Vsimple

I joined Vsimple in August 2020 as a founding designer. As the first designer, I used my visual, interaction, and research skills to help Vsimple attain a product-market fit and scale its offerings.

Vsimple is an all-in-one place for coordination, communication, documentation and process management that happens within a business. Housing all the activity associated with this work in one place streamlines effort, whether it's a company's quote to cash process, escalations, or special projects.

Date
2020 - 2022

Tools
Figma | Webflow | Photoshop | Fullstory/Smartlook | Hotjar

My Role
UX analysis (user research, user flows, and persona)
UI Design (app, website and branding)
Usability test

Fig1 - Vsimple's order page with different views and their own sets of filters.

The problem

A typical material handling sales cycle can take more than a half-dozen communications between a sales rep and a prospect to generate a sale. Communication is traditionally done through calls, emails, group inboxes and in-person conversations, which lead to confusion and errors.

Heavy equipment dealers go through lengthy and complicated sales process, which include quoting, management approval, invoicing, fulfilling orders, and delivering.

User Base

A sales order goes through many different department for processing, data entry, management approval, forecasting and reporting.

Some of our key users include sales rep, sales manager, sales coordinator, operation, finance admin, and executive. Each has their own goals and friction points.

User Flow

Design for Efficiency

Our goal is to design for efficiency. We want to reduce the amount of time our users spend on administrative tasks and allow them to spend time on more meaningful work.

One way we achieve this is by working closely with users to identify key content that they are looking for in each project/order and what they are ultimately trying to accomplish. Another key factor in driving efficiency is the quality of the content and interaction design. Many different usability factors go into good interaction design, such as proper affordances, establishing a sense of place and clear relationships within the page content. We want to eliminate the time that users have to stop and think about how to accomplish an action.

Fig2 - Individual record page with its own activity stream, info, and documents tab

Fig3 - Vsimple automation page for turning manual tasks into automated workflow

Design for Customization

Unlike traditional project management tools, the product builds a highly tailored instance for each customer so business can manage their unique processes.

This includes customization tools for creating and updating record name, record types, file types, statuses, and more. All of this customization is built within the platform so we can quickly build a customized experience or adapt to new process. This way, we can refine, update and further tailor the product as more users join the platform.

Fig6 - Admin view for creating, moving, deleting custom fields and sections

Fig4 - Admin view for creating new custom field

Fig5 - Admin view for creating different record types and selecting relevant custom fields and sections

Design for Control

Equipment orders typically has long titles, unpredictable custom fields, complex and additive variables, etc. Designing filters was one of the most challenging task as there are hundreds of orders that sales coordinators need to sort through to enter data and collaborate.

I designed the first major version of Vsimple's app. I helped reduce transaction and operational costs (56% reduction in email traffic and 36% increase in operational efficiency) by providing greater user agency and control through design.