Product design
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Product design
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Nauphilus

Nauphilus is a Mexican tech start-up who creates tailor-made, automated video interviews assisted by AI. Their initial goal was to improve people risk assessment in the finance industry.

THE PROBLEM Lead-to-customer conversion rates taking between 8 and 12 months make the scaling process time and resource intensive. This limits the potential of the company to scale and acquire investor capital. MY ROLE I was hired as a product designer, to create a product line which could reduce the lead-to-costumer convertion rate at least in 50%. I was responsible for setting UX goals, strategy, and execution, marketing, content strategy.

Main Challenge

Lead-to-customer conversion rates taking between 8 and 12 months make the scaling process time and resource intensive.

Main Goal

Reduce lead-to-costumer time conversion rate at least 50%

Solution

New line of non costumizable interviews

Results of the work done

80% Reduction of the Lead to costumer convertion rate (LCCR)

The LCCR reduction went from 11 to 2 months. By creating ready-to-use interviews, we were able to design a fast onboarding process for new users. They can try the interview in their process, compare it to their current method, and experience the benefits inmediately.

New line of products

Ready to use 4 new AI automated interviews for mid to big size companies who have their own HR department. This are hight ticket products.

E-commerce

A system that allows to gather real feedback from visitors and users to constantly improve the product. It is based on research and passive tools like Hotjar to analyze the interactions.

Best Marketing approach

After trying multiple channels, email marketing, ads in google, direct contact in Linkedin, database gathering and event conferences. We discovered which was the most cost efficient marketing funnel to convert leads into costumers.

The team

Nauphilus created a small, isolated team specifically for this project to avoid any bias or problems that may arise from the regular operations team, with objective of coming up with a complete new approach.

I was hired as a product designer to create a line of AI interviews that could reduce the lead-to-customer conversion rate by at least 50%. My responsibilities included setting UX goals, strategy, and execution, as well as marketing and content strategy. I used the following tools to gather data and achieve the given goal:

Jose F. Ballestas

Product designer

David Villa

Product owner

Juan D. Gomez

CEO

Emphatize

Empathize

Deeply understanding my role, the product, the constraints and the users.

I was hired as a product designer to create a line of AI interviews that could reduce the lead-to-customer conversion rate by at least 50%. My responsibilities included setting UX goals, strategy, and execution, as well as marketing and content strategy. I used the following tools to gather data and achieve the given goal:

I needed to understand our product, our type of costumers, their needs, pain points, their perception of our product and understand the market to be able to design solutions

I was hired as a product designer to create a line of AI interviews that could reduce the lead-to-customer conversion rate by at least 50%. My responsibilities included setting UX goals, strategy, and execution, as well as marketing and content strategy. I used the following tools to gather data and achieve the given goal:

Self usability test

I delved deep into several different interviews to understand, according to my senses, what the product does and how it does it. I kept an eye for opportunities to improve. complete the sentence.

Learn method used

P-persona Workshop

Due to an unclear target user, lack of empathy and human-centered vision within the team, and limited time and resources, I decided that this tool was the best option in this early stage.

Learn method used

Micro user interviews

We conducted a small sample of four interviews with the goal of obtaining first-hand information from our users. By listening to their pain points when using our current interviews.

Learn method used

Competitive analysis

We assessed our product against Mexican and international markets to identify strengths and weaknesses. We also analyzed our competitors' business models and markets with less friction.

Learn method used

The findings

User paint points

Finding a good candidate takes too long. The hiring process is very costly to scale. Tracking every event of the process can be difficult. Results can vary greatly due to subjectivity. Labor shortage for hiring process. It is easy to lose alignment with company or market needs.

User Proto-Personas

Business model strategy

Markets to focus

Constraints

Define

The core challenges to solve: Problem statements

01. Strategic level

Nauphilus is a tech start-up that needs to decrease its lead-to-customer conversion rate, in order to generate more revenue and show investors its ability to scale quickly, thus raising more capital.

02. Mid level

Nauphilus is a tech start-up that requires a plug and play interview product line. This will allow it to decrease the time needed to convert those leads into paying customers, since there is no customization involved.

03. Product level: Quality

Andrea is a retail HR director who needs a tool to quickly evaluate candidates and find the best ones from a large pool of applicants for minimal wage positions in order to reduce her turnover rate.

04. Product level: Standarize

Pablo, a leader in a recruitment agency, needs an automated hiring tool to standardize candidate evaluations and reduce biases, to ensure consistently high-quality service for his customers.

05. Product level: Scaling

Theresa is a leader in coporate retail recuitment. She needs to make recruitment available 24/7 as her company handles recruitment for multiple time zones around the world.

Design brief

After understanding better the problem, my role, the constraints and the users. It was necessary to put together the design brief a document for the whole team to be in the same page, and also to keep track of the evolution of the design process.
This Brief covered both the individual's interviews design and the full scope of the project.

Ideate

For creating the first concepts to create the new interviews, I took the approach of crossing user needs with the offer of interviews we had and compare it

Identifying complete offer of AI interviews

Life is not perfect, nor projects

David our product manager had to leave the project since his own Start-up got funded and had to focus 100% on it, also the budget we had to hire a developer was no longer available, because of that I had to change our design approach to use everything we had available for both design and develop an MVP.

New approach for the project

After getting the news of not been able to hire a developer, I got forced to change the product development approach from a completely new solution which would include the feedback and adress the cosutimers pain points, to putting together a new solution with the

Work in progress…

I apologize for any inconvenience. I am currently working on my portfolio and understand that this may seem unprofessional. Nonetheless, I hope we can still have a conversation and get an opportunity to showcase my top level skills.

Have a project in mind?

Let's make it real

Jose Ballestas

Portfolio 2024

Version

1.4.0

Twitter

Behance

Have a project in mind?

Make it real

Jose Ballestas

Portfolio 2024

Version

1.4.0

Twitter

Behance