Before diving into the details, let me clarify that, in accordance with my non-disclosure agreement, certain confidential information has been omitted from this case study. Thus, the items I will share are general in nature and do not necessarily represent the views of Stellar Conception, but rather my own observations.

Imagine Stellar Design as a creative agency comprised of full-stack designers and developers. Their ultimate goal is to simplify the design process for businesses. Their preferred customers are Tech companies that have design needs, whether on a regular or ad hoc basis. In other words, Stellar Design strives to provide personalized design solutions adapted to the specific needs of each company.

The realm of design holds a crucial position in the development and growth of businesses. However, these enterprises often face significant challenges when endeavoring to recruit proficient designers for their projects. The process of seeking design services can prove intricate and vexing for these companies, submerging them in a sea of uncertainties.

According to a study conducted by the Association of Professional Designers (ADP), nearly 65% of businesses encounter difficulties in their pursuit of qualified designers. Among the frequently cited issues are a lack of transparency in the processes, interminable response times, and complexities in assessing the quality of services offered by design agencies.

These hurdles can lead to project delays, squandering valuable time, and incurring unnecessary expenses for the companies.Furthermore, the mere act of soliciting quotes from design agencies can be an additional source of confusion and complications. A study carried out by the Institute of Project Management Research (IPMR) reveals that over 50% of companies encounter problems related to design quotes, such as unforeseen costs, missed deadlines, and disparities between the companies' design expectations and the proposals put forth by the agencies.

These findings underscore the considerable challenges that businesses face when seeking to harness the potential of design to achieve their objectives. It thus becomes essential for them to find reliable and transparent design partners capable of comprehending and effectively addressing their specific needs, all within tight time frames.

In light of these challenges, my aim was to streamline and enhance the design request process for Stellar Conception's client companies. I sought to find an innovative and practical solution that would simplify the entire process. Drawing on the insights from studies conducted by ADP, IRGP, and other specialized sources, I adopted a user-centered approach. My goal was to create a user-friendly and intuitive online platform, enabling businesses to swiftly and effortlessly find design solutions to meet their needs. The objective was to reduce turnaround times, promote transparency, and deliver optimal quality.

To summarize, this project aimed to simplify the design request process, overcome the obstacles faced by businesses, and foster seamless collaboration between clients and Stellar Conception. By providing a simpler and more efficient solution, I am confident that Stellar Conception will contribute to fostering innovation and the design-driven development of businesses.

The customer experience is a crucial aspect of the interaction between users and our product. When it comes to finding a designer, businesses tend to turn to design agencies or hire a full-time designer. The search or hiring process can easily span several days, leading to anxiety and frustration among users. Moreover, from a business perspective, it entails allocating resources to address this issue, often resulting in significant waste of time and money for the company.

That's why the first step was to thoroughly examine the process followed by businesses when faced with this need. The goal of this analysis was to gather insights into frequently asked questions and the steps taken by companies when making design requests. Consequently, I compiled a summary of the main identified issues. This step served as a foundation for identifying weaknesses on both sides and uncovering opportunities for improvement. By understanding the challenges businesses encounter in this process, we can develop more efficient and tailored solutions to meet their needs.

The importance of reducing the learning curve for users when discovering a new product is often underestimated. However, creating a sense of familiarity can be extremely beneficial in preparing users for their initial experience with our product. Knowing where to find key features, utilizing standardized interactions, and structuring content in an intuitive manner instills a sense of control and confidence, enabling smooth navigation.

Let's take the example of driving a car to illustrate this idea in our daily lives. When we are accustomed to our own vehicle, we instinctively know the location of controls, how to use them, and how to interact with the dashboard. This creates a familiar and comfortable experience, facilitating our driving.

On the other hand, when we get behind the wheel of a rental car for the first time, it takes some time to adapt to the new controls, different button layouts, and specific features of the car model. During this adjustment period, we may feel disoriented and less confident in our ability to use the car effectively.

This analogy can be applied to the process of designing and developing designs. Therefore, my next step was to analyze key players in the market to understand the existing patterns and best practices in reducing the learning curve for users. By drawing inspiration from this knowledge, we can design a smoother and more intuitive user experience, promoting rapid adoption and increased satisfaction.

Insight #1

Upon examining the chart below, I have identified the different processes implemented by 10 competing companies that offer design services for individuals and businesses. It is interesting to note that out of these 10 companies, all of them use a contact form as a means of prospecting, while only 4 of them also offer a quotation form. In both cases, the companies have established a process aimed at providing clients with a quotation for each design request they wish to undertake. However, this process often entails significant waiting times, difficulties in scheduling appointments, complex communication, and most of the time, additional costs for clients when they want to make revisions, for instance.

These findings highlight the challenges clients face when interacting with these companies for their design needs. Delays, difficult communication, and additional costs can lead to frustration and complications for clients, making the process less smooth and satisfying.
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Insight #2

Upon reviewing the available information, it is evident that many companies employ a similar process when it comes to addressing their clients' design requests, such as designing the user interface of their internal application. However, it is important to note that this traditional approach can sometimes overlook client input and lead to biases.

Indeed, when companies solely rely on a pre-established process infrastructure, there is a risk of assuming that this approach suits all clients and situations. This can result in decisions based on generalizations rather than a deep understanding of each client's specific needs.

To avoid these biases, it is crucial to adopt a more customer-centric approach. This entails taking the time to actively listen to the needs and preferences of each client, providing them with opportunities to express themselves and influence the design process.

Finding #1
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Once a prospect becomes a client, it is often observed that they quickly become disoriented, and there is a certain lack of clarity regarding the tracking and transparency of information throughout the project. Furthermore, if the client wishes to continue the collaboration for other projects, they are faced with the same process as their initial request: requesting a quote, waiting, receiving the quote, waiting, signing, and more waiting. As you may have understood, this can lead to frustration and inefficiency.

It is crucial to recognize that each interaction with the client, whether it is their first request or a subsequent collaboration, represents an opportunity to maintain a relationship of trust and facilitate the process for them. Unfortunately, the repetitive process pattern that clients encounter does not promote smoothness or efficiency in the collaboration.

To address this situation, it is imperative to adopt an approach focused on continuous improvement and process simplification. This involves reviewing and rethinking the workflow cycle to provide clients with a smoother and more transparent experience.

For example, rather than replicating the same process of requesting a quote and waiting each time, it would be beneficial to explore solutions that expedite the steps, simplify administrative procedures, and facilitate decision-making for the client. By investing in efficient project management tools and systems, we can reduce waiting times, improve communication, and provide transparent and accessible information at all times.

Additionally, it is essential to acknowledge the shortcomings of the current process when it comes to tracking and information transparency for clients. By adopting a continuous improvement approach, we can streamline and optimize processes to offer a smoother, more transparent, and more satisfying customer experience, both for their initial request and subsequent collaborations.

Finding #2
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When it comes to the quote request process, whether through an online form or contact form, we observe similarities with the aforementioned analogous research. Indeed, it is a common practice for companies with design needs. They are accustomed to following this process when undertaking design projects.

It is interesting to note that this familiarity with the quote request process can be attributed to several factors. Firstly, companies often engage design agencies or design professionals, and these providers typically use quote request forms to gather necessary information and assess projects. Moreover, companies themselves often have similar internal processes to manage their in-house design requests.

This familiarity with the process can have advantages, such as a clear understanding of expectations and the steps involved in requesting a quote. However, it is important to note that simplicity and familiarity should not lead to complacency. It is essential to remain open to improvements and adjustments in order to optimally address the specific needs of each client.

By analyzing the gathered information from analogous research and previous studies, I have identified three key opportunities:

Improvement of existing processes
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Taking into account the patterns and best practices used to reduce the learning curve for users, I have redesigned the quote request form. The goal was to simplify the experience for clients while optimizing efficiency on our end. I automated the data collection process from the forms, consolidating them into a single database, enabling a smooth backend workflow while providing a user-friendly interface.

New unified process
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I developed a new subscription system that allows businesses to subscribe to our design services on a monthly basis in less than 3 minutes at a fixed price. This system enables them to submit as many design requests as they want through a dedicated Trello board. They can track the progress of their requests in real-time, easily request revisions, and receive the final products within 42 hours.

Seamless client onboarding
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To make the client onboarding process faster and smoother, I automated this often time-consuming step. A simple click is now enough to invite a new subscribing client to their dedicated Trello board, where they can manage all their design requests and communicate in one place.

By combining these opportunities, I aimed to offer a comprehensive solution that simplifies the design request process, optimizes client onboarding, promotes smooth communication, and provides a pleasant experience for our clients. This innovative approach aims to address the challenges faced by businesses and help them fully leverage our design services.

#1 Systematic Design Thinking

Learning about systematic design thinking was a crucial step in my journey for this project. Firstly, it was important to understand that introducing new features is not just about adding a line or an icon to the user interface. That's why I tackled the complex question of "what is more important than what" to prioritize what truly matters to users in a specific context. I sought to define logics and reasoning upfront, even before considering the visual aspect (UI). Secondly, I valued the reuse and improvement of already tested, accessible, or flexible processes, which played a crucial role in this project. It would have been easier to introduce an entirely new process, but by considering the bigger picture of the system serving a holistic design product, leveraging existing processes allowed me to improve not only functionality but the product as a whole.

#2 The Importance of User-Centered Approach

By focusing on user needs and preferences, I was able to design a more user-friendly and intuitive process, thus providing an enhanced client experience. The goal was to understand users' expectations and requirements throughout the process and place them at the core of our decisions and solutions. This enabled us to offer a personalized experience tailored to the real needs of the clients.

#3 Automation can Improve Efficiency and Productivity

By automating the data collection process from forms, design request management, and client communication, I was able to reduce wait times, simplify administrative tasks, and optimize resource utilization. Automation will enable faster and more efficient handling of requests, while reducing human errors and improving the overall quality of the services offered.

#4 The Importance of Transparency and Regular Communication

By providing clients with frequent updates on the progress of their projects, keeping them informed about timelines, and facilitating communication, I was able to build trust and enhance client satisfaction. A harmonious collaborative relationship relies on clear and transparent communication, where clients feel involved and have regular insights into the progress of their projects. This approach also enables quick issue resolution and allows for adjustments along the way based on client needs and preferences.