DEI
To revamp DEI's B2B experience and build a B2C responsive, app and Kiosk experience for world's leading imaging services and solutions company, providing digital photo concessionaire services to attractions, tall towers, and theme parks
Summary
The goal was to overhaul the manual legacy system into a user-centered, flexible, modular, and scalable solution and create a B2C solution for their app and responsive website.
My Role
DEI B2B & B2C Responsive & App Design Project – UX Lead
I led a team of 6 UX designers on a transformative project for DEI, focusing on both B2B and B2C responsive and app designs. Working directly from the client’s location, we immersed ourselves in their environment to gain a first-hand understanding of the challenges faced by their employees and users. This on-site engagement enabled us to align our design strategy with the client's real-world needs and business objectives.
Our approach combined deep user insights with strategic design execution, ensuring every solution we delivered was tailored to enhance functionality and user experience. I managed cross-functional collaboration and coordinated timely delivery by planning batch-wise outputs and driving seamless alignment between business goals and user needs.
This initiative led to a 50% increase in customer satisfaction for the B2B platform, highlighting the impact of user-centered design and close client collaboration. The success of this project reflects my ability to lead diverse teams, drive meaningful user insights, and deliver impactful results within tight deadlines.
Project Details
B2B:
Being the UX lead for this project was challenging and helped gained a lot of experience.
The main concern for the revamp for B2B was because the old system was outdated & not reliable and had frictional UX and did not support cross platform environment. So they wanted to phase out the old system and create new solution that delivers new functionality for their pre-park, In-park and post-park journey.
B2C:
For the B2C aspect, our mission revolved around crafting a comprehensive user experience, starting with developing both the responsive website and mobile app from the ground up. Central to this endeavor was optimizing the post-park journey, requiring meticulous consideration of every possible user scenario when accessing their online pictures.
To achieve this, we began by segmenting users to gain a deeper understanding of their diverse needs.
Next, we meticulously mapped out user journeys, envisioning each step a user would take—from logging in to searching, viewing, sharing, and managing their account settings.
Ensuring seamless responsiveness across various devices, we prioritized visually captivating layouts, intuitive interfaces, and flawless interactions. Accessibility was paramount, ensuring inclusivity for users of all abilities.
We elevated the experience further with personalized recommendations, language customization, and saved preferences for quick access to frequently viewed pictures.
Navigating through the complexities, we delineated two primary flows:Guest and Login, while tailoring homepage strategies to suit global and regional preferences.
Throughout the process, we adhered to UX best practices, leveraging heuristics and laws to keep users informed and empowered at every stage. From clear and consistent navigation to informative feedback and contextual help, every detail was meticulously crafted to ensure a seamless and engaging user experience.
Highlights from Site visit
As part of discovery worskhop we had visited the theme park in chennai where DEI operates to see their ways of operation and understand their B2B system better. We also had a chance to interview the sales team and the manager
Highlights from Discovery Workshop
The main discovery was held at Dubai in Ferrari world, Bhurj Khalifa and other places where DEI operates and this was done by our UK team and the insights were shared with us.
Wireframes - B2C
Wireframes - B2B
Wireframes - B2B Web
Result
With the launch of B2B app the employee satisfaction rate improved by 50%