Designing A Collaborative Content Creation and Client Onboarding Experience


For Barista : AI Powered PR Assistant

Designing A Collaborative Content Creation and Client Onboarding Experience


For Barista - An AI Powered PR Assistant (MVP)

Designing A Collaborative Content Creation and Client Onboarding Experience


For Barista - An AI Powered PR Assistant

mvp

mvp

mvp

What Is Barista?

What Is Barista?

What Is Barista?

Barista is an AI-powered web application catered to Public Relations agents at agencies. It helps them generate and manage data-driven content for their clients' campaigns.

Barista is an AI-powered web application catered to Public Relations agents at agencies. It helps them generate and manage data-driven content for their clients' campaigns.

Barista is an AI-powered web application catered to Public Relations agents at agencies. It helps them generate and manage data-driven content for their clients' campaigns.

Still Confused?

Still Confused?

Still Confused?

Let me explain it better! But first…

Let me explain it better! But first…

Let me explain it better! But first…

CONTEXT

context

CONTEXT

Meet The Characters!

Meet The Characters!

Meet The Characters!

At Groto, my mentor and I were working closely with Barista's founder (the client) and Barista's tech team to design the MVP.

At Groto, my mentor and I were working closely with Barista's founder (the client) and Barista's tech team to design the MVP.

At Groto, my mentor and I were working closely with Barista's founder (the client) and Barista's tech team to design the MVP.

Team Barista

Team Barista

Team Barista

Barista's Founder

(aka Our Client)

Groto's Design Team

(aka Mentor- Faraz)

Me

(aka Intern)

Barista's Tech Team

(no aka :)

PR Agency

PR Agency

PR Agents

(aka Primary Users)

PR Agents

(aka Primary Users)

Account Managers

(aka also Primary Users)

Account Managers

(aka also Primary Users)

Directors

(aka Secondary Users)

Directors

(aka Secondary Users)

Agency's Client Accounts

Agency's Client Accounts

Agency's Client Accounts

Agency's Clients

(aka Tertiary Users)

Agency's Clients

(aka Tertiary Users)

Prospective Clients

(aka potential agency clients)

Prospective Clients

(aka potential agency clients)

the client's brief

the client's brief

the client's brief

We Were Asked To…

We Were Asked To…

We Were Asked To…

Barista's founder gave us a brief at the beginning of the project.

Barista's founder gave us a brief at the beginning of the project.

Barista's founder gave us a brief at the beginning of the project.

Design an MVP for Barista as a Full-Stack PR assistant with AI content generation capabilities. The MVP needs to be designed in 2 months

Design an MVP for Barista as a Full-Stack PR assistant with AI content generation capabilities. The MVP needs to be designed in 2 months.

Design an MVP for Barista as a Full-Stack PR assistant with AI content generation capabilities. The MVP needs to be designed in 2 months

Here are some very rudimentary wireframes and user feedback! Use these :)

Here are some very rudimentary wireframes and user feedback! Use these :)

Here are some very rudimentary wireframes and user feedback! Use these :)

Hierarchial task analysis

Hierarchial task analysis

Hierarchial task analysis

What Did The Client Mean By Full-Stack?

What Did The Client Mean By Full-Stack?

What Did The Client Mean By Full-Stack?

PR Agents

(aka Primary Users)

PR Agents

(aka Primary Users)

PR Agents

(aka Primary Users)

create campaigns for

create campaigns for

create campaigns for

Agency's Clients

(aka Tertiary Users)

Agency's Clients

(aka Tertiary Users)

Agency's Clients

(aka Tertiary Users)

Therefore, the goal of PR agencies is to successfully run campaigns for their clients.

Therefore, the goal of PR agencies is to successfully run campaigns for their clients.

Therefore, the goal of PR agencies is to successfully run campaigns for their clients.

So "Full-Stack" meant that we would have to design for all three tasks to help the PR agent achieve their goal!

So "Full-Stack" meant that we would have to design for all three tasks to help the PR agent achieve their goal! Barista had to consider and integrate into the PR agent's existing workflow.

So "Full-Stack" meant that we would have to design for all three tasks to help the PR agent achieve their goal!

constraints

competitor analysis

constraints

However…

However…

However…

There were some constraints that we had to work with which included the following

  1. A time crunch

  2. A single source of primary data on the user- our client

  3. Had to build an MVP from the ground up!

There were some constraints that we had to work with which included the following

  1. A time crunch

  2. A single source of primary data on the user- our client

  3. Had to build an MVP from the ground up!

There were some constraints that we had to work with which included the following

  1. A time crunch

  2. A single source of primary data on the user- our client

  3. Had to build an MVP from the ground up!

BUT We just HAD 2 months

BUT We just HAD 2 months

BUT We just HAD 2 months

We need to prioritize what features to build first for the MVP.

competitor Analysis

competitor analysis

competitor Analysis

Time For Some Strategy!

Time For Some Strategy!

Time For Some Strategy!

After we gathered user information from the founder, we began with a competitor analysis to understand the market. What we discovered helped us prioritize what features to work on for the MVP.

After we gathered user information from the founder, we began with a competitor analysis to understand the market. What we discovered helped us prioritize what features to work on for the MVP.

After we gathered user information from the founder, we began with a competitor analysis to understand the market. What we discovered helped us prioritize what features to work on for the MVP.

SWOT

SWOT

Discussion Ensued

Discussion Ensued

The competitor information was then discussed with the founder and Barista's tech team to arrive at what feature was the most feasible and offered a unique value.

The competitor information was then discussed with the founder and Barista's tech team to arrive at what feature was the most feasible and offered a unique value.

WEAKNESS: LACK OF RESOURCES

The existing media list curators are already well established and they have huge databases that we can't maintain!

WEAKNESS: LACK OF RESOURCES

The existing media list curators are already well established and they have huge databases that we can't maintain!

WEAKNESS: LACK OF RESOURCES

The existing media list curators are already well established and they have huge databases that we can't maintain!

THREAT: WELL ESTABLISHED COMPETITORS

Existing products in the market are pretty well established.

Does not make sense to start with a workflow management when the goal is to be PR agent-first!

THREAT: WELL ESTABLISHED COMPETITORS

Existing products in the market are pretty well established.

Does not make sense to start with a workflow management when the goal is to be PR agent-first!

THREAT: WELL ESTABLISHED COMPETITORS

Existing products in the market are pretty well established.

Does not make sense to start with a workflow management when the goal is to be PR agent-first!

OPPORTUNITY: PR-SPECIFIC CONTENT CREATION

The existing content writing tools were very generic. They did not seem to cater to the PR specific workflows.

OPPORTUNITY: PR-SPECIFIC CONTENT CREATION

The existing content writing tools were very generic. They did not seem to cater to the PR specific workflows.

THREAT: WELL ESTABLISHED COMPETITORS

Existing products in the market are pretty well established. User base already satisfied.

THREAT: WELL ESTABLISHED COMPETITORS

Existing products in the market are pretty well established. User base already satisfied.

THREAT: WELL ESTABLISHED COMPETITORS

Existing products in the market are pretty well established. User base already satisfied.

OPPORTUNITY: PR-SPECIFIC CONTENT CREATION

The existing content writing tools were very generic. They did not cater to the PR specific workflows.

SWOT

Discussion Ensued

The competitor information was then discussed with the founder and Barista's tech team to arrive at what feature was the most feasible and offered a unique value.

my contribution

my contribution

My contribution from here on was defining the content creation and workspace experience.

My contribution from here on was defining the content creation and workspace experience.

My contribution from here on was defining the content creation and workspace experience.

USER feedback

user feedback

USER feedback

Turning To The User

Turning To The User

Turning To The User

So I looked at the user feedback on the existing screens from the founder. They indicated that the wireframes were not satisfying user needs. I therefore took a better look at what the user actually thought was important to the content generation process.

So I looked at the user feedback on the existing screens from the founder. They indicated that the wireframes were not satisfying user needs. I therefore took a better look at what the user actually thought was important to the content generation process.

So I looked at the user feedback on the existing screens from the founder. They indicated that the wireframes were not satisfying user needs. I therefore took a better look at what the user actually thought was important to the content generation process.

USER workflow mapping

user workflow mapping

USER workflow mapping

Understanding the Users

Understanding the Users

Understanding the Users

I began by understanding the key players in the scene and what they wanted from a content generating experience. This data was gathered from the founder and the user feedback on the wireframes provided by the founder.

I began by understanding the key players in the scene and what they wanted from a content generating experience. This data was gathered from the founder and the user feedback on the wireframes provided by the founder.

I began by understanding the key players in the scene and what they wanted from a content generating experience. This data was gathered from the founder and the user feedback on the wireframes provided by the founder.

PR Agency

PR Agency

PR Agents

(aka Primary Users)

PR Agents

(aka Primary Users)

Account Managers

(aka also Primary Users)

Account Managers

(aka also Primary Users)

Directors

(aka Secondary Users)

Directors

(aka Secondary Users)

Agency's Client Accounts

Agency's Client Accounts

Agency's Client Accounts

Agency's Clients

(aka Tertiary Users)

Agency's Clients

(aka Tertiary Users)

Prospective Clients

(aka potential agency clients)

Prospective Clients

(aka potential agency clients)

We mapped out the interaction PR agencies have with their clients from start to end.

We mapped out the interaction PR agencies have with their clients from start to end.

We mapped out the interaction PR agencies have with their clients from start to end.

Gather data on prospective client to…

Gather data on prospective client to…

PR Agents

(aka Primary Users)

PR Agents

(aka Primary Users)

…Pitch to

…Pitch to

Prospective Clients

(aka potential agency clients)

Prospective Clients

(aka potential agency clients)

Gets Converted to

Gets Converted to

Gather data on prospective client to…

Gather data on prospective client to…

PR Agents

(aka Primary Users)

PR Agents

(aka Primary Users)

Provide more data for the campaign to

Provide more data for the campaign to

Agency's Clients

(aka Tertiary Users)

Agency's Clients

(aka Tertiary Users)

Provide feedback to

creates relevant content for

creates relevant content for

Agency's Clients

(aka Tertiary Users)

Provide feedback to

creates relevant content for

Agency's Clients

(aka Tertiary Users)

Content creation largely took place at two places:-

  1. Building a pitch for the prospective client.

  2. Post conversion when the campaign begins.

Content creation largely took place at two places:-

  1. Building a pitch for the prospective client.

  2. Post conversion when the campaign begins.

Content creation largely took place at two places:-

  1. Building a pitch for the prospective client.

  2. Post conversion when the campaign begins.

primary USER's mental model

user journey

primary USER's mental model

Plotting a PR Agent's Mental Model…

Plotting a PR Agent's Mental Model…

Plotting a PR Agent's Mental Model…

Our next task was to gather all user feedback and information (notion documentation) we got from the founder to create a mental model that would help us identify unmet needs in the content creation process.

Our next task was to gather all user feedback and information (notion documentation) we got from the founder to create a mental model that would help us spot unmet needs in the content creation process.

Our next task was to gather all user feedback and information (notion documentation) we got from the founder to create a mental model that would help us identify unmet needs in the content creation process.

USER mental model

user journey

USER mental model

A PR Account Manager's Needs

A PR Account Manager's Needs

A PR Account Manager's Needs

One thing that caught our attention while exploring our primary user was the kind of role the manager plays in connecting the content creation experience of the PR agent.


Now from our competitors, we noticed that the products that did cater to the PR manager were all dashboards that they could easily access. So we realized that to help keep pr managers in the content creation loop organically in a way they are familiar with- we needed a dashboard for the managers!

One thing that caught our attention while exploring our primary user was the kind of role the manager plays in connecting the content creation experience of the PR agent.


Now from our competitors, we noticed that the products that did cater to the PR manager were all dashboards that they could easily access. So we realized that to help keep pr managers in the content creation loop organically in a way they are familiar with- we needed a dashboard for the managers!

One thing that caught our attention while exploring our primary user was the kind of role the manager plays in connecting the content creation experience of the PR agent.


Now from our competitors, we noticed that the products that did cater to the PR manager were all dashboards that they could easily access. So we realized that to help keep pr managers in the content creation loop organically in a way they are familiar with- we needed a dashboard for the managers!

Insights

user journey

Insights

Insights from the Analysis

Insights from the Analysis

Insights from the Analysis

Ultimately the mental models and user task mapping revealed what requirements the client workspace experience had to meet and how the existing workspace experience could thus be improved.

Ultimately the mental models and user task mapping revealed what requirements the client workspace experience had to meet and how the existing workspace experience could thus be improved.

Ultimately the mental models and user task mapping revealed what requirements the client workspace experience had to meet and how the existing workspace experience could thus be improved.

redefining the brief

redefining the brief

redefining the brief

“

“

“

Reshaping the content generation experience within and around the workspace to better mirror real PR practices while retaining the agility of an MVP.

Reshaping the content generation experience within and around the workspace to better mirror real PR practices while retaining the agility of an MVP.

Reshaping the content generation experience within and around the workspace to better mirror real PR practices while retaining the agility of an MVP.

How Might We Consider The Client Conversion Process?

How Might We Consider The Client Conversion Process?

How Might We Consider The Client Conversion Process?

The founder had given us a document that detailed the types of content PR agents created during campaigns.

The founder had given us a document that detailed the types of content PR agents created during campaigns.

Press Release

Press Release

Press Release

Email Pitch

Email Pitch

Email Pitch

Business Pitch

Business Pitch

Business Pitch

Op-Ed

Op-Ed

Op-Ed

In the initial wireframes, all the content types could be generated within a workspace.

In the initial wireframes, all the content types could be generated within a workspace.

Now, remember how PR agents created business pitches for converting prospective clients into clients?

Now, remember how PR agents created business pitches for converting prospective clients into clients?

The business pitch being a precursor to the client conversion, and the client data being uploaded for the workspace to be initialized meant that we had to make the business pitch a separate entity. We made it a precursor to the creation of a workspace.

The business pitch being a precursor to the client conversion, and the client data being uploaded for the workspace to be initialized meant that we had to make the business pitch a separate entity. We made it a precursor to the creation of a workspace.

The Information Architecture

The Information Architecture

The Information Architecture

The Client Conversion Process

The Client Conversion Process

The Client Conversion Process

We did some competitor analysis to understand the market. What we discovered helped us define what features to work on for the MVP.

We did some competitor analysis to understand the market. What we discovered helped us define what features to work on for the MVP.

We did some competitor analysis to understand the market. What we discovered helped us define what features to work on for the MVP.

The Business Pitch Experience

The Business Pitch Experience

The Business Pitch Experience

The business pitch was a kind of content that agents would want to generate using Barista. This would go into presentations that they would make for prospective clients. Since agencies already use popular software to do this, the interface was designed to allow for easy transfer of content.

The business pitch was a kind of content that agents would want to generate using Barista. This would go into presentations that they would make for prospective clients. Since agencies already use popular software to do this, the interface was designed to allow for easy transfer of content.

The Content Collaboration Experience

The Content Collaboration Experience

The Content Collaboration Experience

iteration post testing

competitor analysis

Back To The Drawing Board!

Back To The Drawing Board!

Back To The Drawing Board!

We got feedback from the users that they could create content well now, but they wanted to not have to repeatedly fill a new form and hit the generate button with fresh information every time they wanted to generate content for the same project.

We got feedback from the users that they could create content well now, but they wanted to not have to repeatedly fill a new form and hit the generate button with fresh information every time they wanted to generate content for the same project.

We got feedback from the users that they could create content well now, but they wanted to not have to repeatedly fill a new form and hit the generate button with fresh information every time they wanted to generate content for the same project.

The feedback brought about some ideation regarding how to integrate the smart content generation allowing users to generate different types of content at the push of a button such that-

  1. It felt like it was part of the same project

  2. So that changes could be made by easily switching between content.

The feedback brought about some ideation regarding how to integrate the smart content generation allowing users to generate different types of content at the push of a button such that-

  1. It felt like it was part of the same project

  2. So that changes could be made by easily switching between content.

The Content Collaboration Experience

The Content Collaboration Experience

The Content Collaboration Experience

We therefore had to minimize number of clicks to create more types of content while considering-

  1. quick editing freedom.

  2. Ease of access

  3. different types of content still required slightly different data here and that that needed filling out.


We therefore had to minimize number of clicks to create more types of content while considering-

  1. quick editing freedom.

  2. Ease of access

  3. different types of content still required slightly different data here and that that needed filling out.


TAKEAWAYS

TAKEAWAYS

This Was The First Time I…

This Was The First Time I…

Designed an experience for a user on whom I have limited information (via client)

Designed an experience for a user on whom I have limited information (via client)

Learnt how to consider the business perspective while designing.

Learnt how to consider the business perspective while designing.

Had to defend my work in front of people who have done this a lot more than I have.

Had to defend my work in front of people who have done this a lot more than I have.

Had my designs rejected multiple times!

Had my designs rejected multiple times!

Switch

Project

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Research

Redefined Brief

Final Design

Refined Designs

Takeaways

Switch

Project

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>

Research

Redefined Brief

Final Design

Refined Designs

Takeaways

nisha'sdesigndiary

nisha'sdesigndiary

nisha'sdesigndiary

Research

Redefined Brief

Final Design

Refined Designs

Takeaways

Research

Redefined Brief

Final Design

Refined Designs

Takeaways