At Simpleview (2014-2018), I was tasked to imagine a new mapping tool to be used by our Destination clients to build custom maps for microsites and print. The tool allowed Destinations to create custom maps that highlighted specific regional vendors participating in different destination campaigns (seasonal campaigns, conventions, festivals, etc). The mapping tool was both a stand-alone and compatible plug-in for our proprietary CMS.
This company had 3 current products that were not fulfilling customers needs independently or successfully.
I started by creating user stories for the different mapping exercises and the purpose behind them. Using these stories I wrote the basic requirements for a single tool.
Next I reviewed existing tools for these requirements, the success or failure to fulfill them, noting ease of use and intuitive interface.
I used user flows, mental mapping, and low-fi wireframes to build a mapping tool architecture that would quickly, easily and intuitively guide users through a simplified process of creating custom maps.
When the structure was ready, I began applying the wireframes to the current product design standards to build a prototype that I then used to run remote, moderated user studies with existing customers of the different existing products.
I analyzed the study data based on universal success/failure and then more focused analysis of trends from existing product specific customers. Using these methods produced a sleek and usable product that could handle the needs of 85% of the existing customers with the potential to entice new customers.