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The Persona of a Product Owner (Sale manager) and also a seller

This audience has a very high demand for using FSM because they are selling completely in the traditional way and there is no support system. This causes them to have a lot of problems with customer management, contracts, revenue, and costs.

The Persona of a Product Owner

They have a pretty complete system. But they do not have much need to use FSM because they have the ability to manage payments, transactions, and customer management by themselves. Their view: If FSM is well developed, it will be considered to be used as an extended sales channel.

The persona of a Traditional Product Owner

This is a type of user with little experience in sales management. They were promoted from technical positions. They also sell based on the traditional model and have difficulty with awareness of the business and the accounting and acceptance department of the company with small-value invoices (sold as subscriptions). They also have a need to use FSM but it is not clear and there are many constraints.

PERSONAS

​General goal: to understand clearly who our users are. Do they really want a system like this? What do they really expect in a system for selling and buying software? How many personas do we have and who are they? In reality, what are they trying to do with the support systems they have?

QUALITATIVE RESEARCH

FPT Subscriptions Management

Team size

4 Designers & 1 UX Writer (1 Product designer, 1 UX analyst, 1 Visual leader, 1 Visual designer, 1 UX Writer)

Location

Hanoi, VN

Year

2023

Client

FPT Information System

Overview

Currently, most software made by FIS is sold according to the traditional model: by contract. FIS does not yet have a portal through which all of its products can be sold, and possibly to other software vendors/ providers that also sell on it. FIS's way of managing software, revenue, and expenses is still scattered, fragmented, and difficult for management, statistics, and reporting. FPT Subscriptions would be built for the following purposes:
- A centralized sales channel, easy to manage, statistics, and extract data.
- Expand sales channels to increase business opportunities.
- Manage service packages, and customers according to each transaction optimally.
- Provide customers with useful and timely promotional information and incentives.
- Optimizing the sales process.
- 3 main personas of this system: Software sales managers, software buyers, and software sales staff.

​Background

FPT Information System is a company (3200+ employees) of FPT Corporation (40 000+ employees). The company has a wide range of products (Banking and Finance, Telecommunication, Transportation, Energy, Real estate, Manufacturing, Health care, etc), focusing on the domestic market and Southeast Asia. The company provides solutions for ERP, Datacenter, BPO, IT Services, and System Information.

About the UX team and UX situation at FIS:

- Development teams still want to avoid implementing UX and don't want to understand what it is, and why they have to do it. Fortunately, the SM team has the PO and BA understand a bit about UX and its importance.

- Human resource problems, especially with the UX team and Coders.

- Many people in the company misunderstood between UX and UI.​

- This is the brand new system. There are many expectations from the top managers about it. But they have conflicts inside that were not published to the development team and UX team to know.

- The development team doesn't understand deeply the real needs of users. Do the domestic projects from FIS need this system or not? UX team has the mission to make it clear.

- The SM team did make an MVP but it has many problems inside. That's why, UX team has to review it before launching.

I joined FIS as a UX Consultant/ UX team leader/ Senior Product Designer who decided the last UX and UI and laid the foundation for UX here. Because I have experience in starting a UX team from scratch at FPT Software (Another subsidiary of FPT). At that time, my task in this project is: Recruit a UX analyst and outsource a Visual designer because the UX team is completely empty. UI Designer at FIS is crowded but not as qualified and logical as I requested.

  • ​Design Thinking

  • Qualitative Research

  • Quantitative Research

  • UX & UI review

  • Functional Testings

  • ​Survey + Interviewing to gather insights (Remote & Directly depends on each kind of test)

  • ​Data analyze

Methods

  1. Study and Discovery

  2. Define success goals

  3. UX Review Planning

  4. Product functional structure

  5. Stakeholders interview

  6. UX review (Functional testings & Reports, UI audit, UX writing audit)

  7. SUS for the SM's UX

  8. Quantitative Research

  9. Qualitative Research

  10. Personas, User stories, CJM, Competitors analysis

  11. Design Concepts

  12. Update Design System

The process

Methods and Proccess

Discovery & Study

Planning & Prioritizing

The scheduled time for the MVP version of the project is not much. So the goal of the UX team is to fix the MVP with lean UX + UX audits and at the same time start doing research about the real needs of users and their details insights to find personas and their emotions, their journeys. After the MVP version is launched, we proceed to delve into the user research more and evaluate the priority of the functions for development: based on the business needs and users' needs, and the current resources the development team has. The system has a low UX score (<50) then it talks about the UX problems inside which need to be fixed and improved.

Discovery & UX Review

UX Audit: Problems finding/ What isn't working?

There are 3 main parts that would be reviewed:

  • Functions (do they work well and properly? Do they have any UX issues under UX's expert eye), are they useful? Are there enough fundamental functions for users to use and experience in a full buying and selling basic flow?

  • UI Audit: Is there any problem with UI? Does it go against UX? Does it make any impression? Does it follow UI and UX rules?

  • ​UX writing audit: Is their information sufficient? Can users understand them easily? What is their level of reading? Is it readable? Is it legible? What can be improved?

​

Step 1

Quick card sorting between the BA team and UX team to optimize at the very first step to remove useless cards, and grouping affinity cards follow the new Information Architect of UX team.

​VALIDATING THE DESIGNS​

UX RESEARCH

Card Sorting for re-building up the system Information Architecture

Role: Manager

Role: HR staff

Role: Normal Staff

Step 2

Conduct Card Sorting for each Role (Manager/ HR/ Staff) then check again by the tree test. The results would be collected to build up a tree menu for each role. We take 5 persons for each role of the testing. Then we re-check by tree test in the large amount (>1000 users).

​Users would group from the collection of many cards (which were placed randomly) into groups they want and name for each. Then iterate the upper levels until they don't want to group anymore. We would have a tree with labels called by users' language.

Role: Manager

Role: HR staff

Role: Normal Staff

Step 3

The UX team will proceed to build a menu tree for each role according to the results obtained and synthesized from the card sorting and tree test. For the shared menu, the priority is to get the results of the normal staff so that everyone can understand and use the menu.

Preparing, Testing & Interviewing

Preparing

In this step, the UX team assigns tasks to the members:
I write test scripts, test prototypes, recruit users, contact users and schedule test + interviews, conduct interviews & testing, review videos, analyze feedback from users and observations from interviews, and moderate final reports of the tests.
The UX analyst: design lab, list equipment, conduct interviews & testing, make reports, and analyze the feedback from users.
The Visual designer: reviews videos and reports to understand user behavior. See the report to fix the noted fixes and improve to the next version.

1  —

​Writing scripts for interviewing roles

For each role, I will write a questionnaire to find out their pain points, needs, and challenges when there is no system to support the sale or there is not enough to meet their needs.

2  —

​Designing lab and making equipment list

The lab is designed for the purpose of creating a comfortable feeling for users when participating in tests and interviews. At the same time, it must ensure the recording, audio recording, and observations from the UX team. The list of equipment to prepare will help the UX team not to be interrupted, forget or miss anything before the test.

3 —

Recruit users and scheduling the interview & testing

Recruit users according to the requirements of the software. Those must be users who have had experience with the subscription model or are used to buying subscriptions, especially with software. They locate in different locations, not only in FIS but also outside FIS with different business model. This ensures diversity and limits bias in test & interview results.
Contact the user to arrange the schedule as different users will have different work schedules.

Testing/ Interviewing & Making Reports

Invite users to test. In this section, we mainly test HR and ordinary employees because this is a part related to Self-services for employees.
With HR: exploiting operations, specific needs related to staff management, information extraction, jobs related to salary, insurance, timekeeping...
For ordinary employees: focus on exploiting modules related to the management of personal information, onboarding process, management, and personal customization related to salary, leave, contract, and insurance ...

1  —

Interview & Usability testing

  1. Interview for getting insights to build up personas, empathy map canvas, and CJM remotely.

  2. Answer the question: How many percent of users really need this system? Should we continue to build it at this time

  3. ​Competitors analyze.

2  —

Extract Raw Data then Analyze

The UX analyst will extract raw data from the video, then after 3 times of smoothing will have the final data. From this data, the UX team will discuss building the persona. Raw data allows bias to be eliminated.

USER INTERFACE

DESIGN SYSTEM

Ant Design

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Mon - Fri: 9am - 6pm

Sat: 10am - 2pm

Sun: Closed

Abstract Shapes

USER INTERFACE

DESIGN CONCEPT

Home page

New revenue  opportunities

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iHRP System walkthrough

The system guides users on how to use it with very brief walkthrough videos. You can skip them if you don't want to continue watching. These videos are stored in the Guidance module - easy to search and review. These videos not only help you interact with common parts of the system but also complex business problems - saving time and greatly reducing the load on the Call center.

Customize your screen easily

The system allows you to choose the modules/functions you regularly work with according to your authority. You can easily add or remove 1 or more modules/ functions with extremely simple and familiar operations. The system is also integrated with a powerful custom menu.

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Home page can be customized easily

All the modules displayed on the screen, including the menu, can be customized the way you want, with the permissions you have. Modules/functions can be dragged/dropped/added/deleted at any time. Powerful search and sorting functions with built-in UX like Mac OS's Spotlight search.

Strong personalization in management

The system has controls for customizing and filtering powerful information. Grid is one of the powerful controls that we would recommend to you: You can add, remove, rename, swap columns, and freeze any column you want. Ability to filter data right on the grid

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