Peach is a global online ad delivery platform operating in over 100 markets, with Japan contributing a significant portion of sales. In an effort to align the brand, simplify the product mix and provide Japanese users with access to system updates, we designed a project to merge the separate system currently in use in Japan with the main platform.
Company
Peach
Duration
April - December 2022
My role
UX Designer.
What I did
Communicating across teams in Japan and the UK headquarter, conducting interviews, defining problems, creating wireframes, and iterating on designs from concept to development.
Achievement
Successfully integrated the Japan workflow into the global platform, and have developed a clear plan for future releases.
The Challenges
The specific workflow and culture in the Japan advertising ecosystem
- Every ad in Japan needs to go through a third-party organisation where the ad details will be checked and requires API migration. This is different compared to most other countries where users can send ads to broadcasters directly in other countries.
- Users in Japan tend to have very high expectations so the information and user flow needs to be well-structured and tailored to their needs.
The project required a deep understanding of two systems
- The product serves various workflows, from simple flows involving one organisation to complex flows involving 5-6 organisations. We needed to consider the needs and workflows of both small agencies and enterprises.
- As certain user needs in Japan are also present in the rest of the world, it is important to consider regional differences and find solutions that will have value globally.
Managing a large number of stakeholders involved in this project
- We have encountered challenges in accessing specific users from various external groups.
- With a large number of stakeholders involved, we initially faced difficulties in identifying the appropriate point of contact and effectively communicating the value of the design to all parties.
The initial UX approach might not fit the cultural circumstance
- Japanese users tend to be cautious in their communication and may be less forthcoming with their true thoughts. To conduct interviews in a professional manner, it was necessary to adjust the interview format, word usage and question structures.
Stakeholders
As part of a diverse, multicultural team spread across multiple countries including the UK (where the headquarter is located), Japan, and Singapore, I have developed the skills to effectively collaborate with individuals from various backgrounds and mindsets, as well as navigate time zone differences in order to ensure smooth project execution. Additionally, the participation of external users from creative agencies and production houses greatly helped us understand user behaviours and their needs in the process.
As part of my job, it is important to ensure that the voices of all stakeholders are heard. This relationship chart shows who was involved in this project, and the main goals they want to achieve.
The Design Journey
Explore the goals and systems
To begin the project, I conducted a thorough analysis of the project’s background by reviewing relevant materials and participating in multiple demos with my colleagues. This enabled me to gain a deep understanding of the differences and constraints of the two systems. I also sought feedback from the internal team to ensure that their expectations and needs were considered in the design process. This approach helped me to establish a solid foundation as I moved forward with implementing UX best practices.
Clarify the user flow
As a platform serving a specific industry, it is extremely important that we understand every possible workflow in any circumstance and ensure they can run smoothly on the system. I created several diagrams so that the teams can easily specify the touchpoints and compare the differences between them across countries and sizes of organizations.
Initial user interview
The goals of this interview were to find out ‘what‘ tasks they are trying to complete and ‘why‘ they need to do so. Therefore, I adapted the qualitative interview method. The questions don’t start with the product, but focus on their daily job so we can have a clear user portrait. We covered the following questions:
- The organisation size and structure
- Their roles and their daily job
- The stakeholders they work with
- How long have they used the system
- Their behaviour on the product
- What features are used and why
- Open format to receive feedback on UX/UI issues
Users were also asked to demonstrate the system when they expressed dissatisfaction. This allowed me to observe how they interact with the system and identify potential UX issues. This approach allowed me to turn raw data into insights, which helped us narrow down the focus, shape the design scope, and gain a deep understanding of user behaviours in Japan.
Wireframing and Usability test
After the initial interview, we narrowed down the focus and decided to focus on wireframing for the core workflow. At this stage, we repeated the process of creating designs and getting them verified by different teams via presentations and workshops to ensure that our design fits the strict workflow in Japan.
In order to test whether our initial wireframes can completely cater to users’ needs. We conduct the second round of interviews. I was fortunate enough to interview some leading companies in the Japanese advertising industry, such as Dentsu and Hakuhodo. In this interview, we try to achieve these goals:
- Test the concept and the core flow
- Identify any usability problems
- Determine better designs for crucial screens through A/B testing
- Find out whether the terminology used on UI is clear in Japanese
Iterating, Phasing, improving
We developed numerous options and discussed them with the product, development, and business teams in both the UK and Japan. I frequently presented design work to stakeholders via Miro board, which enabled me to explain the design through text. During this process, I closely collaborated with the development and product teams.
We iterated through these processes multiple times to ensure that the outcome not only meets the expectations of users, but is also feasible with our current resources.
Ultimately, we fit the Japan workflow into the global platform and completed the initial design, with a clear plan for future phases of releases.
Learning
Always be flexible and adaptable
As a designer, it is important to interview users or test ideas in an ideal format. However, the format may need to be adjusted in certain circumstances. For example, cultural background and business regulations may affect a user's comfort level with an unfamiliar interview format. In such cases, designers should ensure that users understand the purpose of the format and feel comfortable participating.
Involve various aspects early on
It is important to involve various aspects early on when working on a product that serves complex workflow. Sometimes, only stakeholders from a specific sector may notice that something is not functioning properly. To balance the needs of users, business goals, and available resources, it is essential to involve a broader range of perspectives early on and seek design review.