Revamp of the creator marketplace Dashboard

Pepper Content operates as a creator marketplace and an AI-driven content marketing platform for enterprise businesses, facilitating the creation and lifecycle tracking of high-quality content. (Consider Fiverr but for enterprises)

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Problem statement

‍Upon joining Peppercontent, I observed that the content creation and management process was manual and outdated through the existing dashboard. The dashboard, built on the basic Ant design system template, comprised 25 screens that needed a design revamp.

• Too much manual effort in getting the job done for a customer because of UX issues.
• Very little platform adoption resulting in lesser customer orders on platform
• Difficult to scale because of operations team dependency

We wanted to automate the content ordering process through platform and make it less dependent on operations team

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Goal

‍As a senior product designer my role was to Research, strategize and design an end-to-end platform experience to help customers in ordering and tracking and approving the content project, with a focus on increasing platform adoption by 70% on the previous MVP And reduce operational team dependency/cost.

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Results

• The revamped dashboard yielded a 65% increase in content orders.
• Operational dependencies reduced significantly, because of automated processes and enhancing overall efficiency on the platform.
• With this revamp we also made the platform mobile responsive helping the customers view the progress of projects and take action.

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Research:

We conducted interviews with our operations team and also joined on call with customers to understand the ordering workflow and issues our customers faced with the current platform. Here's what they shared:

1. Customers had bulk requirements most of the time
2. Found it hard to upload requirement in a lengthy form
3. Platform was just to take requirements and it was unusable for other tasks
4. Workflow was too manual and operations team had to do most of the effort in closing the content
5. It was taking forever for the customers to approve the content which added to the delay in completion of the content
6. Customers were not aware of the various types of content types provided by Pepper

Jumped into secondary research to define final plan and create product brand language

1. Looked into the competitors to figure out key missing opportunity
2. Collaborated with freelance team and senior stake holders to understand brand design
3. Came up with sprint level plan and initial brand concepts

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Goal 1: Define Brand Language

Define brand language of the new pepper platform

1. Did a brand exercise with founders to come up with color palette for the Pepper brand.
2. Defined initial design tokens that gave rise to Papyrus design system.
3. Collaborated with marketing team and freelance team to implement new brand guidelines on web pages and marketing collaterals.

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Goal 2: Improve workflow of ordering content

To streamline the platform workflow and simplify content ordering and approval processes, we focused on addressing the challenge of customers struggling with lengthy form uploads. Our approach involved enhancing the project creation flow by conducting research to identify the essential requirements from customers. We then divided these requirements into five distinct steps, making the form-filling process more manageable and intuitive which increased the form completion rate by 38%.

Additionally, we introduced a bulk creation option that allowed customers to upload a CSV file, automating content requirements generation. This feature significantly reduced the manual effort required from customers and expedited the content ordering process, resulting in improved efficiency and user satisfaction. Read the detailed case study on this here

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Goal 3: Optimised Dashboard

‍Optimise dashboard home to show important pieces of information and to provide easy ways to order content. Users did not have visibility on what types of content orders can be ordered on Pepper content. to help users in placing varying types of orders we created card styles for each content category and showcased them to the users.

To enhance the dashboard's usability and assist users in ordering content seamlessly, I prioritized showcasing crucial information and simplifying the content ordering process.

Addressing the initial challenge where users lacked visibility regarding available content types on Pepper Content, we devised a solution by creating distinct card styles for each content category and showcased it on he home. These dynamic cards dynamically adjusted to display the most commonly ordered categories, thereby aiding users in placing various types of orders effortlessly.

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Learnings

The collaborative effort involving marketing, freelance, and operations teams played a pivotal role in finding optimal solutions for our customers. By working closely together, we leveraged diverse expertise and perspectives to identify and implement solutions that best addressed customer needs and improved overall platform functionality.

Building the platform from scratch, including creating the design system and implementing color theory, significantly boosted my confidence to tackle more substantial challenges in the future.

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