Design is a critical aspect for businesses as it can enhance brand perception, attract and retain customers, and ultimately contribute to achieving business goals.
Designing successful apps and websites is not just about aesthetics; it's
about creating a seamless
user experience that captivates and engages visitors. I approach each project with a fresh
perspective, focusing on user-centric design and creating experiences that are both functional and
visually stunning.
Design is a skill that requires a creative eye and a strategic mind. Designers not
only know how to make things look beautiful but also how to create intuitive interfaces,
anticipate
user behavior, and develop seamless user journeys.
I will use Aiko Mail as a case study to demonstrate my design thinking process, which involves
six key steps. First, I will focus on branding, ensuring that the product's
logo, icons and overall
aesthetic align with the company's values and resonate with its target audience. Next, I will
empathize with the users of Aiko Mail, gaining a deeper understanding of
their needs and preferences
through research and feedback. From there, I will define the problem and set
clear objectives for
the project. Then, I will ideate, generating a wide range of potential
solutions and concepts.
Once
I have narrowed down my ideas, I will create prototypes and test them with real users to ensure that
the final product meets their needs and expectations. Throughout each step of the process, I will
remain open to feedback and willing to make changes as needed to create a successful and
user-friendly product.
Aiko Mail (aikomail.com) is the most advanced email software available. Awards: Best AI company of the year, Best Startup founded in NYC, Email platform of the year. Skip to a section:
To develop the branding for Aiko Mail, I followed a thorough and strategic
process.
First, I
conducted market research and competitive analysis to gain a deeper understanding of the
industry
and identify gaps in the market that Aiko Mail could fill. Based on this information, I
created a
brand positioning statement that outlined Aiko Mail's unique value proposition and key
differentiators.
From there, I developed a brand identity that captured the company's personality, values, and
overall aesthetic.
This included designing a logo, selecting a color palette and typography, and
creating a brand style guide to ensure consistency across all marketing materials. Throughout
the
process, I collaborated closely with the rest of the team to ensure that the vision was
reflected in
the
final branding, while also staying true to the needs and preferences of their target audience.
The result was a minimalistic, clean white and blue brand to match
the
'Inbox
Zero' positioning of the company.
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White paper research
When email was first introduced in the 1970s, it was used primarily as a way for researchers
and
scientists to communicate with each other.
Over the years, it has become an integral part of our daily lives, with billions of people
around
the world using it to communicate with friends, family, and colleagues.
Focus group (18 participants)
During the research phase, I’ve come across dozens of startups claiming to reinvent or
revolutionize
email, but they fall short across the board, staying conservative and adding little to no new
features.
I proceeded to interview 18 corporate email users and noted all their pain points.
The 3 main findings of my research were:
◉ Too much time spent reading, writing, organizing
emails.
◉ Most emails are unimportant, irrelevant or
subscriptions.
◉ People use unread emails as to-do list which is
inefficient.
Email should be a useful tool for communication and collaboration, it shouldn’t be a time sink
that
consumes a large portion of our day.
I am passionate about creating empathetic user experiences that not only meet users' needs but
also
improve their overall quality of life. By focusing on the user's perspective and incorporating
their
feedback, I can create a product that truly resonates with them.
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People find themselves spending hours sorting, reading, writing and
organizing an excessive amount
of messages.
While there have been some advancements in email technology, such as the introduction of
web-based
email and mobile apps, these changes have mainly been incremental and have not fundamentally
changed
the way that email works.
To create an email solution that saves people time.
One of the biggest challenges in redesigning email software is the need to balance innovation
with
familiarity. Many people are used to the way that the traditional inbox works and any
significant
changes to the interface or functionality could be confusing or frustrating for users.
The goal is to transform email into the great tool it was designed to be rather than the chore
it is
today which is why I need to focus on its biggest pain points.
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Let's break down the keywords I found most important to fix the inbox user interface.
Email needs to be visual and focused, to find what you need quickly with no clutter. It needs
to be
intuitive so people know how to use it out of the box. It also
needs
to save time, so we’re going to
need good automation.
Note: Due to the nature of this software, the user experience can be greatly improved by
so-called
accelerators such as keyboard shortcuts, touch gestures, or voice control.
Kanban is a project management method that was originally developed by Toyota in the 1950s to
improve the efficiency of its manufacturing process. It is now widely used in various
industries and
has proven to be particularly effective in task management and organization.
Kanban for email is truly novel and is a great way to visualize and organize emails for every
industry, including that of our beta users:
Accounting: invoices, receipts, and bills.
Marketing: newsletters, promotions, and ads.
Sales: leads, prospecting, and follow-ups.
HR: job applications, interviews, and onboarding.
Now that our app is visual and intuitive, we need it to be focused
and
automated.
I added focus by creating a Priority/Other switch, using AI to
filter unimportant emails.
I added automation with what I call the Board Rules.
Using AI, this feature helps you automatically sort emails into boards based on their intent.
Let's
say Aiko Mail detects a scheduling intent, you can create a board called 'meetings' and all of
them
will migrate there automatically.
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The CTO and I then created a simple desktop app which featured a clean and minimalist
design, with some initial features like the Priority/Other switch and the Boards.
To test the usability and effectiveness of the email client desktop app prototype, I conducted a
series of user tests with a group of beta users. The tests were designed to assess the usability,
user satisfaction, and effectiveness of the email client in managing and organizing email.
The beta users were provided with a set of tasks to perform on the email client desktop app
prototype, such as composing a new email, replying to an email, and managing their inbox. The
feedback received from the beta users was overwhelmingly positive, with users commending the
simplicity and ease of use of the email client.
Based on the feedback received, I made some minor adjustments to the user interface to further
improve usability and user satisfaction. For example, I made the boards dynamic in sizes and
decided to create 'Spaces' to make it easier for users to access their different topics.
Overall, the user tests confirmed that the email client desktop app prototype was highly effective
in managing and organizing emails and provided a streamlined, user-friendly interface for users.
The feedback received from the beta users was instrumental in refining the prototype and
developing a final version that met the needs and expectations of email users.
I usually reply within 24 hours.