Pipefy case

Task management on SaaS

I designed a new feature on the Pipefy website and help to fix the main usability problems. This led to a 53% decrease in the time it takes to complete tasks and improve the experience of end users.

Time frame

Jan to Mar 2023

Platform

Responsive Website

My role

UI, UX and User Research

Case summary

Pipefy website

Context

Pipefy is a a global SaaS startup that provides a Work Management platform used by over 15,000 organizations, including Visa, IBM, and Coca-Cola. It helped teams in HR, Procurement, and Customer Service streamline and automate their work.

Product vision

To achieve the product vision of being the bridge between business and the consumer. We aimed to increase the number of end users engaging with the platform by delivering a great experience that connects people.

User problem

Upon further analysis, it became clear that we needed to improve the experience of 2 distinct users to increase the adoption:

The Agents, responsible for initiating tasks, require a simple and secure way to communicate and engage with stakeholders to gather the necessary input for requests.

On the other hand, the Guests, assigned with responding to tasks, need quick access to information to effectively address pending tasks.

Outcomes

The implementation of a task area for the Guests and a task configuration for the Agents.

This significantly improved interaction between users, resulting in increased productivity and reduced task time.

My role

As the Product Designer of the squad, I worked closely with a Product Manager, Engineering Manager, Developers, Designer lead, Education, Research and Data team.

I was responsible for the entire design process, from discovery to final implementation, which includes: the discovery process, data analysis, qualitative research, sketches, prototypes, usability test, and final screens.

Design process

First, I analyzed user data and with the Product Manager, conducted customer interviews to gain a deeper understanding of our end users. This provided valuable insights into their behaviors, preferences, and pain points.

By identifying users' primary goals, we found valuable improvement opportunities.

This led to the definition of two user archetypes and the mapping of their specific jobs to be done, enabling us to tailor our design solutions.

User journey map

I mapped each archetype's user journey, specifically examining how they utilized tasks on the website in their current state.

My focus was on identifying the pain points and opportunities in what they experienced.

Creating ideas

After conducting benchmarking research to identify best market practices and analyzing the pain points and opportunities, I facilitated an idea creation session with the area of Engineering, Personas Design and Business.

Based on the ideas generated, I refined my draft and incorporated feedback collected from the team.

Finally, I conducted a design critique to ensure that the idea aligned with our goals and user needs.

Problems faced

We had the challenge of delivering a product that would positively impact our end users as soon as possible. To achieve this, we reduced the scope and eliminate some features, allowing us to focus on delivering a more streamlined solution.

01. Task tracker

The team, including myself, the Product Manager, Engineering Manager, and the Developers, conducted a thorough assessment to determine the most viable features for the Minimum Viable Product (MVP).

Our focus was on the essentials, and we decided to prioritize the implementation of a task list as a fundamental component.

02. Task submission

We decided to prioritize enhancing the ease of sending tasks over implementing a new feature for task submission. To achieve this, we utilized the existing functionality and placed greater emphasis on improving the sending process through a dedicated button for it.

The results

After 2 months of work, we launched our solution and conducted qualitative research and data analysis to evaluate and prioritize user experience improvements. The findings were:

The average task completion time decreased from 15 minutes to around 7 minutes, resulting in a 53% improvement;
We achieved our monthly goal of increased task completion by users;
We've received some feedback about it not being clear the difference between open and done tasks in the task area, so it could be prioritized as our next improvement.