.png)
SME Digital Transformation Assessment Applet
DURATION
4 months
2022.08-2022.12
MY ROLE
Strategy Product Manager
User Researcher
UX Designer
MY CONTRIBUTION
As the only person on the team with a design background and an understanding of UX, I provide end-to-end user journeys and page interaction logic
PROJECT BACKGROUND
BACKGROUND
In order to better facilitate the digital transformation of SMEs (Small, Medium and Micro Enterprise), Siemens worked with the China Machinery Information Institute to design a digital transformation assessment questionnaire for SMEs.
PROBLEM
We interviewed a number of employees at different levels of the company and summarized their painpoints when facing digital transformation.
"I don't know what digital transformation is."
Many small and medium-sized enterprises are not aware of the importance of digital transformation. They do not understand the types of digital transformation.
"I don't know how my own field is undergoing digital transformation."
We find that employees within SME organisations are not well-informed so they need their bosses to give them information about digital transformation in reverse
"My company lacks the motivation for transformation."
Because of the information blockage, individuals in organisations lose the motivation to work and therefore they do not translate the results of digital transformation.
How can we make SMBs easily and clearly aware of the problems they are encountering in digital transformation, and get targeted help in the transformation?
KEY SOLUTIONS
We have therefore designed this assessment questionnaire to give employees of SMEs in different industries a better understanding of what digital transformation means and how they can quickly move forward with digital transformation in their corresponding positions. Assess and learn at the same time to drive the efficiency of SMEs’ digital transformation.
.png)
Problem
Employees are only knowledgeable in one area of specialization
Companies in different sectors have different transformation modules to focus on, but they don't know what they are
Solution
16 assessment modules covering all areas of business issues
After inputting the industry, it will automatically recommend topics in related fields
Customers from different industries can find suitable module topics. They can choose their intersted module to answer
Problem
Some employees can't understand the assessment questions
Solution
Learn about digital transformation concerns during the assessment process
Help customers with different identities be aware of their pain points. Make SMEs feel at ease during the assessment and learn while doing the questions
DESIGN PROCESS
This is the entire product design process, but due to company policies, the intermediate design stages cannot be shown.
· Stakeholder map
· Interview
· Journey Map
· User Painpoints
· Define HMWs
· Brainstorming
· Design Opportunities
· Low-fi Wireframe
· Inner User test
· Refine Goals
· Story Board
· Mid-fi Wireframe
· Hi-fi Wireframe
Stakeholder map & Goals
A guide to Digital Transformation of Small and Medium-sized Enterprises, released by the government, proposes that to stimulate the transformation momentum of SMEs themselves, it is necessary to close the loop according to the logic of “assessment-planning-implementation -optimization”. Digital assessment, as the first part of SME transformation, is crucial.
Interviews
Siemens designed a questionnaire three years ago but never used this questionnaire in a business scenario due to some problems with its content. We decided to use this questionnaire to conduct research to understand how users feel about it, which will be an important reference for us to design a new questionnaire.
Get in Touch with Users
We interviewed a number of employees at different levels of the company for the previous questionnaire, and we divided them into three categories: general staff, product manager, business executives.
Customer Journey
Painpoints
How can we make SMEs easily and clearly aware of the problems they are encountering in digital transformation, and get targeted help in the transformation?
Ideation
We wrote some solutions by brainstorming and referring to other products in the field
Design Opportunities
We settled on the following four core functionalities. Through our testing of the overall solution, we reduced and eliminated potential problems and selected the most valuable MVPs
Sketches & Wireframes
We created the following wireframes and brought a prototype to our potential users for feedback
Information Architecture & User Feedback
We created Information Architecture and selected the most important MVPs for iteration based on user feedback
Revised Goals
Based on the problems investigated & project constraints, we laid down the following principles to guide the designs ahead. Since different stakeholder's goals are different, I have written about the business goals and the design goals separately. The concept of Sales Funnel comes from the book Value Based Selling.
STORY BOARD
In order to better understand the product's functionality, I designed the entire app's storyboard.
A customer wants to understand problems in digital transformation of his own enterprise, he scans the code to open the questionnaire.
He fills in the company's basic information and finally obtains a recommendation for a personalized evaluation module.
He reads the interpretation of different production links and adds and reduces some evaluation modules according to his areas of expertise.
When filling in the assessment questions, he also learns about the key points of improvement in different links and increases his knowledge.
Finally, he receives an evaluation report indicating where he encounters problems and giving examples of improvement.
He contacts the relevant consultant to give him a more detailed answer.
User flow
Mid-fidelity design & Iteration
In order to better the user experience, we made the page on figma and made a prototype of the page.
We let users click on the page for testing, assigned some tasks to them, recorded their expressions, real-time thoughts, and finger clicks as they tried to complete the tasks, and performed multiple iterations based on user feedback.
High-fidelity Design
Because the applet has not yet been officially launched, there is a certain amount of confidentiality regarding the title and evaluation results of the applet and the algorithm. In addition, the questions in the questions section of the applet are also template examples.
What I learned
「In addition to user experience, we also need to solve the business difficulties of the enterprise when we are doing a project, and the actual output needs to get more intuitive economic benefits.」
