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Crafting user-centred experiences at one of London’s leading deep-tech B2B SaaS startups & empowering users to take charge in the emerging ethical data economy. 

There's an ethical data revolution happening, and Dataswift's set on being at the forefront of the resistance.

Overview

My Role: UX/UI & Visual Designer

TIme: 2020

Platform: Web/Desktop & Mobile

Client: Dataswift

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Location: London/Remote

Responsibilities: Journey Mapping, Sketching, Wireframing, Prototyping, User Flows, Visual Design, User Interface Design, Interaction Design.

My work at 

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Dataswift provides personal data account solutions in the form of app-issued, user-owned infrastructure.

 

My role as a UX Designer at Dataswift involves championing customer-centric, data-informed product design at every stage. Communicating my designs and problem solving effectively, regardless of the internal & external collaborators.

 

I’m a part of defining the future of the brand and its user interactions, which are simple, intuitive & useful across multiple platforms.

 

However, the majority of my work is also part a part of NDA, which prevents me from disclosing it publicly.

 

Every day is different, and I rapidly solve a myriad of problems, using everything from a basic sketch to high fidelity prototypes. As well as creating workflows, wireframes, customer journey maps and prototypes to effectively communicate interaction and design ideas.

 

I work on different aspects of the product, including Web/Desktop as well as mobile, adhering to best practices of design in regards to designing for accessibility & inclusivity, and the use of design systems (iOS & Android) in regards to the mobile app part of the product.

The Dataswift Tech

Dataswift is, in essence, a technology company that acts as an enabler to the benefits of the ethical data economy, by providing the essential tools to give, take and use data responsibly and ethically.

 

The Dataswift API-driven technology platform lets companies give user information back to their users, storing on user-owned infrastructure instead of on their corporate servers.

 

They don’t have to change anything else about their app or technology in order to do this. Dataswift is working with dozens of companies around the world, including some of the largest pharmaceuticals and the fastest-growing FinTechs.

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The Dataswift Product

The Dataswift product is, in fact, several products & services that give consumers ownership and control over their personal data; build richer relationships between individuals and enterprises through policy-driven processing and portability; built upon a

rigorous ethical framework and scalable technology in the cloud.

 

This can be distilled into three core value propositions centred around:

Data as a Service (DaaS)

Backend as a Service (BaaS)

SaaS (Software as a Service)

 

Dataswift envisions a time where the value of data is of benefit to everyone: an ethical data economy - and our role is to enable anyone to implement and benefit from this new economy through the development of technology, tools and infrastructure.

 

These benefits include, but are not limited to, reduced cost of infrastructure, improved compliance to regulation, increased quality of data, increased trust and transparency between enterprise and individuals, personal growth through access to improved data, economic growth through the increased cultural and commercial value of data, and the creation of new markets and new wealth from data liquidity.

The UX of Dataswift

 

In essence, my role as a UX designer within Dataswift can be summed up in making very complex processes digestible, understandable and as user-centric as possible - both for our B2B clients, in our developer portal, in our customer-facing products as well as for our internal teams.

 

I frequently collaborate with sales & marketing in developing branded sales assets, where I collaborate with copywriters & the internal sales & marketing teams.

 

This can also involve making flowcharts, UI components, User Journeys, Customer Journey Mapping & other UX related activities.

 

This is crucial since the different touchpoint any Dataswift user might come in contact with dependant on how they were acquired as a user, might be drastically different.

 

Therefore, with such as complex and multilayered internal eco-system of products and services, It’s crucial to get a birds-eye overview of all of them and how they’re interconnected.

"Modern Privacy" report 2020

UX Advocacy

As user experience designers, part of the job is to design and strive for change. Change in mindset, change in product or even change in organizational culture.

 

One thing that is crucial when changing a product is disruption management. If the change we're advocating for isn’t obviously better to our stakeholders or other internal teams, then there isn’t a clear added value to justify the change - even if the proposed change in itself is valid and warranted.

 

This is were "preaching UX" and internal UX advocacy comes into play. UX can't, nor shouldn't, be limited to documentation and processes strictly for the product team - UX should ideally be integrated into the entire organisation and is most effective when taken into account already at the planning stage and when crafting the product road map.

 

UX isn't a sticker you slap on at the end, it's a predetermining factor for product success.

 

UX can be a Key Product Differentiator Especially when it comes to technology, it's no longer enough to just solve a problem.

Calculating complex formula used to be a novel feat, but now anyone can build an app by themselves.

 

It is no longer enough to solve a problem, you have to solve it best. It has to be efficient, maybe even delightful. If your product isn’t, your customers will hear about a product that is. And unless their is some prohibitive factor, they will ditch your product at a whim.

Products a visual analogies

 

An interesting example that illustrates how UX can inform the visual design, and vice versa, is how simple and familiar product "archetypes" can simplify something rather complicated. 

Take the, somewhat outdated but highly familiar still, product box. These days, software no longer comes in a shiny printed carton box, it's a click away via an instant download.

 

But in a similar way to how skeuomorphic iconography still lives in, even with generations of young adults have never seen a floppy disk in real life. 

In a similar manner, the humble product box can act as a simplifying conduit that allows something very complex (like the Dataswift product offerings) to be distilled and translated into something much more digestible for the end-user.

To me, this is an excellent example of how UX & user-centred design can inform the visual design as well as related subjects like brand recognition and tone of voice.

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Visually translating complex digital systems & products through physical, and highly familiar, products has been one part of the UX strategy and UX writing & microcopy.

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Ecosystem Simplification

 

As modern software products grow ever more complex, especially those under the umbrella of "Deep-tech" It's crucial to map out the entire offering of products, understand how they're connected (and why) and how our users will interact with them. In my role, User journey maps helped the company gain insight into how users experience the product, based on their unique motivations and goals.

 

For example, it prove useful to remove a step from your onboarding UX flow, change the copy in a lead nurturing email, or add tooltips to help users learn something —all based on the actions your users take.

 

This fosters a more customer-centric approach to product building, which ultimately leads to better customer relationships. Mapping out your users' experiences allows you to understand several important factors that shape the overall impression they will walk away with.

 

Some questions you might ask about your users' journey could include:

Why did they downloaded and opened the app in the first

place?

How easy is the app to understand and use immediately? How long it does it take them to accomplish what they came there to do?

How well does their experience extend across multiple channels, and where do they experience gaps?

The answers to these questions can help you better understand what motivates your users and what they're most likely to find helpful.

 

You can then use this information to create an experience that really hooks them on your product.

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User flow for the online Developers Portal.