ScoutAsia: UX Rethink

A UX-driven redesign project

In Progress

ScoutAsia is positioned as a corporate news monitoring platform for businesses in Asia or aiming to bring business to Asia. ScoutAsia gathers private company information and news in the region, where users are able to get alerts and monitor relevant companies in search for - investment, suppliers, business partners etc.

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Motivation

Due to the current lack of proper UX and positioning - causing confusion to internal and external users, ScoutAsia does not have a clear target audience and lack clarity when one steps on the platform. 

As this is a large scale project, it will be split into several parts as projects to different product managers. 'ScoutAsia UX Rethink..' is an overarching project that gives rise to manageable projects that changes ScoutAsia section by section.  As the UX Lead, I spearhead this project to provide a clear vision and direction for the entire Product Team, thus ensuring that all ScoutAsia's projects converge towards the same goal.

Discovery

To fully understand the current landscape of ScoutAsia, there are a few stages I went through. 

First, was to breakdown and identify the features, tools and assets of ScoutAsia.

A snapshot of the original ScoutAsia

Old Sitemap

By creating an overall sitemap/information architecture of the original platform, it made it easier to know what type of information we are to re-organise.

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A small portion of the sitemap of the original ScoutAsia

Stakeholder, User and Market Research

Virtual 1:1 Stakeholder Interviews

 

Business Team:

 7 Sales People in different regions to obtain customer feedback and sales people feedback while selling and managing their accounts

 

Product Team:

1 Decision Maker and 3 Product Managers to understand the product positioning and change in target users/features throughout the past few years since the beginning of SA

 

Customer Interviews & Surveys

Singapore, Hong Kong, Japan, Europe, Australia

 

Competitor Research

Comparing features and functions of who Sales/Products considered as competitors vs ScoutAsia

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A small snippet of a large post-it board of interview and research extracts

Insights

From the research phase, grouping together sentiments and feedback from users and stakeholders brought light to certain things. ScoutAsia as a whole, as well as certain comments about features make us realise that what they ask for might not. be exactly what they need. 

We came up with 5 key insights to guide us in the next phase of our project, these insights are also in line with the Product's branding and goals.

  Intelligence, Forward  

ScoutAsia does not look/feel ‘Smart’, you cannot convince users that we are technically capable if they can’t see it.

 Unique Selling Point  

We need to be clear on ScoutAsia's unique selling point, there is no where on the platform that we can pinpoint.

  Content, Quality, Resources  

  Personalisation and Customisation  

We have no clear target users, because ScoutAsia is too generic. There is no clear purpose. 
 
Our users have different profiles, hence different needs – they only need what is relevant to them

  Collaboration, Integration, Analysis  

As a corporate tool, we should integrate into our corporate users' workflow, creating an environment within ScoutAsia where teams can work together without a hassle.
We are underutilising the data and news that we have, thus missing out on the value we can give to our users.
Old Customer Journey Mapping

Even with the current seemingly missing customer journey, we tried to imagine it and fit them into different touchpoints that the product was meant to provide. 

 

As a corporate monitoring platform, SA failed at a lack of focus but with great content assets that have the potential to do more that lying only within the Identifying and Defining stages.

 

The Monitoring stage should be the bulk and the journey should extend beyond what it provides, as the real user workflow in their corporates does not stop here.

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Define

With the current assets and functions within SA, how can we then create a great user experience, that suits what the users need, and want, aligning with the product and business goals? We have the guiding principles, we now have to bring out the potential that ScoutAsia was hiding.

Ideation and Brainstorm

At this stage, we think about the key pillars that we have identified during our insights formation. Simply put, we target the aim that a user is here for and what the business wish to achieve here - Fast and immediate updates, Corporate News Monitoring.

Breaking down the walls on the current 'Target List' and 'Saved Searches', targeting the purpose of monitoring 'Alerts', 'My Board' was the way to go. 

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New Direction & Customer Journey Overview

With the mission and values of ScoutAsia, together with the product direction, I came up with a few key qualities that ScoutAsia should portray in the UX and UI:

Personalisation, Customisation, Smart, Instant, Convenient, Collaborative, Forwardness, Dynamic

 

The customer journey has several touch points, addressing the key qualities.

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Design

Having defined the new ScoutAsia direction and getting approval from the Product Leader as well as communicating with the Product Managers, we went on to create the vision of ScoutAsia.

This stage is crucial in this UX Project, as several projects will emerge and be tackled one by one to serve as a 'gradual upgrade' to the old ScoutAsia Platform. It will not be an overhaul.

Information Architecture

Creating a new I.A. completely different from the original, changing the concept of Target List and Saved Searches into something more concrete and useful for monitoring - Congregating different types of asset/content in 1 single informative place (folder/board), for the purpose of monitoring and analysis, instead of just a ‘function’.

 

The I.A. shows how we make use of the current content sources and fit them into a proper customer journey and by user purpose.

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User Flows

Creating user flows to ensure what we have in mind works, and to figure out the steps a persona will take.

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Concept and Wireframes

Wireframes were made to portray the idea more clearly, especially to non-designers. The wireframe shows the main part of the new direction, having a purpose in monitoring. The idea of constant updates and alerts is also within this very main idea, introducing fluidity and dynamism.

Navigation Bar.jpg

A quick wireframe to visualise the main purpose of ScoutAsia

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Note

In this project, Persona was not spoke about. It is not that is is forgotten, but that within the Handshakes and ScoutAsia business, we target a vast group of corporate users and organisations. You may have notice that in the 'Direction' snapshot, there are 5 different profiles that acts as their 'monitoring purpose' - Investment, Suppliers, Customers, Partners,Competitors. All companies have these 5 profiles.

This project is still on-going, we are currently coming up with more wireframes and ideas to be able to define the vision before we move on to deeper research for each parts.

 

I am very excited to see what ScoutAsia can become. However, it is a long-term project where the entire change may only be realised after another year or two.

Role: UX Lead Designer, Manager

Team: UX Lead (myself) & my UIUX Junior Designer