Overview
Owler is a community-based business information research platform that sales and marketing personnel and executives use to discover competitive insights, news, and alerts. Owler AI is an essential feature for Owler paid users that could improve the efficiency of writing emails.
Achievement
Design the entire Owler AI feature from scratch within two weeks and receive positive feedback from the CEO, stakeholders, and users.
Type
Work Project (Released Project)
Team
Product Manager (1)
Developer Team (4)
Time
2023 (2 Weeks)
My Role
Product Designer
User Researcher
Product Preview
“Cold emailing is harder than most communication”
You have no relationship with your audience yet, and you lack non-verbal feedback.
Problem Statement:
How can we use GPT to help our customers write cold email?
The Design Brief
Background Information:
In sales, reaching out to customers is challenging and demands significant time for creating engaging content.
Though effective, Chat ChatGPT requires users to research on Owler and manually create prompts for content.
Competitors are adding AI features to improve user experience, especially in content generation.
Our Goals:
Users' Feedback Related to Content Generation:
Problem Statement
How can we create content that enables sales to connect with their customers swiftly and effectively, while also increasing the loyalty of our paying users and the conversion rate of our free users?
Part One
UX Research
——— In this section ———
Research goal | Topic Research | Competitive Analysis
Overview
Research Goal:
We aim to understand how users can engage with Owler AI to enhance personalization and effectiveness in cold outreach. However, due to limited time, I only had the opportunity to discuss this with our internal sales team, who also represent our primary user cases.”
Topic Research:
Write emails that “Wow” for Sales Reps - Sales Reps is the primary users and here are findings based on users interview, team experts and online research:
Competitive Analysis:
After researching almost 50 similar products and analyzing their features, I conducted a SWOT analysis to evaluate their strengths, weaknesses, opportunities, and threats.
Part Two
Redefine
——— In this section ———
Brainstorming | Prioritization | Redefine the Problem Statement
Brainstorming:
Write emails that “Wow” for Sales Reps - Sales Reps is the primary users and here are findings based on users interview, team experts and online research:
Prioritization
There are different opportunities we consider to have this feature, and we decided to use the Chrome extension as the first place to launch this feature here are the reasons below
Instead of living in the Owler website, the Chrome extension offers more flexibility to combine with different scenarios.
Owler Chrome extension plays a very important role in our paid users’ day-to-day workflow.
It’s easy to add entry points on the Owler website in the future.
Redefine the Problem Statement
How can we assist users in crafting highly effective emails with the Owler Chrome extension thereby boosting their engagement and loyalty towards our product, and ultimately increasing the retention rate?
Part Three
UX Design
——— In this section ———
Ideation | User Flow | Feedback
Ideation
Linkedin message & Email
Conversational (Selected ideas)
Pro: easily to access in the main message cases
Con: can’t to use in other places and dev team never build this kind of product before, they need to spend more time to do the research to build this product
Pro: can be used on different webpage with more customized info, also can be applied in the product in the future
Con: less control for the answers
Response to preset prompts
Pro: can be used on different webpage with more control for the answers
Con: limited customized info
User Flow
Feedback: Internal Testing + Leadership team feedback + Survey
Since we only have limited time to delivery the new feature, I decided to conduct a quick internal usability testing to get a fast feedback, here is the plan to measure the testing. With different methods, I have the chance to quickly iterate the design.
Final Design
Part Four
——— In this section ———
Before and After | Next Step | Reflection
Before & After
Add a landing page to get started
Show the extra extension
Add extra trigger to open Owler AI and bring more visibility
Next Step
With the new launch of chat GPT and feedback from the users, here are some ideas we can consider to add in our product:
module design to make it easy to add competitive info and latest news
add more users’ personal data
allow users to upload pdf and other resources
Reflections
New technology is a hook, user-centered is the key, and delivering a project in 2 weeks is a challenge. There are three main lessons learned from this project:
with limited time, you need to find the solution, such as feedback from the leadership team, internal testing, quick survey
collaboration is the key, empathy with your team members you could get win-win.
Priority is very important, with limited time and resources, you need to learn how to simplify the design for both team members and users.