Project Overview:
The redesign of fragmented shopping websites into a unified ecommerce and self-service experience for one of the world´s largest telecommunication provider in Singapore and Asia Pacific, Singtel.
My Role:
I managed a team of seven Information Architects across two locations: Singapore and India. I planned and estimated mid and low-level plans and level of effort for the entire UX track. Oversaw and mentored a team of Information Architects with different skill sets to deliver a holistic experience and facilitated internal and client facing workshops.
The Challenge:
The project had multiple challenges both internally and externally. Working with team members possessing different skill sets across two different locations, while limited to one conference room and having dysfunctional phones proved challenging. In addition, the team was not familiar with the lifecycle of a project, not to mention the aggressive timelines. From a client perspective, we had to quickly learn the current state of their business and failing and successful KPIs. We had too many disorganized "Accountable" stakeholders with conflicting feedback.
The Approach:
The Experience Brief's purpose was to convey a vision on what the new experience should be. To inform the Experience Brief, we interviewed multiple stakeholders to understand current and ideal states. It's essentially an agreement between both parties making sure everyone is on the same page regarding the experience.
Secondly, the team met to sketch out and present the experience. The sketches and user flows were informed by the Experience Brief. The goal of the sketches was to generate ideas for the future state; which included user journeys for different users in Shopping and Service scenarios and identify opportunities; e.g., Personalization, Cross Sell and Support.
Design:
Before starting on the design phase, I first had to document the user scenarios, the features for each scenario, and identify what was in and out of scope.
I broke up the team into three 2 groups teams. Each group was responsible for a specific component of the redesign: the content framework, the ecommerce, and self-service section.
Within the group, one team member was primarily responsible with taking direction and executing. The second team member was split between client facing presentations as well as executing. I paired up each local designer with an "outsourced" designer and gave them a section.
I was an individual contributor, I translated the client needs to actionable design strategies, I managed the project and timelines for my team and mentored junior UX designers.
Framework Modules
Template and Modules
New User Homepage
Cookied and Authenticated User Modules
My Account
My Account
My Account Interactions
My Account Visual Design
Download Wireframes
What I learned:
I learned I enjoyed managing a team and a project in addition to hands on designing. I learned how to effectively plan my time by knowing when and where to spend it and when to delegate. I learned being accountable means that I had to accept responsibility for the outcomes of my team, both good and bad. Most importantly, I learned to have a healthy sense of humor about life and not take myself too seriously.