes from the previous product development. Each member shared ideas on what they would want to start, stop, and continue doing. 

Memorable Resolution: We should try incorporating Figma Variable and Design Token, and start doing the design system from earlier stages of development.
Retrospective board from the design team meeting
The first implementation of Figma Variable and Design Token
The new Figma workspace templates

The WaWa X Landing Page

I designed WaWa X landing page website, prepared website copywriting, and developed using Webflow, with a help on illustration and graphical assets from the team's Graphic Designer.

Although several UI and features were completed and ready for implementation, WaWa X is currently in the development process. Therefore, some parts could not be displayed here, as they have not been officially launched yet. Stay tuned!
WaWa X landing page