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01/05
Overview
BEKE has more than 40,000+ stores in more than 100 cities in China, and the supervisor of each city manages 20+ store projects a month. Due to the large differences in the city and its management methods, the timeliness and authenticity cannot be guaranteed. The goal of “Captain” is to transfer offline works to online, including tracking the entire construction cycle, and enhancing customer trust and value perception.
My role
I was responsible for the use experience and IA of the product, including small program and WEB. Also its UX/UI strategy and implementation. From June to November 2020, participated in the iteration of this project from 0 to 1, and subsequent versions.
Challenge
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Final goal : Weaken offline operations, strengthen construction standards, and improve construction quality, timeliness and cost
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Initial goal : Grasp the real data of store construction, including construction plan, construction quality, and construction days
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Product goal : Enable users to report and manage project, keep the entire project cycle under control and reduce instability during construction
The first version of the design was completed in two weeks, and it launched in one month. That is, I must immediately understood the business and correctly judged and executed the user experience, framework and scalability of the product.
—— Quick Peek to Captain ——
02 / 05
Scene Exploration
Qualitative user interviews with supervisors, foremen, designers, etc. was conducted in major cities every month. Including entire process from before construction, during construction to after construction, it was used as the basis for product design and priority, and enabled project members to generate empathy and correct perception to users.
1. Go to the site (pre-project)
Visited the sites, and did telephone interviews, to understand the actual scene, and dig out user pain points.
2. Construction site fieldwork (after V1.0 launch)
Followed the supervisor to record work for three days and investigated the deficiencies of the V1.0.
3. User analysis (after product launch)
According to the data collection after the launch, it’s found that the actual situation was different from the information obtained in our previous communication. The demands that changed hands, even communicated over the phone, there’re still problems due to misunderstanding. First, in terms of gender, the proportion of women was higher than expected, with 22% of users being women. The age group was also younger than expected (40+/50+), with users between 30 and 39 years old accounting for half. In terms of model, iPhone users accounted for 49%. As for the usage time was almost as expected, mainly during working hours (8am~11pm), the peak usage time fell at 5pm.
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Requirement Exploration
—— Functions and Pain Points ——
Lack of motivation to change the status quo
Different local rules and conditions
The price and construction days are difficult to reduce
04 / 05
Product Design
—— Main Framework ——
—— Project Detail Page (3.1.1 / 5.1.1) ——
The mobile terminal mainly provides supervisors, foremen and store owners, to grasp the construction situation instantly and anywhere. With regular research, optimized its information structure and UI. Then, the WEB terminal also launched, mainly providing office staff and management to view the project status.
—— Gantt Chart (3.1.2) ——
The Gantt chart will be set during submitting, and then print out and post on the site. After making it online, it’s convenient to forecast and track progress and predict risks.
—— Fill out the form ——
There’re many forms to fill in during the construction process, and the forms are composed of three parts: "select node", "fill in content", and "upload picture”.
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Phase Results & Reflection
From mid-July to December 2020, there’re 7168 projects, including 3644 finished projects. There’re 926 foremen, 889 suppliers, 737 store owners, as well as the company's internal and external supervisors and designers, with a total of nearly 5,000 users, and the project daily report rate is 75.59%.
For products that require users to change their inherent working mode, in addition to company requirements, how to increase user acceptance and recognition of new products in product design? I think not only to do what they want, but also to discover unexpected features.