UI/UX Case Study
It created exclusively for Berjaya's employees, Buzz is the first ever employee mobile app the Berjaya Group has ever launched, with its sole purpose: to keep everyone in the family connected at all times.
Here is the detailed case study of Berjaya's Buzz app.
What was the Problem?
The following factors are the reasons for the difficulties:
Communicating with Hard to Reach employees without company email.
Sending all information, memos, Ceo's thank yous, rewards, and updated circulation using email.
Not regularly see face to face to inform what is happening.
Memo not printed on the workplace.
Spread news by mouth to mouth.
What was the Need?
Even those with no company email can be reached and engage with every employee to spread the news and internal communications of the company so that even the remotest, workers feel relevant and important. The contents can be something fun, fresh, and engaging with a more friendly approach and to gain a relationship with employees.
When I'm ready to blast information or memo, I have to make sure all employees can have access, I want to be in real-time, so the employee gets the information.
When it's the personal message from Founder and CEO, I have to make sure all employees received it personally, I want to be able to set by the group and notify everyone so that the employees can feel a close relationship with the company.
Who is the User?
Primary Personas of the Journey
Employees are the staff in the warehouse, stacking shelves, serving customers at the checkout, or drivers always on the road
People over 50 - Avid tech users
To reach everyone, everywhere, every time with an engaging communication app that ridiculously easy to use. To help them retain their long-term loyalty.
We came out with subtle and useful features to the app we call BUZZ using SweetSpot's CMS. We can export an employee's personal email to our database.
That will enable the user to receive notifications in real-time and everywhere.
These notifications will assist the user to open Buzz and access the content. It will take only a short time to read. Most importantly, the content is catered to only receive the company information that's relevant and important to them.
Employees are happier when they know their opinions matter. Keep employees engage by providing ways for them to share ideas, share some knowledge, and communicate with an engagement like survey and quiz.
My role and team
I primarily worked on branding, design strategy, research, user flow, information architecture, wireframe, visual design, and prototyping. I was lucky to collaborate with Jiah Yee as Project Coordinator, she leads the user interviews & user research with responsive HR for every subsidiary company to collect data. Both of us working closely on this project.
For my process, I decided to follow the User-centered design and Design Thinking process to make sure that my design decisions were supported by user research and feedback.
Discovery & Research
We researched the habits of young and elderly people. Hence we can fit into their life instead of just urging our app. After our research, we note down the pain points, feel and thought of the user to understand their environment and emotional connection.
How do users check news currently?
From the manager
If someone is talking about the news in their workplace.
User research and Analyze
At this stage, we skip the interview with the user as the HR department has collected the data from the ex-employees resignation form. We use all the data to analyze and define user pain points.
Pain points of the user:
"Because I don't have a company email, I'm not listed in internal communication as part of the company family"
"I’m not very informed about the news."
"I end up feeling missed out and feel I was at the bottom of the organisation's priority list."
We start with brainstorming ideas, walk thought solutions, and created architect information to show the flow for the user. The highlighted areas represent the pain points & solution which I will tackle in my design solutions.
After our research, at this stage, I have come up with a rough sketch and a set of design principles to admit while designing. I want to maintain the direct relationship between the solution, user, and UI design.
I use a low-fi wireframe to implements and proposed solutions and I'm used Adobe XD for my wireframing and prototype.
User Interface and User Flow
I use hi-fi prototypes to do Usability testing. A clickable prototype was provided to a group of people. Insights from the validation test led me to reiterate one of the screens. Below are the Hi-Fi mockups and user flow of my final solutions including my design solutions.
Pain Point 1:
"Because I don't have a company email, I'm not listed in the internal communication as part of the company family"
Customize sign-up process. – Export user personal email to SweetSpot's CMS database.
Custom sign up process
Validate the data at SweetSpot's CMS.
Set up PIN number
The user needs to create a PIN number for security purposes. it will be used on login and redeem the coupon.
Auto create profile and membership
When validating user data is successful, user data will auto-created on the profile and divide by the group, the company, position, staff level, and department.
Pain Point 2:
"I’m not very informed about the news."
Push notifications can send them at any time; users don't have to be in the app or using their devices to receive them.
Pain Point 3.
"I end up feeling missed out and feel I was at the bottom of the organization's priority list."
Personalize content to the user so they only receive the info that's relevant and important to them. Create content and blast using membership functions *please refer to Design solution pain point no. 1.
Main page and coupon details
All the contents related to the user will appear here. All in one single page, only require a few steps
Select > Read > Share or Save or Back to the main page.
The employee is 50 years old and above are avid tech users.
To engage with the employee
"Most complaints are related to displays that are too small and difficult to see, buttons, and characters that are too small causing them to push wrong numbers frequently. They also avoid using more complex functions, non-user-friendly menu arrangements, and unclear instructions on how to find and use a certain function and services that are too expensive. Ease of use and the actual need for the services are important criteria." - The Use of Mobile Phones by Elderly
Customize sign-up process. – Reduce the number of screens on the user flow, the user can landing in just a few steps, make the text bigger and the button bigger. *Please refers to Design solution pain points no.1.
Repetition – Repeat the categories on the sidebar and search page.
We created fun and engaging content for the user to keep close.
Applied design principles
Use bigger text font, clear Call to Action, repetition category on the sidebar, and search area.
After came out with the Ui and solution, it time to do usability testing. I do two sections for this testing, 1st round with selected employees and 2nd round with responsive HR.
Below are I highlight 5 main tasks for usability testing:
Do you manage to log in for 1st time?
Can you find an announcement from HR?
Can you search for Berjaya Staff Special coupon?
Do you succeed to redeem the coupon?
Do you receive notification regarding the CEO's Message?
Results for 1st session 6 peoples:
100% - Yes, manage to log in for 1st time.
100% - Yes, can find the content announcement from the HR
100% - Yes, manage to find Berjaya Staff special using a quick search.
84% - Yes, succeed to redeem the coupon. 16% - succeed to redeem but Forgot PIN.
100% - Yes, received the notification for the CEO's message.
1st Usability testing session on 4th December 2018
We successfully launch the app on 30 January 2019. For the soft-launched event it happened 2 days, we invite 500 employees to download the app. In a 1st day event, 75% of employees got downloaded the app on their smartphone. It symbolizes the Hard to Reach employee to use this app if it gives real-time information, appreciation, something fun to keep they engage.
What I can do better?
Research about the features and results of competitors.
Select participants from different areas to do usability testing.
Implement UX processes like user interview, empathy mapping, and user persona.
This project gives me an understanding that how difficult it is to introduce a small new feature into a reputed company. The touchpoints we need to be considered before changing a small button on a screen. Design for the person using the product. Always refer to Centred Design as a framework and always think of the end-user in all of the decisions. Rather than a ‘Me not You’ perspective, the business stands to gain customer respect, buy-in, and empathy from a ‘Me and You’ approach to keeping us all happy.
Special thank to SweetSpot's team, Abdylas Tynyshov (Acting General Manager), Jiah Ye (Project Coordinator), Hafiz Halim (Back-end Developer), Sheon Lee (Ios Developer), and Muhd Azim (Android Developer) and not to forget Berjaya HR Department that involves from the beginning till the end of the process.
Soft launched on 30th January 2019