ROSANNA STENSTRÖM
Design of online purchase form
Overview
Client
Sinch, a global leader in cloud communications, providing messaging, voice, and video services to businesses of all sizes.
Mission
When I joined the design team at Sinch, I took over a significant design project for our largest client. The project was already in progress, with the previous designer and product manager having established the overall structure of the solution. My role was to bring the design to life by creating high-fidelity prototypes, conducting user tests with the client, and refining the product based on feedback. Collaborating closely with the new product manager, I was responsible for finalizing the design and ensuring the product was ready for its first launch, focusing on delivering a seamless and impactful user experience.
Design areas
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User Interface Design
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User Experience Design
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User testing
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A/B Testing
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Web design
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Iteration
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Prototyping
Impact
75% Faster Processing
The self-serve order form reduced request processing time from up to one month to just 1-2 weeks.
Scalable Solution
The form, originally for one client, was adapted to serve 80% of new clients, broadening its impact.
10 Hours Saved Per Request
Eliminated manual effort, saving approximately 10 hours per request for both clients and the Sinch team.
40% Fewer Errors
Automated data entry reduced errors by an estimated 40%, streamlining service implementation.
Increase in Client Satisfaction
Faster response times and greater transparency boosted client satisfaction by an estimated 30%.
Hi-fidelity designs
The process - step 1
Discovery
Client Understanding
Collaborated with the product manager, project manager, and client to fully understand their goals, user needs, and the project's scope. The goal was to create a self-serve form for our customer portal, to replace a lengthy, email-driven process involving the client, sales representatives, and the service implementation team. In the previous way, requests could take up to a month to complete due to missing information and delays in communication. Drawing from my experience in Sales Operations at Sinch, I gained valuable insights into the manual process, which helped shape the new design solution to streamline the workflow, reduce delays, and improve the experience for both clients and internal teams.
Problem definition
Slow Request Processing
The previous manual process involved multiple steps and back-and-forth communication, leading to delays of up to one month.
Time-Consuming Coordination
Coordinating between clients, sales representatives, and service teams required excessive time, slowing down the overall process.
Frequent Data Entry Errors
The reliance on manual input led to frequent mistakes, delaying service implementation and causing frustration for both clients and internal teams.
Limited Scalability
The existing solution was tailored to a single client and was not flexible enough to be easily adopted by other customers, limiting its potential impact.
Lack of Client Transparency
Clients faced uncertainty about the status of their requests, as the process lacked visibility and clear communication channels.
The process - step 2
Ideation
User Journey Mapping
Mapped out the user journey to identify friction points and prioritize design solutions that would streamline the process.
Brainstorming & Conceptualizing
Generated design ideas through brainstorming sessions, focusing on how to simplify the self-serve form and improve the overall experience.
The process - step 3
Design
High-Fidelity Design
Finalized the design in Figma, making sure it adhered to design guidelines and solved the key problems from the Discovery phase.
A/B Testing
Objective:
Test different form structures to determine the most intuitive flow for users.
Approach:
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Created two form variations with different section orders.
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Conducted A/B tests with real users, measuring completion time, user feedback, and error rates.
Results:
The results were evenly split, with no clear winner. Both flows were found to be intuitive, confirming the importance of consistency in form design.
Learnings:
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User preferences vary, suggesting further testing with larger samples could get more definitive insights.
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Emphasized the value of iterative testing to optimize user experience.
User Testing
Conducted user tests to validate the design’s functionality and ensure it was intuitive and efficient for all users. Worked closely with the product manager and project manager to align design decisions with technical and client needs.
After receiving feedback from the client during user testing, I identified a gap in the current solution—users couldn’t collaborate on requests. This feedback prompted me to ideate the collaboration feature.
A new feature was designed to allow users to add colleagues to be notified of requests, enabling collaboration without compromising accountability.
Possibility of adding team members' email to enhance collaborations in the order.
The process - step 4
Implementation
Design Finalization
Polished the design based on feedback and prepared it for development, addressing any last-minute revisions.
Development Handoff
Collaborated with developers to ensure seamless implementation of the design with no functionality issues.
Final version
Reflection
This project taught me the value of collaboration and leveraging past experiences to deliver impactful solutions. Working with cross-functional teams and incorporating client feedback allowed me to create a user-centered design that addressed real pain points. By streamlining a previously lengthy and manual process, I gained a deeper understanding of balancing user needs with business goals, which has shaped my approach to future projects.
