marco@motiongr.com

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1 Research
2 Design
3 Development
4 Marketing

Enterprise Connectivity

Goal

To develop a foundational Design System, high-fidelity UI
prototype, and brand assets for a SaaS product, supporting the
company in raising Series A funding.

Context

ORCA Connect aimed to attract investors and secure funding to
develop its vision and business model. The CEO sought support in
establishing a strong brand foundation and creating a functional
prototype to showcase ORCA’s value proposition.

Research

  • Problem Scoping and immersion

    • Studied and analyzed the start up’s innovative business context
    • Supported the initial Product Research by the Product Manager
    • Performed UI Comparative Analysis
    • Engaged with end users through online communities

Flow Analysis of Amazon's AWS Billing UX
Flow Analysis of Amazon's AWS Billing UX
  • Connect UX with Business Goals

    • Define UX/UI priorities to build an MVP for funding-rising purposes
    • Refine UX from Product Managers Wireframes
    • Scope a base Design System within budget and timeframe
    • Prioritize the Onboarding, Payment and Dashboard UX patterns

  • Key UX / UI Pattern implementation

    • UX: SaaS, Step-by-step Configuration, Payment, Dashboard Monitoring, Dashboard Drill Down
    • UI: Sidebar Nav, Search & Filter, Table/Chart Toggle view
    • For later development: Dark mode, Keyboard shortcuts, Responsive design for tablet

  • User Personas & Journey Maps

    • Frames the 2 main user personas and refine through the process: IT/OT leaders and Network Administrator
    • IT/OT leaders whose budgets cover network connectivity OPEX
    • The Orca's Network Administrator as teh second End User takes charge of network operations while the business owner remains involved. He provides services to clients operating without an internal IT team

Some Key Findings

Duplicated Information

65% of the emergencies come from C5, some of which are duplicated by its own command center.

Inaccurate Incident Validation

30% of false alarms due to poor validation of an incident.

An Small Pool of Ambulances

There are approximately 25 public ambulances from the 3 main institutions for all emergencies in the city.

Design

  • Lo-Fi Wireframes

    • Created using Balsamiq in collaboration with the Product Manager
    • Developed the user flow through an iterative and collaborative approach

  • Priority UX Flow Patterns

    • Navigation Tabs, Breadcrumbs and Progressive Disclosure
    • Error Prevention instead of error messages
    • Faceted search & filtering

  • Priority Task Flow & Interaction Patterns

    • Inline Validation
    • Undo Instead of Confirmation
    • Smart Defaults & Auto-Suggestions

  • Hi-Fi Development Overview

    • Designed and managed in Figma
    • Dark-Light Theme support
    • Developer-ready handoff process

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Development

  • From Prototype to MVP

    • Remote Collaboration managed with the Product Manager and Dev Team
    • Daily Communication and Weekly review meetings
    • I developed an HTML/CSS prototype to facilitate the visualization

  • UX/UI + Agile & Scrum

    • Sole UX/UI designer in the organization at the time
    • Aligned with a 3-week sprint process
    • Used JIRA as a task management tool

  • Implemented a flexible usability testing stategy

    • Classify the subjects of validation by complexity
    • Test more general subjects with regular employees internally
    • Test procedural or specialized subjects with individuals who share a similar background with the end-users
    • Test specific workflows with real end-users
    • This approach was taken due to the complexity of accessing real end-users because of the client's security protocols

  • Results

    • The work involved maintaining the current solution while conducting UX research to validate assumptions
    • Five projects were considered for development, with two greenlit thanks to continuous UX research efforts and proactivity
    • As an R&D team, we relied on the results of our explorations, with UX contributing at various levels
    • My UX research and UI prototyping initiatives enabled the team to secure funding for new innovation projects

Product Marketing

  • From Logotype to Website

    • Collaboration with CEO to develop brand identity assets: Logotype, Branded Color Palette, Visual Assets & Iconography
    • I designed and set up a scalable website including support for Copywriting, SEO and analytics
    • Sales & Marketing Materials: Design of PowerPoint Presentation templates

  • Product Marketing Material

    • Create engaging presentations for our most impactful use cases from a business perspective
    • Produce elevator pitch videos
    • Develop product and explainer videos, such as the one on the right: CAD Mobile
    • Collect and evaluate feedback to refine our messaging

  • Elevator Pitch Presenations

    • We applied to several internal innovation contests
    • We progressed through different stages, earning funding at each one
    • We received feedback and adjusted for subsequent rounds while conducting UX research based on new assumptions
    • We secured funding from two innovation initiatives

Innovation Initiatives : Explaining Predictive Intervetion
3 rounds of funding, the team fully succeded!

  • Results

    • A scalable and solid Product Design foundation.
    • UX, UI, Branding, and Marketing deliverables were produced on time and form.
    • A base design system was established for future product development.
    • Thanks to these contributions ORCA Connect is actively pursuing funding rounds and expanding its network across the US and Canada.