Product designer
2022 - 2024
Gwi is a market research company for the global marketing industry, we show you how consumers think. We’ve been delivering game-changing insights to all the agencies, media organisations and brands you know and love since 2009.
Tools
Overview
The researchers within GWI mainly used spreadsheets, word documents and some backend tools with very little UI to create surveys and manage the data output. This was very error prone but allowed GWI to scale as a business rapidly. A tech team was created to help create a solution that would help speed up researchers and reduce the amount of errors found while running and analysing surveys and their data. 
Tasks and responsibilities
While working as a product designer on the GWI platform, my role involved a wide range of tasks, such as the following: UX journey mapping, Assisting and liaising with PMs to present design solutions, User flow mapping, Working multidisciplinary Agile team to design the product to user needs, Presenting design solutions to FE developers to determine technical feasibility, Complex prototyping Observing and analysing metrics from user research sessions App animations. 
Products/Toolkit
Our easy-to-use platform makes consumer research a breeze, with smart tools to help you become an expert on your audience.
Our easy-to-use platform makes consumer research a breeze, with smart tools to help you become an expert on your audience.
The research management platform is an internal tool where researchers monitor the survey while it’s live and manage and clean the data before publishing it to the main platform for clients to use.
Internal survey software allows researchers to design and release surveys worldwide through various panel partners that populate the Platform with data.
Clients
Post series x funding - Proceeding to expand company and product contracts with high-profile clients such as: 
Homepage
Challenge and Assumptions
The RMP product was initially created by combining several research/survey tools into one, resulting in confusing navigation. As a result, this greatly disrupted user workflow, they had to navigate through multiple tabs to return to the area of the platform they were previously working on, with features nested within multiple tabs. Our assumption was that if we turned this homepage into a feature that displayed user shortcuts, it would greatly benefit users and help them perform tasks more efficiently. This new feature has the potential to increase user workflow, speed, business revenue, and overall create an optimal experience for the user. 
Ideation and prototyping
In the beginning, we had some ideas to create a feature that would resemble a dashboard experience for our users. We presented some low-fidelity wireframes to the developers and the rest of the RT team, to check what is technically possible and also gather input from other team members who have more knowledge about the user behaviour patterns. 
Homepage Solution and Findings 
The new RMP homepage helps the user to keep track of the studies they are currently working on and quickly navigate back to certain sections of RMP Analysing the quantitative metrics we discovered there was a high user engagement of the homepage with positive feedback from our end users. 
Weighting   
What is weighting? 
Weighting is a process of assigning a “weight” to every respondent in a processed survey. This weight is used to make the sampled set of respondents representative of a particular population. Every survey must be weighted before being published to clients. As such, it is a repetitive, error-prone and time-consuming task.
Pain points - 90% failure rate
As this feature required users to write mass amount of YAML code in order to ”weight” respondents, the YAML code made by researchers needed to have no errors when processing. Quantitative feedback showed that there was a 90% failure rate when processing - It was imperative for new tonnage experience to reduce this failure rate in order to increase productivity and reduce time users spent handling errors in code.
Time consuming to write YAML code
The process to ‘weight’ respondents is carried out by the user (the researcher) writing lines of YAML code to be processed on the backend. However, writing this YAML code has been expressed by users to be very tedious to create as well as being prone to many errors. 
Lean design process - Launching MVP 
The design team adopted an agile process throughout the development of RMP.  However, due to the magnitude of this feature and to reduce the risk of a failed product with our end users, we decided the best approach would be to launch an MVP product of the weighting tool. With a minimal or reduced functionality tool (MVP) this would allow us to ship the product quickly and gather user insights (quantitative and qualitative).  
Handover process   
To ensure that there would be no miscommunication and costly errors during the production process, it was crucial that the handover process for the proposed design solution was seamless. The design specifications were used as supporting documentation, and meetings were held to ensure that both parties had a clear understanding of the proposed solution. This helped to streamline the process and avoid any potential issues.