How Relayto would integrate within existing documents softwares and web experiences— which until this point had been centered around insufficient, complex and costly experiences. How could we help B2B marketing & sales teams transform their content? How do we keep a human touch?
Taking a super collaborative approach, we involved designer, engineers and leadership at every turn — making sure everything we produced was technically viable but also represented the direction the company and market was headed. Working across hemispheres, a big part of my approach was Designing and creating a logical and consistent navigation for the platform’s documents. Finding UX pain points and reporting them and sketching. Gif/video
What I found the most interesting little deviation there is between documents and web design softwares on the market. It turns out that there’s a user expectation of how these types of UIs operate — so there’s a huge amount of opportunity to take a conceptually unique approach . So my solution was to design a digital experience that included delightful details that made it uniquely.Since Relayto represented an entirely fresh approach to the market, it was also an opportunity to establish some newer design patterns that we could then roll-out to the rest of the product over time. Patterns involving depth, animation and accessibility were created for the digital experiences.
There can be a lot going on with an document or microsite, but I wanted the experience to feel light and friendly no matter what the content type — which followed a principal that our UI should be additive to B2B digital experiences.
In a world of bots, AI-generated content, tickets and agents — we saw an opportunity to make sure that our products were connecting real humans, facilitating B2B teams’s conversations and enabling quick resolutions. Everything I designed since was an attempt to maintain a warm and human relationship between our customers and theirs.Whilst wrangling legacy features and figuring out UX pain points isn’t glamorous — required deep integration with the the design and develop team. This included the interplay between meetings, reports and usability tests.