Textual AB · UX research · 2022
Textual had never worked with a UX designer. I interviewed six of their e-commerce clients and turned what I learned into customer journey maps that the team could act on right away.
Results
6
client companies interviewed, including Gina Tricot, NA-KD, Royal Design and John Lewis
5
customer journey maps, one per client workflow instead of the one map that was planned
Days
from a finished map to fixed pain points for several clients
2 months
from plan to final workshop, run independently
Henrik Gemoll
Founder & CEO, Textual AB
“Sofia has approached this project with high professionalism, ambition, and attention to detail. She independently planned and conducted user interviews where central processes were mapped step by step. The results were presented as clear Customer Journey Maps that provided valuable insights for continued development. It has been a pleasure having Sofia as part of the team, and we highly recommend her to future employers and collaborators.”
Textual is an AI platform that automates large-scale content creation and translation for e-commerce companies, so they can generate and manage thousands of product texts across many markets.
Business goals:
Textual had never had a UX designer. The product was powerful and highly customisable, but the team lacked insight into how customers actually used it, where they hit friction and which parts of the workflow created the most value.
That led to inefficient onboarding and training, a risk of misaligned product decisions and difficulty scaling to new clients.
Run a user research project and present the findings in a clear visual overview that:
I planned and ran the project independently over two months.
01
Define
02
Plan
03
Discovery
04
Research
05
Process
06
Understanding
07
Delivery
The plan was to create one customer journey map. During the interviews it became clear that every client had a unique workflow, so I switched to one map per client and delivered five.
Each map follows the client’s steps through the tool, with touchpoints, activities, positive and negative reactions and quotes, and ends with concrete improvement suggestions. I sent each map to the Textual team as soon as it was done.
As soon as I finished a journey map, I sent it to the Textual team. Several pain points for multiple clients were fixed within days. Many of the biggest frustrations turned out to be easily fixed bugs or tasks the team could handle quickly.
The interviews gave clients dedicated time to reflect on pain points they usually just lived with:
“I’ve been thinking about telling the Textual team about this matter but I always forget.”
“The Textual team is super helpful but I’m the kind of person who wants to figure it out by myself.”
All interviewed clients were highly positive and appreciated the chance to show their process, which built stronger relations between Textual and its clients.
Individual maps gave Textual a clear picture of each client’s process and pain points, so the team can prioritise improvements with client relations and client size in mind.
At the end of the project I facilitated a UX workshop with the CEO and CSO, where I presented the findings and we discussed ideas for improvements together.
After working for Textual and inside its tool for a few weeks, I had noticed inconsistencies in the brand colours and how they were used across platforms. That discussion led to me helping them with a rebrand and a new web design.
More projects
Contact
Do you want more clarity of how your customers use your product? Send me a message and I’ll get back to you.
Sofia Bågenholm
Designer & Founder, Polu Design AB
Gothenburg, Sweden / Remote
