TheLoops

The Loops Intelligent Support Operations platform utilizes AI to provide customer support and success teams with visibility, insights, and automation across the support stack (including ZenDesk, Salesforce, Slack, etc.).

Discover

After collecting the results and learning about the usability tests, I made it a priority for my teammates to redesign the website with concise and common language. TheLoops had difficulty explaining the core values and purpose of the company. I initially proposed a short and simple text of “AI for CX” on the home page to indicate how TheLoops can be incorporated in a customer service department. However, the main tagline did not truly encapsulate the true power of TheLoops Platform.

For the final iteration, we collaborated together to decide on “Proactive CX Powered by AI.” With this, it reveals how multiple support data platforms can be consolidated into one with the power of AI. Our usability tests told us that users had an easier time understanding TheLoops Platform.

Project - Website Redesign for SAAS Company

Duration - 3 Weeks

Tools - Figma, Google Suite, Trello, Slack, Zoom

Team -

• Jeevitha Pugazhendi (Research and Data Synthesis)

• Ife Lloyd (Project Manager and Client Relations)

• Kalayda Barletta (Research and Content Strategist)

Role - Design Lead

The Challenge

TheLoops offers a valuable service. They use AI to synthesize CX data from multiple platforms, offers insight into how use that data, and ultimately helps businesses increase revenue. However, the current website does not clearly explain the product's functionality. As the industry moves towards proactive customer service, it's crucial for clients to have an effective way of communicating the product's benefits to their customers.

We conducted brainstorming sessions and short 5 minute sketch intervals for the website redesign. Then we created wireframes and conducted usability testing with users in order to gain feedback and implement necessary design iterations.

• Task 1: The user will be able to learn about TheLoops platform and identify the different features they offer within 3 minutes or less, and with no more than 2 errors.

• Task 2: The user will be able to schedule a demo within 30 seconds or less, and with no more than 1 error.

• Task 3: The user will be able to sign up for a free trial within 30 seconds or less, and  with no more than 1 error.

• Task 4: The user will be able to sign up for the newsletter within 1 minute or less, and with no more than 1 error.

Usability Results

• SUS Score: 40

Key Takeaways

•  The siteʼs language was hard to understand.

• Users couldnʼt easily discern what products or services TheLoops offers.

• The navigation was not intuitive, and users often got “lost.”

Mid-fidelity Prototype - Homepage

We conducted interviews with the marketing team to better understand the company goals and the product that they offer. We conducted heuristic evaluations, usability testing, competitive and comparative analysis to gain a comprehensive understanding of the user needs and drawbacks.

Our designs should focus on:

• Clarifying the company mission and product description.

• Highlighting and centralizing customer testimonials.

• Providing prospective customers with a view of the product before scheduling a demo.

• Clearly communicating ROI.

• Creating a pricing/packages information page.

Jade - Primary Persona

• Jade needs a system that utilizes artificial intelligence to enhance the customer experience so that she can increase overall revenue and customer retention. She needs TheLoops, but doesnʼt yet understand how the platform will benefit her team.

In addition, the previous call to action button was “Start a Free Trial.” I eventually brought to my team of the idea of “Get In TheLoops” as the call to action button for every page as a play in words of getting in the loop which means trying to understand something more. It also provides branding identity to the company.

After gathering data from our usability tests, we finalized a high-fidelity prototype and conducted further usability tests.

Results:

• We conducted usability tests on our prototype. Our targeted users included non-technical and technical backgrounds. We decided to include both parties to try to see if they were able to understand the tasks and the company’s product. They were successfully able to complete the tasks and we achieved a SUS Score of 93.5.

Key Takeaways:

• The major takeaways were the average time to complete all of the tasks decreased by 7 minutes and 9 seconds. The completion rate increased 38.78%.