Case study: MOO Business Services
Overview
MOO Business Services allows companies to easily order MOO products, from business cards to water bottles, in bulk through a user-friendly interface.
I played a key role in shaping and growing this SaaS product from the ground up. Working closely with a cross-functional team of Developers, Product Managers, and Project Managers, I conducted research, created a design system, and led communication sessions for executive leadership.
Since its launch in 2014, we increased conversion rates by 12% month on month, generating over £2 million in revenue.
Company: MOO.com
Role: Lead Experience Designer
Year: 2013 - 2015
SaaS agile design system people management
Problem to solve
How might we build a tool that enables businesses to order MOO's products in bulk?
Solution and outcome
A lot of MOO’s customers are SMEs for which ordering business stationery is a calamity. This lovingly crafted platform enabled bulk creation making it easy for administrators and employees to buy MOO's products easily. I'm really proud to say the service we designed and built 10 years ago is still running strong today with customers like airbnb and Red Bull.
The Process
Discover & Define
Creating this SaaS product from the ground up called for some extensive research. Collaborating with the MOO researchers we discovered just how much of a chore it was for people to order business stationery in bulk without getting totally lost in the process. From our study 46% of MOO’s business customers gave up trying to order via the consumer interface, mainly due to the number of different details they had to add to business cards.
We defined 3 key jobs to be done: saving time, ensuring users felt confident they had ordered correctly, and allowing for easy customisation
Wireframes & prototypes
As there was no product to iterate from the team and I started with wireframes, paper-prototypes and Axure mocks to get the idea into the hands of customers to test.
As the lead UI designer I took the MOO brand and applied it to the SaaS product, creating a design system and a new set of design guidelines for software products. I also focused heavily getting the information architecture in place.
Delivery
In just a few months we shipped a basic MVP to a close set of customers and quickly added more features and interface changes.
We slowly rolled out to more business customers and began iterating on the experience. Taking great pains to ensure all changes were communicated to customers way ahead of time.
My Role
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SaaS Product Development - Contributing to the creation and growth of a Software as a Service (SaaS) product from the ground up.
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Cross-Functional Collaboration - Working closely with developers, product managers, project managers, and researchers to build the product.
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Research and User Insights - Conducting extensive research to understand user needs and pain points, including analysing customer behaviour and feedback.
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User Experience (UX) Design - Developing wireframes, paper prototypes, and Axure mockups to create a user-friendly interface.
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UI Design and Brand Application - Leading the UI design efforts, applying the MOO brand to the SaaS product and creating new design guidelines for software products.
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Information Architecture - Organising and structuring content to optimise user navigation and experience.
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Product Strategy and Definition - Defining key jobs to be done for the product (e.g., saving time, ensuring accuracy, and enabling customisation).
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Minimum Viable Product (MVP) Development - Developing and launching an MVP quickly, and iterating based on user feedback.
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Agile Methodology - Rolling out the product iteratively, adding new features, and refining the user experience over time.
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Communication and Stakeholder Engagement - Conducting communication sessions for executive leadership and ensuring customers were informed about changes in advance.
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Conversion Optimisation - Contributing to a 20% month-on-month increase in conversion, generating over £2 million in revenue.