UX Design

Amplify - Content Creation Workflow Redesign

Problem

Amplify, our communications tool, is not being used often. Users were struggling to complete the workflow for sending out communications. Not only was the flow difficult to complete, but the approval process was tedious and, in many cases, unnecessary.

Users encountered friction in a cumbersome workflow, making it difficult to complete tasks efficiently. They needed a faster, more streamlined way to send communications and return to their work.

Original Site

My Process

I reviewed the current site and built a flow diagram for the current experience. I reviewed our site stats and scheduled user interviews with our top 15 users across various roles and locations.

Original workflow diagram

I held half-hour Zoom interviews with each user (15) walking them through the current experience. Notes were taken on pain points and general user feedback.

While processing the results I found:

Unnecessary fields added friction and made tasks feel more complex than they needed to be.
Reducing steps and inputs could significantly improve both efficiency and overall user satisfaction.
Users expect streamlined, purpose-driven flow that respected their time and attention.
Wireframes of a new experience were produced and brought back through the user group.
Users expressed strong preference for the new flow, consistently describing it as simpler and easier to use than previous experience.

Wireframes of a new experience were produced and brought back through the user group.
Users expressed strong preference for the new flow, consistently describing it as simpler and easier to use than previous experience.

New workflow diagram

Wireframe:

Outcome

The new workflow reduced time for users by 50%.
Simplified interactions led to a smoother, more intuitive user experience.
Increased usability led to higher intent for reuse of the workflow.
Positive experience translated into a greater likelihood of users recommending the product to others.
Simplification of the flow improved overall satisfaction by 100%, as well as, strengthened user trust in the system.