Dragonfish
As part of the JB/UXD design team, I was tasked as one of the UX/UI designer to design the Culture insight and transformation tool for Dragonfish, an MVP product to support their clients in gathering qualitative data to benchmark their overall company culture.
In this project I worked on the end-end design process, from validating the need of the product through the design sprint, to then building out the entire user journeys and product.
UX/UI Designer
User Research, Interaction, Visual Design, Prototyping, Testing, User Story Mapping
Jackson (Lead UX Designer)
Al (UX/UI Designer)
Overview
Dragonfish is an award-winning global culture and performance consultancy helping leaders understand their business culture, manage change and deliver sustainable company growth. Partnerning with JB/UXD they aimed to use the design sprint to find a solution for their tidius manual process of collecting clients data though surveys and representing that for them to view.
Upon joining JB/UXD I was included to co-faciliate during the design sprint workshops, and then was the main UX/UI designer in building the survey component of the user journey. Together with Al, my co-designer, and Jackson, the lead UX/UI designer, as team of three we built the entire product in a span of two months.
The Opportunity
Dragonfish’s primary focus of gathering qualitative research is an essential part of their business model. In their current process of validating, benchmarking and tracking culture is they would use third party platforms such as Survey Monkey, to create their surveys and then send them off to their client. The process was manual and difficult and had the opportunity improving the client user experience and automation.
Through the design sprint, we discovered that instead of replacing one component of the process, to instead pivot the company’s positioning into creating a consumer-facing product that allow clients to benchmark and track their culture, with easy survey capabilities.
Through this jb/uxd was tasked to create a user-friendly product that allows free culture benchmarking and tracking, prioritising functionality and features users value most.
The Design Sprint
Upon starting this project with Dragonfish, we conducted a design sprint that lasted 4 weeks. Through the design sprint, we focused on these how might we questions.
- Show the user the value in using the product and help the understand the problems it solves
- Make our tool relate to multiple culture problems and challenges
- Give a free version to users compelling data instantly
- Use the insight from the free version our clients use to strengthen the culture benchmark
Validating MVP through User Testing
We used our prototypes to test the initial screens of the MVP with leaders in change management and human resources in large organisations to this if this was a product that they would need and use. These senior professionals shared their insights about if and how they could use the tool to track and benchmark culture within their own organisation.
After the two design sprints and testing the product with more than 10 professionals. We were able to validate that this product is something that is needed in the market.
From our learning from the design sprint, it was time and build the entire journey of the Dragonfish MVP tool.
User Journey and Scenario Mapping
Once we validated the need for the Dragonfish Culture tool, we moved into designing the whole user experience. We created user journeys for each task that needed to be completed with the corresponding features that needed to be included to complete those tasks.
Wireframes and Exploring Design Systems
After brainstorming with the team, we decided to make the culture tool a progressive web app. It will be an application that behaves in the browser. After created wireframes based on the task flows to build out how the journeys would look before moving into high-fidelity designs.
As this was an MVP product, we needed to use and experiment with pre-existing design systems to allow the development to be faster and mitigate the risk of bugs in the code. Here we implemented components from Material design, Propeller and Bootstrap.
Preparing User Story for Developers
Once we finished designing the high fidelity designs with Jackson, I created a User Story Map that prioritises the MVP features on what we can start developing now and what we can do later on. This is so the developers don’t need to build everything all at once and instead work the essential features and plan future features for launch. Here, I wrote the epics and acceptance criteria for the developers to follow.
Introducing Dragonfish MVP
Free Quick Survey
Once users enter the application, they are brought to a quick free survey to help them benchmark their companies culture based on their answers. They are required to answer 17 questions and are asked what their goals are for the company. Here the user can preview what kind of questions are required and if they would like to send them to their employees.
Quick Report
After answering the 17 questions, the user is then brought to their Quick report. Depending on their answers, they can see how their company’s cultures scores against the industry-standard benchmark. Here they can explore in detail what areas they need improvement in and gain advice on how to improve in those key areas.
Survey Set-up
Once the user has viewed their survey, they can then create an account to send their survey pulses to their employees.
After registering, the user can create custom questions, and question sets to send in their surveys. They also can customise their reporting and gain personal advice from a Dragonfish Culture adviser if they upgrade to a paid plan.
Admin Dashboard
We also created an admin dashboard that allows Dragonfish employees to monitor and control the surveys launched by their clients. Here the admin can remove and add active surveys.
Impact
Dragonfish has now pre-sold its culture tracker tool to new clients. With our partnered developers, we are currently assisting the development team in developing the product ready for launch by the end of 2021.
