Sara Sherwood

Client

Otto Software

Project type

UX Design

Role

Product Designer

Project Timeline

Nov - Dec 2020

Shapeways aims to make materials more accessible and empower brands to scale through additive manufacturing.

Designed and shipped in 2019, the Otto platform was launched from ideation in under 60 days. After two-quarters of onboarding new partners, we discovered that while functional, the current interface no longer aligned with our long-term goals. Collaborating closely with PMs and stakeholders we benchmarked performance compared to our competitors. With so many potential areas of improvement, we categorized these areas into broader epics and rated each usability issue by the level of severity. Taking this approach allowed us to prioritize both user and business needs. It left us asking: how can we scale to accommodate partners with 20+ materials?

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Research

Using the “jobs to be done” (JTBD) format, we narrowed down our core main users into 4 key groups. This allowed us to hone in on our user’s goals and pain points. These findings included: the need for transparency when selecting lead times, more detailed material info, and an optimized flow for bulk orders.

Usability Testing

Over the course of a week, we met with 8 participants who fell under the persona brackets we identified in earlier research. These sessions were incredibly helpful in identifying what wasn’t working. Since we allotted time in the roadmap, we were able to follow an iterative design process and loop back with our participants.

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Mockups

Results

Since the launch of the 2.0 interface, we’ve seen an increase in order volume and a decrease in bounce rates from 40% to 18%. Additionally, we successfully increased our customer base by 135% YoY.

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