Shogun

Introduction

Shogun Frontend, one of the first Progressive Web Application (PWA) development platforms, was designed to simplify website development for ecommerce. However, it faced low adoption due to a clunky user experience for the one's building the websites (Developers) and the ones managing the content of the websites (Administrators). My research aimed to uncover the pain points of developers and administrators and use those insights to inform product updates, ultimately increasing user satisfaction and adoption.

Role & Responsibilities

As the UX Researcher, I led a mixed-methods research initiative to understand the needs of Shogun's core user groups. My responsibilities included: planning and executing usability testing, conducting in-depth interviews, synthesizing research findings, and collaborating with Design and Product teams to translate insights into actionable design recommendations.

The Challenge

Shogun Frontend was intended to provide an all-in-one platform for building and maintaining lighting-fast ecommerce websites using Progressive Web Application (PWA) technology. However, the initial platform was created with limited input from developers and administrators, resulting in a platform that didn't meet their needs. This led to low adoption rates and negative feedback, hindering Shogun's growth potential. Developers struggled with the platform's workflow, while administrators felt limited in their ability to manage website content independently.

The Research Process

To understand the user experience, I employed a mixed-methods approach:

• Usability Testing: I conducted usability testing with 10 developers and 10 administrators, observing their interactions with the platform's core functionalities. Participants were asked to perform tasks such as creating a new webpage, customizing a template, and integrating a plugin. The testing revealed that the text-heavy interface and complex navigation made it difficult for users to quickly find and use the tools they needed.
• In-depth Interviews: I conducted in-depth interviews with 5 developers and 5 administrators to better understand the pain points and desires revealed during testing. Developer interviews highlighted the need for the platform to provide more value out-of-the-box. They wanted to leverage pre-built components and templates to quickly create functional sites, freeing their time for more specialized development tasks and higher-value contributions. Administrator interviews revealed a significant frustration with their dependence on developers for even minor website updates. They expressed a desire for a more visual and intuitive interface that would empower them to manage content independently.
• Mixed-Methods Approach: This approach allowed me to gather both quantitative data on usability issues (from testing) and qualitative insights into the users' motivations and frustrations (from interviews). This combination provided a holistic understanding of the developer and administrator user experience.

Key Insights

The research revealed two key user needs:

• Developers: They desired a platform that provided a toolbox of pre-built components and templates, rather than requiring them to build websites from scratch after migrating their online storefronts to the Shogun platform. They wanted to focus on customization and integration, not rebuilding.
• Administrators: They needed a more visual and intuitive interface that would empower them to manage and update website content without relying on developers. They needed a "what you see is what you get" experience.

The Solution

Based on these findings, the platform's interface was updated to prioritize visual tools and pre-built components. Key changes included: A more visual interface for administrators, allowing them to more clearly see the website content they were managing and updating. A library of customizable templates and pre-built components for developers, enabling them to quickly build and customize websites. And the navigation was redesigned to be more intuitive and user-friendly, simplifying wayfinding.

Results and Impact

Post-launch, the updated platform achieved a 3-point increase in customer satisfaction, as measured by the average Net Promoter Score (NPS). This improvement reflects the positive impact of the user-centered redesign on both developer and administrator satisfaction. The platform also received positive qualitative feedback, with users praising its ease of use and increased efficiency.

Key Learnings

This project reinforced the importance of user-centered design and the value of mixed-methods research. Understanding the specific needs of different user groups is crucial for creating successful products. In future projects, I would explore incorporating user feedback earlier in the design process to ensure that user needs are addressed from the outset.