work/ RedConecta
Business Directory: RedConecta
Jan 12, 2022
From physical to digital: Transforming the RedConecta directory by navigating complexity and overcoming digital barriers
Goal
To carry out the transformation of the physical RedConecta directory into an updated and robust digital version. The company faced the challenge of adapting to the digital age and overcoming the barriers associated with this process. The main focus was to navigate the complexity of the digital transformation by providing a solution that would allow users to access and use the directory efficiently and effectively.
Team
1 UI designer (me)
1 UX designer
1 Content designer
1 Project manager
1 Front-end Developer
1 Infrastructure specialist
1 Back-end Developer
About RedConecta:
Chile's largest business directory and platform. After the pandemic they were faced with the challenge of transforming their physical directory (better known in the business world as the red book) into an updated and robust digital version. With the post pandemic pressure, the urgency to digitize their business was just one more problem to face.
Overcoming the digital barrier: Transformation and team learning.
The main barrier we faced as a team was the lack of digital skills in most of RedConecta's staff. The objective was to map the current situation, identify challenges and define key areas of improvement through co-creation workshops and Design Sprint. To meet the urgency of getting the project out in the open, we delivered an MVP. Working together was crucial to guide and overcome the fear of the unknown and uncertainty related to the digital barrier.
Tasks and Deliverables
Design Sprint Workshops: A series of co-creation workshops were conducted using the Design Sprint framework, these workshops aimed to map the current situation of the organization, identify challenges and establish solid foundations to understand the problem and its context. Also to break down the digital barrier of the members of the company. These workshops also allowed us to identify relevant points and generate ideas for improving the experience.
Mapping the current landscape: research of the existing RedConecta system, creating an overview map of the landscape and the actors involved. This allowed the whole team to become familiar with the context and challenges.
Prioritization of challenges: Exercises were conducted to prioritize the most pressing challenges identified by RedConecta. Three main challenges related to process efficiency, database management and value proposition improvement were selected.
Creation of an MVP website with priority functionalities in record time.
Navigating complexity and building clear objectives: An agile approach to success.
I had to learn to work fast, as time was scarce. Feedback with the RedConecta team was complex, as they struggled to agree on decisions. Our job as a UX - UI duo was to prioritize the identification of their challenges and guide them in the process of understanding their own business. This approach allowed me to establish the basis of what they wanted to achieve, their purpose and vision. It is not just designing for design's sake, but designing with a clear objective and defined goals to know what is really needed. After the workshop sessions and knowledge about their business, it was much easier to understand what they really needed and prioritize it. This enabled knowledge better full flow and helped our team identify opportunities and how to effectively address them.
Transition to the digital age
This project was full of complex challenges. One of the most interesting to me was bringing the physical to the digital efficiently and effectively. We had to transform traditional processes and interactions into digital experiences that were accessible and practical for users. To achieve this, we delved into exhaustive analysis of the company's needs and requirements, identifying the key points that needed to be adapted to the digital environment. Implementing technological solutions that allowed digitizing tasks, simplifying workflows and facilitating online communication and collaboration. Through a strategic approach, we were able to transcend physical boundaries and create a cohesive digital experience, while maintaining the essence and objectives of the project. The result was a transformation that provided the foundation for the company to be more efficient, agile and adaptable in the digital environment.
The importance of prioritization and scope management in the project: Key learnings to meet deadlines
Despite overcoming difficulties as a team and managing to deliver in the short timeframe required, clients wanted to include numerous additional functionalities that were inviable due to development and database constraints. This experience taught me the importance of establishing priorities and agreements from the early stages. I learned that it is critical to clearly define the scope of the project from the beginning, without overstepping boundaries and being realistic with our work. Ultimately, we delivered the Minimum Viable Product (MVP) with the most functionality requested and subsequently implemented improvements to the database. These lessons left an invaluable legacy: staying true to our limits and being realistic with our deadlines.
