Overview of the project
The subject matter was inherently complex, bringing together data ingestion, transformation, governance, validation, product creation, and workflow management into a single environment. The task was not only to unify these services comprehensively, but to make them intuitive for a wide spectrum of users, from managers and business stakeholders to data engineers, architects, and analysts across the eight personas we defined.
This required a clear hierarchy, a strong structural logic, and interaction patterns that could support technical depth without overwhelming the user.
My role
I was the only service designer in a four-person team. I led the organization of the product strategy workshop, conducted user interviews, and designed the experiential aspects of the platform, including insight categorization, the service blueprint, user stories, and the UX for key screens.
Desk Research
I was the only service designer in a four-person team. I led the organization of the product strategy workshop, conducted user interviews, and designed the experiential aspects of the platform, including insight categorization, the service blueprint, user stories, and the UX for key screens.
Benchmarking
There are many similar services on the market, each with its own nuances, and some owned by large corporations such as Amazon.
Conducting a thorough competitor mapping was essential to define the market gaps.
Interviews
We interviewed 10 experts from diverse fields to gather concrete feedback on existing market services for a better understand on how these platforms are used, and we identified real strengths and weaknesses.
Once all this information was categorized, we prioritized it based on both importance and feasibility.
Product Strategy Workshop
We conducted a workshop to define a value proposition aligned with user needs. At the same time, starting from identified market gaps, we collaboratively established a positioning strategy that addresses market demand.
Finally, after creating personas, we pointed out the key elements that form the MVP.
User Stories e User Flows
After identifying all the features from the previous phase, we collaborated with the client to group them into three main macro-areas, which we then prioritized by importance.
From there, we crafted user stories that enabled us to map out all the flows and design the service experience.
Service Blueprint
We then designed the service blueprint to translate the user experience into a clear end-to-end view. We mapped all user actions and internal processes, clearly differentiating and highlighting every actor involved.
Brand Identity
Alongside the user experience, we designed ORB1T's complete brand identity, including the logo, icons, typography, and full visual system.
