Having gained a deeper understanding of our customers' needs and use-cases, I set out to define the design requirements that were aligned with product and business vision. To achieve this goal, I shared my research findings with the extended team and invited them to a Competitive analysis and solution brainstorming workshops.

Competitive analysis workshop

During the research phase, we discovered that our users had compared our products with those of our competitors and found that some of our features were not meeting their use cases. As a result, we decided to examine our products more closely and compare them to those of our competitors. This allowed us to identify areas where we had missed the mark and develop strategies to improve our products accordingly.

Brainstorming workshop

I moderated the brainstorming workshop session and shared research insights with the team. By organizing the information gathered during the research phase into common themes and patterns, we identified key areas of focus and potential problems that required attention.

• Organized information from research into common themes and patterns.
• Voted on most important and relevant problems to solve.
• Reframed top problems as "how might we?" statements.
• Used open-ended questions to encourage creative thinking and generate new ideas.

Next, I began generating ideas for the features and layout by creating low-fidelity wireframes for two distinct approaches. Despite achieving the same use cases, the designs differed significantly in their use of interaction and components. Design A aligned with competitors' offerings and included trend-based predictions, while Design B concentrated on all use cases of data insights metrics with individual reports for each use case

Design feedback approach and learnings:

Upon completing wireframes we arranged a feedback sessions with 8 customers, got feedback from design peers and cross platform team. I created a script for the interviews, facilitated them as a moderator, and collaborated with the Product Manager to ensure the testing process went smoothly.

Overall users were happy to see simple yet effective UI.

Approach:

• Design Crits - peer feedback
• Cross platform team feedback
• Design System team consultation
• Conducted usability sessions with 8 customers

Learning:

• Users were far more successful in completing tasks using Design option B.
• In design opt B - The filter improvements helped customers sliced and diced their data better.
• Narrowed down the solution direction to design opt B.

For the few weeks, I focused on designing the detailed interactions of the scoped project, including edge cases. I created my high fidelity mockups in Figma to allow the engineering teams to inspect the file and export the HTML and CSS code using Twilio's Paste Design System. Additionally, I worked with the Twilio’s Design System team to establish a new pattern for custom date range selection dropdown for all Twilio products.

My next step was to handoff my designs to the development team. My designs were created in Figma to allow the engineering teams to inspect the file and export the HTML and CSS code.

Design handoff approach:

• One-on-one meetings / Slack
• Figma walk through
• Access to Twilio's Design System components
• Stand-ups meetings
• Ensured that team felt empowered